Honda reported strong April sales in the U.S. but continued to face challenges in the luxury and electric markets.
The automaker posted North American sales of 116,586 units across its main and luxury brands, representing the second-best month for the brand this year as well as a year-over-year increase of 0.4%. The additional volume arrived despite this April’s fewer selling days, underlining the strength of Honda’s branding in the U.S. car market.
Sales of Honda vehicles (excluding Acura) climbed 3.2% from last year to hit 106,042 units, denoting the third consecutive month above the 100,000 mark in North America. Heavier vehicles have been a primary driver of the automaker’s success this year, with sales of trucks (up 6.6% in April) accelerating faster than the brand’s overall growth. Conversely, Honda’s passenger car lineup has seen softer demand in 2024, dipping 3.3% in April. To date, the company has sold 409,493 vehicles in the U.S., up 15.7% compared to the same point in 2023.
Acura sales, however, remain disappointing in 2024, reflecting weakening demand for luxury models in the U.S. While Honda’s overall performance for April was strong, its premium-focused subsidiary posted monthly sales of just 10,544 units, down 20.7% from 2023. On a year-to-date basis, Acura sales remain 12.5% lower than their total during the prior-year period.
Honda’s eco-friendly lineup also saw weaker demand this year, even as other brands reported noteworthy gains in hybrid and fully electric vehicle sales. The automaker reported sales of 21,429 electrified units in the U.S. across its two brands during April, down 27.3% year-over-year.
Nevertheless. while the automaker continues to face challenges in the electric and luxury markets, the legendary strength of its core lineup continues to gain credibility. As consumers continue to prioritize affordable prices and build quality in their car purchases, Honda is likely to continue seeing strong sales growth in the U.S. throughout 2024.
