Will buyers ‘ take a look’ at new Accord?
Honda revealed its redesigned Accord here Friday, emphasizing the midsize sedan’s additional space and longer wheelbase at a time when consumers are ditching cars for roomier crossovers.
The 10 th generation of 2016’ sn in the best-est-selling U.S. vehicle will hit global markets at an abysmal time for cars, but could inspire Honda’s loyal following to give the sedan a fresh look.
The Japanese automaker also announced Friday that it would move production of the hybrid version of the Accord from Japan to Ohio.
The redesigned 2018 Honda Accord will square off against contemporary sedans such as the Toyota Camry, Nissan Altima, Ford Fusion and Chevrolet Malibu. But its fiercest competition is coming in the form of small crossovers, including Honda’s own CR- V crossover.
Like other midsize cars, the Accord is ailing. Sales fell 5.5% through June to 160,091 units, compared to a year earlier, according to sales tracker Autodata.
The new model is sure to generate interest among the family demographic the automaker is targeting. The vehicle was completely redesigned, though it’s not a significant departure from the ninth- generation Accord, whose buyers prize reliability, sensibility and quality.
“We think this addition of new product will make people step back and take a look,” said Jeff Conrad, senior vice president of American HondaMotor Co.’ s automobile division.
Automakers have turned to aggressive discounts to sell passenger cars, but Autotrader analyst Michelle Krebs said Honda hadn’t gone overboard with the Accord.
Discounts per Accord have averaged $ 3,419 so far this year, with prices averaging $ 25,176, according to Kelley Blue Book. That means incentives account for 13.6% of the vehicle price, up from 10.7% in 2016 but still better than the Toyota Camry’s 17.8% and Nissan Altima’s 19.2%.
Krebs said Honda’s main hope with the new Accord is to preserve market share, not gain sales.
Honda said the Accord’s improvements include a lighter and more rigid body structure, new chassis design and two new direct- injected and turbocharged four- cylinder engines and a new generation of Honda’s two- motor hybrid technology.