Honda to improve fleet focus with relaunched Platinum Programme

Honda is planning to relaunch its fleet Platinum Programme, with the aim of bringing more corporate and fleet customers in to its existing retail network. 

Set for an official launch in early 2020, the revised Platinum Programme will deliver a more targeted approach for corporate and fleet customers, with a two-tier system compromising of Platinum Plus and Platinum dealers located strategically throughout the country.

The news comes as Honda recently removed its volume-driven targets for dealers as part of a restructure, which will also result in a reduction in its UK dealer network to approximately 125 sites. 

Phil Webb, head of car at Honda UK, said: “The relaunch of the Platinum Programme is a two-pronged strategy.  Firstly, it’s about focusing on the customer experience, and while all of our retail network is fully encouraged to still handle corporate and fleet sales, this will now provide a much more focused and dedicated approach aimed at supporting local businesses.  Secondly, it’s about generating profitable business rather than incremental volume, hence the need to work in partnership with our retail network to roll out the programme.”

Dealers will either agree a Platinum Plus or Platinum status before undergoing defined coaching support and development.  This training will be coordinated by a dedicated regional programme manager and will be augmented by compulsory core training and e-learning conducted by the Bracknell-based Honda Institute to ensure all staff are fully conversant with the specific needs of corporate and fleet customers.

Platinum Plus dealers will be required to sign up to enhanced terms and conditions of the programme aimed at supporting engagement with local businesses.  These include minimum sales objectives, an agreed number of corporate demonstrator cars, utilising an updated CRM system and specific service level agreements with leasing companies. 

Platinum dealers will be requested to implement an updated CRM system and run an agreed number of corporate demonstrator cars.

Honda says the relaunch will see approximately half of dealers that are currently signed up to the Honda Platinum Programme move forward to the relaunched version.

The brand developed its original Platinum Programme, which encourages dealers to work more closely with small businesses and understand how to speak to fleet customers, under the leadership of ex-fleet sales and operations manager Marc Samuel.

Samuel left the business earlier this year, having picked up a Fleet News Award for Most Improved Fleet Manufacturer, to join Pendragon Vehicle Management.