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Honda's motorcycle network goes solus

Radical shake-up paves Honda's vision of the future

Posted: 4 May 2007
by Visordown News

HONDA'S network of motorcycle dealerships is now solus rather than shared with other makes.

This is part of Honda's plan to better control its brand and strengthen its sales effort. Honda has been ruthless in their approach, upsetting a few long-term dealers who refused to drop their other franchises in order to fit in with Honda's solus strategy.

Simon Read, Honda UK's Franchising Manager for the motorcycle division said: "From the end of March we've now been 100% solus and we truly believe this gives the customer a number of benefits. Firstly, solus dealers have unrivalled expertise and experience with Honda products, meaning that potential customers will be getting more accurate information about our motorcycle range. When it comes to servicing, again with the technicians concentrating on one brand and having to be assessed at the Honda Institute it means that their skills and knowledge on new Hondas really is second to none."

Honda has always found that the best-performing dealers have been solus; therefore it's easy to see why they're keen on rolling out solus dealerships across their 115 dealer UK network.

Honda's range of scooters, motorcycles and off-roaders is now 58 models strong.

With 115 solus dealerships up and running, it's expected that another four will open within the next two months, with the total hitting 120 solus dealers within the next six months. The target is to eventually get 133 solus dealers across the UK within the next two years.

Will other manufacturers flex their muscle and try to pin down dealers to commit to their brand?


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This thread is for discussion of the article Honda's motorcycle network goes solus
Posted: 04/05/2007 13:58

Solus dealerships - the future. I'm not so sure.
Whilst I can understand the reasoning behind Honda's desire to appoint and retain only solus dealers throughout the country, it's similar to the Harley, BMW and increasingly Triumph model. And yes I hear the argument of specialist knowledge.
In my opinion however this is driving the soul and passion out of the whole Motorcycle buying/shopping experience.

I've felt a little alienated and uneasy every time I have visited one of these glittering emporiums with their half empty spaces, white light and tastefully displayed models. It felt very akin to a car showroom. an automotive art gallery, somehow not real world. How many people go to these types of venue just to hang out, chat with staff, discuss the racing, use the dealership as a venue to meet other bikers?

Where is the soul and passion to be found in these places? Why can I only smell Pledge? Even the paperclips on the salesmens desks seem regimented. Where is choice? Where is banter. Genuine warmth, enthusiasm and friendliness replaced by strict professiionalism. The law according to the manufacturer with no margin for personality sometimes it seems.

It will be interesting to see if this is a model for success or whether it will eventually turn round and bite them in the arse.

Do the other big three have similar plans? I would say the future is bright for driven independant dealers. Who can stock what they wish and appeal to a broader two wheeled audience.
Posted: 08/05/2007 08:53

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