It was a tough November for a lot of automakers, as Ford estimated the industry was down 7 percent for the month, driven by “price fatigue and a dip in EV sales following the expiration of federal tax credits.”
One of those automakers stumbling through November was American Honda, down 15.3 percent (to 102,824 deliveries) compared to November 2024. Honda brand took a 16.8-percent hit, driven by a 20.5-percent dip in the sales of trucks and crossover SUVs (63,586 vehicles).
ADX Sales: 17,313 Units Through November
Honda’s Acura luxury brand provided the only glimmer of light in November: a 9.1-percent gain in car sales to an admittedly modest 2,583 units, mostly Integra. Even the brand’s bestsellers — the RDX and larger MDX crossovers — were down 26.4 percent and 23.5 percent, respectively, in November.
But here’s where the sales report raises eyebrows: Acura says it sold 2,837 units of the new midsize ADX crossover in November and 17,313 units since the vehicle hit the market this past spring.
‘Segment-Leading Share Of Over 30%’
In the accompanying press release that explains the numbers and fills in some of the information gaps, Acura claims the gasoline-powered ADX “has already captured a segment-leading share of over 30 percent since its introduction.”
It’s hard to grasp how that could be possible when the ADX is a late arrival in a bustling segment where the BMW X3, Mercedes-Benz GLC, Audi Q5, Volvo XC60 and Genesis GV70 have been doing battle for years, along with several smaller players. The ADX arrived shortly after the Cadillac XT4 limped off the battlefield, unable to keep pace in this fierce sector.
Where’s Sales Data Coming From?
The problem with Acura’s claim is that years ago many automakers, including BMW, Mercedes-Benz, General Motors, Stellantis, Audi and other Volkswagen Group brands, stopped issuing monthly sales reports. That means the last time anyone outside these companies saw verified sales results was in early October, for the third quarter. The next big data drop will come in about a month, with year-end sales results.
BMW X3 Was No.1 In 2024 Sales
So how did Honda/Acura arrive at 30% market share for the ADX without knowing how many X3s, GLCs or Q5s had sold? For context, the X3 was the bestseller in 2024 among midsize luxury crossovers, with 68,798 units for the year, followed by 58,751 GLCs and 56,799 Audi Q5s, according to Wards Intelligence data.
We reached out to the Honda PR department, and they told TopSpeed via email that the 30% market share figure is “based on our internal data.”
Dimensions Place ADX Amid Good Company
“Internal data” could mean a lot of things, such as, being very selective about which vehicles are in the segment with ADX. Based on overall length, the ADX is 185.8 inches long — very close to the X3, GLC, Q5, XC60 and GV70 but a few inches smaller than the long-established Acura RDX.
Still, Honda sticks to its data guns: “We had leadership and a similar percentage number in October,” Honda spokesperson Lynn Seely told TopSpeed.
ADX Undercuts Segment Pricing
Maybe Honda/Acura considers the ADX in a segment by itself, with a starting price of $36,350 that undercuts the European rivals by at least 10 grand.
Audi spokesman Mark Dahncke also questions which models are in the same competitive set with the ADX. “I don’t think anyone commands a 30-percent share,” he told TopSpeed in an email.
Clearly Short Of 30% Market Share
If ADX year-to-date sales for 2025 reached 17,313 units in November and is indeed grouped with these similarly sized crossovers, then it clearly doesn’t hold 30 percent of its segment. Through the first three quarters, for instance, Audi sold 32,633 Q5s. BMW sold 50,009 X3s in the U.S. through September, making it Bavaria’s second best seller, behind only the larger X5.
However this segment shakes out, the ADX is not alone with fresh sheetmetal: X3 was new last year, an all-new 2026 Q3 will be on sale in the next few months, and GLA was refreshed last year.
Year-End American Honda Sales Up 1.8% Through November
Despite the market share question and the overall sales malaise in November, the year-to-date picture isn’t so bad for Honda: The Honda brand sold 1.1 million cars and trucks in the U.S. (up 1.8 percent) and Acura delivered 121,590 vehicles (up 1.9 percent).
For all of American Honda, including Acura, vehicle sales were up 1.8 percent through November to 1.3 million vehicles, including a 4.9-percent dip for cars (381,087 units) and a 4.9-percent gain for trucks and SUVs (930,8321 units).
Source: Honda, Acura
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