Planet Honda
Planet Honda is a single-location Honda dealership franchise in Union, NJ, operating under Lithia Motors' Lithia Driveway network, selling new, used, and certified pre-owned Honda vehicles and providing service, parts, and collision repair to consumers across northern New Jersey.
- Company typePrivate
- Founded2018
- HeadquartersUnion, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Planet Honda does
Planet Honda is a single-location Honda automobile dealership franchise operating at 2285 Route 22 West in Union, New Jersey. Founded in 2018 and operating under the Lithia Motors (NYSE: LAD) Lithia Driveway brand network, the dealership serves individual consumers across approximately 22 New Jersey municipalities including Newark, Jersey City, Edison, Clifton, and Union. Self-described as the #1 Honda dealer in New Jersey and one of the largest Honda dealerships in the USA, it carries 684 new vehicles plus 264 used and 80 certified pre-owned units, spanning Honda's full 2025-2027 lineup in gasoline, hybrid, and electric (Prologue) powertrains.
Revenue is generated across four streams: new vehicle sales; used and certified pre-owned sales; finance and lease commissions facilitated through Honda Financial Services and Certified Auto Leasing; and ongoing service operations supported by an OEM parts department and a wholly-owned collision repair subsidiary called Planet Auto Body. Pricing is OEM-driven, with published lease entries starting at $109/month for the Prologue EV and a flat $999 documentation fee applied across all transactions; advertised MSRPs range from $25,890 for the Civic LX to $51,450 for the Prologue.
The go-to-market model is direct-to-consumer, combining a traditional brick-and-mortar showroom with a layered digital surface that includes an online inventory search with multi-axis filtering, Build Your Honda configurator, payment calculator, instant cash offer trade-in valuation, pre-approval workflow, and a Spanish-language mirror site. Ancillary revenue and retention tools include the Honda Service Pass prepaid maintenance program, Sunbit service financing, Carwise body-shop scheduling, and Vehicle Protection Packages. No proprietary technology, AI/ML systems, patents, or venture funding are disclosed; the technology base is a standard dealership inventory and CRM stack.
Planet Honda firmographics
Firmographics- Name
- Planet Honda
- Legal name
- Planet Honda New Jersey
- Website
- https://planethondanj.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Planet Honda is a single-location Honda dealership franchise in Union, NJ, operating under Lithia Motors' Lithia Driveway network, selling new, used, and certified pre-owned Honda vehicles and providing service, parts, and collision repair to consumers across northern New Jersey.
- Ownership category
- akta.pro rank
Where Planet Honda is headquartered
LocationHeadquarters
- HQ city
- Union
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Planet Honda business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: New Honda vehicle sales including cars, SUVs, trucks, minivans. Also sells used and certified pre-owned vehicles from Honda and other brands.
- Service and Parts: Vehicle maintenance and repair services using Honda OEM parts. Parts sales for DIY maintenance.
- Finance and Lease Products: Facilitates vehicle financing through Honda Financial Services and Certified Auto Leasing. Earns commissions on arranged financing and lease contracts.
- Auto Body Shop: Planet Auto Body collision repair services for vehicles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 2026 Honda Prologue EX AWD - $109/month lease |
| Subscription | Monthly | 2026 Honda Civic LX - $139/month lease |
| Subscription | Monthly | 2026 Honda HR-V LX AWD - $169/month lease |
| Subscription | Monthly | 2026 Honda Accord LX - $179/month lease |
| Subscription | Monthly | 2026 Honda CR-V LX AWD - $199/month lease |
| Subscription | Monthly | 2026 Honda Ridgeline RTL AWD - $269/month lease |
| Subscription | Monthly | 2026 Honda Odyssey EX-L - $289/month lease |
| Subscription | Monthly | 2026 Honda Pilot EX-L AWD - $389/month lease |
| Subscription | Monthly | 2026 Honda Passport TrailSport AWD - $399/month lease |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Planet Honda product offering
Product offeringCore offering
Planet Honda is a full-service Honda automobile dealership in Union, New Jersey, selling new Honda vehicles across multiple model years (2025-2027), certified pre-owned and pre-owned vehicles, and Honda OEM parts. The dealership offers vehicle financing and leasing through Honda Financial Services and Certified Auto Leasing, along with maintenance, repair, and collision body shop services.
Product overview
Planet Honda is a new and used Honda automobile dealership in Union, New Jersey, operating as a single-location franchise dealer. The product portfolio centers on Honda's complete vehicle lineup across multiple model years (2025-2027) and includes sedans (Civic, Accord), SUVs (CR-V, CR-V Hybrid, HR-V, Pilot, Passport, Prologue), minivans (Odyssey), trucks (Ridgeline), and sports cars (Prelude). The dealership offers both conventional gasoline and hybrid/electric powertrains, with the Prologue representing Honda's all-electric entry. Supporting the vehicle sales business, Planet Honda provides financial services through Honda Financial Services, a full-service maintenance and repair department, OEM parts sales, and an auto body shop. Digital shopping tools include an online inventory search with extensive filtering, a Build Your Honda vehicle configurator, payment calculator, trade-in valuation, and online quote request functionality. The dealership also offers Certified Pre-Owned (CPO) vehicles with warranty coverage as an alternative to new vehicle purchases.
Differentiator
Problem solved
Functional benefit
Products and services
- New Honda Vehicles
- Certified Pre-Owned Honda Vehicles
- Pre-Owned Vehicles
- Vehicle Financing and Leasing
- Service and Maintenance Department
- Planet Auto Body Collision Repair
- Honda Parts Department
- Honda Service Pass
- Vehicle Protection Packages
Quantifiable outcome
- Largest CPO Honda dealer in New Jersey
- +1 more outcomes
Companies that use Planet Honda
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Planet Honda technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Planet Honda partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
Planet Honda competitors and assessment
Company assessmentBroad incumbents
- Penske Automotive Group: Premium and commercial-focused public dealer group (NYSE: PAG) that, while more luxury-weighted, offers a relevant comp on franchise economics, commercial truck adjacency, and capital allocation discipline.
- Asbury Automotive Group: Public franchised dealer group (NYSE: ABG) with strong F&I and Clicklane digital retailing capabilities; competes for the same customer pool in adjacent Northeast markets and provides a comp on digital transformation.
- AutoNation: Largest US franchised auto retailer (NYSE: AN) operating broad multi-brand stores and used-vehicle centers; competes indirectly with Planet Honda for share-of-wallet in NJ and benchmarks Honda dealer economics at scale.
- Lithia Motors: NYSE-listed parent company and one of the largest US dealer groups; Planet Honda operates as a Lithia franchise, and Lithia's consolidated performance, M&A strategy, and Driveway network directly shape Planet Honda's roadmap.
- Group 1 Automotive: Public US/UK franchised auto retailer (NYSE: GPI) with overlapping OEM franchises and used-car operations that serves as a comparable scale and capital-structure benchmark to Lithia/Planet Honda.
- Sonic Automotive: Public franchised and EchoPark used-car retailer (NYSE: SAH) with similar exposure to OEM franchise dynamics, F&I product attach, and digital retailing used to benchmark Planet Honda's unit economics.
Emerging players
- CarMax: Public used-vehicle retailer (NYSE: KMX) competing for Planet Honda's pre-owned and trade-in pool; relevant comp on no-haggle pricing model, reconditioning scale, and online used-car financing that pressures traditional franchise used-car operations.
Direct peers
- Curry Honda: Large multi-line Honda dealership group operating in the Northeast (NY/CT/MA) that overlaps with Planet Honda's regional catchment and competes on similar scale, CPO inventory, and F&I products.
- Paragon Honda: Large Honda-only franchised dealership in the NYC metro area (Bronx, NY) that directly competes with Planet Honda for NJ/NY Honda buyers, with similar full-service sales, service, parts, and finance operations and comparable claims of being a top-volume Honda store.
- DCH Honda of Nanuet: Regional Honda dealership serving the NY/NJ border corridor that competes for the same commuter and family buyer pool as Planet Honda, offering new, certified pre-owned, and Honda OEM service.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Planet Honda social profiles
Digital presencePlanet Honda financial estimates
Financial estimateRevenue estimate
Valuation estimate
Planet Honda leadership team
Management profileNumber of profiles
Planet Honda subsidiaries and ownership
Company hierarchySubsidiaries1 record
Planet Honda funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Planet Honda M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Planet Honda
What does Planet Honda do?
Planet Honda is a full-service Honda automobile dealership in Union, New Jersey, selling new Honda vehicles across multiple model years (2025-2027), certified pre-owned and pre-owned vehicles, and Honda OEM parts. The dealership offers vehicle financing and leasing through Honda Financial Services and Certified Auto Leasing, along with maintenance, repair, and collision body shop services.
Is Planet Honda a public or private company?
Planet Honda is a private company. It is classified as corporate owned and is currently operating.
When was Planet Honda founded?
Planet Honda was founded in 2018. It employs 51 to 100 people.
Where is Planet Honda based?
Planet Honda is headquartered in Union, United States, in the North America region.
How does Planet Honda make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are service and Parts, finance and Lease Products and auto Body Shop.
Who are Planet Honda's main competitors?
Broad incumbents on record are Penske Automotive Group, Asbury Automotive Group, AutoNation, Lithia Motors, Group 1 Automotive and Sonic Automotive. CarMax is listed as an emerging player. Direct peers are Curry Honda, Paragon Honda and DCH Honda of Nanuet.
Does Planet Honda have an API?
No public API is recorded for Planet Honda.