Date: November 02, 2007 14:52
A source with close industry ties has recently submitted some details of two programs that Honda is allegedly working on at the present. Both of these programs are related to new entries into the cross-over market, both with expected launch dates in the fall 2009 time frame. One will wear an Acura badge, while the other will wear a Honda badge.
The Acura product is described as a sort of "MDX/NSX" crossover, which we take as an indication that it will be an "Infiniti FX-fighter". The price range for this product is said to be $50k-60k.
The Honda product is said to be "Accord-based", but confusingly the source also says it's from the "same family as the RDX", which we know is not really based upon the Accord. It is said that this vehicle will be positioned in between the CR-V and upcoming replacement for the Pilot, which is due next year in the May-June timeframe. The '09 Pilot is said to be growing in size, leaving a hole for this new product to slot into place.
TOV Commentary: Automakers seem to think that cross-overs will someday be "red hot", but we don't fully buy into it. After flopping initially, the RDX sales have improved thanks to heavy incentivizing, but even with all of the spiffs it's still only selling at roughly 60% of plan. The redesigned-in-'07 MDX has resulted in a generally flat sales performance and the Pilot's sales have been nosediving. Quite frankly, we think Honda's got the cross-over stuff covered pretty well already with the RDX, MDX, CR-V, and Pilot to choose from today - adding more models doesn't seem like it will help a whole lot. We'd rather see Honda focusing on innovating with new products and categories as opposed to following the herd and spending resources on developing products for a market that's quickly becoming oversaturated.
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Last edited by JeffX on
November 02, 2007 17:19