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Honda Civic losing ground to Toyota Corolla, sales crown threatened

Oh, what a difference a year has made. When the numbers were tallied for 2013, the Honda Civic was riding high by claiming its segment's sales crown in the US despite being challenged by the latest generation of the Toyota Corolla for part of the year. However, with just a month to go in the battle for C-segment supremacy in 2014, it looks like Toyota gets to hoist the trophy this time. Looking at November sales numbers, Honda moved 300,644 Civics through the first 11 months of the year, down 2.1 percent in volume. Furthermore, for the month alone, the company sold 23,060 Civics, a 12.3 percent drop. Meanwhile, on Toyota's side, business has been booming comparatively. Through the first 11 months it sold 309,373 Corollas, a 10.6 percent jump, and for November alone it moved 25,609 examples, a 14.2 percent improvement. With fewer than 10,000 cars between them, it would take quite a December slump for the Corolla to lose this fight. According to The Truth About Cars, the Civic actually started out the 2014 somewhat positively with 5 percent growth over the previous year, though still behind the Corolla's figures. However, the Honda has seen a slide since then with five consecutive months of sales drops. Meanwhile, the Toyota has generally kept showing growth. Being the newer model of the two, the Corolla comes to this fight with an advantage. Honda hasn't let the Civic languish; it gave the model a CVT in 2014 to boost fuel economy. That's nothing like the Toyota's thorough recent rethink, though. According to TTAC, Honda does have reason to crow about the Civic, just not necessarily in the US. The model is on track to be the bestselling vehicle in Canada for the 17th consecutive year and have its best sales since 2008 there.

2013 Honda Civic

Lather, Rinse, Repeat
On some level, it's hard to blame Honda for the strategy it took with its new-for-2012 Civic. Executives looked at the key players on the market as the model was being developed, soaked in the growing global economic malaise, and decided that if they wanted to make decent money on their small car, they'd have to find creative ways to take cost out of its build. In light of the financial crisis, consumers and critics would surely understand some belt-tightening in order to secure the company's legendary reliability, resale value and ease-of-use, right?
So Honda took a pass on expensive new technology - more complex transmissions, forced induction, active aero, and so on. And it also substituted in some cheaper interior materials, skimped on sound deadening, creature comforts and found lots of little ways to save money. Surely in a segment where the frankly ancient and moth-eaten Toyota Corolla has consistently ranked among the sales leaders, nobody would care, eh?

Why Honda of America won't fit 2014 Fit models with start/stop

One of the most recent yet notable additions to the modern vehicle's growing suite of fuel-saving technologies is the humble start-stop system. It's rather simple - when the vehicle is stopped, the engine shuts off. It then fires back up when the driver starts to take his foot off the brake or step on the clutch. For one of the most important fuel sippers of the year, though, start-stop tech is a no-go.
Honda will not be offering the system on the North American-spec, non-hybrid Fit despite it being a standard item on both the hybrid (pictured above) and gas-only Japanese domestic models. According to Honda, it's ostensibly due to the momentary lag, that occurs when the gas engine re-fires and power is available. The start-stop-equipped Fits "will lose at stoplights to V6s," Nobuhiko Shishido, the lead powertrain engineer for the Fit, told Automotive News. This is just an observation on our part, but unless the new Fit turns up with dramatically more than the current car's 117 horsepower, it'll "lose at stoplights" regardless of whatever fuel-saving features are fitted.
The other issue Honda sees is more realistic. In the world of the EPA, stop-start systems are not taken into account in fuel economy testing. That makes the cost-adding technology a tough sell for US consumers who are forced to take a dealer's word on real-world economy gains over the milage numbers on the window sticker. That said, wouldn't it at least make sense to offer start-stop as an option? Have your say in the Comments below.