Honda Motorcycles

What Honda Motorcycles does

Honda Motorcycles, trading under Langlands Motorcycles Ltd, is a privately held authorized Honda dealership based in the Wairarapa region of New Zealand. It operates two physical retail and workshop locations in Masterton and Greytown, selling Honda motorcycles, ATVs, side-by-sides, scooters, and Honda power equipment, complemented by genuine Honda parts, accessories, and apparel. Beyond new vehicle sales, the business runs a service workshop, a mobile workshop that travels to customers, finance facilitation, and a parts e-commerce channel (bits4bikes.co.nz), generating revenue across unit sales, recurring service and repair work, parts and accessories, and finance commission.

The business model is a multi-revenue-stream retail dealer: front-end margin on new and used vehicle sales, gross profit on parts and accessories, labor revenue from the workshop, and finance income on arranged credit. Its go-to-market is local and brand-anchored — leveraging the Honda marque to attract individual riders, lifestyle buyers, farmers requiring utility ATVs/SSVs and power equipment, and motorsport participants in the surrounding provincial catchment. Community engagement through sponsored motorcycle events and club activities supports local brand presence and pipeline development.

Operationally, the dealership is small — approximately 10 staff across sales, administration, parts, and service — and is entirely dependent on its Honda agency agreement for product, brand, warranty servicing rights, and parts supply. The company has no disclosed funding rounds, no M&A activity, and operates within a constrained geographic footprint, making its economics closely tied to regional discretionary spending, agricultural demand cycles, and the broader New Zealand powersports market.

Name

Honda Motorcycles

Legal name

Langlands Motorcycles Ltd

Website

https://honda-motorcycles.com

Company type

Private

Operating status

Operating

Short description

Honda Motorcycles (Langlands Motorcycles Ltd) is a New Zealand authorized Honda dealership operating in Masterton and Greytown, selling Honda motorcycles, ATVs, side-by-sides, scooters, and power equipment, supported by workshop servicing, parts, finance, and a mobile service offering for regional customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Masterton

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Motorcycle and ATV Sales: New and used motorcycle and ATV sales across multiple categories including road, off-road, quad, dual purpose, scooter, and road tourer. Both Honda brand and select other brands (KTM, Harley-Davidson) in used category.
2. Power Equipment Sales: Sales of Honda power equipment including generators, water pumps, trash pumps, lawn mowers, brushcutters, diesel pumps, blowers, and versatool products.
3. Parts and Accessories: Parts and accessories sales with access to multiple international brands through online ordering via bits4bikes.co.nz. Genuine Honda and OEM parts available.
4. Workshop and Service: Full workshop and service department operating 6 days a week at competitive rates. On-farm ATV servicing offered. Mobile mechanic service available for breakdown assistance.
5. Motorcycle Finance: Finance arrangements through Honda Rider Finance program at 5.95% interest rate for motorcycle and ATV purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Langlands Honda is an authorized New Zealand Honda dealership that retails new and used Honda motorcycles, ATVs/quads, side-by-side UTVs, and scooters, alongside a full line of Honda power equipment (generators, water and trash pumps, lawn mowers, brushcutters, blowers, and Versatool systems). The business also operates a six-day workshop for servicing, stocks and supplies parts and accessories (including via online nationwide delivery), and facilitates Honda Rider Finance at 5.95% on vehicle and equipment purchases.

Product overview

Langlands Honda is a New Zealand Honda motorcycle and power equipment dealership offering a comprehensive portfolio of Honda motorcycles, ATVs, side-by-side vehicles (UTVs), scooters, and power equipment products. The product lineup includes off-road competition motorcycles (CRF series), adventure dual-purpose bikes (Transalp XL750, CRF300 Rally), farm motorcycles (XR series), cruisers (CMX500 Rebel, CL500), and quad/ATV vehicles (TRX series), alongside Honda's power equipment range including portable inverter generators (EU series), water pumps, trash pumps, diesel pumps, lawn mowers, brushcutters, blowers, and versatool systems. The dealership also provides parts, accessories, and finance options.

Differentiator

Problem solved

Functional benefit

Products and services

• Honda CRF250R (2025) Off-road motocross motorcycle with 250cc engine, all-new frame design, Honda Selectable Torque Control (HSTC), and championship-winning pedigree. Targeted at MX2 competition riders.
• Honda CRF250RX Off-road competition motorcycle based on the CRF250R with 18-inch rear wheel, special ECU settings, handguards, sidestand, and larger fuel tank for rally and enduro events.
• Honda XL750 Transalp Adventure-ready dual-purpose motorcycle featuring a powerful engine, lightweight design, comfortable ride, LED lighting, and digital display with optional connectivity.
• Honda TRX420FM2 ATV Four-wheel drive ATV with 420cc engine and Electronic Power Steering (EPS) featuring ECU mapping for improved steering linearity. Used farm/work quad.
• Honda TRX520FM2 ATV Premium work ATV with 518cc engine featuring Honda TraxLok 2WD/4WD system, front diff lock, and power steering.
• Honda SXS700 (Pioneer 700) Two-seat side-by-side vehicle with 675cc liquid-cooled fuel-injected engine, updated electronic power steering, and improved cab storage.
• Honda SXS1000 (Pioneer 1000) Multi-seat side-by-side vehicle known for reliability and power delivery, available in 3-seat and 5-seat configurations.
• Honda XR150L Farm Motorcycle Electric start workhorse farm motorcycle with four-stroke reliability, low fuel consumption, and LAMS approval capability.
• Honda XR190 CTH Farm Motorcycle Fuel-injected farm motorcycle, the larger sibling of the XR150, designed for rugged farm capability with electric start.
• Honda PCX160 Scooter Urban commuter scooter with fuel efficiency and modern features, suitable for city riding.
• Honda NAVi Scooter Compact and lightweight scooter-motorcycle hybrid with 109.2cc engine, automatic CVT transmission, and Honda Eco Technology for fuel efficiency.
• EU10iT1U4 Inverter Generator Portable inverter generator with 1000W maximum output, microcomputer-controlled sinewave inverter for commercial-quality electricity, weighing 13kg.
• EU22iTU4 Inverter Generator Portable inverter generator with 2200W maximum output, eco-throttle, parallel connection compatibility, and commercial-grade Honda GXR120 engine.
• EU70iSUT4 Inverter Generator Inverter generator with 7000W maximum output, EFI fuel injection system providing 15% more fuel efficiency, and up to 18 hours continuous operation.
• WB30XT3DRXU Water Pump 3-inch water pump with GX160 engine, 1100 liters per minute maximum pumping capacity and 28m total head.
• Parts and Accessories Sales Retail and online supply of genuine Honda and OEM parts and accessories for motorcycles, ATVs, and power equipment, with nationwide New Zealand delivery.
• Workshop and Service Department Full workshop and service department operating 6 days a week at competitive rates, including on-farm ATV servicing and mobile mechanic breakdown assistance across the Wairarapa region.
• Honda Rider Finance Consumer finance arrangement through Honda Rider Finance program at 5.95% interest rate to facilitate motorcycle and ATV purchases.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Repco NZ: National auto parts retail chain in NZ offering motorcycle, ATV, and power equipment parts and accessories. Competes with Langlands Honda on parts and accessories, especially online, but at much larger scale and brand breadth.
• Honda New Zealand: Honda's national distributor and brand owner in NZ. Operates the dealer network, sets pricing, and supplies the entire inventory Langlands Honda sells, while also running its own consumer-facing digital channels. Broader scope than any single dealer and the upstream supplier of all new units.
• Ebbett Group: Large multi-brand automotive and motorcycle dealer group across the Waikato and wider North Island. Comparable retail dealership business model with stronger scale, multi-brand franchise diversity, and broader geographic reach, making it a relevant incumbent benchmark.
• Husqvarna NZ: Power equipment and outdoor machinery brand with NZ distribution, competing with Honda in lawn mowers, chainsaws, and related gear. The brand appears in Langlands Honda's own promotional banners, indicating direct product overlap.

Direct peers

• City Honda: Honda motorcycle, ATV, and power equipment dealer operating across Auckland and the upper North Island. Same authorized Honda dealer business model, similar multi-category inventory, making it the closest comparable for product mix and GTM in a different NZ region.
• Mettam Motorcycles: Independent motorcycle retailer in NZ carrying multiple brands and offering parts, accessories, and workshop services. Operates the same general dealership playbook as Langlands Honda with multi-brand used inventory, parts, and service.
• Stihl Shop NZ: Specialist power equipment retail network in NZ selling chainsaws, blowers, brushcutters, and outdoor equipment. Directly comparable to the power equipment side of Langlands Honda, with similar brand-affiliated dealership model targeting rural and lifestyle customers.

Others

• Farmlands Co-operative: NZ rural supply co-operative supplying farm inputs, equipment, and lifestyle products to the same agricultural customer base. Not a direct competitor in motorcycles or Honda power equipment, but an adjacent channel for the shared farm customer wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LanglandsHonda

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Motorcycles