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September 2008 Sales: American Honda Motor Co.

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American Honda Reports September Sales

Oct. 1 /PRNewswire/

Link to Press Release

TORRANCE, Calif., Oct. 1 /PRNewswire/ -- American Honda Motor Co.,

Inc., posted September vehicle sales of 96,626, a decline of 20.9 percent

compared to September 2007 results. American Honda year-to-date sales of

1,180,583 represent a 1.1 percent decrease.

"This September was an incredibly volatile month for Wall Street," said

Dick Colliver, executive vice president of sales for American Honda.

"Obviously, no one is immune to market shifts as dramatic as we have been

seeing."

Honda Division posted September sales of 86,629, a decline of 20.0

percent versus September 2007. Honda total car sales decreased by 18.5

percent to 50,611. Honda light truck sales decreased 22.0 percent to

36,018. The Fit achieved a September record of 6,515, up 48.7 percent in

its first full month available as a completely redesigned 2009 model.

The Acura Division posted sales of 9,997, a decrease of 27.5 percent

compared to September 2007.

* The daily selling rate is calculated with 24 days for September 2008

and 25 days for September 2007. The year-to-date daily selling rate is

calculated with 230 days for 2008 and 230 days for 2007. All

percentages represent the daily selling rate.

For more information or downloadable high-resolution images of Honda

and Acura vehicles, please visit http://www.hondanews.com. Consumer

information is available at http://www.honda.com.

American Honda Vehicle Sales For September 2008

                                                     Month-to-Date
                                          September    September     DSR**
                                             2008        2007        % Chg.

    American Honda Total                      96,626      127,200      -20.9%
      Total Car Sales                         56,031       71,967      -18.9%
      Total Truck Sales                       40,595       55,233      -23.4%
        Honda Total Car Sales                 50,611       64,711      -18.5%
        Honda Total Truck Sales               36,018       48,120      -22.0%
        Acura Total Car Sales                  5,420        7,256      -22.2%
        Acura Total Truck Sales                4,577        7,113      -33.0%
    Domestic Car Sales *                      42,766       58,015      -23.2%
      Honda Division                          39,749       53,691      -22.9%
      Acura Division                           3,017        4,324      -27.3%
    Domestic Truck Sales *                    33,716       40,514      -13.3%
      Honda Division                          29,139       33,401       -9.1%
      Acura Division                           4,577        7,113      -33.0%
    Import Car Sales                          13,265       13,952       -1.0%
      Honda Division                          10,862       11,020        2.7%
      Acura Division                           2,403        2,932      -14.6%
    Import Truck Sales                         6,879       14,719      -51.3%
      Honda Division                           6,879       14,719      -51.3%

    MODEL BREAKOUTS BY DIVISION
    Honda Division Total                      86,629      112,831      -20.0%
        Fit                                    6,515        4,565       48.7%
      Accord *                                22,371       35,031      -33.5%
        Memo:  Accord Hybrid                       0          229
      Civic *                                 21,577       24,752       -9.2%
        Memo:  Civic Hybrid                    2,020        2,092        0.6%
      S2000                                      148          363      -57.5%
      Insight                                      0            0
      FCX                                          0            0
      FCX Clarity                                  0
      Odyssey *                               10,783       16,464      -31.8%
      Pilot *                                  5,192        6,191      -12.6%
      CR-V *                                  15,928       19,769      -16.1%
      Element *                                1,739        2,403      -24.6%
      Ridgeline                                2,376        3,293      -24.8%
    Acura Division Total                       9,997       14,369      -27.5%
      RSX                                          0            1
      TL *                                     3,017        4,324      -27.3%
      TSX                                      2,144        2,574      -13.2%
      RL                                         259          357      -24.4%
      MDX *                                    3,669        5,162      -26.0%
      RDX *                                      908        1,951      -51.5%
    Selling Days                                  24           25



                                                     Year-to-Date
                                           September    September    DSR**
                                             2008         2007       % Chg.

    American Honda Total                    1,180,583    1,193,520     -1.1%
      Total Car Sales                         730,160      677,779      7.7%
      Total Truck Sales                       450,423      515,741    -12.7%
        Honda Total Car Sales                 664,596      601,484     10.5%
        Honda Total Truck Sales               400,159      455,310    -12.1%
        Acura Total Car Sales                  65,564       76,295    -14.1%
        Acura Total Truck Sales                50,264       60,431    -16.8%
    Domestic Car Sales *                      545,218      552,810     -1.4%
      Honda Division                          509,559      507,738      0.4%
      Acura Division                           35,659       45,072    -20.9%
    Domestic Truck Sales *                    356,856      367,040     -2.8%
      Honda Division                          306,592      306,609      0.0%
      Acura Division                           50,264       60,431    -16.8%
    Import Car Sales                          184,942      124,969     48.0%
      Honda Division                          155,037       93,746     65.4%
      Acura Division                           29,905       31,223     -4.2%
    Import Truck Sales                         93,567      148,701    -37.1%
      Honda Division                           93,567      148,701    -37.1%

    MODEL BREAKOUTS BY DIVISION
    Honda Division Total                    1,064,755    1,056,794      0.8%
        Fit                                    63,368       41,085     54.2%
      Accord *                                313,228      301,879      3.8%
        Memo:  Accord Hybrid                      196        2,808    -93.0%
      Civic *                                 285,715      254,955     12.1%
        Memo:  Civic Hybrid                    27,597       23,828     15.8%
      S2000                                     2,276        3,552    -35.9%
      Insight                                       0            3
      FCX                                           6           10    -40.0%
      FCX Clarity                                   3
      Odyssey  *                              112,041      130,267    -14.0%
      Pilot *                                  79,430       95,463    -16.8%
      CR-V *                                  158,024      167,223     -5.5%
      Element *                                22,429       27,965    -19.8%
      Ridgeline                                28,235       34,392    -17.9%
    Acura Division Total                      115,828      136,726    -15.3%
      RSX                                           1          295    -99.7%
      TL *                                     35,659       45,072    -20.9%
      TSX                                      26,138       26,007      0.5%
      RL                                        3,766        4,919    -23.4%
      MDX *                                    36,888       42,954    -14.1%
      RDX *                                    13,376       17,477    -23.5%
    Selling Days                                  230          230

    *  Honda and Acura vehicles are made of domestic and global sourced parts.
    ** Daily Selling Rate

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The Malibu was within 3000 sales of the Accord, that's pretty impressive (though it did have employee pricing, not sure what deals the Accord had).

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The Malibu was within 3000 sales of the Accord, that's pretty impressive (though it did have employee pricing, not sure what deals the Accord had).

Checking right now, and there are no offers available for the Accord. I don't know if there's a way to see if there were any offers in the last month, but if there were they were probably minimal. The Malibu was at a 33% fleet rate earlier this year. That and the employee pricing probably account for close to half of its sales.

The Camry also tanked, and I see that Toyota does have some incentives (not much) on it right now, such as 0% APR and cash-back. Looks like they're based on region. The Malibu and Impala increases were surprising, I wonder if it was employee pricing and fleet sales that helped so much.

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