American Honda’s sales drop 20% to 105,230 cars in 2011

Article by Anita Panait, on January 6, 2012

The triple disaster in Japan in March 2011 severely affected American Honda Motor Co.’s sales as the company’s supply chain, production and inventories suffered a big hit. American Honda posted a 19% decline in year-on-year U.S. sales to 105,230 for December 2011. Honda Division recorded a 19% drop in year-on-year sales in December 2011 to 92,101 units while the Acura Division posted a 15% decline in year-on-year sales for the same period to 13,129 units.

In terms of year-on-year December total sales, American Honda posted a 7% drop to 1.147 million units; Honda logged a 7% decrease to 1,023,986 units while Acura recorded an 8% percent to 123,299. The company, however, remains upbeat for 2012, said John Mendel, American Honda executive vice president of sales.

"Although we still had low inventory in December, our production levels are now back to normal," Mendel remarked. Automotive News estimates that American Honda's U.S. market share dropped from 10.6% percent in 2010 to 9% in 2011.

The Civic has been considered by many as one of the most recognized products around the world and likely Honda’s most popular. One big factor is that customer span a wide range of criteria. Take location for example. Civic owners can be found in Sunbelt states, Snow Belt states, and even the Midwest. They can even be found in Alaska or on the other side in Hawaii.

Basically, they’re found all over the United States. Age is not an issue as retirees, baby boomers, and those from the Generation Y have been seen in a Civic. Indeed it is even driven by those who have recently finished high school or college students starting to live their own lives. Families that have young children have been known to drive a Civic as well.

It even goes across whole spectrum of professions from soccer moms to schoolteachers and professionals. Its users range from performance enthusiasts to environmentalists.

While the Civic does have a number of qualities that ensure it catches the attention of customers like comfort, durability, economy, safety, and style, what many customers want is that it is fun to drive, which it is able to deliver remarkably. It’s no wonder then that the Civic has become one of the worldwide transportation family’s most reliable members.

As proof of its popularity, in the U.S. alone from the time the Civic was first launched in 1973 and until 2010, it is estimated that 8.8 million customers have been reached. Another reason for its appeal is that each generation of the Civic was developed by following a specific theme. Take the new 2012 Civic, which is the ninth generation of this model.

It makes use of the basic idea known as a "futuristic and distinctive compact", which is putting in new values that not only meet the needs of the present but also advance the experience symbolized by this model.

Some of the major changes include enhancing the refinement with the fuel economy of all its models being improved. Interactive technologies aimed at convenience and customization have been added too. Improvements were done to the interior packaging as well as to its ride and performance.

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