Honda Deutschland

What Honda Deutschland does

Honda Deutschland is the German branch office (Niederlassung) of Honda Motor Europe Ltd., itself a wholly-owned subsidiary of Honda Motor Co., Ltd. of Japan, registered in Frankfurt am Main (HRB-Nr. 96272). Operating with 251–500 employees, the branch coordinates sales, marketing, dealer network management, and after-sales support for Honda's automobile, motorcycle, marine, and power products businesses in Germany. Additional German footprint includes the Offenbach-based Honda R&D Europe (Deutschland) GmbH research center founded in 1985.

The automotive portfolio is anchored by the e:HEV self-charging hybrid system across the Jazz, Civic, HR-V, ZR-V, CR-V, and Prelude nameplates, complemented by the CR-V e:PHEV plug-in hybrid (77–78 km electric range, 59–60 g CO2/km weighted) and the fully electric e:Ny1 SUV (412 km range, CO2 class A), with a '0 Series' BEV platform announced for 2026. Honda is a documented first-mover in European Vehicle-to-Grid technology, having certified a fleet of series-produced EVs for primary control power with Next Kraftwerke and deployed 50 Honda e vehicles plus 35 Power Manager units through the V2X Suisse consortium with Mobility carsharing in Switzerland. Connected services span Honda SENSING ADAS (standard across the European lineup), Honda CONNECT, My Honda+, the Digitaler Servicenachweis (cloud-based service history), and the AI-powered customer service chatbot.

Revenue is generated through a multi-stream model: new-vehicle sales via the authorized Vertragshändler dealer network coordinated through the online configurator and test-drive booking funnel; financing and leasing income via the wholly-owned Honda Bank GmbH captive finance arm; after-sales service, parts, accessories and merchandise; and limited licensing royalties through Honda's merchandise licensing program. The primary customer segment is individual B2C consumers across the hybrid and electric lineup, with a smaller B2B fleet customer track. Dealers compete within the Yūshū customer-excellence program, and Honda Bank handles creditworthiness assessment for leasing offers. Direct revenue is not separately disclosed — Honda Motor Europe's 2024 financial statements are reported at the consolidated European level rather than at the German branch.

Name

Honda Deutschland

Legal name

Honda Deutschland, Niederlassung der Honda Motor Europe Ltd.

Website

https://honda.de

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

251–500 employees

Short description

Honda Deutschland is the German branch office of Honda Motor Europe, distributing Honda hybrid, plug-in hybrid, and electric automobiles alongside motorcycles, marine engines, and power products through authorized dealers across Germany.

Ownership category

akta.pro rank

Product category

Automotive Manufacturing

NAICS

Passenger Car Rental (532111), Automotive Equipment Rental and Leasing (5321), Automobile and Other Motor Vehicle Merchant Wholesalers (42311), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Used Car Dealers (44112)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

akta.pro secondary industry

Corporate / Employee Benefit Car Subscriptions (THADACAJ)

Keywords

• Hybrid electric vehicles
• Automotive manufacturing
• Motorcycle sales
• Marine outboard motors
• Power equipment

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Vehicle Sales: Primary revenue stream from sale of new automobiles including hybrid (e:HEV), plug-in hybrid (e:PHEV), and electric vehicles. Sales through dealer network and direct online interactions.
2. Financial Services: Revenue from financing and leasing through Honda Bank GmbH, including interest income from vehicle financing agreements.
3. After-sales Service and Parts: Revenue from maintenance, repairs, warranty services, and sale of Honda genuine parts and accessories through the dealer network.
4. Accessories and Merchandise: Sale of Honda original accessories for vehicles, merchandise, and branded products through dealers and online shop.
5. Licensing Royalties: Revenue from merchandise licensing partnerships allowing third parties to produce Honda-branded products including apparel, jewelry, watches, racing decors, and automotive accessories.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Honda Deutschland distributes and services Honda-branded passenger cars (hybrid e:HEV, plug-in hybrid e:PHEV, and battery electric models), motorcycles, marine outboard motors, and power products (industrial generators, Miimo robotic lawn mowers, ATVs, snow throwers) through an authorized dealer network in Germany. The entity also coordinates captive vehicle financing and leasing via its subsidiary Honda Bank GmbH and operates a certified pre-owned vehicle program. After-sales support, genuine parts, and accessories are sold through the same Vertragshändler channel and the online Honda shop.

Product overview

Honda Deutschland operates as the German branch of Honda Motor Europe Ltd., offering a diversified portfolio of mobility and power products. The automotive lineup consists of hybrid vehicles (CR-V e:HEV, ZR-V e:HEV, HR-V e:HEV, Jazz e:HEV, Civic e:HEV, Prelude e:HEV), plug-in hybrid (CR-V e:PHEV), and fully electric models (e:Ny1), with the upcoming 0 Series electric platform announced. Beyond automobiles, the portfolio includes motorcycles (Honda Motorräder), marine outboard motors (Honda Marine with BF250), and power equipment (generators, Miimo robot lawn mowers, ATV, snow throwers). Supporting services include My Honda+ connected car app, Honda CONNECT connectivity, Honda SENSING safety systems, Honda AI Assistant chatbot support, e:PROGRESS intelligent charging, V2G-capable Honda Power Manager, digital service records, online vehicle configurator, Honda Bank financing/leasing, and Honda Approved certified pre-owned vehicles. The Yushu Award program recognizes dealer excellence across Europe.

Differentiator

Problem solved

Functional benefit

Brands

• Yūshū: A recognition program by Honda Europe to honor dealers who demonstrate excellence in customer satisfaction, available in categories of Sales, Aftersales, or combined.

Products and services

• Honda Jazz e:HEV Self-charging hybrid compact car from €25,900 targeted at urban and commuter buyers seeking low fuel consumption (4.6-4.8 l/100km combined) and standard Honda SENSING safety.
• Honda Civic e:HEV Sporty full-hybrid compact car from €37,900 with e:HEV powertrain; combined consumption 4.7-5.0 l/100km and CO2 108-114 g/km.
• Honda HR-V e:HEV Compact hybrid SUV from €33,900 featuring e:HEV self-charging hybrid technology, 5.4 l/100km combined consumption, and CO2 of 122 g/km.
• Honda ZR-V e:HEV Sporty mid-size hybrid SUV from €40,900 using the e:HEV system, with combined consumption of 5.8-5.9 l/100km and CO2 of 132-133 g/km.
• Honda CR-V e:HEV Hybrid SUV from €46,900 in 2WD with AWD option; e:HEV self-charging hybrid, 6.0-6.7 l/100km combined and CO2 of 136-152 g/km depending on drivetrain.
• Honda CR-V e:PHEV Plug-in hybrid SUV from €54,400 with 77-78 km electric range, weighted combined consumption of 2.6 l/100km and weighted CO2 of 59-60 g/km (CO2 class B weighted).
• Honda Prelude e:HEV Full-hybrid coupe from €49,500 using the latest-generation e:HEV system; combined consumption 5.2 l/100km and CO2 of 117 g/km.
• Honda e:Ny1 Fully electric SUV with 412 km range, 18.2 kWh/100km consumption, zero tailpipe CO2 (CO2 class A), positioned as Honda's European battery-electric offering.
• Honda 0 Series Announced Honda electric-vehicle platform for future launch, marketed on honda.de via an interest registration page ahead of release.
• Honda Motorräder (Motorcycles) Honda's European motorcycle range distributed in Germany through the dealer network, including the CB1100 and other models for private and enthusiast riders.
• Honda Marine (Outboard Motors) Honda outboard marine engines including the BF250, sold through authorized dealers in Germany for recreational and professional boating use.
• Honda Power Products (Industrial, Garden, ATV, Snow Throwers) Honda-branded power equipment sold in Germany including industrial generators, Miimo robotic lawn mowers, ATV vehicles, and snow throwers for professional, garden, and winter-use customers.
• Honda Bank GmbH Vehicle Financing and Leasing Captive vehicle loans and leasing offers underwritten by Honda Bank GmbH (Frankfurt) for Honda Deutschland customers, with credit assessment, online finance calculator, and integrated dealer point-of-sale.
• Honda Approved Certified Pre-Owned Vehicles Honda Approved certified pre-owned vehicle program with minimum 12-month warranty extendable to 10 years, sold through authorized Honda dealers via the hondagebrauchtwagen.de platform.
• Honda Online Shop (Merchandise and Accessories) Honda online shop offering vehicle accessories, branded apparel, jewelry, watches, and gift items sold directly and through dealers in Germany.

Quantifiable outcome

• Electric range of 77-78 km for CR-V e:PHEV plug-in hybrid
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability12 records

Feature7 records

Partnerships

Five partnerships are on record, tiered minor and core.

• VML Enterprise SolutionsminorImplementation/ SI/ Consulting Partner · 14 May 2025Conducted manual website accessibility audit covering the 20 most-used templates. Used technologies including NVDA, VoiceOver, TalkBack, keyboard navigation, and color contrast checking tools.
• Next Kraftwerke GmbHcoreStrategic or Co-development PartnerPilot project partnership for Vehicle-to-Grid (V2G) technology certification. Next Kraftwerke, one of Europe's largest virtual power plant (VPP) operators, provided real-time electricity capacity information for Honda's power management system. Honda became first automaker in Europe to certify a fleet of series-produced EVs for primary control power through this collaboration.
• V2X Suisse ConsortiumcoreStrategic or Co-development PartnerJoint pilot project demonstrating the role of electric vehicles and bidirectional charging in future energy management. Honda supplied 50 Honda e vehicles and 35 Honda Power Manager units deployed by carsharing provider Mobility across various Swiss locations. First large-scale bidirectional COMBO-CCS charging network enabling vehicles to supply up to 20 kW to the grid during peak demand.
• Mobility (Switzerland)coreChannel Partner/ Reseller/ DistributorCarsharing provider operating Honda e vehicles and Power Manager units in the V2X Suisse project. Vehicles deployed at various locations in Switzerland for Vehicle-to-X technology demonstration.
• Honda Motor Co., Ltd. (HM)coreStrategic or Co-development PartnerParent company headquartered in Japan (Tokyo). Receives information regarding product recalls and product liability claims. European Commission adequacy decision recognizes Japan as having appropriate data protection level. Strategic direction, global R&D, and technology development.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Volkswagen AG: The dominant German volume automaker with a broad multi-brand portfolio (VW, Audi, Skoda, SEAT, Cupra) including the ID. BEV family. Operates as a much larger incumbent that competes head-to-head with Honda Deutschland across nearly every model segment and is the home-market price and supply leader.
• BMW Group Deutschland: German premium automaker with home-market advantages, a rapidly expanding BEV lineup (iX1, i4, i5, iX, i7), and an extensive dealer network. Competes with Honda Deutschland for upper-tier retail and fleet customers and sets the local benchmark for technology, services, and electrification.

Emerging players

• Tesla Germany: Direct-sales EV pure-play with a Berlin-Brandenburg Gigafactory, rapidly expanding BEV portfolio, and a fundamentally different (online-direct) GTM. Represents both a competitive threat to Honda Deutschland's dealer-dependent model and a strategic benchmark for the BEV transition.

Direct peers

• Nissan Deutschland: German sales subsidiary of Nissan Motor Co., another Japanese automaker with a comparable product portfolio spanning ICE, hybrid (e-POWER), and the LEAF/Ariya BEVs. Closely comparable in scale, dealer network structure, and electrification transition.
• Mazda Deutschland: German sales subsidiary of Mazda Motor Corporation, a Japanese volume automaker with a similar scale of operations, comparable ICE/hybrid product lineup, and an authorized dealer network. Directly comparable as a fellow Japanese import-brand subsidiary serving the German market.
• Kia Deutschland: German sales subsidiary of Kia Corporation, sister brand to Hyundai with similar import-brand positioning, growing BEV lineup (EV6, EV9), and dealer-led GTM. Direct competitor for fleet buyers and retail customers in the same price bands.
• Hyundai Motor Deutschland: German sales subsidiary of Hyundai Motor Company, an Asian import-brand automaker with a comparable dealer-distribution model and a portfolio that increasingly emphasizes electrified and BEV models. Comparable as a non-German mass-market competitor with parallel product positioning.
• Mitsubishi Motors Deutschland: German sales subsidiary of Mitsubishi Motors, a smaller Japanese import-brand automaker with SUV and plug-in hybrid offerings (Outlander PHEV) sold through an authorized dealer network. Comparable in scale and Japanese-brand positioning within the German market.
• Ford Deutschland: German sales operation of Ford Motor Company, an established non-German mass-market automaker with a comparable dealer-distribution model, broad SUV/passenger portfolio, and aggressive electrification roadmap (Mustang Mach-E, Explorer EV). Comparable in customer segments and product mix.
• Toyota Deutschland: German sales subsidiary of Toyota Motor Corporation, also a Japanese hybrid-pioneer automaker with a comparable product portfolio (Yaris, Corolla, RAV4 hybrids) and dealer network structure. The closest direct peer to Honda Deutschland given similar origin, hybrid strategy, and market positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/HondaDeutschlandAutomobile
• Facebookfacebook.com/HondaDeutschlandAutomobile
• Instagraminstagram.com/hondaautomobile_de
• LinkedInlinkedin.com/company/honda-bank-gmbh

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Honda Deutschland