Honda Australia has undergone a radical transformation in recent years, abandoning traditional dealerships for an agency sales model while streamlining its lineup. Now, with ambitious expansion plans for hybrid and electric vehicles, the company faces both unprecedented opportunity and formidable challenges. This interview with Honda Australia Director Robert Thorp sheds light on the company’s strategic shifts, future product pipeline, and its approach to a rapidly changing market.
The Honda Advantage: Why Stay?
Thorp, who has spent over a decade with Honda Australia, attributes his long tenure to the brand’s unique identity.
“Honda is one of those special brands. Its innovation, ingenuity and engineering excellence have pushed the boundaries and set benchmarks in Australia for the past 55 years.”
This loyalty is not just internal; Thorp highlights a deep-seated “underlying love for Honda” among Australian consumers, fueled by decades of reliability and a diverse product range.
The Agency Model: A Bold Shift
Honda’s move to an agency sales model was a pivotal decision, eliminating haggling and offering fixed pricing nationwide. The goal was to improve the customer experience and business efficiency. While the transition wasn’t without hurdles, Thorp confirms that dealers have not requested a return to the old system, indicating its operational success.
The agency model enables flexibility, with Honda launching an online purchasing platform allowing customers to complete transactions entirely remotely.
Future Products: Hybrid and Electric Expansion
Honda is doubling down on electrification, with plans for 80% of its lineup to feature hybrid powertrains by next year. The highly anticipated return of the Prelude hybrid, along with the all-new Super-One electric city car, will spearhead this transition.
The 0 Series of EVs, showcased at the Japan Mobility Show, may also come to Australia in the future.
The CR-V Legacy: A 30-Year Success Story
The Honda CR-V, celebrating its 30th anniversary in Australia, remains a cornerstone of the brand. With over 244,000 units sold locally, the CR-V’s longevity underscores its appeal as a reliable and family-friendly SUV. Thorp himself drives a CR-V e:HEV RS, citing its blend of practicality, technology, and engaging driving dynamics.
Government Regulations and Market Challenges
Honda, like all automakers operating in Australia, must navigate the federal government’s New Vehicle Efficiency Standard (NVES). The influx of aggressive Chinese brands presents another competitive pressure. Thorp emphasizes that Honda’s strategy is to deliver value through quality, reliability, and a strong ownership experience.
The Prelude: A Nostalgic Revival
The return of the iconic Prelude nameplate aims to reignite passion for the brand. Thorp describes the new model as fun to drive, with a sporty hybrid engine and engaging handling.
The Super-One EV: A City-Focused Solution
The Super-One, Honda’s first dedicated EV, will enter the Australian market in 2026. Its compact size and distinctive design are expected to attract urban drivers.
Looking Ahead: Opportunity Amidst Change
The Australian automotive industry is at a critical juncture, marked by regulatory shifts, new entrants, and evolving consumer preferences. Honda’s strategy centers on innovation, electrification, and a commitment to a seamless ownership experience.
Thorp remains optimistic, asserting that Honda is well-positioned to thrive in this dynamic landscape.
“We’re in arguably the most exciting and most challenging period the market has seen in a long time…We see opportunity to further strengthen our long-standing reputation for ownership experience.”
