Honda revamps agency network

Honda is revamping its agency model network with showrooms across the country set to change to one of three store types from May 2021.

The marque says the move will enable customers to buy vehicles directly from Honda, either in-store or using a new e-commerce platform.

Under the new structure, the seven branches owned by Honda NZ will remain unchanged but its 17 independent agents will operate as either Honda stores, Honda service stores or authorised service stores. 

Honda stores will allow customers to experience and buy new vehicles. Any sale will be directly with Honda New Zealand, not an independent agent, and customers will receive full servicing, Honda genuine parts and accessories.

Honda service stores will service the marque’s vehicles, genuine parts and accessories. These sites will also feature demonstrator vehicles and an appointed brand ambassador, who will be authorised to sell Honda vehicles.

Finally, the authorised service stores will be able to service Honda vehicles using only genuine Honda parts and accessories.

Nobuya Sonoda, Honda NZ’s managing director, says staff and independent agents have been briefed on the rationale for the shake-up.

“Our independent Honda agents have served the Honda brand incredibly well over many years, and we have greatly valued these relationships during this era,” he explains.

“The changes we are embarking on in 2021 are about actively managing our operations to ensure they are fit for the future and are reflective of Honda’s long-term commitment to continue investing in our people, operations and our communities.

“By making these changes we are placing our customers at the heart of everything we do, and importantly, putting the purchasing power where it belongs – in the hands of our customers.”