Honda (UK) has this week launched a nationwide pricing initiative aimed at attracting owners of older cars into its franchised workshops.

Honda Happiness sets a nationwide fixed price for common repair jobs on any Honda car older than three years, excluding the NSX and S2000. Quotes include parts, labour and VAT, irrespective of the model or where the customer lives. Examples are £215 for front brake pads and discs, £125 for a rear exhaust silencer, and £200 for a timing belt change.

“We want to increase loyalty and satisfaction among customers who drive Hondas over three years old. Some of these don’t use a Honda dealer for repair work because of the perceived high cost of spares and repairs. By promoting these competitive prices we want to encourage owners to use Honda dealers for repairs and servicing,” says Honda UK’s Mark Turner, who heads the scheme.

The scheme is likely to be less attractive to retailers in expensive city areas where labour rates need to be higher to cover costs, although Honda says all dealers will be able to make a profit from the scheme. About half the dealer network is currently participating.