What Planet Honda does

Planet Honda is a family-owned franchised automobile dealership headquartered in Golden, Colorado, operating since 1996 when Lee and Olga Payne acquired and rebranded Classic Honda. The company sells new Honda vehicles (Civic, Accord, CR-V, CR-V Hybrid, HR-V, Passport, Pilot, Odyssey, Ridgeline, Prelude, and the Prologue EV), pre-owned and certified pre-owned vehicles, and provides factory-trained service and parts. The dealership also offers financing and leasing through multiple lender partners, and includes Hyundai and Genesis brands within the Planet Automotive Group portfolio. The business serves individual consumers and small businesses in the Denver metro area, including Golden, Lakewood, Arvada, and Wheat Ridge.

The dealership differentiates through a negotiation-free pricing model adopted in 2013, where sales staff are compensated on volume rather than per-vehicle profit, eliminating commission-based customer pressure. Digital tools include Service TrueView (personalized video updates on service work), online service scheduling, online financing pre-qualification, KBB-powered trade-in valuation, and Carfax vehicle history reporting for used inventory. The company operates a single physical location at 15701 W Colfax Ave with extended sales hours (Monday-Saturday 8:30 AM to 8:00 PM) and a service and parts department operating 7:00 AM to 6:00 PM.

Planet Honda's revenue derives from new vehicle sales (one-time transactions), used vehicle sales, service and parts (recurring maintenance and repairs using genuine Honda OEM parts), finance and insurance product fees, and vehicle leasing. The dealership holds a 4.75 Google rating across 862 reviews, indicating strong customer satisfaction. The business is privately held by the Payne family under the Planet Automotive Group umbrella, with no public funding, acquisitions beyond the original 1996 transaction, or external investors disclosed.

Name

Planet Honda

Legal name

Planet Honda

Website

https://planethonda.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Planet Honda is a family-owned, single-location Honda dealership in Golden, Colorado, selling new and used vehicles, certified pre-owned cars, and service and parts to individual consumers and small businesses in the Denver metro area.

Ownership category

akta.pro rank

Headquarters

HQ city

Golden

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. New Vehicle Sales: Sales of new Honda vehicles including sedans, SUVs, trucks, and minivans
2. Used Vehicle Sales: Sales of pre-owned and certified pre-owned vehicles
3. Vehicle Service and Parts: Maintenance, repairs, and genuine Honda parts sales
4. Finance and Insurance Products: Financing arrangements and F&I products through multiple lenders
5. Vehicle Leasing: Lease programs for new Honda vehicles with various term options

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Planet Honda is a franchised Honda automobile dealership that sells new Honda vehicles (sedans, SUVs, crossovers, trucks, minivans), pre-owned and certified pre-owned vehicles, and provides vehicle financing, leasing, and trade-in services through multiple lending partners. The dealership also operates a service and parts department offering factory-trained maintenance, repairs, and genuine Honda OEM parts.

Product overview

Planet Honda is a Honda automobile dealership offering new Honda vehicles, used vehicles, certified pre-owned vehicles, vehicle financing, and service & parts. The product portfolio includes Honda's full vehicle lineup (Civic, Accord, CR-V, CR-V Hybrid, HR-V, Passport, Pilot, Odyssey, Ridgeline, Prelude, Prologue) alongside complementary services for vehicle sales, financing, trade-ins, and maintenance. The dealership also provides online scheduling tools for service appointments and uses Kelley Blue Book for trade-in valuations.

Differentiator

Problem solved

Functional benefit

Products and services

• New Honda Vehicles New Honda automobiles for sale including sedans, crossovers, SUVs, trucks, and minivans such as Civic, Accord, CR-V, HR-V, Passport, Pilot, Odyssey, Ridgeline, Prelude, and Prologue. Sold to individual consumers in the Denver metro area at fixed Planet Value Pricing.
• Used Vehicles Pre-owned vehicles including various makes and models that have undergone quality inspections, sold to individual consumers with warranty protection and a 5-day, 250-mile money-back guarantee.
• Certified Pre-Owned Vehicles HondaTrue Certified pre-owned vehicles meeting manufacturer standards for quality and reliability, sold with extended warranty coverage backed by Honda.
• Service & Parts Factory-trained technician services including routine maintenance, repairs, and genuine Honda OEM parts replacement. Services include oil changes, tire rotation, timing belt replacement, engine coolant replacement, and brake inspection, with personalized Service TrueView video updates for repair recommendations.
• Vehicle Financing and Leasing Financing and leasing programs arranged through multiple lending partners, offering competitive rates and flexible terms for vehicle purchases and leases. Customers can apply online for pre-qualification and access various lease terms on new Honda models.

Quantifiable outcome

• Customer satisfaction reflected in 4.75 Google rating with 862 reviews

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• CarMax: Largest US used-vehicle retailer with hundreds of stores nationwide. While Planet Honda sells both new and used cars through a franchise model, CarMax represents the scaled, dedicated competitor in the used-car retail segment where Planet Honda is currently underdeveloped (24 used units).
• Penske Automotive Group: Global premium and luxury automotive retailer with operations in the US, UK, and other markets. Comparable franchised dealer business model with new/used sales and service, but tilted toward premium brands such as BMW, Mercedes-Benz, and Audi rather than mass-market Honda.
• Group 1 Automotive: US- and UK-based franchised automotive retailer with over 200 dealerships. Operates the same OEM franchise sales, service, and F&I model as Planet Honda across multiple brands, with comparable revenue streams but materially larger scale.
• Hendrick Automotive Group: Largest privately held automotive dealership group in the US with 90+ rooftops. Operates the same franchise new-vehicle, used-vehicle, F&I, and service business as Planet Honda across import and domestic brands, but with materially broader geographic reach.
• Lithia Motors: Largest US automotive retailer by revenue, operating hundreds of stores across the US, UK, and Canada. Directly comparable franchise dealer operating model including new/used sales, F&I, and parts/service, but with national footprint and aggressive M&A-driven growth.
• Sonic Automotive: US franchised automotive retailer with EchoPark used-vehicle stores and traditional franchise dealerships. Comparable OEM franchise model with new/used sales and service, plus a meaningful used-vehicle specialization through EchoPark that contrasts with Planet Honda's thin used book.
• Asbury Automotive Group: Large US franchised dealer group with 150+ rooftops after acquiring Larry H. Miller Dealerships in 2021. Runs the same franchise new/used/service/F&I operating model as Planet Honda, with comparable brand mix including import and luxury OEMs.
• AutoNation: Largest US auto retailer operating hundreds of franchised dealerships across multiple brands and regions. Same fundamental franchise-dealer business model as Planet Honda — new/used sales, F&I, and service — but at vastly greater scale and geographic diversification.

Emerging players

• Carvana: Online-first used-vehicle retailer that bypasses the physical dealership model entirely. Relevant as a competing customer-acquisition channel for both used inventory and trade-ins, and as a bellwether for direct-to-consumer EV sales models that threaten the traditional franchise dealer structure.

Regional players

• Holman Automotive: Family-owned US automotive group operating franchised dealerships primarily in the Northeast, plus fleet leasing and parts distribution. Comparable to Planet Honda in family ownership heritage and franchised dealer business model, but with a multi-state regional footprint rather than single-location.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/planethondaco
• Facebookfacebook.com/planethonda
• LinkedInlinkedin.com/company/planet-honda-colorado

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Planet Honda