Become a Honda Dealer

Become A Dealer Frequently Asked Questions

What qualities does American Honda look for in people who want to become a Honda Dealer?

In addition to strong market knowledge, successful business experience and financial ability, Honda dealership owners must have a strong business vision, demonstrated leadership and management skills and be capable of producing and executing a detailed business plan for the operation of the dealership.

It is important that the owners are involved in the day-to-day on-site management of the business. Honda dealership owners should have the ability to staff, train and motivate employees to meet and exceed Honda customers’ expectations of service and support.

The success of the business depends greatly on the direct focus and attention of the owner(s). Advertising and promoting the dealership’s activities and striving to constantly improve the dealership’s operations is imperative.

Does American Honda charge a franchise fee?

Honda dealerships are independently owned and operated businesses—no franchise fee is charged.

How many Honda Product Lines will I be expected to carry?

Presently, opportunities exist to represent the full line of Honda Motorcycles, All Terrain Vehicles (ATV) and Motor Scooters (MS). Side-by-Side (SxS) Product Lines are offered in selected markets and are not available for all new business opportunities at this time. Every dealer is expected to continuously display and promote a representative sample of every model of every authorized Honda Product Line.

Can I sell other brands besides Honda? Can I sell other products (sports equipment, golf cars, boats, etc.)?

In select cases, American Honda offers a unique approach to an exclusive Honda customer-facing environment. All new dealers are required to meet Honda's dedicated department size for sales, parts, service and storage areas with an exclusive customer-facing operation. Please contact Dealer Development for full details.

Does American Honda have a specific facility location picked out?

Although approval is ultimately required by American Honda, the research to find the best facility / location is the responsibility of the dealer applicant. Your knowledge and understanding of the local market you are applying for will be a tremendous asset in determining where your dealership should be located.

Does the owner have to be involved in the day-to-day operations of the dealership?

The majority owner must commit, to the day-to-day on-site management of the dealership. While some dealers will hire a general manager to oversee the operations of their business, the success of a new dealership depends greatly on the direct focus and attention of the owner(s).