Honda UK will open a flagship London Brand Centre retail outlet selling cars, motorcycles and power equipment products this autumn.

This will be the first time Honda has operated a 'cross-divisional sales centre' in Britain.

The centre will be built on the site of the company's former headquarters in Chiswick, West London.

Customers visiting the centre will be able to buy any Honda product under one roof.

Honda UK will own the brand centre but it will be run on their behalf by an independent 'business principal'.

"In addition to displaying and selling a range of cars, motorcycles, marine craft and engines, lawn mowers, generators and ATVs (quad bikes) the Brand Centre will give customers the opportunity to browse through details of Honda's complete product offering while relaxing in a state-of-the art, 21st century environment," Honda said in a statement.

"The Brand Centre will provide a unique and exciting experience for customers," Honda UK managing director, Ken Keir said.

"They will be able to see and interact with the complete Honda product range in a location that will have to be seen to be believed. The centre will provide us with an opportunity to build a stronger relationship with our customers - and to better serve their needs."

Honda's announcement follows Mercedes-Benz plans to turn its current UK dealer network into a series of satellites, operated by 36 dealer groups, that support three 'experience centres located in major cities. Meanwhile, Saab UK is establishing outlets in shopping centres and airports.

Honda UK recently relocated to Honda Motor Europe's new headquarters at Langley in Berkshire.

To view related research reports, please follow the links below:-

Automotive Branding - Developing competitive strategies for the next marketing evolution

Honda Strategic Review