What's Wrong with Honda? Sales Decline for Three Consecutive Months

Honda’s sales performance in the national automotive market shows no signs of recovery. From January to March 2026, its sales have continuously weakened compared to the same period in the previous year.

In January 2026, Honda recorded sales of only 4,016 units. This figure is far lower than January 2025, which was at 7,276 units. The decline continued in February, with Honda’s sales at 5,385 units, also below February 2025’s achievement of 8,757 units.

Entering March 2026, the negative trend has not stopped. Honda’s sales fell again to 4,129 units, lower than March 2025’s 6,303 units. This means that for three consecutive months, Honda’s sales have contracted year-on-year.

This pressure is making Honda’s position in the market increasingly squeezed. In fact, at the start of 2026, Honda temporarily dropped out of the top four best-selling brands and began to be overtaken by new players, including brands from China.

This decline also reflects changing consumer preferences. Segments that have long been Honda’s backbone, such as LCGC and compact SUVs, are now facing fierce competition, both from other Japanese brands and new players with more aggressive pricing.

If this trend continues, Honda could potentially lose its relatively strong footing in the domestic market.