Honda Australia has been through a significant transition period over the last five years.
The Japanese automaker has upended its retail network in Australia, where it became the first auto brand to move away from a traditional network of franchised dealerships to an ‘agency’ sales model designed to be more transparent and consumer-friendly, while at the same time paring back its model lineup with a greater focus on high-spec variants of the Civic, Accord, and its three SUVs – the HR-V, ZR-V, and CR-V.
And Robert Thorp, who earlier this year was promoted from General Manager of Automotive to become Honda Australia Director, has been there through it all.
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Honda has a slew of exciting new products on the horizon, including the return of the iconic Prelude sports car nameplate, the cute and cheeky Super-One electric city-car, and the potential for the groundbreaking 0 Series of electric vehicles (EVs).
But it also faces a barrage of new challenges, including the federal government’s New Vehicle Efficiency Standard (NVES) and a plethora of aggressive Chinese brands, so we sat down with Mr Thorp to discuss the here and now for Honda Australia, as well as what its future looks like.
You’ve been with Honda Australia since 2011 in various senior roles, and now as director of the whole operation. What is it about Honda that keeps you there?
Honda is just one of those special brands. Its innovation, ingenuity and engineering excellence have pushed the boundaries and set benchmarks in Australia for the past 55 years.
Over that time, we’ve built a reputation for looking after customers across a diverse range of products, from cars, motorcycles, power equipment and marine outboards, consistently delivering products with reliability.
After returning to the brand in 2024 and then stepping into my role as Director of Automotive earlier this year, I have become more and more aware of people’s affinity to the brand.
There are so many people from different backgrounds that have a Honda story – there’s an underlying love for Honda that exists amongst Australians.
So, when I take that underlying brand affinity and add that to the future product direction, there’s a powerful opportunity there and I am very excited for what the future holds.
Which vehicle do you currently drive, and what do you like about it?
I’ve had the opportunity to drive quite a few Honda models over the years, and I’ve enjoyed every one of them.
But as a family with three growing boys, the CR-V e:HEV RS is exactly what we need. It’s got all the technology and safety features that I need for day-to-day, and there’s more than enough space for the kids, especially the snacks, wrappers, and crumbs that seem to come with them.
Where I really think the CR-V stands out though is in how rewarding it is for the driver, especially if you’re like me and enjoy feeling a bit sporty now and then.
It’s got great handling, accessible power, and great road manners, proving mid-size SUVs aren’t all boring family wagons.
Is there one Honda product that showcases the brand’s legacy, history or philosophy the best? What is it and why?
Arguably one of my favourite Honda products across the entire range is my trusty Honda Lawnmower.
Anyone who’s ever owned a Honda Lawnmower or any piece of Honda Power Equipment seems to say the same thing… it starts every single time and just keeps going.
Honestly, it’s a perfect example of what Honda’s all about.
Which three Honda products would be in your dream garage?
My trusty lawnmower, the Civic Type R, and I think it would be amazing to have a garage big enough to house the Honda Jet… I’d also tack a charger to the side of it to have space for the incoming Honda Super-One battery-electric vehicle.
That car is such good fun and a great demonstration of how smaller, city-focused EVs can play an important role in the garage of urban drivers.
Let’s get back to business. You were instrumental in the change to Honda’s business model, which was a radical move and not without its hurdles. What was the impetus and the goals for this decision?
Honda’s change of business model was driven by a dual desire to elevate the quality of the customer experience and create more efficiencies in business operations.
From a customer perspective, we have seen a positive uplift in the approach to purchasing a vehicle, as the stress of haggling and negotiation has been taken away.
Over the past few years, Honda customers have been purchasing vehicles nationwide with the same price and experience – stress-free.
From an efficiency perspective, our way of working has improved, but to be honest we haven’t delivered everything that we had hoped.
The nature of the model demands us to be very strong in our brand, marketing, digital experience, and so on. In all honesty, we have work to do in these areas and we’re actively amplifying our brand presence in market.
Operationally, I am pleased to say that our business model is working well.
Since I returned to Honda around 18 months ago, not one dealer I have spoken to has suggested returning to the old model. This supports my belief that we made the right move.
Our way of working has given us flexibility in the way we go to market. Just recently, we activated the first phase of our online buying platform that – should they choose – can allow a customer the ability to purchase a vehicle 100 per cent online. This type of flexibility for a consumer can only be activated in an agency environment.
In time, we see the model continuing to evolve by providing customers flexible options that suit their interaction preference. Ultimately whether it is a digital or an in-store experience, our responsibility is to make it a great one. That is our ongoing focus.
In terms of our operating model, we recognise that it is not for everyone, and others will have a different approach to suit their organisation.
For Honda Australia, our business is growing – we’re tracking positive growth 2025 versus 2024 – and the brand is evolving more each day.
What are some of the metrics you can see are now working, both for the business and consumers?
One interesting metric that we’re now watching closely is the customer interaction with our new flexible purchase pathway journey, or online buying.
We’ve only just started this experience, however, we are starting to see customers visiting showrooms for a ‘traditional in-store experience’ on the weekend, and then a day or two later, place their order online.
Ordinarily, the customer would have to re-engage with the dealer. However, this flexibility allows a customer to manage the purchase process at their own convenience.
Our business model allows a customer to choose their preferred purchase pathway, be it traditional in-store, 100 per cent online, or a blended approach.
We think being able to provide this flexibility to customers will only enhance their buying journeys.
Next year, we think a lot of our pre-sale activity with Prelude and Super One will be conducted solely online.
What do you think consumers look for in a Honda product, and how has that changed over the last decade since you’ve been with the business?
Quality, reliability and value. From my time with the brand, these are the key distinguishers that have stood out to me… and they haven’t changed over the years.
Value is important for consumers, but not just the sticker price.
The value in a Honda is most evident in the ownership experience, not least in our low-price servicing – just $199 for the first five services, which is the best value servicing product on the market.
There’s also value in the quality of our product in that they rarely encounter issues and, when they do, we’re right there to resolve them as quickly as possible.
And should you ever decide to sell a Honda, you’ll find ongoing value from our fixed price model which helps protect resale values.
You have previously stated 80 per cent of Honda Australia’s lineup will feature hybrid powertrains by next year. Are there plans to extend the availability of hybrids within existing lines, with more variants in ZR-V and CR-V for example?
We need to focus our product offering for customers and this is a huge focus of ours.
Next year we will add two new models to our product lineup with the Prelude hybrid and Super-One EV.
With all these new additions, it’s just as important that we continue to celebrate where we are now and the fantastic products already in our range.
As I mentioned earlier this year, the CR-V and ZR-V will see additional hybrid grades added to each model lineup in the first half of 2026.
Hybrid is the present and the future. When we talk about the market, that is where it’s heading.
Honda Australia will see over 71 per cent of the lineup in 2026 hybrid/electrified, and in 2027 close to 90 per cent will be electrified by nature.
Speaking of CR-V, this year marks the 30th anniversary since its introduction as one of the pioneers of the mid-size SUV segment. How important is that model to Honda?
For 30 years, the CR-V has earned the trust of families all around Australia by being comfortable, safe and spacious.
With first-hand experience driving my CR-V, I can say with confidence that this is an all-round SUV.
Since its global launch in 1995, over 13.5 million units of this iconic nameplate have sold around the world, and locally over 244,000 have been sold.
The CR-V really does set the benchmark for SUV drivability, and it continues to do so today, as we prepare to roll out more of Honda’s best-in-class hybrid powertrain across the CR-V range in 2026.
You have Prelude coming back to showrooms soon. What is the ambition for that car, and what type of consumer do you think it appeals to?
The Prelude will play a huge role in reigniting the passion and love for Honda as a brand, and the iconic nameplate is now making its way back to Australia after 25 years.
This vehicle will appeal to a wide range of segments and whilst it’s a nostalgic car, it injects a fun-to-drive element that anyone will enjoy. I was able to drive the Prelude on a recent trip to Japan, and I was blown away by how great it was to drive.
It’s got a great feel, with dialled-in handling and a responsive yet efficient hybrid engine.
The thing I think most people will love though is the S+ shift feature which injects a sporty feel into the vehicle, making you feel connected and truly part of the drive.
Reassuringly, that also appears to be the consensus from others that have driven it, including your own Paul Maric.
As a consumer, if you enjoy fun, sporty and smooth drives, the Prelude is the car for you.
You will launch your first ever EV into market next year. What role will the Honda Super-One play in your growing model lineup?
We are very excited to launch our first ever small-sized city EV, the Honda Super-One, into the Australian market in the second half of 2026.
This vehicle is only the beginning of our journey to bringing more fun and innovative EVs into market.
At the Japan Mobility Show this year, I had the privilege of accompanying some dealers from our network and they all collectively praised the style and look of the car, noting that there is nothing in market like it.
It’s a super-cool vehicle and I believe it’s going to attract a lot of attention in Australia.
The Super-One is proof EVs can be fun and a great drive.
You have also confirmed plans to introduce the 0 Series to Australia in the future. Can you shed more light on that at this stage, and what will those cars represent for Honda?
The 0 series was showcased this year at the Japan Mobility Show with the Honda 0 Saloon, Honda 0 SUV, and Honda 0 α front and centre.
I must say, Honda has really stepped up and shown us their dedication to electrification and innovation on a global scale.
In Australia, we want them and are doing our best to bring these into the market. We’ll share details as soon as we can.
What about other EVs that are available from the global Honda portfolio, like the e:Ny1 from Europe, or the Afeela sedan jointly created with Sony? Are they under consideration for Australia too?
At this stage, we have no plans to bring these products into the Australian market. We are, however, continuously searching the globe for Honda products that will resonate with Australian consumers, our brand, and for our dealer network.
We’re always dialled into what’s happening at Honda R&D, so anything we think customers will love and has a business case, we’ll take a very close look at.
More generally, how do you see the current state of the nation for the Australian automotive industry, and what are the biggest challenges you need to plan for over the next decade?
We’re in arguably the most exciting and most challenging period the market has seen in a long time.
We’re working through an influx of new entrants and changing government regulations that make it more important than ever to focus on delivering great products and leading ownership experience, all in a great value package.
The focus on a shift to EV presents several challenges, from charging networks to technology costs, but the biggest is consumer preference and needs.
Globally, Honda is committed to its net-zero carbon targets for 2050 and we’ve long maintained EV is part of the solution to achieving this – but not the only solution.
That’s something that rings true for consumers too, so we need to make sure we have a range of powertrains on offer and continue to explore new alternatives.
Amongst all the challenges, we see opportunity to further strengthen our long-standing reputation for ownership experience and demonstrate to Australians that in a confusing sea of car brands, Honda is one you can trust to take care of you for the whole journey.
Do you support the government’s NVES strategy?
Firstly, Honda is committed to its net-zero carbon targets for 2050. Therefore, we support any reasonable policy that helps achieve that ambition.
When it comes to NVES, the core issue that we are concerned about is the policy’s ability to match consumer demand.
I recognise that every brand will have a different approach and response to NVES, however, if you were to have a broad view of current sales trends, it suggests that there’s a strong likelihood that the industry will be paying penalties in the years to come.
The consequential concern is the prospect of penalties being passed onto consumers in the form of price increases.
For us, we believe EVs will have a role to play in the Australian market and that their share will grow as Honda launches our first-ever EV in 2026, the Super-One.
We also believe that the growth in Hybrid demand will continue – so our job is to try and strike the balance between the consumer demand and the regulatory environment.
The reality though is that vehicles like the Civic Type R are becoming increasingly difficult to bring to market. The penalties associated with this model makes it difficult to work financially.
How do you combat the rising tide of aggressive Chinese brands entering the market?
Our focus will always be on our customers and providing the best experience throughout their entire journey with Honda.
We welcome new automotive entrants into the Australian market and trust they’ll continue to push each brand to be the best it can be – all ultimately benefiting consumers.
Lastly, what is the most pressing issue on your agenda right now?
Simple: Look after our current customers, create some new ones, and get ready for a big 2026.
We’ve made some good progress in 2025, however, 2026 is the big year for us.
We’re pushing for volume growth through our hybrid expansion where we expect hybrids will account for around 85 per cent of our sales by the end of the year.
And, of course, we’ll introduce two new models to the lineup in the Prelude and the Honda Super-One.
We’re looking forward to it!