Honda UK has opened an £8m flagship dealership in Chiswick, London, which, for the first time, features all its products, from cars to lawnmowers, under the same roof.

The development, built by Adonis Construction, marks a new direction in Honda's showroom strategy. The concept, if successful, would be extended throughout the UK dealer network, according to a Honda spokesman.

Norton Way Motors will operate the dealership, which is branded with logos from each of Honda's product divisions, as an independent business. The group backs Honda's new approach, sensing the opportunity to cross-sell products from motorcycles and quad bikes to jet skis, generators and lawnmowers.

Dealer principal David Grainger said initial reaction from consumers had been "phenomenal".

In the first three weeks, the business sold 102 new cars, 11 used, 13 new and 33 used motorcycles, and seven power/energy units.

"The opportunity to cross-sell is huge - cars are only one small part of Honda's high quality product range," said Mr Grainger.

"If Honda picks the right people there is no reason why this concept will not work in others parts of the country." The dealership will not be fully operational until March, when it will accommodate 125 employees, including specialists in each division.

"Norton Way has grown off the back of Honda and now we have an opportunity to move the company on again," said Mr Grainger.

"This operation is the result of four years of planning." (November 12, 2001)