Toyota Sales Decline 6.8 Percent In July, Honda Drops 5.6 Percent

Edward Niedermeyer
by Edward Niedermeyer
toyota sales decline 6 8 percent in july honda drops 5 6 percent

Toyota pulled back on incentives last month, and paid the price with a 6.8 percent decline in sales compared to July 2009. Between this and the fact that year-over-year comparisons are skewed by July 2009‘s Cash-For-Clunkers effect, it’s almost no surprise that Toyota’s smaller and value-oriented models were almost uniformly down on the month. But a look at last July’s report shows that the Yaris, Corolla and the Scions actually lost volume during the first month of Cash-For-Clunkers. A similar situation is playing out at Honda, where the Fit has fallen for the second July in a row, and the Civic dropped hard after gaining only three percent last July. Stranger still: both firms, which earned their US market spurs on the back of efficient cars, beat their July 2009 “truck” numbers but failed to match car volume. My, how things change!

Of course, there are good explanations for elements of this phenomenon. Prius had a huge July last year, thanks in part to C4C, and it came down hard last month by comparison. Camry is roaring back compared to some of its post-recall performances, but still added only about 1,000 units of volume compared to last July. RAV4 also matched its strong July 2009 performance, boosting Toyota’s “light truck” performance. Lexus cars dropped about 1,000 units of year-over-year volume, nearly all of them from the IS line, while GX added about 600 units. Tacoma dropped about 3,000 units, but Tundra made back about the same volume.Among Toyota’s crossovers, vans and SUVs, only Highlander dropped significantly compared to last July, when it had a hot month.

At Honda, no single car nameplate experienced year-over-year growth. Had the Accord or Civic experienced a hot July last year, this might make some sense, but this was demonstrably not the case. For example, last July, Accord dropped nearly 30 percent compared to the July before, and last month it fell another 18 percent despite adding the new Crosstour variant. Meanwhile, every “light truck” in the Honda stable saw volume growth with only the Element and the CR-V failing to make major gains. To an even greater extent than Toyota, Honda is watching its Car and “truck” volume move closer together… and probably wondering what happened.

Full numbers below… please note that Toyota and Honda use Daily Selling Rates to calculate percentage changes.

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  • Russycle Russycle on Aug 04, 2010

    Who makes these charts? Honda Element, July 09: 1516 Element, July 10: 1551 Honda sold 35 MORE Elements this July, but the chart shows a decrease of 1.5%. Camry July 09: 33,974 Camry July 10: 35,058 Toyota sold 1084 more Camries(sp?) this July, an increase of 3%, but the chart shows a decrease of 0.6%. The delta for the Toyota Dom Pickup is wrong too. Haven't these people ever heard of spreadsheets?

  • Mjz Mjz on Aug 04, 2010

    The sheeple may finally beginning to awake from their dull car induced comas to realize they actually have other viable choices!

    • GarbageMotorsCo. GarbageMotorsCo. on Aug 04, 2010

      "Sheeple"? Wow, I haven't heard that one since I cruised the Cheersandgears site back in 2005! Even they have moved on.

  • Oberkanone Too slow! Need a Trackhawk.
  • SCE to AUX I'll guess 160 miles or less while towing at full capacity, especially in cold weather.Deduct 20% for minimum battery charge, and you're down to 128 miles in January if you have to tow something big that day. Subtract another 20% if you do this every day (don't want to fill to 100% every day).Then subtract more for any speeding, and a little for battery aging over time, and on the worst days you're under 100 miles of range.Good for local work on a good day, but not all 'truck stuff' on bad days. Buyers need to do their homework before getting an electric truck.
  • Wjtinfwb Memory lane... In '76, I got my full Florida D/L and started hogging my parents cars. That only lasted a year when it was decided I needed to take an additional class in school that started at 7am, before the bus ran and my friends went to school. Mom was not excited about driving me every day so I proposed a solution; I was a big dirt biker and floated out buying a street bike to ride to school, namely a new Honda XL350. Mom & Dad objected vehemently, they didn't want me dead on the road to school. And they know I'd be on that bike 24/7 and they'd never know where I was. Dad offered a car, stating if I'd put in the money I'd saved for the Honda, he'd match it and if needed throw in a bit more. Perfect! I started looking for a car, first candidate was a used Pontiac Formula 455. It was a '74, Automatic, an awful pea green but clean and on the front line at JM Pontiac. No way was Dad's instant answer. Too thirsty, too powerful, too expensive to insure. A Celica GT Liftback? Better but too expensive. Corolla SR-5? Warmer, but dad was uncertain of the safety of a Japanese car. Fiat 128? Why not just throw the money out the window. Dad's friend ran a leasing company and had a hook at the VW dealer, Rabbit? A Scirocco would be better, but lets look. Dealer offered a new, '77 Rabbit 2dr in Custom trim, 4-speed, factory A/C, AM/FM in Panama Brown (burnt Orange) with Brown "leatherette" for $3200 plus tax. One drive and I was in. Not fast, but peppy, '77 combined the '76 1.6L engine with Bosch Fuel Injection. Faster than the Corolla for sure and undoubtedly more reliable than the Fiat, right? Not so fast, my friend. The Rabbit was a nightmare, and VW dealers were stymied by the Fuel Injection, the A/C that while factory was clearly an afterthought and the leak from somewhere that filled the left rear footwell after ever rainstorm. A daily occurrence in S. Florida. It left me on the side of the road one evening due to a broken timing belt and ultimately succumbed to the bad valve guides that led to burning a quart of GTX every 200 miles. Sold at a fire sale price and replaced with a used Cutlass. A super fun car that was sold approximately 2/3 of the way through development. Two years later production moved to Westmoreland PA and those Rabbits were even more horrendous than my German built example. Great memory of a not very great car.
  • Fie on Fiasler "...he’s worried that the situation will interfere with his ability to pursue his goal of working in government."Well, thank Christ for Musk, then. Last thing we need is a punk kid that aspires to a government job. Sometimes action is needed to spare these idiots from themselves (and, more importantly, us.)
  • SCE to AUX This story could have been a lot shorter.I'll side with Cruise this time. If indeed the pedestrian was thrown into the AV's path while ricocheting from another impact, that's an unavoidable accident. No human could do any better in that case.Seems more like the Cruise AV was in the wrong place at the wrong time.