Honda Sales Tumble 8.7% For Month - Acura Sales In Coma After 18.9% Plunge

American Honda today reported September 2013 U.S. sales of 105,563 units, a decrease of 9.9 percent compared with September 2012 (a decrease of 2.1 percent based on the Daily Selling Rate (DSR*)), while year-to-date sales remain up 7.9 percent over 2012. Reflecting Honda's consistent focus on retail sales, the Honda brand posted September 2013 sales of 93,915 units, a decrease of 8.7 percent compared with September 2012 (a decrease of 0.7 percent based on the DSR). Acura U.S. September sales of 11,648 units decreased 18.9 percent compared with September 2012 (a decrease of 11.9 percent based on the DSR).

Honda

Strong sales of the Accord continue, up 13.8 percent year to date, on sales of 25,176 units in September
Honda light truck sales are up 7.8 percent year to date compared to 2012 helped by the Ridgeline, which tallied a 7th straight month of sales gains in September, up 9.9 percent compared to 2012
Solid September sales of 22,983 units keep Civic up 8.3 percent year to date and 6.7 percent compared with last September

"Even as we catch our breath from all-time record August sales and with two fewer selling days this month, the Honda brand continues on a strong pace for the year," said John Mendel, executive vice president of sales at American Honda. "The already strong appeal of the Accord lineup will grow even greater with the launch late this month of the 2014 Accord Hybrid, which delivers 50 mpg¹ city EPA-rated fuel economy."

Acura

Acura light truck sales including the all-new 2014 MDX and 2014 RDX are up 16.2 percent year to date compared to this point in 2012
RDX sets 17th successive monthly record, with sales of 3,022 units
MDX remained the top selling Acura model in September, with sales of 4,539 units

"With the all-new 2014 MDX luxury SUV hitting the sweet spot for upscale family shoppers, Acura is well positioned heading into the fall selling season," said Jeff Conrad, vice president of Acura sales.

*The daily selling rate (DSR) is calculated with 23 days for September 2013 and 25 days for September 2012. Year-to-date, the DSR is calculated with 229 days for 2013 and 230 days for 2012. All other percentages in release are unadjusted; see table for adjusted DSR figures.

Cali - 10/1/2013 3:02:53 PM

-1 Boost

Where's that idiot that said that the RLX sales would be on FIRE?? Hahahaha!!!! Christ, their entire sedan division sold less than 4k vehicles!!

BMW4me4ever - 10/1/2013 3:51:42 PM

-1 Boost

This may be the end of Acura as they will not be able to survive too much longer selling only 4k cars in the US on a monthly basis. The SUV are doing okay yet will not be able to sustain the brand much longer

cidflekken - 10/1/2013 7:00:33 PM

+5 Boost

Personally, I never anticipated the FWD RLX to sell well, but this is just sad. It's not a bad car. It's not an ugly car. But it's not a great car and it's not a gorgeous car. And Acura's "Luxury" commercial helped not a single bit. Acura needs to be the SH-AWD version out and they need to make sure to add some styling pizzazz and not increase the price dramatically. Their Facebook page increased over 100k "Likes" to over 400k since the hype over the NSX, RLX, and MDX so there is certainly "fans" of the brand out there. Not bad for an almost US-specific brand.

But, yes, Acura needs to get their act together. The advertising campaign for the MDX is 100x's better (though the "Extremely New" tag is odd) than what they did for the RLX. They need to advance the premiere/release of the TLX as they simply cannot wait an additional year. And, I sound like a broken record, they need to fix the powertrain offerings of the ILX pronto.

cidflekken - 10/1/2013 7:02:24 PM

+3 Boost

To clarify: I've contended since day 1 that Acura made a huge mistake by offering the FWD RLX before the SH-AWD. Based on the sad reputation of the RL, they needed its replacement to absolutely knock it out of the park. Well, the FWD RLX was barely a bunt.