Honda 2013 Annual Report Download - page 24

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Honda’s consolidated unit sales of power products in fiscal year 2013 totaled
6,071 thousand units, an increase of 4.3% from the previous fiscal year,
mainly due to steady sales of engines, generators and certain other products
in North America, as well as pumps and certain other products in Asia.
JAPAN
Honda’s consolidated unit sales in fiscal year 2013
decreased 19.9% from the previous fiscal year to 314
thousand units, mainly due to lower exports of general-
purpose engines for OEM* use and decreased sales of
generators and certain other products. These declines
were partly offset by higher sales of lawn mowers, snow
blowers and certain other products.
* OEM (Original Equipment Manufacturer) refers to manufacturers of products
and components sold under a third-party brand.
NORTH AMERICA
Honda’s consolidated unit sales in fiscal year 2013
increased 12.5% from the previous fiscal year to 2,604
thousand units. Although sales of snow blowers and certain
other products declined, increased sales of general-purpose
engines for OEM use in lawn mowers, construction machin-
ery and other products contributed to the increase.
EUROPE
Honda’s consolidated unit sales in fiscal year 2013
decreased 10.4% from the previous fiscal year to 1,004
thousand units, despite strong sales of brush cutters and
certain other products. The main reason for the decrease
was lower sales of general-purpose engines for OEM use
in construction machinery and agricultural equipment, as
well as decreased sales of small tillers.
ASIA
Honda’s consolidated unit sales in fiscal year 2013
increased 6.8% from the previous fiscal year to 1,572
thousand units, mainly due to higher sales of pumps and
certain other products in Thailand, despite lower sales of
general-purpose engines for OEM use in India.
OTHER REGIONS
In Other Regions (including South America, the Middle
East, Africa, Oceania and other areas) Honda’s consoli-
dated unit sales in fiscal year 2013 rose 11.0% from the
previous fiscal year to 577 thousand units. Sales growth
was fueled by higher sales of general-purpose engines for
OEM use, pumps and certain other products in the Middle
East and Africa. This growth was tempered by lower sales
of lawn mowers and certain other products in Australia.
Review of Operations
Power Product and
Other Businesses
Yen (millions) 2012 2013 % change
Japan ¥ 86,441 ¥ 83,100 (3.9)%
North America 72,185 84,685 17.3
Europe 55,455 52,373 (5.6)
Asia 40,058 36,967 (7.7)
Other Regions 23,005 23,551 2.4
Total ¥277,144 ¥280,676 1.3%
Net Sales by Region
0
400
300
200
100
500
0.0
24.0
18.0
12.0
6.0
30.0
–6.0
09 10 11 12 13
Yen (billions) (%)
Japan North America Europe
Asia Other Regions
Operating Margin
GX Engine
(North America)
Annual Report 201322