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Trevor Collett | Jan, 27 2015 | 7 Comments

Honda has announced that its European arm has ended sales of that market's Accord sedan, sold in Australia as the Accord Euro - until stocks run out over the coming months.

The midsized sedan is said to have failed in its bid to attract buyers shopping for more premium models such as the Mercedes-Benz C-Class, BMW 3 Series and Audi A4.

Honda is not alone with its struggle in Europe's medium-car market, with sales of regular performers like the Ford Mondeo and Volkswagen Passat dropping off as buyers look instead to premium options like the C-Class and 3 Series.

Speaking with industry paper Automotive News, Honda UK’s Leon Brannan said that Europe's current Accord was in run-out and that the carmaker had no intention of replacing it with a different medium-sized model at this stage.

“We are running out the Accord and we will not return to the segment,” Mr Brannan said. “The cost to compete [in the midsize segment] is eye-watering.”

Honda's 'regular' Accord
Honda's 'regular' Accord

While Honda’s sales in Europe were down five percent last year, sales for the Accord eased by 19 percent.

By contrast, the two-tier Accord strategy has worked well for Honda in Australia, with Director Stephen Collins telling TMR last year that more than 60,000 of the Euro model alone had been sold throughout the model’s life.

Mr Collins said production for our market would end next month, and once all remaining Euro stock had been sold, Honda Australia will continue with the ‘regular’ Accord - released here in 2013.

In Europe, Honda will instead reportedly focus on its current top-seller in that market - the CR-V SUV - and its smaller sibling in the incoming HR-V compact SUV.

MORE: 2015 Honda HR-V - Price And Features For Australia
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Honda | Accord | Medium Cars

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