This document summarizes proposed changes to Honda dealership designs based on feedback from designers and dealers. Key changes include reducing the depth of the wave canopy on buildings, updating flooring and finishes, relocating and downsizing the info center in showrooms, providing more customer amenities, and making designs more sustainable and energy efficient. The vision is to create facilities that better connect customers to the Honda brand through design while also making designs more affordable and flexible.

1. Honda
Honda Gen III
Dealership Refresh
14 July 2011

2. 2
Project History
1996 Gen I Concept First Executed 1996-2002 Refresh-Gen II 2003-2010 First Gen II Gen III ?
| Dealership Refresh | Honda | 14 July 2011

3. Why Change?

4. 4 | Dealership Refresh | Honda | 14 July 2011
Why Change?
Zone & Field Designer Feedback on Current Prototype
Building exterior
• Reduce the depth of the wave canopy
• Change the options for wave based on region of the country
• Explore lighting the cylinder
• Include 3’-4’ of wainscoting at base of building
• Increase the height of glass on the showroom, more natural light
• Provide options to the dealer
Showroom
• Update the floor tile
• Provide dealer more options in finishes
• Present options for upgrades on finishes based on region
• Info center needs to incorporate technology
• Provide variety of seating at Info Center
• Eliminate carpet requirement under sales consultation
• Provide a variety of sales consultation options
• Eliminate glass around sales managers counter, shows openness
• Upgrade the lighting, green initiative
• Current sales consultations are too large, smaller size would provide
flexibility
Retail Parts
• Speed shop should be Accessory shop, based on lifestyle
• Chance accessories based on season and regional differences
• Items would sell better out of the showroom floor
Customer Amenities
• Provide additional customer amenities, better coffee, mini-fridge,WIFI,
club chairs…
• Provide TVlounge with multiple flat panels, and quiet lounge area
• Lounges are too small
• Upgrade finishes in restrooms
Service reception / Shop
• Location of Service Advisors should be inside or in drive aisle, not both
• Provide a variety of options for Service Advisors based on dealer
preference
• Provide visibility into the Quick Service area
• Provide options for Service floor, possibly tile
• Upgrade lighting, green initiative

5. Our Vision
Our vision for Honda Gen III is two-fold:
First and foremost, we want to create a facility
that connects and engages the customer with
the Honda brand, the ideas of quality, integrity,
reliability, trust, value, honesty & innovation.
These pillars of the brand should be loud and
clear in the hearts and minds of our customer.
The facility needs to communicate and
reinforce them throughout.
Secondly, we intend to create an affordable
facility that is easy to build and operate that is
also easy to update.

6. 6 | Dealership Refresh | Honda | 14 July 2011
Exterior

7. 7 | Dealership Refresh | Honda | 14 July 2011
Exterior
• Entry cylinder redesigned to incorporate more glass and
update the look
• Wave canopy is reduced in depth to 4' (from 10') to
reduce cost and eliminate dirt runoff (maintenance
issues)
• Silver band at top has been reduced to eliminate dirt
runoff at top of building

8. 8 | Dealership Refresh | Honda | 14 July 2011
Exterior–Night

9. 9 | Dealership Refresh | Honda | 14 July 2011
Floor Plan

10. 10 | Dealership Refresh | Honda | 14 July 2011
Floor Plan
• Basic floor remains unchanged except the Info Center has
been relocated to center of showroom and made smaller to
allow customers to sit amid the vehicle selection
• Site of old Info Center has been replaced with a feature
vehicle
• Customer Center has been made larger and more defined
• Carpet has been made optional and the floor plan layout
has been made more flexible
• Less space required for consultation areas

11. 11 | Dealership Refresh | Honda | 14 July 2011
Entry
welcome

12. 12 | Dealership Refresh | Honda | 14 July 2011
Entry
For additional information about Gen II
design elements contact the Honda Design
Center at 1-888-HONDA99
gnForum 230424.01 FEB '06OCT '03
HONDA DEALERSHIP
IMAGE PROGRAM
GEN II OPTION
PROJECT NO. DRAWN DATE REVISED SCALE DRAWING TITLE DRAWING NO.
CMY INTERIOR RENDERING
welcome
• Fixtures updated but functions remain unchanged
• Overall materials updated to warm up space (ceramic that
looks like wood, etc.)
• Relocated Info Center so customer sees featured vehicle
upon entering showroom
• Circular clearstory around cylinder at roof to allow more
natural light into showroom (optional)
• Accessories display (wheels, etc) and vehicle where“tuner
shop” used to be

13. 13 | Dealership Refresh | Honda | 14 July 2011
Showroom

14. 14 | Dealership Refresh | Honda | 14 July 2011
Showroom
For additional information about Gen II
design elements contact the Honda Design
Center at 1-888-HONDA99
InterbrandDesignForum 230424.01 FEB '06OCT '03
HONDA DEALERSHIP
IMAGE PROGRAM
GEN II OPTION
PROJECT NO. DRAWN DATE REVISED SCALE DRAWING TITLE DRAWING NO.
CMY INTERIOR RENDERING
• New location of Info Center placed in showroom so
customer is exposed to all display vehicles at a glance.Area
will have both bar height and seating height furniture. Info
Center construction has been simplified (no double walls
with lights between)
• Info Center has tile floor (carpet is optional)
• Consultation areas are basically the same as existing except
smaller footprint

15. 15 | Dealership Refresh | Honda | 14 July 2011
Front Accessory Focal

16. 16 | Dealership Refresh | Honda | 14 July 2011
Front Accessory Focal
• Wheel display shown but will be modified to be flexible for
other accessories

17. 17 | Dealership Refresh | Honda | 14 July 2011
Service Advisors

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Service Advisors
• We are keeping the option of stand up desks in service
reception drive aisle but are offering a more updated inside
version that is more practical and user friendly for our
customers. Cabinets will hold printers, etc.
• Back side of low wall will house accessory fixtures
• Note viewing aisle into shop area with bar at window

19. Eco Friendly Design
We have been particularly sensitive
to sustainable architecture in this
refresh program. We are specifying all
low energy light fixtures and are making
recommendations to dealers in the DID
book about other areas in the dealership
where energy and water efficiency can
be recognized (low flush toilets, energy
efficient heating and A/C, etc.) Most all
finishes are made from recycled materials.

20. Thank You