20 March 2014

Honda is upgrading its website this year with the aim of being able to offer customers a ‘cost to change’ figure on a new car, that will then be sent to retailers to follow up.

Honda’s website already offers customers the chance to have their car valued using a CAP service, but aims to link this to a new car purchase including finance offer.

Honda’s head of marketing Olivia Dunn said: “We’re going much more to digital for our marketing, 60% of our spend is now online. We’ve moved quite rapidly to do that because that’s where people shop now.

“We’re doing a lot of website development over the next few months. We’ve already gained the ability to run a finance offer after choosing the car’s specification and we’re already offering car valuations online and our aim is to get to the point where we can offer a cost to change figure.”

Honda is also looking at offering car accessory sales online, said Ms Dunn.

“We’re dabbling with e-commerce at the moment, particularly with the Honda power products.”

She added that Honda also planned to add customer reviews of retailers as the brand already does with its products.”

Tags: cost to change, digital, Honda, online