Honda has become Japan’s first automaker to offer an online sales service to its local customers.
The service, dubbed Honda ON, is for now offered to Tokyo residents on a subscription contract basis before eventually being expanded nationwide. It allows customers to complete the whole process online, from consultations to contracts.
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Through the service, customers can choose either a three- or five-year contract for the N-Box, Fit, Freed, or Vezel (HR-V). They will pay a monthly fee that includes the vehicle and the cost of maintenance and Honda will also offer the option for customers to buy out a car after the subscription contract expires.
When using the service, customers can choose which local Honda dealership they want their car delivered to and where its ongoing maintenance will be performed.
Prices for the subscription start at 31,060 yen ($279) per month for the N-Box. Meanwhile, the Fit is priced from 42,550 yen ($382), the Freed from 48,850 yen ($439), and the Vezel from 48,460 yen ($435), including tax. Shoppers can also schedule a test drive through the Honda ON service if they would like to try a new car before committing to the subscription.
A number of automakers have introduced subscription models in different markets around the world, with varying degrees of success. For example, the ‘Care by Volvo’ service offered by the Swedish manufacturer has been operating since 2017 and continues to expand to new markets. By comparison, Mercedes-Benz ended its subscription service in mid-2020 after just a few hundred people signed up in the U.S.
