The Honda Crosstour is a classic example of an automaker misreading the market. It demonstrates, quite clearly, a fundamental truth about the automotive industry. Although it is global, it is segmented into various markets that have distinct needs, desires, and tastes. The Crosstour's journey proves yet again the adage "Beauty is in the eye of the beholder," as it was an attractive step forward in auto design to some, but most American buyers found it unappealing.
Honda had high hopes for the Crosstour. On July 7, 2009, American Honda published a press release heralding the imminent introduction of the innovative new model. It read, "An all-new crossover vehicle based on the award-winning Honda Accord will go on sale in the fall of 2009 as the 'Accord Crosstour.'"
But, as some auto industry observers would say, "The market just wasn't ready for it." Others might respond that American consumers have never warmed up to five-door hatchbacks. As yet another of that species, the Crosstour—despite its promising Accord genealogy—was doomed from the start.
The all-new-for-2010 Honda Accord Crosstour certainly had good bones. Essentially a mashup of a crossover utility vehicle (CUV) and a sedan, it took cues from the Subaru Outback and the Toyota Venza. The Outback, still available today, debuted as an off-road-oriented trim of the brand's Legacy station wagon. Meanwhile, the Toyota Venza was essentially a wagon version of the popular Camry midsize sedan. Honda must have believed that there was a precedent suggesting success for the Crosstour.
The Accord Crosstour blended the familiar qualities of the immensely popular Accord sedan with the versatility of a hatchback. Designed to broaden the appeal of the Accord lineup, the Crosstour introduced a sleek, aerodynamic silhouette with a low-profile roofline and aggressive rear stance. It featured a bold front grille, wedge-shaped C-pillars, and a tapered roof that gave it a distinctive and, as Honda said, "sporty look" while concealing a large and highly adaptable cargo area.
Because Honda built it on the Accord sedan platform, the Crosstour delivered car-like ride and driving dynamics while offering the raised ride height and all-weather capability expected from a CUV. It featured a 3.5-liter V6 engine producing 271 horsepower and 254 pound-feet of torque, so performance was not an issue.
Paired with a five-speed automatic transmission, the Crosstour's engine enabled the vehicle to deliver reasonably good fuel economy in addition to its on-road verve. Base models used front-wheel drive, but Honda also offered what it called "Real Time 4WD" for enhanced traction, thereby increasing its crossover-utility credibility.
Honda positioned the Crosstour at the top of the Accord lineup. The automaker stated that it designed the Crosstour for drivers seeking a commanding view of the road, along with the utility of an SUV, without compromising refinement, efficiency, or driving enjoyment. Inside, it offered flexible cargo space that could accommodate larger items that wouldn't fit in a traditional sedan. Honda claimed it could meet the evolving demands of light-truck and crossover buyers seeking something distinct from conventional SUVs.
The reaction to the Accord Crosstour was not what Honda had hoped for. With the Accord Crosstour still in its launch phase, car critics panned its proportions, calling its long hood and short rear end awkward and unbalanced. The rear overhang and sloped roofline were equally controversial because the Crosstour didn't clearly resemble a coupe, wagon, or anything else. Its grille drew mockery, with comparisons to an alligator's mouth.
Still, its supporters argued that the Crosstour offered innovation and noted that it benefited from being built on the well-regarded Accord platform, which provided comparable passenger space and a roomy hatchback cargo area.
Sales of the Accord Crosstour peaked in 2010, and its steep decline in 2011 provided Honda with all the proof it needed that changes were necessary. Interestingly, Honda removed “Accord” from its official name as the 2012 model year began.
The 2013 Honda Crosstour introduced several key updates aimed at righting the ship by boosting appeal, performance, and efficiency while lowering the entry-level price. To accomplish this, Honda added a new 2.4-liter four-cylinder engine producing 192 hp and paired it with a five-speed automatic transmission, offering a more affordable and fuel-efficient alternative to the V6-powered version.
For those opting for the V6, Honda re-engineered the 3.5-liter engine, pairing it with a new six-speed automatic transmission and cylinder-deactivation technology to improve fuel economy over previous models.
Visually, the 2013 Crosstour featured more SUV-like styling, with a bolder grille, integrated fog lamps, contrasting lower body moldings, and revised front and rear fascias. Honda added a redesigned liftgate and a wider stance to give it a more rugged appearance. However, it still lacked the imposing presence that “real” SUVs typically exhibit.
Inside, the upgrades were more successful. They included new trim materials, an 8-inch infotainment display, keyless ignition, and paddle shifters for vehicles equipped with the V6.
Honda also focused on safety and tech. The 2013 model introduced lane-departure warning, forward-collision warning, and Honda's "LaneWatch" blind-spot camera system. Designers improved outward visibility with redesigned rear headrests, a rearview camera, and a wider rearview mirror. Honda implemented these changes to make the Crosstour more competitive in the midsize crossover segment. Still, at that point, it was challenging to change consumers' perceptions (or misconceptions) of the vehicle.
Crosstour’s sales for the calendar year 2013 were lower than in 2012. This undoubtedly made it plain to American Honda executives that the model had essentially run its course. It continued into the 2014 model year with virtually no changes, and by the end of the 2015 model year, the Crosstour’s demise was no longer just a foregone conclusion; the Crosstour’s run in the U.S. market had come to an end.
The Honda Crosstour was a poignant example of the truism that Americans tend to like what they like and dislike what they don’t. By virtue of its many positive attributes—good driving dynamics, comfortable seating for five, and abundant cargo space—the Honda Crosstour was a good vehicle. Furthermore, it might still be a good used vehicle today. However, looks mean a lot to car buyers, and it appears the Crosstour failed the eyeball test.
Jack R. Nerad has reviewed cars, trucks, vans, and SUVs for over three decades. He also managed the editorial efforts of MotorTrend, JD Power, and Kelley Blue Book. Jack currently hosts the Sports Byline Network program "America on the Road," available on Apple Podcasts, iHeartRadio, Spotify, Audacy, Amazon Music, and other platforms.
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