Honda 2010 Annual Report Download - page 22

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Total automobile demand in Japan* for the fiscal year rose
approximately 4% over the previous fiscal year, to about
4,880,000 units. In the first half of the fiscal year, automobile
demand experienced a severe downturn because of weakness
in business and operating conditions due to the global eco-
nomic downturn and stagnant consumer spending. During the
latter half of the fiscal year, however, the positive effects of
government incentives to provide tax reduction and subsidies
for purchasing eco-cars in order to stimulate demand emerged,
and automobile sales began to recover.
Amid these operating environment, in October 2009,
Honda introduced the all-new
StepWGN
in October 2009,
which features Honda’s original low-floor, low-center-of-gravity
platform with a spacious interior and excellent fuel economy.
Also, in November 2009, Honda launched the new
Civic Type
R EURO
with its distinctive, stylish form and excellent driving
performance. Then, in December 2009, Honda introduced the
*Source: JAMA (Japan Automobile Manufacturers Association: The number of
regular vehicle registrations (661cc or higher) and mini-vehicles (660cc
or lower))
Japan
all-new
Acty
truck mini-vehicle, which now offers a wider cabin
and an improved minimum turning radius. In February 2010,
Honda launched its brand-new
CR-Z
hybrid vehicle, which com-
bines an advanced and dynamic design with a nimble and ex-
hilarating riding performance and superior fuel economy.
Honda’s unit sales in Japan rose 16.2% over the pre-
vious fiscal year, to 646 thousand units, driven mainly by robust
sales of the
Insight
,
Fit
,
StepWGN
and
Freed
as well as other
new models.
In the area of production, the number of units manu-
factured in Japan during the fiscal year under review decreased
21.5%, to 902 thousand units, mainly because of the decline
in the number of cars exported.
StepWGN (Japan)
Civic TYPE R EURO (Japan)
Review of Operations
Automobile Business
20