Why the Dealership Experience Still Matters
In our automotive report, we surveyed U.S. consumers who recently purchased a new vehicle, to uncover the dealership’s role in today's landscape.
Honda
Honda was looking to design a more modern dealership, with a new multi-format concept that could be easily transformed for the future.
RETAIL EXPERIENCE / ARCHITECTURE / ADAPTATION
Opportunity
Our decades-long partnership with Honda is built on reinventing their dealership experience to align with their latest innovations and consumer behavior. When the time came again to rethink their physical footprint, we conducted a global audit to better understand the expectations of today’s customers.
The Change
Introducing Blue Stage – Honda’s next-generation dealership concept. With the building as the backdrop, the showroom experience begins outside with a thoughtful presentation of cars. Inside, the open, glass-walled facility emphasizes transparency and connection, anchored by redesigned service and welcome areas and a refreshed showroom.
A more modern signage system and new Honda experience design language brings clarity, while an integrated power infrastructure, including floor outlets every four feet, ensures the space is built for EVs, emerging tech, and whatever comes next.
Impact
Honda started rolling out the various Blue Stage formats in 2024. This latest prototype gives the popular automotive brand a powerful design that sets them apart in a landscape of dealership sameness.
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“ChangeUp has been a trusted partner to Honda for years, shaping the future of our business and dealership experience.”
ERIC VAN OLST
Director, Brand Management & Retail Network, American Honda Motor Company
