Looking ahead, even one year, can be very tricky. Last year we nominated two brands as potentially doing well in 2016, and ended up being only half right: we correctly predicted Volvo‘s growth, but thought that Buick would do better than barely out-performing the market. We did even less well when predicting the disappointments of 2016 – both Cadillac‘s and Mitsubishi‘s sales in 2016 were not great, but still better than for many of their competitors. Cadillac’s sales may have fallen by 1.9 percent compared to 2015, but the brand still did better than Lexus (down 3.9 percent), Acura (down 8.9 percent) or BMW (down 9.5 percent). Mitsubishi did even better, with sales actually rising by 1.0 percent compared to 2015, better than many more fancied brands such as Mazda (sales down 6.7 percent), Chevrolet (down 1.4 percent), Toyota (down 0.7 percent) or Ford (down 0.6 percent). Time will tell whether we do better this time around!
1. Honda: success
Honda had a very good 2016, with growth its growth of 4.8 percent handily out-pacing the decline in sales among the three brands ahead of it (Ford, Chevrolet and Toyota). This performance came from the sales growth in two new mainstream models: the Civic (sales up 9.4 percent) and HR-V (sales up 95.5 percent). The reason we can expect the good times to continue at Honda is that for 2017 it has three new models: CR-V (revealed in the fall of 2016), Odyssey (revealed in Detroit this week) and Accord (to be revealed soon). Of the three, Civic and Accord regularly rank in the top 10 of model sales, with the Odyssey adding another 100k+ of sales each year – it should thus be reasonable for Honda’s sales to go up significantly once all of those models hit the market.