Honda Crashes And Burns In March Dropping 7.7% - Acura Plummets 14.6% For Month

American Honda Motor Co., Inc., today reported March 2012 monthly new-vehicle sales of 126,999, a decrease of 8.4 percent over March 2011, based on the daily selling rate*. The Honda Division posted March 2012 sales of 115,833, a decrease of 7.7 percent year-over-year. Honda's year-over-year decline is in reference to an exceptionally strong sales month in March 2011.

The all-new 2012 Honda CR-V continued its record-setting sales pace, up 35.3 percent from last year and posting an all-time monthly sales record of 30,868 sales compared to last year's total of 21,998 units.

“We knew we had a home run with the all-new CR-V," said John Mendel, American Honda executive vice president of sales. "And to launch it right as our supply chain is refilling means that we are competing in earnest in a growing market. The CR-V has historically been a sales leader in its segment, and the success of this all-new vehicle tells us that we've again hit a real sweet spot for consumers.”

The Acura Division's March sales totaled 11,166, down 14.6 percent compared to March 2011. The TSX model registered a double-digit sales increase, up 15.1 percent from the same period last year to 3,355 units. Sales of the TL sales reached 2,923, a year-over-year decrease of 29.4 percent.

*The daily selling rate (DSR) is calculated with 28 days for March 2012 and 27 days for March 2011. Year-to-date, the DSR is calculated with 77 days for 2012 and 75 days for 2011. All percentages reflect DSR.

gkearns56 - 4/3/2012 7:13:35 PM

-2 Boost

@ Mercedes: Couldn't agree more; All of the Honda fanboys said a couple of years ago the new "birdbeak" design would be a "success". Hardly - If the Honda designers keep using that UGLY beak on all front ends, they will see plenty of these negative quarterly reports. Having a reliable product doesn't always transcend into sales. Their entire lineup from the Honda Pilot UGLY frontend to the birdbeak Acura's, doesn't make me want to rush out and buy their dull looking products. (This comes from a person that once owned a 2004 Acura TL - it was very nice looking then).

IhavearedS2000 - 4/4/2012 12:56:08 AM

+5 Boost

CRV sales where up however, waaaay up. I still think this next year will be very telling for Honda/Acura. New Accord with new Earth Dreams tech plus plugin/hybrid, updated Civic to correct intro major misstep, new Acura RLX with new DI drivetrain with 7spd dual clutch trains plus eSH-AWD foreshadowing the next NSX...it's a make or break year for them no doubt...

gkearns56 - 4/4/2012 4:23:17 PM

-3 Boost

Have the designers get rid of the "birdbeak" and I will buy another Acura product. Until then I will have a German made vehicle to alongside my other cars I own for fun factor.

ThierryHenry14 - 4/4/2012 12:03:53 PM

-2 Boost

IMO, I think Hondas have become very dull and antiquated. Their bread and butter models, like the Civic and the Accord are so dull and ugly that it doesn't attract the mass anymore. They need a complete overhull of the brand's design language to make it more attractive to buyers.

As for Acura, well, three Sedans that have g through evolutions rather than revolutions have hurt them. Their design language is also to blame for poor sales. Three SUVs that are uninspiring and have nothing new to add to the table.

Here's a suggestion for Honda... Bring back the S2000 and start designing cars based on its performance, design (I would hope they would design it to be sporty and not dull like the Civic and Accord), and its overall presence in the line up. As for Acura, they need to revamp the sedan line up, throw in a Z4, TT, SLK type car, perhaps based on a future S2000, but not a rebadged S2000, and just make their car much more fun, rather than marketing (at least in the US) as some dull car that is all about precision... just a thought...

ThierryHenry14 - 4/4/2012 12:06:07 PM

-1 Boost

sorry, in the second paragraph, it should be "...three sedans that have *gone* through..."

The wireless keyboard is not always so reliable sometimes when typing fast.