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Honda exec says US market near capacity, could hurt subprime buyers

Is there a point in the US auto industry where companies should start considering the welfare of their customers ahead of selling more cars? American Honda Executive Vice President of Sales John Mendel thinks that level exists, and we may be getting very close to it.
According to Automotive News, Mendel believes that finding more customers in the market could require pursuing subprime buyers and offering longer-term loans. However, he refuses to use those tactics. While selling models this way can improve things briefly, the strategies hurt resale prices and lower vehicle profits over time. The company won't do "stupid things in the short-term that damage the person who bought yesterday," he said to Automotive News. "It's a very, very short-term tactic especially in the subprime area."
American Honda, which combines the Acura and Honda brands, has seen market share decline from 9.7 percent to 9.1 percent through July 2014, according to Automotive News, and Autoblog's By the Numbers stats showed it posted falling sales in five of the seven months with data this year. Though, Mendel claims that was partially because the company focused on retail sales over fleets. The delays of the launches for the Honda Fit and Acura TLX likely didn't help either.

Honda Ridgeline sorta takes class victory on Baja race debut

The Ridgeline Baja Race Truck was unveiled at SEMA earlier this month to serve not only as Honda's new off-road racing platform, but also as a preview for the upcoming second-generation pickup. Technically, it scored a class victory on its race debut in the SCORE Baja 1000. To be fair, it was also the only vehicle in that class. Though clearly a purpose-built racer, not a modified from showroom stock truck, the Baja truck features bodywork patterned after the forthcoming production model – especially at the front end. It also uses the same block, cylinder heads, and crankshaft as the 3.5-liter V6 that powers the current Ridgeline and will power the upcoming one. In race trim, it's been twin-turbocharged up to 550 horsepower. Honda Performance Development and Proctor Racing Group entered the custom-built Ridgeline in Class 2 (for forced-induction engines up to 3.6 liters) at the Baja 1000 this past weekend. Driving duties were shared by Honda spokesman Sage Marie and experienced off-road racers Jeff Proctor and Jason LaFortune. They completed the 821-mile loop to and from Ensenada, Mexico, in 25 hours, 9 minutes, and 47 seconds. That's about ten hours behind the Ford F-150 trophy truck and the Honda CRF450X that won outright, but that's beside the point. It's impressive enough that the truck finished on its debut in such a grueling race under such punishing conditions, even if it didn't have any competition. Honda Ridgeline Baja Race Truck Conquers Baja 1000 Nov 22, 2015 - ENSENADA, Mexico - Off-road racing truck debuts with Class 2 victory - Completes desert endurance event in first attempt - Racing machine previews second-generation Honda Ridgeline Developed by Honda as a preview to the introduction of the new, second-generation Honda Ridgeline, the driving trio of Jeff Proctor, Sage Marie and Jason LaFortune piloted their Ridgeline Baja Race Truck to the Class 2 victory in this weekend's 48th running of the SCORE Baja 1000. Built jointly by Honda Performance Development, the North American motorsports arm of American Honda, and the Proctor Racing Group, the tube-frame Unlimited Class 2 off-road Ridgeline Baja Race Truck made its competition debut at the brutal Baja event, which this year consisted of an 821-mile loop that started and finished in Ensenada, Mexico.

Is today's Honda Accord cheaper than it was back in 1989?

Whether you're shopping at the grocery story or on a car lot, everything seems to be getting more expensive these days. However, when all the factors are considered, that might be more an issue of perception than of fact. The American Public Media radio show Marketplace recently tackled the question whether modern vehicles were actually more expensive once you factored in important variables like inflation and cost of ownership. The result was pretty surprising.
For its example, Marketplace chose the Honda Accord, because in August, it was one of the bestselling vehicles in the US, with 51,075 of them sold. Winding back the clock 25 years to 1989, Honda's cheapest Accord cost $11,770, and that money bought you a stripped-out car with 98 horsepower, a manual gearbox, no air conditioning and hand-crank windows.
Fast-forward to present day, and a basic Accord starts at around $22,000 and gives buyers significantly more features, including a 185-hp engine, dual-zone climate control, Bluetooth, cruise control, more space, refinement and much better safety. By Marketplace's math, when just figuring for inflation, that modern Honda would cost about $11,500 a quarter century ago, despite all of that extra equipment. But that's just one factor. Scroll down to listen to the full report for an explanation of how cost of ownership figures into the mix, and whether it throws all of the calculations off.