Honda is preparing for take-off after several difficult years of low product availability and unfavourable exchange rates, which frustrated both its franchisees and Honda UK management.
Dealers have become a little more upbeat lately, as demonstrated by the ‘value of the franchise’ score rising from 4.6 out of 10 to 5.5 in the latest NFDA Dealer Attitude Survey. Fuelling the improvement in mood are better dealer profitability and new opportunities for sales, thanks to the revised Civic and CR-V, a new Jazz and an extension to the model range in the form of the HR-V compact crossover. A Civic Type-R hot hatch and new NSX supercar will inject more passion into the brand.
The product offensive means Honda is once more on TV, with significant sums being spent to put the brand back in front of prospective buyers and generate leads for its dealers.
After being late to the party with PCP, the network has grasped the retention opportunity this finance product offers.