Honda’s November Sales: A Mixed Bag of Triumphs and Challenges

Honda’s performance in November 2024 showcased a blend of remarkable achievements and ongoing challenges, particularly within its Acura division. The month was marked by record-breaking sales for the Honda Prologue, while Acura faced significant declines in its sedan offerings. This article delves into the details of Honda’s sales performance, highlighting key models and market trends.

Prologue’s Record-Breaking Sales

In a standout month, Honda’s Prologue electric SUV achieved a remarkable milestone by selling 6,823 units, marking its best month since its launch in April 2024. Cumulatively, the Prologue has sold 25,132 units, establishing itself as a strong contender in the competitive electric vehicle market. Built on General Motors’ Ultium battery architecture, the Prologue has outperformed its GM counterparts, including the Chevrolet Blazer EV and Cadillac Lyriq, in terms of sales. In the third quarter of 2024, the Prologue sold 12,644 units, significantly surpassing the Blazer EV’s 7,998 units and the Lyriq’s 7,224 units. This impressive performance raises anticipation for the Prologue’s continued success as the year progresses.

Sales Snapshot: Honda vs. Acura

Overall, Honda and Acura experienced a combined sales increase of 14.5% in November, totaling 121,419 units. Honda’s individual sales rose by 15.9% to 110,020 units, while Acura faced a decline of 10.1%. Despite Acura’s struggles, it remains slightly up year-to-date with a modest 2.6% increase. The stark contrast in performance between the two brands highlights the challenges Acura faces in a market increasingly dominated by SUVs and electric vehicles.

Honda’s Popular Models Shine

Several Honda models contributed to the brand’s overall success in November. The Honda Pilot stood out with a remarkable 38.5% increase in sales, reaching 12,652 units. Other models, such as the CR-V (+9.5%), Civic (+9.1%), Odyssey (+12.2%), and HR-V (+18.3%), also posted solid gains. This surge in sales reflects Honda’s ability to adapt to consumer preferences, particularly the growing demand for SUVs and family-oriented vehicles.

Acura’s Struggles: The Integra and TLX

While Honda celebrated its successes, Acura faced a challenging month. The Integra and TLX sedans both experienced double-digit sales drops, with the Integra falling by 18.5% and the TLX declining by 10.1%. The only bright spot for Acura was the MDX SUV, which saw a modest increase of 6.2%. Acura’s struggles can be attributed to several factors, including supply chain constraints and a shift in consumer preferences away from sedans towards SUVs.

Supply Chain Challenges Impacting Key Models

Honda has attributed some of the sales struggles of its key models, including the Accord, Integra, and TLX, to ongoing supply chain issues. The retooling of the Marysville Auto Plant to establish Honda’s EV Hub in Ohio has caused production delays, impacting the availability of these sedans. While these challenges may explain some of the sales shortfalls, they leave dealerships grappling with disappointed customers seeking the latest models.

Looking Ahead: The Future of Honda and Acura

As Honda navigates the complexities of the automotive market, the contrasting performances of its brands underscore the need for strategic adjustments. The success of the Prologue and other Honda SUVs suggests a promising future in the electric and SUV segments. However, Acura must address its declining sedan sales and adapt to changing consumer preferences to regain its footing in the luxury market.

In summary, Honda’s November sales performance illustrates a dynamic landscape where electric vehicles and SUVs are gaining traction, while traditional sedans face significant challenges. The company’s ability to innovate and adapt will be crucial as it seeks to maintain its competitive edge in an evolving automotive industry.