Honda dealerships – focussing on excellence for its customers

Honda’s 115-strong network of motorcycle dealerships is now solus to provide a better service and experience for all of its customers.

Simon Read, Honda UK’s Franchising Manager for the motorcycle division explained the benefits of a solus dealer network. “From the end of March we’ve now been 100% solus and we truly believe this gives the customer a number of benefits. Firstly, solus dealers have unrivalled expertise and experience with Honda products, meaning that potential customers will be getting more accurate information about our motorcycle range. Today’s customers are more astute than ever before, so they demand more information on our products and more expertise from the shop-floor staff. When it comes to servicing, again with the technicians concentrating on one brand and having to be assessed at the Honda Institute it means that their skills and knowledge on new Hondas really is second to none.”

Honda’s 58-strong range of scooters, motorcycles and off-roaders means there’s a bike or scooter for everyone and every purpose, again negating the need for a multi-franchise with a manufacturer who offers a smaller selection of machines. Also, history proves that the better performing dealerships have been those that concentrate on one range.

Simon added: “To illustrate, in the past we’ve always found that the best-performing dealers have been solus anyway. It makes the whole experience much better for the customer as they speak to experts on the Honda range, rather than people who have a diluted knowledge of different manufacturers. It’s the same in the service department too.”

As well as the solus operation, much thought has gone into where the dealerships should be. Read explained: “Maybe 5 years ago we had around 200 dealerships, but the overlap between some of them geographically wasn’t properly thought through. We had dealers infringing on each other’s territory, which hurt profits and produced conflict between them. Today we’ve analysed where we need a dealership to be, ideally no more than 30-minutes travel time for a potential customer.”

With 115 solus dealerships up and running, it’s expected that another four will open their doors within the next couple of months, with the total hitting 120 solus dealers within the next six months. The target is to eventually get 133 solus dealers across the UK within the next couple of years.

Steve Martindale, Honda UK’s General Manager for the motorcycling division said: “We’ve gone solus as it’s what the customer wants. They are demanding this approach, one that is up-market and fits the image of modern motorcycling. Our customers also demand staff who understand the brand and have their interests at heart. Solus dealerships offer these advantages and more to the customer.”

For more on your nearest Honda dealer, simply go to: honda.co.uk/motorcycles/ and hit the dealer search button.