Honda to target fleets with relaunch of Platinum Programme
19 September 2019
Author: Sean Keywood
Honda has announced plans to increase corporate and fleet custom at its UK dealer network with the relaunch of its Platinum Programme.
The firm says that from early 2020 it will be operating a two-tier network of Platinum Plus and Platinum dealers located strategically around the country.
Dealers will agree to adopt either status, before undergoing training coordinated by a regional programme manager, and supported by compulsory core training and e-learning conducted by the Bracknell-based Honda Institute about the needs of corporate and fleet customers.
Platinum Plus dealers will have to sign up to terms and conditions including minimum sales objectives, an agreed number of corporate demonstrator cars, utilising an updated CRM system and specific service level agreements with leasing companies.
Platinum dealers will be asked to adopt the CRM and corporate demonstrator requirements.
Honda says about half of its current Platinum Programme member dealers will move forward to the new version.
The company is planning to reduce its dealer network to around 125 sites by 2022.
Honda UK head of car Phil Webb said: "The relaunch of the Platinum Programme is a two-pronged strategy. Firstly, it's about focusing on the customer experience, and while all of our retail network is fully encouraged to still handle corporate and fleet sales, this will now provide a much more focused and dedicated approach aimed at supporting local businesses.
"Secondly, it's about generating profitable business rather than incremental volume, hence the need to work in partnership with our retail network to roll out the programme."