New Honda Accord looks for 'premium' status

The outgoing Honda Accord Saloon and Tourer models have competed for sales - increasingly in the fleet and business sectors - with the D-segment Volkswagen Passat and top specification Ford Mondeo and Vauxhall Vectra models.

When the revised Accord Saloon range goes on sale in June Honda UK have given notice that its latest offering now competes in the same D-sector, but at the premium end of it against such models as the Audi A4, BMW 3 Series, the Mercedes-Benz C-Class and Lexus IS.

The new Honda Accord Saloon models go on sale in the UK in June and Tourer estate models join the line-up in September.

Tom Gardner - Head of Marketing Honda UK Cars - said this week at the international media launch of the new Accord range they are keen to see the new Saloon and Tourer models positioned at the premium end of the D-segment.

That is where the sales growth is, both for its expanding corporate business operations and for retail customers. At the volume end of the D-segment sales continue to fall as company car fleets downsize to reduce running costs and higher personal tax levels are hitting company car users.

New Honda Accord will have strong residuals

Gardner said that the new Accord has sharper styling, improved specification, comprehensive safety systems and Euro V emission compliant engines but the price has increased by an average eight per cent across the range. However part of this increase he feels will be offset by improved residual values.

The best selling 2.2 i-DTEC ES GT Saloon will retain 43 per cent of its purchase price over the usual 36 month/60,000 mile period, a figure only beaten by the Audi A4 2.0 TDI S Line which is forecast to return 45 per cent.

Whereas the outgoing Accord models started at £17,827 for the Saloons and £18,377 for Tourer models, the new range begins at £19,260 for the ES Saloon and the entry level ES Tourer begins at £25,560.

The core selling Saloon will be the ES GT variants priced at £20,110 for the petrol version but the diesel version cost a significant £1,800 more at £20,110. The likely best selling Tourer models will again be the ES GT grade at £21,410 for the 2.0-litre petrol and £23,210 for the 2.2-litre diesel.

Honda say the significant price increases have been brought about because of the car’s added size, improved qualities, specification, image and the adoption of the latest Euro V engine technologies, the 2.2-litre i-DTEC diesel unit is totally new. All these elements combine, Honda say, to justify its claim that the new Accord is now a premium model range.

New Honda Accord is a styling evolution

Honda also admits the new Accord’s styling is an evolution of the current model, although it’s significantly wider and slightly lower than its predecessor. The new Accord adopts a ‘sharp-edged’ design with muscular wheel arches to emphasise the car’s wider track.

The manufacturer says the more sporty approach to exterior design is perhaps best expressed in the new Tourer, which still offers versatility and practicality, but a mix of curves and crisp lines at the rear give the estate a more stylish overall appearance.

Honda UK expects to sell 10,000 new Accord models in the UK in a full year, an increase over the 8,033 achieved by the previous versions. Sixty per cent of sales will go to the business and corporate sector against 40 per cent at present.

Diesel sales will account for 70 per cent of sales and 70 per cent of all new Accord sales will be for Saloon models. An automatic transmission option will be offered for the first time for diesel Accord models next year.

Last year in the UK Honda achieved its highest ever annual sales of 106,000 cars, this year its target is 110,000 units. Last month, the new 08 registration peak selling month, Honda UK achieved its highest ever March sales with 21,862 registrations, an increase of 4.58 per cent. Year to date its UK sales are 32,099, nearly one per cent up on last year.