Honda sales drop on weak car volume
American Honda Motor Co. reported a 9.5 percent drop in November U.S. sales, dragged down by a sharp decline in demand for the Civic and other cars.
An 11 percent increase in Acura sales wasn’t enough to overcome an 12 percent decline at the Honda brand. American Honda sales are now down 2.8 percent for the year.
The November totals included a 30 percent plunge in Civic sales. Its bigger passenger-car sibling, the Accord, managed a 1.6 percent increase for the month but is down 13 percent for the year. Overall, American Hondas car sales dropped 13 percent and light truck deliveries fell 7 percent last month.
The tally for U.S. light-vehicle sales in November is expected to be down about 2 percent after other automakers release results later today.
It would be the first year-over-year November decline since 2009 and another sign of a weakening market, even amid a wave of year-end deals and sales promotions.
“November’s sales slowdown signifies a new normal that we can expect through at least the end of 2018, and likely into 2019,” said Jeremy Acevedo, manager of industry analysis at Edmunds. “Although sales remain at a healthy level, factors such as increasing market saturation, rising transaction prices and elevated interest rates continue to create headwinds for the industry overall.”
U.S. sales were up 0.5 percent through October, helped by higher fleet shipments that have offset lower demand from individual customers.
While falling gasoline prices and healthy payrolls have helped sustain economic growth, rising interest rates, volatile equity markets and trade fears have undermined auto sales, analysts say.
The seasonally adjusted, annualized sales rate for November is expected to come in at 17.3 million, based on analysts surveyed by Bloomberg. That would be down from November 2017’s 17.65 million rate and October’s 17.59 million pace.
Still, annual U.S. sales are on track to come in above 17 million for a fourth straight year, extending a record streak.
Outlook by automaker
Among major automakers, ahead of today’s reports, analysts polled by Bloomberg expected sales last month to rise 15 percent at FCA US and 0.1 percent at Toyota but drop 3.6 percent at General Motors, 8.7 percent at Ford, 4.9 percent at Honda Motor Co., 15 percent at Nissan Motor Co., 0.2 percent at Hyundai-Kia and 3.5 percent at Volkswagen-Audi.
J.D. Power estimates the average incentive for a new car and light truck was $3,783 in the first several weeks of November, down from $4,068 in November 2017. ALG estimates average incentives slipped to $3,672 per vehicle last month from $3,803 in November 2017, with the Detroit 3, Nissan and Volkswagen Group among the highest spenders.
• There were 25 selling days last month, the same as in November 2017.
• J.D. Power estimates light trucks accounted for 71.2 percent of new-vehicle retail sales through Nov. 18 — the highest level ever for the industry — and the second consecutive month above 70 percent.
• The average transaction price for a new light vehicle was $34,438 in November, up 1.7 percent from a year earlier, ALG says.
• Days to turn, the average number of days a new vehicle sits on a dealer lot before being sold to a retail customer, was 70 days through Nov. 11, down four days from Nov. 2017, J.D. Power says.
• Fleet deliveries are expected to total 263,300 in November, up 3.5 percent from November 2017, J.D. Power estimates. And fleet volume is expected to account for 19 percent of total light-vehicle sales, up from 18 percent in Nov. 2017.
"Consumers continue to pay near record amounts for new vehicles, despite the headwinds of stock market volatility and rising interest rates. 2019 was expected to be a year of transition with regards to sales, average transaction prices and incentive spending, instead weve seen automakers making all the right moves to sustain transaction prices and decrease incentives while maintaining a robust 17 million annual sales rate."
-- Eric Lyman, ALG’s chief industry analyst.