Why a direct to consumer sales trial will help Honda UK and its dealers secure a profitable future

By Tim Rose

22 June 2023

Honda is set to launch “an element of direct sales” e-commerce this autumn, as the brand prepares for a long-term future with dealerships under the “lightest touch” agency terms for new car sales.

Its forthcoming electric-powered SUV, the e:Ny1, will be sold direct to customers by the car brand when order books open later this year.

“Whilst we don’t see a demand to buy cars online, we definitely see a demand to complete chunks of that process online and get that instant gratification in that self-service environment,” Honda UK’s head of automobile Rebecca Adamson told AM’s editor Tim Rose recently.

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Author: Tim Rose

Editor

tim.rose@bauermedia.co.uk

01733468266

An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.