Honda 2011 Annual Report Download - page 10

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Total unit sales on a consolidated basis increased from the previous fiscal year on the strength
of higher sales in all geographical areas.
In North America, Europe, Japan and other regions, including South America, along with
the increase in demand for construction equipment accompanying the economic recovery,
unit sales of general-purpose engines, mainly on an OEM basis, increased. In Asia, unit sales
grew along with market expansion, agricultural subsidies provided by certain governments
in the region, the effects of weather conditions and other factors.
Power Products and Other Businesses
Unit sales increased from the previous fiscal year, despite declines in Japan and Europe, as a
result of growth in unit sales in North America and Asia.
In Japan, operating conditions continued to be tough because of the reactionary decline
in demand in the latter half of the fiscal year following the termination of government sub-
sidies. New models were introduced to boost sales, including the Fit Hybrid, but because
of the impact of shrinking demand, the adverse effects of the Great East Japan Earthquake
and other factors, unit sales decreased.
In Europe, in spite of the launch of the CR-Z as a new market entrant and other mea-
sures, sales in the region were generally stagnant because of the termination of sales support
policies in certain countries in the region, weakness in consumer spending trends and more-
intense competition.
On the other hand, in North America, along with the moderate recovery in the United
States, sales of the new model Odyssey and light trucks expanded.
In Asia, demand in China was on a growth trend, and sales of the CR-V, in particular,
showed major expansion. Sales also grew in Thailand, Indonesia and elsewhere, amid favo-
rable economic trends.
Automobile Business
8