Honda Profits Plunge 61% as Automaker Pivots to Fleet Sales

The China Problem

Perhaps the most alarming data point in Honda's earnings report is the continued deterioration of its Chinese business. Joint venture sales in China fell by more than 30 percent year-over-year, a decline that has accelerated for three consecutive quarters. Chinese consumers are rapidly abandoning traditional internal combustion engine vehicles in favor of domestically produced EVs and plug-in hybrids that offer advanced technology at aggressive price points.

Honda has announced plans to introduce ten new electric models in China by 2027, but analysts warn the company may be too late to reclaim meaningful market share. BYD alone now sells more vehicles per month in China than Honda does, a reversal that would have been unthinkable just three years ago.

Competitive Pressure From Every Direction

Honda's challenges extend beyond China. In North America, the company faces intensifying competition from Hyundai and Kia, whose vehicles now rival Honda's traditionally strong reputation for reliability and value. Toyota continues to dominate the midsize sedan and SUV segments, while Tesla's aggressive pricing strategy has siphoned potential buyers from Honda's nascent electric lineup.

The company's flagship EV, the Prologue, has received mixed reviews. While praised for its comfortable interior and GM-sourced Ultium powertrain, critics have noted that it lacks the brand-specific identity that has defined Honda's most successful models. Sales have been modest, falling short of internal targets.

Cost-Cutting Measures Underway

Alongside the fleet sales strategy, Honda has initiated a broad cost-reduction program targeting 500 billion yen in savings over the next three fiscal years. Key measures include consolidating manufacturing platforms, reducing the number of powertrain variants, and renegotiating supplier contracts. The company is also exploring workforce reductions at several administrative facilities, though it has not yet announced specific headcount targets.

Honda's CEO emphasized during the earnings call that the company remains committed to its long-term electrification roadmap but acknowledged that the transition will be more expensive and take longer than originally projected. He described the current period as a necessary phase of adjustment and asked shareholders for patience.

Wall Street Reacts

Investors responded swiftly to the earnings report. Honda's stock fell more than 6 percent in Tokyo trading on the day of the announcement and continued to slide in subsequent sessions. Several major investment banks downgraded their price targets for Honda, citing uncertainty about the fleet sales strategy's ability to offset structural margin erosion.

Morgan Stanley analyst Adam Jonas wrote in a research note that Honda's fleet pivot carries execution risk and could damage the brand's retail positioning if not managed carefully. He maintained a neutral rating on the stock but lowered his 12-month price target by 15 percent.

What Comes Next

Honda's leadership faces a delicate balancing act. The fleet sales strategy offers a near-term lifeline, but over-reliance on fleet channels can depress residual values and alienate retail customers who associate the brand with quality and exclusivity. Successfully navigating this transition will require Honda to simultaneously stabilize its core business, accelerate EV development, and rebuild competitiveness in China.

The next major milestone will be Honda's full-year earnings guidance, expected to be updated in the coming weeks. If management revises its outlook downward again, it could trigger additional investor concern and accelerate calls for more radical strategic action, including a potential merger with Nissan, a possibility that has been the subject of persistent industry speculation.

This article is based on reporting by reuters.com. Read the original article.