Is Honda planning to become the BMW of Japan once again?
Don’t bet against it, as the company is preparing to reset its business model in Australia come July 1, 2021, from a sales-driven mainstream player to a customer-focused premium brand offering vehicles of high-quality design and engineering.
That’s the goal anyway, as announced back in March, when Honda Australia declared its desire to stop chasing volume and concentrate squarely on buyer satisfaction instead.
What hasn’t been revealed yet, however, is the depth of change coming to core models that should restore the faith in the brand.
To recap, Honda is moving to an “agency-style business model” where the Japanese-owned and -controlled company – rather than its 100-plus strong national dealer network – owns the stock it sells. Likened to how Apple operates globally, this will see fixed pricing rather than a…