It’s not about the sales! Honda defends new Accord

Its sales are expected to be miniscule, but Honda Australia says the latest Accord sedan can still justify its presence in the local line-up as a technology and luxury flagship and because of its long local history.

The 11th-generation 2024 Honda Accord is now on sale in Australia and, as we reported last week, pricing is up while the quoted kiloWatt count is down thanks – says Honda – to a new power calculation method.

Standard equipment and specifications for the new Accord were announced in April.

The first model in the current Honda Australia line-up to be available only as an e:HEV petrol-electric hybrid, the single Accord variant is now badged as an RS and priced at $64,900 drive-away.

While much of the Accord’s technical package is evolutionary, Honda is promoting a new-generation telematics and infotainment package that will also flow into more affordable models from the Japanese car-maker over time.

But that upgrade is not expected to provide a boost to Accord sales, which languished at just 144 in 2023 – much less than Australia’s most popular mid-size sedans.

The battery-electric Tesla Model 3 found 17,347 Aussie homes last year, while the Toyota Camry notched up 10,581 sales, most of which were petrol-electric hybrids.

At a media conference introducing the new Accord, Honda Australia director Carolyn McMahon defended the decision to persist with a car that was not expected to make any sales impact.

“We’ve had the [Accord] in Australia since 1977… and it’s most recently been our flagship model,” McMahon said, referencing the discontinuation of the Honda Legend in 2014.

“So we want to introduce – globally – new technology as it becomes available.

“Yes, volume may not be as high as some of you [media] think it should be, but for us being able to consistently bring in and showcase new technology that is in this car today is very important to us.

“And [there’s] very strong support from Honda Motor to be able do this.”

The telematics/infotainment package the new Accord features is Honda’s first integration of built-in Google services.

Based around the Android Auto smartphone app and transmitting data via an embedded Telstra sim-card, it includes Google Assistant, Google Maps and the latest apps and services on Google Play.

Integration of navigation and live traffic updates are all offered with Google built-in.

Without connecting a smartphone, drivers can ask Google Assistant to adjust in-vehicle functions such as climate control and the system also enables users to set their destination in Google Maps without taking their eyes off the road.

Google Play also enables Accord occupants to download various third-party apps such as music, podcasts and audiobooks.

Built-in Google services can also connect with smart devices at home to operate such things as lights, air-conditioning and garage doors.

While new to Honda, Google built-in services are not new to the automotive sector. Volvo, Polestar, Ford, General Motors and BMW are all known users.

Built-in Google services do not prevent the use of Apple CarPlay and do not require any form of Telstra membership.

Honda has paired its upgraded infotainment package with a new dashboard design including a 12.3-inch touch-screen, a shortcut ‘experience selection dial’, 10.2-inch digital instrument panel and larger 11.5-inch head-up display.

A new generation of Honda Connect app also features a new interface designed to be more user-friendly, improve response time and introduce a number of new features to Honda or the Accord.

They include a digital key and a remote immobiliser, remote vehicle control and automatic collision detection.

As part of its support package, the Accord comes with a five-year free subscription to Honda Connect, along with a five-year/unlimited km warranty, five years of roadside assist and five capped-price $199 services.

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