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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 renews trademark for Acura CDX compact crossover

Honda recently renewed its U.S. trademark for the name "CDX," which the Japanese carmaker first applied for in 2015. Back then, observers expected the name to apply to an Acura version of the Honda HR-V, and they were right — but no one expected the CDX would go on sale only in China, in 2016. For the past two years, the U.S. auto media has speculated on whether the CDX will ever make it here. "(We) have our R&D guys looking into the possibility," group VP of Acura U.S. Jon Ikeda told Wards Auto last April about the CDX. However, he went on to note that it's not as simple as just shipping it over due to regulation differences between China and the United States. The trademark application doesn't mean a green light, but it shows Honda's at least leaving the door open to the prospect. The Chinese-market CDX is a Honda HR-V after a wardrobe change. The only engine option is the 1.5-liter turbocharged four-cylinder from the Civic, CR-V, and Accord, with 179 horsepower and 177 pound-feet (our HR-V uses a 1.8-liter four-cylinder with 141 hp and 127 lb-ft). The only transmission offered is an eight-speed dual-clutch gearbox. Drivetrains can be had in front- or all-wheel drive. We wonder how much longer Honda can sit on the sidelines. The CDX doubled Acura's sales in China in one year. Acura sells more crossovers than sedans in the United States, and in the past two years that the CDX has been on sale in China, the compact crossover segment here has got more crowded and more popular. The Cadillac XT4 is imminent, and we could see the new Lexus UX compact crossover at the Geneva Motor Show. Really, an American-market Acura CDX can't come soon enough. Related Video: News Source: Bozi Tatarevic via Autoevolution Auto News Government/Legal Rumormill Acura Honda Crossover Luxury honda hr-v

The Acura NSX leads this month's list of discounts

For the second time in the last three months, the Acura NSX has a larger monetary discount than any other vehicle in America. Acura's hybrid super coupe packs 573 horsepower under its sleek bodywork, sufficient to send it sailing off to 60 miles per hour in a scant 2.9 seconds. But it doesn't exactly fly off the showroom floor with the same level of urgency. Buyers of the NSX are paying an average of $138,078 right now, which is a savings of $22,823 off its window sticker. That represents a 14.2% discount, which is also the largest percentage savings in February. And if the NSX doesn't quite fit into your future plans, Acura is also heavily discounting the ILX, TLX, RLX and MDX, so much so that those five models from the premium Japanese brand all appear in the top 10 biggest discounts this month. 2020 Acura NSX View 11 Photos The sleek 2020 Aston Martin Vantage slides into second place on the biggest discounts list, with an average of $18,763 lopped off its sticker price resulting in an average transaction price of $137,298. That's awfully close to the out-the-door price of the leading Acura NSX, which is a quicker and more technologically advanced machine, though arguably less traditionally beautiful. Rounding out this month's top three discounts is the 2020 Audi R8, buyers of which are averaging $17,888 off the sticker price for an average transaction of $179,238. Note that the Audi R8 is available as both a coupe and a convertible, with two power levels offered from its standard V10 engine. That means some R8s are certainly going to be much pricier than others. For a look at the best new car deals in America based on the percentage discount off their suggested asking prices, check out our monthly recap here. And when you're ready to buy, click here for the Autoblog Smart Buy program, which brings you a hassle-free buying experience with over 9,000 Certified Dealers nationwide.