Honda 2009 Annual Report Download - page 12

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Motorcycle Business
Total unit sales of motorcycles rose, despite substantially lower sales in Japan,
North America, Europe and certain other areas due to deteriorating economic
conditions, as unit sales expanded in Asia and other regions including South
America.
In Asia, where market growth is continuing, sales expanded steadily as
Honda strengthened its lineup, introduced models equipped with automatic
transmissions, which are very popular in urban areas, and implemented other
measures. In Other Regions, which includes South America, sales of 125cc
and 150cc motorcycles were strong in Brazil. On the other hand, in Japan,
amid a difficult operating environment, sales of 50cc scooters declined, and, in
North America, sales of off-road and all-terrain vehicles (ATVs) decreased from
the previous year.
Automobile Business
Although unit sales increased in Asia and Other Regions which includes Brazil,
total worldwide sales were below the level of the previous fiscal year because
of declines in North America, Japan, and certain other markets. In North
America, the introductions of the all-new Pilot, Acura TSX, Acura TL and other
models had a positive effect, but, as a result of the deterioration in the real
economy triggered by the financial crisis, total unit sales declined. Also, in
Europe, although demand increased in Russia and Eastern Europe, overall
sales decreased because of lower unit sales in Western European markets,
including the United Kingdom and Germany, as a result of the deterioration in
economic conditions. In Japan, although the introduction of the new FREED,
Annual Report 2009
10
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