Honda is not in a good position right now due to many reasons.
Success comes from conviction, and they have lost that conviction. However, I’m start to see that returning with the current CEO.
Keep in mind that Honda is not in the same financial situation as Dodge because of several reasons, even though the Viper is sold over seas, it is not designed as a global car, not to mention Honda does not have the financial backing of the U.S government and Fiat while still cleaning up from the Tsunami.
Also, Honda is currently being beaten by the same method that put them as a top car maker; the Koreans industries are enjoying lower costs in every aspect, while Honda is fighting the strong yen, the highest corporate tax in the world (US and Japan), pressure from the share holders to increase gross sales without worrying about the margin, and a global market that favors either the really cheap or super luxurious cars.
In fact, that goes with all other industries from Japan. If I told you fifteen years ago Sony will be losing $8 billion dollars a year and requires restructuring to survived, most will say I'm crazy. Korean brands are killing Japanese brands in every aspect. When was the last time you saw Panasonic, JVC, Toshiba, Mitsubishi, and Hitachi TV? Or even a TV commercial to advertise their products? Gone are the days of highend electronics such as $8000 TV and $3000 Bluray players because people no longer see the values for those types of products.
I replaced my Honda S2000 with a fully loaded Pilot because of my dogs. I got the car for $600 over invoice and bought the 120K extended warrantee; with tax and license, OTD price was less than $37K. The equally equipped car from Europe cost at least $20 grand more while similar car from Korea is around $5k less. The marketing position is not good.
It will take some serious change in their marketing strategy to be on top again, and the question is, are they capable of that?