At the risk of sounding sarcastic, ok - well I am being sarcastic...... if other customers had the delivery fiasco that we endured then there is no wonder Ridgeline sales were down. For a truck that was due in by 9/8 and finally arrived on 9/29 I am not surprised that sales are down.
What happened is that a rising tide floated all boats. The general enthusiasm generated by the programs of every maker but Honda helped get people thinking about cars, and even Honda buyers thought that they could get a good deal because dealers would have to bargain. Now that things are cooling the trend on all vehicles is probably back to where it would normally be for this time of year. Of course, the analysts think also that gas prices have hit the SUV/suburban truck market (Ridge, Taco) hard. The next interesting time will be sometime in November when manufacturers start the usual Christmas advertising on "deals". The car industry at least domestically now is like the malls, it cannot sell unless people think they are getting some kind of special deal. What most people don't realize is that there is no such thing as free lunch, and that sellers just mark a product high so they can later sell "low, " and WHALA!! a great deal is had by all.
btw, what is DSR on the sales table posted above? It seems that by that measure, sales of all Honda SUVs were relatively down, including Pilot, CRV and Element, which were selling well until fell the hammer of gas prices.
In order to see a true performance, you must trend the chart. You cannot look at single months performance. Factors such as season, school, gas prices, etc, are going to show up monthly but if you trend for 6 or 12 months you will see the true performance of your product. Notice how honda only looks at previous years sept performance? This is another way to factor in all "seasonal" factors as listed above. One months drop does not mean anything...six months continual drop does though