Although the Honda Accord finished second to the Toyota Camry in the official sales rankings, Honda is touting the Accord’s dominance in retail sales, which accounted for 98 percent of overall Accord sales. By contrast, Bloomberg reports that Toyota’s retail mix for the Camry was 84 percent, with 342,007 Camrys ending up in the hands of retail customers. The Accord sold 360,089 units at retail.
Retail sales are more profitable for auto makers, and contribute to better resale value, but many OEMs rely on fleet sales to move inventory. Many mainstream auto makers conduct significant fleet sales programs for government and daily rental fleets, with Honda being a notable exception. While Honda has dabbled in fleet sales before (the much-maligned 2012 Civic being one example) the company still had no central fleet office.