Honda announces shake-up in dealer network

MANILA: The Honda dealerships then under Iconic Dealership Incorporated has been awarded to two partners, the brand’s local distributor announced.

In a statement, Honda Cars Philippines Incorporated (HCPI) shared that the Gateway Group and the Borromeo Motoring Group (BMG) will take over the former Ayala-led facilities beginning January 1, 2026.

Per the Japanese marque’s arm in the country, the turnover of the dealerships to the aforementioned firms — which were said to be “rich with automotive retail experience” — is a strategic evolution of its dealership network aimed at expanding reach, elevating service quality, and reinforcing its commitment to the customer experience.

The two partners shall operate the following facilities:

Partner	Dealership
Gateway Group	Honda Cars Makati Honda Cars Cebu Honda Cars Negros Honda Cars Cagayan De Oro Honda Cars Alabang
Borromeo Motoring Group	Honda Cars Bacoor Honda Cars Pasig Honda Cars Mandaue Honda Cars Iloilo

It can be recalled that the HCPI and ACMobility announced the termination of their partnership that spanned nearly four decades, saying that it reflects the evolving strategies of both companies.

HCPI subsidiary to manage Shaw facility

Relatedly, HCPI also announced that it will create a new subsidiary that will manage the existing Honda Cars Shaw.

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The company expressed firm belief that such a move will “elevate the overall customer experience across all dealerships nationwide” — noting that it will bringing the firm closer to the market to meet customer needs and boost satisfaction to higher levels through enhancement of dealer operational efficiency throughout the network.

HCPI President Rie Miyake is confident on the new developments.

“In a combined effort, the new subsidiary and our new and existing dealer partners will drive forward and ensure that Honda’s profound dedication to customer satisfaction is fully realized,” she said.

The said thrust is expected to start sometime early next year — as soon as HCPI secures approval from the government regulatory bodies.

Also read:

Honda Cars PH conducts recall campaign over 2 concerns

Honda PH issues safety recall for 2016-2019 Honda Pilot

Honda Cars PH issues recall of select models over faulty impellers

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