There are a few factors – in my humble opinion – as to why Honda don't sell a large number of new cars in Ireland. On the surface the brand should - its cars are as solid and no-nonsense as they come. But Porsche has sold more new cars here so far this year than Honda. Why is that?
The first is reliability, an area where Honda is its own worst enemy. As an example, my uncle has owned a 2016 top-spec CR-V since new and has had no reason to get rid; it keeps going and is easy on fuel. Financially, it makes no sense to upgrade. And I suspect many other Honda owners are also in the same smug boat.
That leads me to my next point - Honda's eyebrow-raising pricing structure. The cheapest new car Honda sells in Ireland is the Jazz, at over €31k. Then there's the HR-V from €41,750, while a new CR-V will run you almost €70k. Considering Japanese compatriot, Toyota sells similar sized cars for less here, it is hard to have too much sympathy for Honda when you look at the sales charts.
And finally, there is the brand's thin dealer network. A quick look on Honda's Irish website will tell you that it has seven showrooms across the country. And while they are strategically located, those in the midlands and north west will have a bit to travel to view and test drive a new Honda. This goes against boosting sales.
It is a real shame that the latest generation of Hondas are not more common on Irish roads. Take the eleventh-generation of Civic that I recently spent a week with. I think this
