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Honda's no-haggle prices 'not for everyone'

Into the art of the deal? Honda Australia knows you won't like its new way of doing business, but it's also not too worried.


Enjoy haggling over the price of a new car? Honda knows you won’t like its new way of selling cars.

The brand is moving to an ‘agency model’ for sales, part of which is fixed pricing.

Buyers also won’t be able to play dealers off against one another under the new model.

MORE: How Honda sales will work in Australia from July 1, 2021

Honda Australia managing director Stephen Collins concedes “not everyone’s going to like it”.

“We know that there’ll be some people who just, it’s in their DNA to haggle, and it won’t appeal to them,” Mr Collins said.

But Honda Australia points to internal research that says “a very high degree of people are if not open to it, very positive about it”.

“Of course you still have to give good value. That’s a given. But we’re confident that a large percentage of people are, if not open to it, positive about it,” Mr Collins said.

Honda is looking into how it can do deals without a back-and-forth between dealers and customers.

Along with periodic sales offers at peak times like the end of financial year, the company is investigating how to keep long-running customers happy in a world where dealers play a smaller role.

“We haven’t finalised anything, but we absolutely treasure and respect those repeat – we call them H-to-H – customers,” Mr Collins said.

“We’re looking at what we can do to reward that loyalty. So we haven’t finalised anything yet, but we absolutely recognise that’s an important part of the future model.”

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Scott Collie
Scott Collie

Scott Collie is an automotive journalist based in Melbourne, Australia. Scott studied journalism at RMIT University and, after a lifelong obsession with everything automotive, started covering the car industry shortly afterwards. He has a passion for travel, and is an avid Melbourne Demons supporter.

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