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Honda to introduce two-tier fleet Platinum Programme

Phil Webb, head of cars at Honda UK,

Honda is relaunching its fleet Platinum Programme next year to encourage more corporate and fleet customers to its dealer network.

The news comes as Honda recently removed its volume-driven targets for dealers as part of a restructure, which will also result in a reduction in its UK dealer network to approximately 125 sites. 

Phil Webb, head of car at Honda UK, said: “The relaunch of the Platinum Programme is a two-pronged strategy.  Firstly, it’s about focusing on the customer experience, and while all of our retail network is fully encouraged to still handle corporate and fleet sales, this will now provide a much more focused and dedicated approach aimed at supporting local businesses.  Secondly, it’s about generating profitable business rather than incremental volume, hence the need to work in partnership with our retail network to roll out the programme.”

The revised Platinum Programme will deliver a more targeted approach for corporate and fleet customers, with a two-tier system compromising of Platinum Plus and Platinum dealers located strategically throughout the country.

Honda introduced its voluntary Platinum Programme last year, in order to encourage dealers to generate more local business in return for access to supply Honda’s larger fleet contracts.

It was masterminded by Marc Samuel, who was the car makers head of fleet sales until recently when he left to join Pendragon Vehicle Management.

Working in partnership with Honda UK, dealers will either agree a Platinum Plus or Platinum status before undergoing defined coaching support and development.  This training will be coordinated by a dedicated regional programme manager and will be augmented by compulsory core training and e-learning conducted by the Bracknell-based Honda Institute to ensure all staff are fully conversant with the specific needs of corporate and fleet customers.

Platinum Plus dealers will be required to sign up to enhanced terms and conditions of the programme aimed at supporting engagement with local businesses.  These include minimum sales objectives, an agreed number of corporate demonstrator cars, utilising an updated CRM system and specific service level agreements with leasing companies. 

Platinum dealers will be requested to implement an updated CRM system and run an agreed number of corporate demonstrator cars.

The relaunch is set to take place early next year and is expected to see approximately half of dealers that are currently signed up to the Honda Platinum Programme move forward to the relaunched version.



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