Does anyone know the total US 2nd gen RL car sales stats, (2005 - 2008)?

 

if you go through Hondanews.com you can find out the figures for each year.

Probably look at December of each year, and then let us know what you find. 2005 was the best year, and then sharp declines after 2006.

 

2G RL sales

October 2004 1310--probably includes some 1G RLs, number not known to us
Nov 1941
Dec 1967
Total for late 2004.....5218

2005 17572 (up 101.4%)
2006 11501 (down 34.3%)
2007 6262 (down 45.7%)
2008 4038 (to October, change to new grille, down 23.9%)
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Total: 44,591 (give or take a few 2004 RLs sold in late 2004 at the same time the 2005 RL was being offered)

I'd say that was a pretty respectable number of pre-MMC 2G RLs. I'd say Honda made their money back in the first two years, and the rest is gravy? I'm no automotive specialist, so I sure don't know.

 

Keep in mind those are only RL units. Honda was to break even at approximately 27K units total if I remember correctly.

They anticipated to sell 22K units (both models in 2005). So the drop off after 2005 was likely not so much a worry. After Japan named the LEGEND Car of the Year in 2005, they could not produce them fast enough and 4 shifts were in place at Saitama. For 2005 MY over 25K units were sold (LEGEND and RL).

Those 4 shifts were in place as the 2006 MY was released and between that aggressive production schedule and the sooner than expected trumping of competitor models, the 2006 MY was in surplus and began the $10K off sticker average sales.

Still the car did it's job. It paid for itself in nearly 1 year and showcased features that now define the Acura brand. It may have served the Acura brand as well as Acura would have liked but Honda should be pleased. If it sold at volume for a year or two longer...it would have been a significant profit for Honda.

But I do not feel bad for Acura. They have treated the RL as the red headed stepchild since launch. If it was Honda's fault it was not a higher seller, I think Acura's attempt to boost sales by beating it with an ugly stick was and example of Acura's marketing genius.

 

Thanks for the numbers. I was surprised at the drop in sales. I did'nt realize how severe they were.