Honda North America market trends and insights
YoY Change
+12.3% YoY
Industry avg: +3.2%
Industry avg: +3.2%
The North American market shows notable growth in urban youth (+14.2%) and Hispanic population (+11.8%). While EV adoption and car-sharing expand in urban areas, large SUV and pickup demand remains strong in suburban regions, creating a polarized market. Honda CR-V and HR-V are well-supported by families, while Civic/Accord maintain strong positions in the sedan segment.
SUVs and crossovers now account for 62% of all new vehicle sales in North America. Consumers increasingly demand Level 2+ ADAS, with 78% of buyers considering advanced safety features as a top-five purchase criterion. EV consideration has risen to 38% of all new car shoppers, though range anxiety and charging infrastructure remain the top two barriers to adoption. The average vehicle ownership period has extended to 12.5 years, making reliability and long-term cost of ownership critical differentiators.
Honda Prologue launched successfully, leveraging GM's Ultium platform to enter the BEV market with competitive pricing starting at $47,400. Honda Sensing 360+ is now standard across 85% of the lineup, positioning Honda as a safety leader. The CR-V Hybrid has become the best-selling electrified SUV in the non-luxury segment, and the all-new Civic continues to lead the compact sedan category. The Ohio EV battery plant JV with LG Energy is on track for 2025 production start.
Hyundai/Kia Group captured 11.2% of the North American market, up from 9.8% in 2022, driven by the Tucson, Sportage, and Ioniq 5. GM launched the Equinox EV at $33,900, directly challenging Honda Prologue. Toyota introduced the next-generation RAV4 with standard hybrid powertrain. Ford reduced F-150 Lightning pricing aggressively to stimulate demand in the slowing EV truck segment.
Honda Sensing 360+ rollout includes front cross-traffic warning, cornering speed assist, and enhanced intersection collision mitigation. OTA update capability is now available on all 2024+ models, enabling post-purchase feature additions. Honda's partnership with Google for in-vehicle infotainment and connected services is enhancing the digital cockpit experience across the lineup.