Honda begins roll-out of new motorcycle ‘dream dealer’ concept

Honda Motor Europe is opening the first in a series of new motorcycle ‘Dream Dealers’ starting in Rome, Italy. 

Honda dream dealer

The new motorcycle ‘dream dealers’ are “designed to bring a totally new dimension to motorcyclists’ customer experience”.

Honda will be building this type of dealer in no fewer than ten major European cities.

The new ‘Honda Moto Roma’ dealership in the east of Rome will showcase the major groups within Honda’s broad motorcycle line-up in three areas: 

  • ‘Roadster’

  • ‘Racing’ 

  • And ’Adventure’. 

In each themed area, next to motorcycles themselves, a range of relevant genuine Honda accessories and apparel lines will be displayed to allow customers to “connect more deeply with the lifestyle and experiences of their choice of ride”. In other words, spend more dollar, but who’s complaining when you and your bike look the dog’s b*llox!  

In each area, ‘Dream Expert’ sales staff with product knowledge will be present to explain all the features and benefits of Honda’s motorcycle line-up, from the A2 licence-friendly CB500F naked to flagship models such as the CRF1100L Africa Twin and CBR1000RR Fireblade. 

As per normal, customers will also be able to chill out at dedicated café areas within the new dealerships. And from my experience with Honda dealers, the tea and coffee are free. 

In addition to the Honda Motor Roma facility, a further nine ‘Dream Dealers’ will be opening across Europe before spring of 2020, across 6 different countries – Italy (Parma), Germany (Lilienthal and Frankfurt), France (Toulouse and Marseille), Spain (Barcelona), Portugal (Porto) and the UK (in Bristol and Southampton).

What do you think of Honda’s new dealer concept? 

Let us know in the comments section below.