#HondaAccord

There’s no danger of discontinuation, but customers aren’t beating a path to the Honda Accord’s door in the kind of numbers the automaker hoped for. Sales of the revamped-for-2018 midsize sedan fell 9.9 percent in the U.S. last month, with volume over the first three months of 2018 down 11.8 percent. That’s a problem.

What to do? If you’re Honda, the time-honored tradition of piling cash on the hood doesn’t seem all that attractive. Better to make those in the mood for a lease happy.

The epic battle known as Honda Accord vs. Toyota Camry won’t end until we’re all sitting in the backseat of a driverless electric Ford shuttle bus, content in knowing we’re doing the right thing for society. Future cities, man.

Until then, there’s cars to sell, and nothing motivates buyers like price. As re-skinned and improved 2018 Honda Accord Hybrids head to dealer lots, the automaker has clearly staked itself out as the value green buy, slashing $4,505 from the previous model’s entry price. That puts the hybrid’s chief rival in an unenviable position. A base Camry hybrid now retails for considerably more, but, if overall sales numbers tell us anything, Toyota probably won’t break into a sweat after reading this news.

“Mr. Bond, they have a saying in Chicago: Once is happenstance. Twice is coincidence. Three times is enemy action.” Thus spake Auric Goldfinger — and I’m starting to think he had a point.

About this time last year, my 2014 Accord Coupe was smacked on the rump by a cheerful part-time weed dealer in a battered Mazda2. It could have been a lot more hassle than it was. The kid was willing to wait for the cops, his insurance company was slow to act but friendly enough once they got started, and the insurance-selected body shop actually did a half-decent job of installing and painting a new bumper.

I should note that part of the reason everything went so well was my determination to not get agitated about the incident and its repercussions. As long-time TTAC readers know, I’m very fond of my Accord, but it’s fundamentally a cheap little car built right here in Ohio by a bunch of teenagers.

Had it been my 911 or my old Audi S5 in that little fender-bender, I would have raised all sorts of hell and insisted on using my own body shop and having a third-party inspection and so on. Or at least that’s what I did every time one of my “nice” cars was damaged by someone else. Hell, when my 1990 VW Fox was dented on a downtown street some time in 1994 I contrived to have the repair done by the only Lamborghini and Ferrari certified shop in Ohio. It was too nice. The paint on the repair was deeper and glossier than the Brazilian factory spray.

If last year’s Accord injury was happenstance, then what happened to me yesterday was coincidence. Once again my car’s been damaged by an utter idiot — but as you’ll see, this time there’s nothing I can do but grin and bear it.

Back in December, Matthew Guy penned an interesting QOTD post soliciting your picks for the most outrageous new car introduction. In the case of the new-for-1993 Jeep Grand Cherokee, Bob Lutz drove Chrysler’s new (and important) SUV up a set of stairs at Cobo Hall and through a plate glass window. History revealed the hype to be justified: the Grand Cherokee became an instant success, finding its way into suburban middle-class driveways across America.

Sometimes, though, the new product doesn’t live up to the manufacturer’s hype before introduction. Let’s talk disappointment.

Coke and Pepsi. Colt and Smith & Wesson. Bert and Ernie. Camry and Accord.

The greatest rivalries inspire both loyalty and loathing among fans on either sides of the fence, but there can be only one victor. In the automotive world, sales are the yardstick by which success is measured, as passion alone can’t keep a car model alive.

For the sedan segment, no rivalry is fiercer than that of the Toyota Camry and Honda Accord, both longstanding standouts in the midsize class. With both models taking a larger and larger share of the shrinking market, and having both received an extensive revamp for the 2018 model year, how did the two challengers perform in 2017?

In 1990, the Nintendo Game Boy was flying off store shelves, neon clothes was very much in vogue, and President Bush was busy denouncing broccoli. And — oh, yeah — Honda rolled out a new Accord for the 1990 model year.

With a strong visual presence giving it a refined and contemporary look, the Accord Coupe made the best of its expansive greenhouse and flush-fitting glass. Before you protest, I know the above Accord is not a DX … but the one after the jump is. I think it’s fabulous and I know you do, too.

In a shrinking segment increasingly dominated by two longstanding nameplates, the battle for sales supremacy is quickly resembling a U.S. election. Two main players, plus a handful of also-rans. (In Europe, this would be a very different — and probably quite confusing — affair.)

For all players in the U.S. midsize sedan market, it’s really a battle to hold on to market share, to keep sales from sliding further, as more and more customers look elsewhere for family transportation. Two Japanese offerings, the Honda Accord and Toyota Camry, loom over all other challengers. In November, one of these nameplates began putting some serious distance between it and its main competitor.

If the 2018 Honda Accord tickles your fancy, you can head to your local Honda store and plunk down some cash on the hood (figuratively, of course – cash on the hood would just blow away in the wind).

We’ve driven the new Accord, which drops the V6 and coupe models, and we came away liking it but wishing for a little more sport.

Regardless, with the rival Camry also being all-new for 2018, Honda has made sure it has a fresh, new generation on hand to continue the rivalry. All this despite concerns about the mid-size sedan segment as a whole – concerns Honda has dismissed.

We’ve asked you before about the particular brand you’d resurrect if given the power to bring just one back from the dead. A different Question of the Day also inquired which models trumped the previous generation by bringing fresh ideas and improvements to the redesign.

Today, we follow similar lines and ask which model was killed off too soon; which vehicle deserved one more generation.

We learned in June that the 10th-generation Honda Accord, launched this fall for the 2018 model year, would lose its optional V6 engine. The impact in the marketplace would scarcely be felt, as the overwhelming majority of buyers didn’t select the V6 engine, which had steadily become an option only at the top end of the range.

Honda also made clear that the conventional Accord lineup would still include manual transmissions, would not include a coupe bodystyle, and would be exclusively linked to turbocharged engines. The basic 1.5-liter turbocharged four-cylinder, rated at 192 horsepower and 192 lb-ft of torque (at 5,500 rpm and 1,600 rpm, respectively) provided an upgrade from the 2017 Accord’s 2.4-liter naturally aspirated four-cylinder, which produced 185 horsepower and 181 lb-ft of torque at significantly higher rpm.

Meanwhile, the 278-horsepower, 252-lb-ft 3.5-liter V6 is replaced by a 2.0T detuned from duty in the Civic Type R. The 2018 Accord loses 26 horsepower (and at 6,500 rpm, needs 300 more revs to hit peak bhp) but adds 21 lb-ft of torque while producing peak twist just off idle at 1,500 rpm, 3,400 rpm sooner than in the old V6. Paired now to a 10-speed automatic and not the six-speed of 2017, and tipping the scales with around 120 fewer pounds in top-spec guise, the 2018 Honda Accord 2.0T is expected to be only marginally more fuel-efficient than the old V6.

But what about acceleration?

Let’s get this out of the way up front – I’ve always had a soft spot for the Honda Accord. I wouldn’t go so far as to call myself a fanboy, but I am a former owner of an ‘90s-era Accord coupe (I bought it used in 2005 or so and sold it in 2012) and I always felt that the Accord was sportier, generally speaking, than most other mid-size sedans.

Sure, the Mazda 6 has been the best driver’s car in the class for a while, and the Ford Fusion is fun to drive, but I’ve long thought the Accord had a sporting character the Camry and others lacked, at least until recently. Honda seemed to get more vanilla with the Accord in the past generation or two, even though the car still presented a strong package overall. Would the newest Accord, which comes with a choice of turbocharged engines and is available with a three-pedal setup, bring back the flavor of yore?

American Honda’s vice president for sales, Ray Mikiciuk, won’t provide a firm forecast for sales of the 10th-generation Honda Accord. But as far as next year goes, “I don’t expect to sell fewer Accords in 2018 with this great new product,” Mikiciuk tells CNBC.

With belief in the company’s new product, Honda has invested $267 million into its Marysville, Ohio, plant where the Accord, Acura TLX, and Acura ILX are assembled. With 300 additional employees, American Honda is following the lead of Toyota’s all-new 2018 Camry.

At the Camry’s Georgetown, Kentucky, assembly plant, production of the new TNGA-based Camry required Toyota to build up its employee count to the highest level ever. That’s certainly not the way rivals are approaching America’s midsize segment. You’ll recall that General Motors cut Chevrolet Malibu production — and consequently, jobs — in Kansas City earlier this summer. Prior to the new Camry’s launch this summer, the Malibu was the freshest midsize sedan on the block, yet Malibu sales have plunged by more than a fifth in 2017.

Ohio production of the 2018 Honda Accord began yesterday, September 18th. But what do Honda’s vague sales forecasts mean in the broader American midsize segment?

More market share.

It made perfect sense. In 2009, when Hyundai wanted customers to view its new Genesis luxury sedan as a premium bit of kit, Hyundai did not compare the Genesis to the Sonata. In an early marketing campaign, Hyundai’s voiceover said the Genesis is “as spacious as a Mercedes-Benz S-Class, yet priced like a C-Class.”

When the time came to market the Genesis R-Spec, Hyundai reached way upmarket to compare 0-60 mph times with the Porsche Panamera. Hyundai wasn’t under the mistaken impression that the Genesis would steal thousands of sales from $100,000 Benzes and Porsches. But Hyundai was crafting an image. Hyundai didn’t require you to believe that the Genesis was a viable S-Class alternative — the company just wanted you to understand that this is premium-oriented S-Class-sized sedan at a C-Class-like price.

Long before the Hyundai Genesis tried to cultivate a premium persona, Acura was failing to keep up with Lexus in the quest to be viewed as a true luxury rival for the German establishment. It’s still a problem. So Acura dealers are now just trying to make sure you understand that the Acura TLX is better than the Audi A4 Lexus ES Infiniti Q50 2018 Honda Accord.

The Honda Accord is by no means a younger sibling, operating as the senior member of American Honda’s fleet.

More specifically, the 2018 Honda Accord will never be viewed as the little brother in the American Honda family, not with these substantial dimensions and MSRPs that reach deep into the $30Ks.

But the 10th-generation Accord is still a Honda. Just a Honda. Merely a Honda. Only a Honda. And while you might expect Honda to enjoy technological hand-me-downs from the automaker’s upmarket Acura brand, that’s not the way it works. Not when it comes to the Accord.

As a result, we’ll wait and see which hand-me-ups appear on the next all-new Acura, the third-generation 2019 Acura RDX.

By the time the all-new 2018 Honda Accord debuted at a July 14, 2017, launch event, the all-new 2018 Toyota Camry was already on sale.

There are still sedan buyers alive in this world, you see. You might just be among them. Toyota and Honda will sell some 700,000 Camrys and Accords in the United States in 2017, roughly four out of every 10 midsize cars.

So, presented with two new options from the preeminent manufacturers of midsize sedans, what choice do you make? A 2018 Toyota Camry right now, with all the glory of a J-VIN and a 301-horsepower V6? Or do you wait a few weeks for the 2018 Honda Accord, a sports sedan on the cheap with a 2.0T and a six-speed manual?