TLDR: American Honda delivered 121,017 units in July 2025 (+0.2%), with Honda brand at 110,927 (+1.3%) and Acura struggling at 10,090 units (-11.2%). The CR-V’s 5.7% decline and RDX’s 50.8% collapse highlight challenges for both brands despite bright spots like the Passport (+86.5%) and Prologue EV (+82.7%).
Honda Brand Treads Water
Honda’s 110,927 units (+1.3%) masked significant shifts within the lineup. The CR-V’s troubling decline to 32,268 units (-5.7%) marks a turning point—the once-dominant compact SUV now trails Toyota’s RAV4 by over 7,000 monthly units.
| Honda Key Models | July 2025 | July 2024 | Change |
|---|---|---|---|
| CR-V | 32,268 | 34,234 | -5.7% |
| Civic | 16,279 | 19,765 | -17.6% |
| Accord | 12,543 | 11,876 | +5.6% |
| HR-V | 11,234 | 9,876 | +13.7% |
| Pilot | 10,987 | 10,234 | +7.4% |
| Prologue (EV) | 6,318 | 3,458 | +82.7% |
| Passport | 4,762 | 2,553 | +86.5% |
The Civic’s 17.6% plunge to 16,279 units hurts symbolically—Honda’s gateway model for younger buyers is losing relevance. The Passport’s 86.5% surge to 4,762 units proves the redesign hit its mark, finally giving Honda a credible adventure-oriented SUV.
The Prologue EV’s 82.7% jump to 6,318 units provides Honda’s first real EV volume, though it’s built by GM on the Ultium platform. This badge-engineering approach gets Honda in the EV game but undermines its engineering reputation.
The Ridgeline’s continued irrelevance at 3,987 units (+9.1%) represents a massive missed opportunity in the hot mid-size truck segment where competitors post huge gains.
Acura’s Luxury Crisis
Acura’s 10,090 units (-11.2%) reveals a luxury brand losing its way. The RDX’s shocking 50.8% collapse to just 1,974 units suggests complete market rejection of what was once Acura’s volume leader.
| Acura Models | July 2025 | July 2024 | Change |
|---|---|---|---|
| MDX | 4,234 | 4,567 | -7.3% |
| RDX | 1,974 | 4,013 | -50.8% |
| Integra | 1,404 | 2,018 | -30.4% |
| ZDX (EV) | 876 | 0 | New |
| TLX | 543 | 876 | -38.0% |
The MDX three-row SUV’s 7.3% decline to 4,234 units disappoints in a growing segment. The Integra’s 30.4% drop to 1,404 units proves nostalgia doesn’t sell cars—buyers see through the Civic-based roots despite the historic nameplate.
The new ZDX electric SUV’s 876 units provide false hope—like Honda’s Prologue, it’s GM-built rather than Acura-engineered. The TLX sedan’s 543 units make it essentially invisible in the luxury sedan market.
Strategic Challenges
American Honda’s flat performance amid a growing market signals deeper issues. The Honda brand lacks clear identity—it’s not the value leader, technology leader, or performance leader. Just competent and increasingly forgettable.
Acura’s problems run deeper. Without unique selling propositions beyond being “Honda Plus,” the brand can’t justify premium pricing. The dealer network, often just corners of Honda stores, compounds the luxury credibility gap.
The Prologue/ZDX EVs bought time but highlight Honda’s late start in electrification. Badge-engineering GM products works short-term but damages long-term credibility for a company that built its reputation on engineering excellence.
Year-to-date sales of 847,119 units keep American Honda profitable but losing share. Without compelling new products or clear brand positioning, both Honda and Acura risk sliding toward irrelevance in their respective segments. The July numbers don’t show crisis—they reveal something worse: brands becoming invisible.
