American Honda logs 5% increase in sales in May 2013

Article by Anita Panait, on June 4, 2013

American Honda Motor Co. posted a 5-percent year-on-year increase in sales in May 2013 to 140,013 vehicles, thanks to high demand for the recently redesigned Accord sedan and coupe. The Honda brand posted a 5-percent increase in May sales to 125,649 units while the Acura brand suffered a 2-percent fall to 14,364 units. Although Honda managed to sell 33,218 Accords in May 2013 for a 12-percent jump, it failed to top its biggest rival, the Toyota Camry which sales was at 39,216 for the month.

Honda’s other models also helped the brand post higher sales in May 2013. The Honda CR-V was up 8 percent in the month, while Odyssey and Pilot surged 15 percent and 11 percent respectively. The Honda Civic, meanwhile, succumbed to 10-percent drop in the month to 30,268 units, partly due to the brand’s decision to cut incentives to nearly zero on the car.

Honda spokesman Chris Martin remarked that the Civic will likely be the compact segment sales leader, and certainly will be the retail sales leader.  He noted that with little to no incentives on Civic, they are happy with its sales performance in May. On the other hand, Acura’s redesigned RDX compact crossover remains a good sell, posting a 49-percent year-on-year jump in sales in May 2013, its 13th straight monthly sales record.

Acura considers the RDX as its volume leader for the year. The MDX mid-sized crossover, meanwhile, suffered a 43-percent drop in sales in May 2013, no thanks to light inventories. The TSX compact sedan outsold the replacement ILX compact sedan in May 2013. Acura’s TL mid-sized sedan posted an 18-percent drop in sales for the month. Acura, however, only sold 273 units of its redesigned RLX flagship in May 2013.

According to Acura, its latest compact sedan is projected to become the gateway to the brand. Dubbed as the 2013 ILX, the brand is hoping it will attract Generation Y. These are customers who are aged between 20 to 30-plus years and who prefer to have a luxury car but also want one that offer high-value propositions. With the 2013 ILX, Acura will be offering customers the chance to choose from three advanced powertrains, all of which are efficient and sporty.

One of this will be a gas-electric hybrid, a first for the brand. For the entry-level version, it will be fitted with the 4-cylinder inline 2.0-liter engine capable of 150 hp at 6,500 rpm with peak torque of 140 lb.-ft. and available from 4,300 rpm.

This engine is paired to the automatic 5-speed Sequential SportShift transmission, allowing the ILX to have an estimated EPA-rated city fuel economy of 24 mpg and highway fuel economy at 32 mpg. In terms of appearance, the ILX is both athletic and sleek. It offers excellent efficiency and performance combined with luxury. The exterior has been designed to make the vehicle more efficient in terms of aerodynamics and also to make sure that the style is highlighted.

For its greenhouse, the one fitted to the ILX is airy and large allowing for exceptional outward visibility. This five-passenger luxury sedan has qualities that make it perfect for young professionals, especially those who are always on the go. Despite having compact proportions, it offers enough space for passengers with cargo space at the right amount.

Acura Design Studio Head Jon Ikeda shared that customers who buy luxury cars for the first time tend to put high value on affordability, environmental issues, and exterior styling. All of these, he said, are in the new ILX. This is why the goal for the ILX, he added, was to be become the first option for young buyers who want to be part of the luxury market.

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