You might be surprised to know that American Honda has been grappling with three consecutive months of declining sales, but the automaker recently turned this around to post its first sales increase for 2014. The turnaround was attributed to Americans’ voracious appetite for crossover vehicles, which helped boost company sales by 1 percent for 132,456 units to be sold in April of 2014. The increase consisted of 118,334 Honda brand vehicle sales and 14,122 Acura brand sales.
Even with the increase, Honda is still in trouble. For 2014, overall the company still has not seen a sales increase. Sales are still down by 2 percent, despite April sales, meaning quite a few more grandmothers are going to need to purchase CR-Vs to pull Honda out of its slump.
Speaking of the CR-V, Honda says that sales of the compact crossover jumped by 7 percent in April, setting a new record for sales in the month at 28,485 units. Even though demand for crossovers is up, Honda’s larger Pilot crossover saw a 17 percent drop in sales for the month of April. Even Odyssey sales for the month fell 2 percent. The automaker’s other core products (the Accord and Civic) saw sales increases.
The MDX was once more the saving grace of the Acura brand. The popular crossover experienced an 80 percent gain in sales for the month, while the RDX crossover saw a sales increase of 6 percent. Car sales for Acura took a dive at a 33 percent loss for the month.
Overall, the automotive industry posted a gain of 8 percent for the month of April. Various Honda Competitors, like Nissan and Chrysler, have already reported sales gains in the double digits. Honda attributed its competitors’ success to “heavy incentives and a significant reliance on fleet sales.”