In an attempt to resurrect dwindling local Honda sales, Honda Australia has slashed the prices of most of its models.
Pricing reductions to the Jazz, Accord, Accord Euro, CR-V and Odyssey models bring savings of between $1400 and $6259 to the repositioned Honda line-up.
2011 Honda Jazz manufacturer’s list prices:
2010 Honda Accord (run-out model) manufacturer’s list prices:
2011 Honda Accord Euro manufacturer’s list prices:
2011 Honda CR-V manufacturer’s list prices:
2011 Honda Odyssey manufacturer’s list prices:
Honda Australia’s sales have continued on their downward trend this year. They have not been helped in recent months by the effects of the Japanese earthquake, which has placed supply pressure on dealers, although the ageing product line-up is also hurting Honda in a highly competitive marketplace.
Honda Australia’s sliding sales:
2006 – 54,202 units, 5.6 percent market share, 5th brand overall
2007 – 60,529 units, 5.8 percent market share, 6th brand overall
2008 – 52,571 units, 5.2 percent market share, 7th brand overall
2009 – 41,443 units, 4.4 percent market share, 8th brand overall
2010 – 40,375 units, 3.9 percent market share, 8th brand overall
2011 (five months) – 12,191 units, 3.0 percent market share, 10th brand overall
Honda slipped outside the top 10 brands by volume for the first time in recent history in May, with up-and-coming Korean manufacturer Kia taking its place.
Honda Australia’s 12,191 sales figure so far this year is 27.6 percent behind the same period in 2010. It currently sits around 2000 units clear of Kia and Suzuki.
The Honda City (up 11.4 percent) is the only model not to lose ground this year. The Insight, which has not yet been on sale for 12 months, is selling at a rate of 55 vehicles per month.
The Accord has slipped more than any other, down 52.8 percent compared with 2010.
The Odyssey (down 34.7 percent), Civic (down 31.6 percent), Jazz (down 31.2 percent) and Accord Euro (down 24.8 percent) have been among the hardest hit this year, while the CR-V and Legend are also suffering.