In recent years, while many automakers were building bigger and brawnier trucks and SUVs, Honda Motor Co. stuck to its core business of making fuel-efficient vehicles. Unlike its leading Japanese rivals, Honda passed on developing a full-size pickup. It didn't offer a powerful V-8 engine for its premium cars and SUVs either, focusing its resources instead on designing better versions of its stalwart Civic compact and tiny Fit.
That strategy is now paying off. This year Honda has clocked the best performance of any major player in the U.S. market. Its sales are up 4.8 percent in a market that contracted 8.4 percent in the first five months of 2008. In May, the Civic became the top-selling vehicle in the United States, displacing the longtime champion, Ford Motor Co.'s F-Series trucks, as consumers traded in gas guzzlers for more frugal models.
"They have an array of products that is in tune with today's economic climate," said Jim Hossack, a consultant at AutoPacific Inc. in Tustin, Calif. "They don't have a Suburban, they don't have a Super Duty, but they have small, fuel-efficient vehicles. They're in good shape."