honda suv portfolio: Honda lines up Rs 260 cr to upgrade sales network with push on anvil SUV

Japanese automaker Honda and its dealership partners plan to invest around Rs 260 crore to upgrade its dealerships across India to make them more premium as it gears up to drive SUVs into the market from next year, according to a senior company official. The Honda dealer network in the country currently includes 330 facilities in 242 cities.

The company, which is present in the country through a 100% owned unit, had initiated the project in 2019 but it had to be scaled back due to the impact of the pandemic on dealership activity.

“As the COVID situation is improving a lot, we have renewed our goal to reorganize the entire sales network and put it on a fast track. There are still some challenges regarding capacity and time, but our effort is to maximize the number of revamped outlets in this year and next year,” Honda Cars India Vice President (Marketing & Sales) Kunal Behl told PTI during an interaction.

The decision to make the outlets premium is to respond to changing customer perspectives and also coincides with the company’s upcoming product push into the sport utility segment from next year, it said. he adds.

“The investment in conjunction with our dealer partners in the remaining network will be around Rs 260 crore,” Behl said.

The automaker and its dealers have already invested Rs 100 crore to revamp over 100 outlets showcasing its new corporate identity.

Honda currently sells sedans like City, City eHEV and Amaze in the domestic market.

The facility redesign will include changing the look and feel of dealerships and providing a more upscale retail experience for customers, Behl said.

“Customer behavior is changing rapidly and we are constantly striving to provide them with the right shopping environment and dealership vibe,” he added.

Behl further stated that the new dealership design with a new corporate identity is created to enhance customer experience and happiness in the form of distinctive exteriors, warm and welcoming interiors and a new customer interface.

A fully integrated digital workshop management system is also an integral part of the renovated dealerships, he added.

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