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Honda is seeing lower margins as it struggles to recover in the U.S. and other markets. Honda had to use more incentives than Toyota in the U.S. market leading to deteriorating profit margins in 2012. Sales of newer models failed to catch on making Honda dependent on the Civic and the Accord in the U.S. market. The appreciating yen added to the impact on margins with a further shift to manufacturing overseas planned as a response.
Honda Pins Revival on U.S. Auto Sales
Wall Street Journal 06/01/2012
Wall Street Journal 12/21/2011
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