pHonda Canada would not confirm the details nor address questions about the changes to margin for its close to 250 dealers across the country. In a statement, the company said it does not “share the details of our business relationship with our dealers.
Honda Canada plans to reduce the profit margin its Canadian dealers earn on vehicle sales by up to 44 per cent, equating to hundreds of dollars per vehicle, as the automaker moves into the electric era, according to dealers and other industry sources with knowledge of the matter.
The margin reduction starts with the new electric Honda Prologue, before expanding to the company’s wider lineup for the 2025 model year. “Honda has a strong plan for the electrified future and has been making strategic investments that will enable us to continue to meet the needs of our customers and create a sustainable and profitable future for our business.”
“It’s a bit cheeky to expect dealers to shoulder the cost of the manufacturers’ margin implications,” one dealer said.
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