Honda: Paddling its own canoe through the canyon of e-commerce and EVs

The challenge of introducing an all-electric model into an increasingly difficult market has forced Honda to delay the rollout of the essential software solutions to support online sales.

Last autumn, Honda introduced a component of direct e-commerce sales in what it termed the "lightest touch" agency approach and planned for the recently launched electric SUV, the e:Ny1, to be the first candidate model when order books opened at year-end.

Honda explained at the time that this non-genuine agency approach was established as a basic legal requirement which permitted direct sales but insisted that its intention was to maintain a seamless experience for customers who may still prefer the traditional dealership route to purchasing a new car.