The document discusses how Honda creates "Joy" for its customers through its dealers. It formed a group of "Visionary" dealers dedicated to elevating customer experience. These dealers emphasized strong values, great recruiting and training, and a seamless digital experience. Honda supports these dealers by developing retail leaders, sharing stories and heritage, and sustaining a culture of values through workshops, recognition programs, and study programs in Japan. Key learnings include partnering with best dealers, understanding that culture drives performance, making initiatives personal and beautiful, and measuring and tracking performance while staying positive.

1. The Heart of Story Telling and Brand
Engagement Innovations

3. 2016 National Dealer Meeting

4. Our “Honda Way” mission? increase the Joy of buying.
2016 National Dealer Meeting

5. How do we grow Joy for our Customers?
!!!

6. We asked our Dealers how they create
“Joy” and how we can support them
In 2015, we formed a nationwide group of “Visionary” dealers

7. All exceptional leaders dedicated to elevating the customer experience
We asked our Dealers how they create
“Joy” and how we can support them

8. 1. Strong pride and core values
2. Great recruiting, training and
career paths
3. Seamless digital experience
Honda Visionary Dealers: What’s Their Key to
Success and How Do We Support Them?

9. Creating a Culture of Values
John
KOTTER
“Cultures can exert a powerful effect on
individuals and on performance, especially in a
competitive environment…
This influence may even be greater than all those
factors that have been discussed most often in
the organizational and business literature:
strategy, organizational structure, management
systems, financial analysis tools, leadership, etc.”

10. Today We Execute our Storytelling Mission Through 5 Major Areas
Developing
Dedicated
Retail
Leaders
Building Strong
Teams via
In-Dealer
Workshops
Supporting and
Sustaining
Learning
Sharing Honda
Uniqueness
through Stories
and Images
Sustaining our
Own Culture

11. Annual Core Values Workshops
Field and Corporate New Hire Orientation
Enterprise-Wide Recognition
Initiative
Pulse Survey For Sales, Service and HFS Field Associates + Follow Up Business Planning Sessions
Annual/quarterly weekly sustainment events and business planning
workshops
CY Q1 Q2 Q3 Q4
Humble Champion
It Starts with Us

12. Building Pride and Core Values

13. Ongoing dealer dialogue….

14. Discover Honda’s Dreams Japan and US Study Program
for Dealer Executive Leadership

15. “It was a forever memorable, life
changing trip for me. I have
enjoyed sharing stories with my team and
have been working on an all-employee
roll out of the 3 Joys and the Core Values
as we had discussed, and enjoying
putting it together. In this morning’s sales
meeting I shared my experience at the
Crash Test facility, the team loved it : )”
Heartfelt Participant Feedback

16. “In-Dealership” Workshops Tailored For Each
Dealer **
** Dealer pay model
Dream Factory
Driving
Associate
Innovation
Discover Honda
Values &
Heritage Driving
the Future
Define /
Leverage your
Core Values
Waigaya in
Action
Leading
Through Core
Values

18. Honda Heritage Lectures and Enthusiast Social Media
Channels
Follow us on Instagram! @kokoro_honda

19. In-Dealership Décor Assets for Purchase

22. Sustaining Continuous Innovation

23. 2018 Honda Visionary Event

26. Measurements
Start with fundamental associate engagement….then track key metrics, but
causality beware!

27. Measurements
…and always ask how you could do better

28. Key Learnings
• Partner with the best
• Culture drives performance
• Don’t break the bank
• Make it personal, make it beautiful
• Update frequently
• Fail fast and let it go
• Measure and track obsessively
• This is hard work, stay positive!
• Love What You Do

29. Thank you