Honda Collaborates with Nationwide Dealers to Enhance Customer Vehicle Care Services

Honda has joined forces with its nationwide dealer network to implement the Smart in Motion initiative, aiming to comprehensively elevate the brand and customer experience.

Mr. Koji Iwanami, President and CEO of Honda Automobile (Thailand) Co., Ltd., announced the business direction and key goals in partnership with the dealer network, stating that this year's operations will focus on a comprehensive strategy upgrade, not only continuously introducing new products.

But also strengthening sales and service capabilities to enhance the customer experience throughout the entire Customer Journey. At the same time, Honda will relentlessly drive the brand to create differentiated and sustainable value.

The operational direction and strategy of Honda Automobile Thailand are divided into two main areas as follows.

1. Product Focusing on offering products that comprehensively meet customer needs by integrating the brand's long-established strengths in reliability, fuel efficiency, and driving performance to elevate the brand to a higher level, aiming to position itself in the market by building on existing trust.

Combined with advanced technology to be applied to future Honda vehicles to establish a distinctive and clear market stance, while developing both hybrid and electric powertrains toward becoming a fully realized Honda Smart Car. The key aspects include:

• Building a powerful brand through storytelling and sportiness.

- Strengthening both the main brand and sub-brands by conveying stories that reflect Honda's identity and history of success, especially its motorsport DNA.

- Enhancing the connection between the Honda car brand and the sub-brand HRC (Honda Racing Corporation) to bring the sporty image from racing circuits into mass-market models, elevating the sporty image and supporting the continued launch of HRC product lines in the future.

• Preparing to present products designed to clearly reflect Honda's automotive identity, conveyed through upcoming full model changes and Honda’s new generation hybrid vehicles.
• Advancing toward smart cars with cutting-edge technology.

- Preparing to introduce Software-Defined Vehicles (SDV) that integrate core functions driven by advanced technology, covering connectivity, safety, and other intelligent features.

- Featuring ASIMO OS as the key control system, which will be developed as part of the software architecture in the next-generation hybrid vehicles to fully elevate them to Smart Cars.

- Honda’s next-generation hybrid system will be enhanced in driving performance and user convenience, along with developments in drivetrain and chassis structure, encompassing both hardware and software in all dimensions.

- Planning to offer vehicles equipped with Honda S+ Shift technology to deliver the fun of sporty driving, in line with Honda’s unique character.

- Continuously launching new vehicle models throughout the year to maintain the existing customer base and support expansion into new customer segments across all lifestyles, strengthening and enhancing the brand's competitiveness in the market.

2. Sales & Services Aiming to elevate sales and services by delivering meaningful experiences connected to customers’ lives at every stage of the Customer Journey—from purchase to after-sales care—through a nationwide dealer network of over 200 locations, serving as the main channel to fully convey the brand experience to customers with key operational aspects as follows.

• Connecting the brand to modern life by extending brand storytelling to create emotional connections with customers, adjusting communication approaches to better reach younger generations through the use of brand ambassadors, collaborations with popular brands, and developing the Honda Thailand Official Account channel to align with current consumer lifestyles, enabling Honda to be a brand that connects with people's lives and keeps pace with evolving interests.
• Upgrading showrooms into Experience Hubs focused on designing and delivering personalized experiences at every customer touchpoint, alongside preparing to implement a new Corporate Identity (CI) to more distinctively reflect the brand identity. The new H mark logo will gradually be introduced in dealer showrooms nationwide within this year.
• Driving a Wow & Stress-Free experience by providing excitement and reassurance at every touchpoint.
• Emphasizing Wow and Stress-Free experiences through seamless integration of online and offline channels covering the entire customer journey—from consideration, ownership, to the decision to purchase another vehicle.
• Developing new approaches and activities in sales and service to appropriately care for customers at each stage, truly meeting individual needs.

In addition to outlining business direction and goals, the event featured an awards ceremony honoring dealers for their performance in the past year who have contributed to driving Honda’s business. Awards covered include the annual best dealer, sales, market share, after-sales service, and more, totaling 196 awards.

This dealer meeting reflects Honda’s direction toward a new chapter through product development alongside enhancing sales and service, systematically advancing business with its nationwide dealer network, reinforcing brand growth while standing firmly alongside Thai society as an organization creating long-term sustainable value.