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Honda Rolls Out “Dream Dealers” Concept In Europe


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Honda Motor Europe is upping its dealer experience ante in Europe.  They have announced the opening of the first in a series of new “Dream Dealers”.  Honda says the “Dream Dealers” bring a new dimension to a motorcyclist’s customer experience.  In fact, Honda is bringing “Dream Dealers” to 10 major European cities.

Honda Dream Dealer

Dream Dealers will have a cafe for meeting and socializing.

Moto Roma the first Dream Dealer

The first is the new Honda Moto Roma dealership in east Rome.  It’s floorplan groups Honda’s motorcycle line-up into three areas.  Those areas are “Roadster”, “Racing”, and “Adventure”.  Each area is themed to provide a range of Honda accessories and apparel lines matching each of the areas.  Honda says the accessories and apparel are displayed to “give customers the ability to connect more deeply with the lifestyle and experiences of their choice of ride.”  Each area is staffed with people having “deep product knowledge” who are able to explain all the features and benefits of Honda’s motorcycle lineup.

Honda Dream Dealer

Honda begins the roll-out of the new “Dream Dealer” concept with the creation of a new flagship dealership in Rome

Eat, drink and socialize

To enhance the experience, Honda has provided a cafe and an area where customers are able to relax and socialize within the dealership.  Having a cafe’ and an area to socialize is not a new concept in other businesses.  So it seems that Honda is looking to make dealerships a more friendly and convenient place.

Honda Dream Dealer

Dealerships have three separate areas ( “Roadster”, “Racing”, and “Adventure”) to host its model lines.

Nine more “Dream Dealers” are opening across Europe in six countries before the spring of 2020.  The upcoming locations are Italy (Parma) Germany (Lilienthal and Frankfurt), France (Toulouse and Marseille), Spain (Barcelona), Portugal (Porto) and the UK (in Bristol and Southampton).

Honda Dream Dealer

The adventure area of Honda Roma.

So what do you think of Honda’s plan?  Will it be successful in attracting existing and new motorcycle riders into the fold?  Tell us what you think in the comments below.

All photos credit: Honda Motor Europe

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