Honda Sales Data & Trends for the European Automotive Market
Honda sales in Europe have declined steadily in Europe from 2009 to 2015, with market share sliding accordingly, to below 1% for the first time ever in 2015, compared to 2 percent in 2007. In 2016, its share slightly rebounded to above 1% before dropping to an all-time low in 2017.
Some critics say Honda seems to give Europe a lower priority than the US and China, where the brand sells ten times more cars a year in each of those regions than in Europe. New models are often launched much later here than in other parts of the world, sometimes by as much as two full years. On the other hand Honda has continued to develop a Civic hatchback (and station wagon of the previous two generations) specifically for Europe, which shows it is dedicated to the market. Still, Honda remains a niche player in the continent, and none of its models has sold over 50.000 annual units since 2011.
The CR-V midsized SUV was Honda’s best selling model in Europe from 2013 to 2015, outselling both the Jazz subcompact and the Civic compact for the first time. Sales of both these models have declined steadily, but rebounded in 2016 when the Civic reclaimed its position as sales leader for the brand. The new generation Civic arrived early 2018, but whether its styling appeals to European tastes remains to be seen. The new generation Jazz, which was finally introduced at the end of 2015 together with the Jazz-based small crossover HR-V and both helped the brand recover in 2016, although the Accord was pulled from the struggling midsized segment.
Despite being one of the hybrid pioneers, Honda has been unable to capitalize on its hybrid cars as much as Toyota has done with the Prius, Auris and Yaris, as sales of Civic and Jazz hybrid have been much slower than their Japanese competitors, and Insight and CR-Z sales have fallen quickly, from a combined 17.435 in 2010 to virtually zero in 2015. Both models were pulled from the market as well, leaving the brand with a four-vehicle line-up, as the NSX sports car sells just a handful of units per month.
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