#MidsizeSedans

U.S. sales of midsize cars plunged 16 percent to fewer than 130,000 units in October 2017, the lowest-volume month for the midsize sedan category since the winter doldrums of January.

For almost every player, from the forgotten Mazda 6 to the recently revamped Hyundai Sonata to the all-new Toyota Camry, there were fewer U.S. buyers in October 2017 than in October 2016. In most cases, far fewer. Hyundai Sonata volume plunged 49 percent, year-over-year, as Hyundai pulls away from daily rentals, clarifying just how little retail demand the Sonata truly musters. Double-digit percentage drops were also reported by the Kia Optima, Subaru Legacy, Volkswagen Passat, and Mazda 6.

But the sharp October tumble wasn’t reserved for each member of the midsize category. Newly launched this fall, U.S. sales of the 10th-generation 2018 Honda Accord predictably improved in October, driving Honda’s share of the segment up four points to 21 percent.

It’s a familiar story.

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?

Ever more minor midsize players continued to see their share of America’s midsize sedan segment dwindle in September 2017. The cause: domination on the part of America’s two major midsize cars.

The all-new 2018 Toyota Camry enjoyed its first full month of meaningful availability in September and produced a 13-percent year-over-year U.S. sales improvement as a result. Meanwhile, Honda is clearing out remaining 2017 Accords in advance of the all-new 2018 Accord’s arrival this fall. Honda’s efforts produced a 10-percent uptick compared with September 2016.

Yet despite the big gains from the two major players, the upper class, the midsize segment still declined 7 percent in September because of sharp declines by many members of the middle class.

That means Camry and Accord market share continues to rise. That means the slice of the market earned by the middle class continues to shrink.

From a historical midsize perspective, the all-new 2018 Honda Accord is rather thrifty with the Earth’s decreasing supply of oil.

It’s fuel efficient, in other words. Over the span of 10,000 highway miles, the basic 2018 Honda Accord is expected to consume 263 gallons of regular octane gasoline. That’s only 13 more gallons than you’ll consume in a 2018 Honda Civic Hatchback with the same 1.5-liter turbocharged four-cylinder. It’s 15 fewer gallons than you’d have used in the most efficient non-hybrid 2017 Honda Accord.

The city improvement is more meaningful. The 2017 Honda Accord four-cylinder topped out at 27 mpg in the city, equal to $944 for 10,000 miles at the current fuel price of $2.55/gallon. The new 30-mpg Accord reduces city consumption in the same scenario to $850, a 10-percent decrease.

The 2018 Honda Accord is not, however, the most fuel-efficient car in America’s midsize sedan category. Honda thought it would be. Honda was wrong.

What does an automaker do after the company’s three-year-old midsize sedan — the only midsize sedan with standard all-wheel drive — is slightly upgraded for 2018?

It initiates a new marketing campaign. And what must that marketing campaign entail when the car is chronically unpopular and suffering from sharp sales declines in a shrinking category? It must utilize a catchy, attention-grabbing slogan.

Thus, for 2018, Subaru gives us the rebirth of a tagline: sport utility sedan.

Only this time, unlike 1998, the Legacy SUS isn’t lifted, it doesn’t wear two-tone cladding, its tires’ lettering won’t be emboldened by white font. The 2018 Subaru Legacy Sport Utility Sedan is just a Legacy.

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?

Bolstered in its fight against all-new editions of key rivals from Toyota and Honda with the standard fitment of automatic emergency braking and forward collision warning, the 2018 Nissan Altima’s price rises by only $240 compared with the outgoing model.

The base 2018 Nissan Altima 2.5 S rises a few ticks above $24K to $24,025, including destination and handling charges. The Altima continues with a 179-horsepower 2.5-liter four-cylinder linked to a continuously variable transmission.

Given the era in which we live, it’s not surprising to see a more significant price increase for the lone remaining V6 model — the sportier 3.5 SR is dead.

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.

Ever since Hyundai spun Genesis off into its own premium brand, we’ve been trying to figure out where it best fits. While an Asian brand, it lacks the quirkiness of most of its Japanese equivalents. It’s also not flashy like most American luxury makes. That leaves Europe and, from an aesthetics perspective, that’s probably the region Genesis spends most of its time focused on beating. It’s easy to imagine that somewhere in South Korea there’s a boardroom filled with dozens of dart boards plastered with photos of the C-Class and 3 Series, each riddled with holes.

However, the fledgling brand lacked a midsize entrant and you can’t really throw down in that part of the world without one. Fortunately, the solution to the brand’s problems is almost ready. Called the G70, it was revealed Friday at the automaker’s design center in Namyang, Korea — and subsequently announced for North America in early 2018, as a 2019 model.

Just showing up won’t be enough, so Genesis has done everything it can to ensure buyers can have the G70 on their terms and at a reasonable price. The brand has already proven it can compete on the premium landscape with its G80 and G90, but with the way it talks about the new midsize, it’s starting to sound like it also wants to dominate it.

The launch of the all-new 2018 Toyota Camry began in July 2017 and delivered a big boost to America’s best-selling midsize car in August 2017.

As its competitors combined for a 12-percent loss valued at nearly 16,000 fewer sales than in August 2016, Toyota Camry sales jumped 13 percent, a gain of 4,187 sales. That figure includes 6,805 new-gen Camrys imported from Japan, where the Camry’s home market factory is being relied upon while Toyota’s Georgetown, Kentucky, assembly plant gathers steam for the entirely different Toyota New Global Architecture.

With falling sales across much of the category and rising volume at the top seller, Toyota got exactly what it called for in August 2017: a huge market share increase. But did the Camry provide the rumored boost to the segment overall? Quite clearly no, not yet.

Sometimes the little things make a big difference. Body color door handles, for example, can take a simple compact car from appearing fit for penalty box duty to appearing worthy of driveway placement. Swap those black side mouldings and matte black mirror housings for body color paint and you’re home free.

In other instances, the absence of foglights in foglight housings turns a decent front fascia into a disappointment. A bigger front air dam has the potential to suggest the addition of horsepower. Chrome window surrounds, upgraded lighting, metallic paint, and red-trimmed grilles can add a premium aura to otherwise pitiful products.

Oh, and don’t forget the wheels. Wheels can cover a multitude of design errors.

But does any car benefit more from big, stylish wheels; body colour mirrors; and LED daytime running lights than the 2017 Chevrolet Malibu? And does any car suffer more from small wheels with puffy tires, black mirrors, and stock lighting than the 2017 Chevrolet Malibu?

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.

One reason why this post was published Wednesday instead of earlier in the week is that I was at a Chicago-area event where Honda PR was presenting the all-new Accord to local media.

This particular presentation was unusual in that Honda focused less on the new car’s specs and features and more on a major question that’s hovering over the midsize-sedan class – namely, will the segment even exist in a few years? Or will crossovers (CUVs) have fully taken over by then?

We learned early in July that many of the early 2018 Toyota Camrys available in Toyota’s U.S. showrooms wouldn’t be built in Toyota’s Georgetown, Kentucky, assembly plant.

Through June, not a single one of the 2016 and 2017 Camrys sold in America were imported. But all of the 2018 Toyota Camrys sold in July came across the Pacific from Japan.

Granted, most of the Camrys leaving Toyota showrooms are still old new Camrys, not new new Camrys.

After the forgotten third-generation car, the odd and bulbous fourth-generation car, and the dull fifth-generation car, the sixth Hyundai Sonata was unveiled at the 2009 Los Angeles Auto Show. It was surprising, even shocking, that Hyundai so dramatically transformed its staid midsize car into a radical “fluidic sculpture” sedan.

In the United States, after averaging 132,000 sales over the previous half-decade, the Hyundai Sonata exploded. By 2012, Hyundai sold more than 230,000 copies, and the Sonata averaged 215,000 U.S. sales between 2010 and 2014, a 63-percent increase compared with the previous half-decade average.

The momentum was not sustained. The seventh-generation Hyundai Sonata debuted in the United States at 2014’s New York International Auto Show. Where did the fun go? Where was the drama, the cat-like headlamps, the desire to stand out from the pack?

“We went from a very striking design, to a very beautiful car, but it just didn’t turn heads like the car before it did,” Hyundai Motor America’s vice president of product planning, Mike O’Brien, tells Automotive News.