Honda Pursues 70k Annual US Fit Sales

Cameron Aubernon
by Cameron Aubernon
honda pursues 70k annual us fit sales

In 2008, Honda sold nearly 80,000 Fit subcompacts to the United States, and is preparing to move 70,000 annually from the lot to the driveways of America thanks to its new Celaya, Mexico plant.

Ward’s Auto reports the automaker had a difficult time hitting the milestone set in 2008 due to production constraints at home and fervent demand abroad. With the new plant, however, Honda will be able to make 200,000 Fits annually, as well as the Fit-based crossover set to begin production later this year.

As for who Honda expects will buy the 70,000+ Fits aimed for the U.S. market — aside from lifestyle bloggers — product planner Hiroaki Hamaya says the subcompact is already “capturing the highest household income and percentage of college grads.” Data from J.D. Power bears this out: Fit buyers hold an average income of $75,000 while 64 percent of them have graduated college. However, median age and percentage of buyers under 35 currently lag behind competitors such as the Ford Fiesta and Chevrolet Sonic.

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  • FormerFF FormerFF on Apr 14, 2014

    I'm not much liking the front end treatment on some of these new Hondas. The "nostrils" under the headlights on this car, and particularly on the Civic coupes look unnecessary and tacked on.

  • Stuntmonkey Stuntmonkey on Apr 14, 2014

    It's basically a return to form for Honda in the subcompact class. The 2nd gen sold in very low numbers for the company that brought you the 4-5th gen Civics; meanwhile, Honda was effectively using the lower tiers of the lukewarmly received 2012 Civic as a placeholder for the missing volume. Now that the Fit production has been realigned and the Civic is slowly re-contending, the product lineup will probably look more familiar, with the Fit selling in volume as in the heyday of the Civic hatchback.

  • Mjz Mjz on Apr 14, 2014

    Hopefully, they have significantly improved the crash protection of the 2015 model.

    • See 1 previous
    • Stuntmonkey Stuntmonkey on Apr 14, 2014

      @Zykotec There's a wicked video on YouTube somewhere witha guy who hit a deep patch of water on the freeway, and then hydroplaned off the road and rolled his car numerous times down a long slope. He was okay, and the car didn't look that bad. The space frame on modern cars can be surprisingly rigid. For me, I'm more concered about a) the $$$ damage from a low speed rear end crash compared to a larger car with a trunk, and b) the amount of injury that an occupant would take relative to a larger car. I would personally consider the Fit in its in at actions to be a very safe car for its size, but I do also tend to see them as roll ages without much crush zone.

  • WRC555 WRC555 on May 05, 2014

    I keep checking the power to weight ratio every few years on the Fit. 2015 MY now has 130HP and weighs 2513 Ibs. Still need 50 more HP to lure me into a Honda dealership.