Ed Morse Honda
Ed Morse Honda is a full-service Honda dealership in Riviera Beach, Florida, serving West Palm Beach, Lake Worth, Jupiter, and Loxahatchee. It sells new, certified pre-owned, and used Honda vehicles, offers Honda-certified service and parts, and provides financing through Honda Financial Services and a suite of F&I products, operating as part of the larger Ed Morse Auto Group.
- Company typePrivate
- Founded-
- HeadquartersPalm Beach, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Ed Morse Honda does
Ed Morse Honda is a full-service Honda automobile dealership located at 3790 W. Blue Heron Boulevard in Riviera Beach, Florida, serving the West Palm Beach metropolitan area including Lake Worth, Jupiter, and Loxahatchee. The dealership operates as a single franchise within the privately held Ed Morse Auto Group, a diversified automotive retail conglomerate founded in the 1940s that operates 49 locations housing 71 automotive franchises, 14 motorcycle franchises, and 12 other businesses (including a Clarion Inn hotel, a NAPA Auto Parts retail store, and a 240,000 square foot centralized Parts Center) across Florida, Arizona, Illinois, Iowa, Missouri, Texas, and Oklahoma. Ed Morse Honda sells new Honda vehicles (sedans, SUVs, trucks, minivans, hybrids, and EVs including the Prologue and CR-V e:FCEV), certified pre-owned Honda vehicles, and a broad selection of used vehicles.
The dealership's revenue model is built on four streams: new vehicle sales at MSRP-inclusive pricing, used vehicle sales priced against Manheim Market Report benchmarks, service and parts operations staffed by Honda-certified technicians, and a finance and insurance (F&I) back-end that includes Honda Financial Services financing and leasing, Capital One pre-qualification, GAP protection, theft deterrent products, WiseCARE maintenance plans, and a complimentary Powertrain Lifetime Warranty. Pricing on new vehicles ranges from approximately $24,695 (Civic Sedan) to $39,900 (Prologue EV), with lease offers starting from $219/month. The technology stack is conventional: a DealerOn-powered website with online inventory search, virtual test drive, online credit approval, and trade-in valuation, with no proprietary AI/ML capabilities disclosed.
Customers are overwhelmingly individual consumers in the West Palm Beach MSA purchasing personal or family vehicles, with a secondary commercial/fleet buyer segment. The dealership participates in Honda's Certified Pre-Owned program, offers online scheduling, and supports a referral program. Recent strategic emphasis has been on (1) aggressive promotion of a 2025-2028 Section 132(f) tax deduction program offering up to $10,000 in interest deduction on qualifying U.S.-assembled Hondas, (2) the complimentary Powertrain Lifetime Warranty as a retention lever, and (3) EV-ready inventory and an EV education hub to capture transition-era demand. The dealership has been recognized with a consecutive Honda President's Award for sales, service, and customer satisfaction excellence.
Ed Morse Honda firmographics
Firmographics- Name
- Ed Morse Honda
- Legal name
- Ed Morse Honda
- Website
- https://edmorsehonda.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ed Morse Honda is a full-service Honda dealership in Riviera Beach, Florida, serving West Palm Beach, Lake Worth, Jupiter, and Loxahatchee. It sells new, certified pre-owned, and used Honda vehicles, offers Honda-certified service and parts, and provides financing through Honda Financial Services and a suite of F&I products, operating as part of the larger Ed Morse Auto Group.
- Ownership category
- akta.pro rank
Ed Morse Honda industry classification
Industry- Product category
- Automobile Dealership
- NAICS
- New Car Dealers (44111), Used Car Dealers (441120), Automotive Parts and Accessories Retailers (441330)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- New & Used Auto Purchase Loans (FSAKADAA)
- akta.pro secondary industries
- Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL), Auto Ancillary Warranties (Tire & Wheel, Paintless Dent, Key/Remote, Windshield) (FSAJALAB), Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)
Keywords
Where Ed Morse Honda is headquartered
LocationHeadquarters
- HQ city
- Palm Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ed Morse Honda business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others
Revenue model
- New Vehicle Sales: Sales of new Honda vehicles including sedans, SUVs, trucks, minivans, and electric/hybrid models. Revenue generated through vehicle MSRP pricing plus dealer fees.
- Used Vehicle Sales: Pre-owned vehicle sales including certified pre-owned Honda vehicles and other makes/models. Revenue from vehicle sales with pricing based on market valuation.
- Service and Parts: Vehicle maintenance, repairs, and genuine Honda parts/accessories sales. Service appointments and parts ordering.
- Financing and Insurance Products: Vehicle financing through Honda Financial Services, extended warranties, GAP protection, theft deterrent products, and WiseCARE maintenance plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Honda HR-V starting MSRP |
| One time/ perpetual license | Pay-as-you-go | Honda CR-V starting MSRP |
| One time/ perpetual license | Pay-as-you-go | Honda Prologue starting MSRP |
| One time/ perpetual license | Pay-as-you-go | Honda Civic Sedan starting MSRP |
| One time/ perpetual license | Pay-as-you-go | Honda Accord Sedan starting MSRP |
| Subscription | Monthly | Vehicle Lease Options |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Ed Morse Honda product offering
Product offeringCore offering
Ed Morse Honda is a full-service Honda automobile dealership in Riviera Beach, Florida, selling new Honda vehicles (sedans, SUVs, crossovers, trucks, minivans plus hybrid and EV variants), certified pre-owned and used vehicles from multiple brands, and providing Honda-certified maintenance/repair services, genuine Honda parts and accessories, and vehicle financing through Honda Financial Services and partner lenders.
Product overview
Ed Morse Honda is an automobile dealership offering a comprehensive portfolio of Honda vehicles and related services. The core offering centers on new and certified pre-owned Honda automobiles across multiple vehicle categories: sedans (Civic, Accord), SUVs/crossovers (HR-V, CR-V, Pilot, Passport), trucks (Ridgeline), and minivans (Odyssey). The dealership extends its portfolio with electrified vehicle options including hybrid variants (CR-V Hybrid, Civic Hybrid, Accord Hybrid) and fully electric vehicles (Prologue). Beyond vehicle sales, the business provides integrated financial services (financing through Honda Financial Services, Capital One pre-qualification, GAP protection), comprehensive vehicle maintenance and repair (Honda-certified technicians, parts, accessories), and value-added programs including a complimentary powertrain lifetime warranty and tax deduction assistance for qualifying U.S.-assembled vehicles.
Differentiator
Problem solved
Functional benefit
Products and services
- New Honda Vehicles Full Honda lineup including sedans (Civic, Accord), SUVs/crossovers (HR-V, CR-V, Pilot, Passport), trucks (Ridgeline), minivans (Odyssey), and electrified variants, available for purchase at the Riviera Beach dealership and online.
- Certified Pre-Owned Honda Vehicles Honda True Certified pre-owned vehicles that meet manufacturer standards with verified history and quality inspection, sold at the dealership.
- Used Vehicles Pre-owned vehicles across multiple makes and models, with pricing updated via Manheim Market Report, including deals under $15,000.
- Vehicle Financing and Leasing Loan and lease financing arranged through Honda Financial Services, with online credit approval available and Capital One pre-qualification with no impact to credit score.
- Vehicle Service and Maintenance Honda-certified maintenance and repair services including routine maintenance, tire service, recall handling, and Maintenance Minder-based scheduling via edmorsehondaservice.com.
- Genuine Honda Parts and Accessories Genuine Honda parts and accessories available for online ordering through Honda Dreamshop and in-dealership purchase.
- Powertrain Lifetime Warranty Complimentary powertrain warranty included free with every vehicle purchase, covering engine, transmission, and drive axle components for vehicles up to 100,000 miles.
- GAP Protection Guaranteed Asset Protection covering the difference between vehicle value and outstanding loan balance in case of total loss.
- Theft Deterrent System Vehicle theft protection and deterrent service product offered through the dealership.
- WiseCARE Maintenance Plan Prepaid maintenance and service protection plan offering scheduled vehicle upkeep coverage.
- Extended Warranty (Global Protection Plan) Extended warranty services offered through dealer partnerships via Global Protection Plan.
- Tax Deduction Program Assistance program offering up to $10,000 annual interest deduction on qualifying new Honda vehicles assembled in the U.S. (tax years 2025-2028).
Quantifiable outcome
- Powertrain Lifetime Warranty Program included free with every vehicle purchase covering engine, transmission, and drive axle components
Companies that use Ed Morse Honda
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Ed Morse Honda technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature1 record
Ed Morse Honda partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ed Morse Auto GroupcoreParent company consisting of 49 locations housing 71 automotive franchises, 14 motorcycle franchises, and 12 other businesses including 25 domestic and import brands, Clarion Inn hotel, NAPA Auto Parts retail store, and 240,000 square foot Parts Center.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Ed Morse Honda competitors and assessment
Company assessmentBroad incumbents
- Group 1 Automotive: Group 1 operates ~200 dealerships in the U.S. and U.K., including Honda franchises, with integrated F&I through its own prime/subvented financing arrangements. Comparable as a multi-franchise public dealership group.
- AutoNation: Largest U.S. automotive retailer with ~250 franchises across 30+ brands including Honda. Operates a national F&I platform (AutoNation Finance), captive used-car inventory, and digital retailing — directly comparable at the parent/dealership-group level rather than single-store level.
- Lithia Motors: Lithia & Driveway operates ~300 U.S. stores across multiple OEM franchises and runs its own captive financing arm (Lithia Financial Services). Comparable as a multi-franchise group pursuing growth through acquisitions and digital retail.
- Sonic Automotive: Sonic operates ~140 U.S. franchised stores including Honda franchises, plus EchoPark used-vehicle stores and a captive F&I platform. Comparable business model mixing new-car franchise retail with used-car and F&I revenue streams.
- Asbury Automotive Group: Asbury operates ~150 U.S. franchised dealerships including Honda stores and a substantial F&I product business (Total Care Auto, Powered by Endurance). Highly comparable multi-franchise dealer group with strong F&I monetization.
Emerging players
- CarMax: CarMax is the largest U.S. used-vehicle retailer with fixed no-haggle pricing, captive financing, and extended warranty offerings. Adjacent peer representing the digital-first used-car retail model that competes with Ed Morse Honda's used-vehicle department and online pre-qualification tools.
Direct peers
- Honda of the Palm Beaches: Independent Honda franchised dealer serving the West Palm Beach market. Closest geographic direct competitor with overlapping catchment area and identical Honda OEM product line.
- Rick Case Honda: Large Florida-based Honda dealership group (Davie / Ft. Lauderdale) operating new and CPO Honda sales with full service and parts. Comparable as a high-volume Florida Honda franchise with similar F&I and lifetime-warranty positioning.
- AutoNation Honda of Pembroke Pines: Direct Honda franchised competitor in South Florida operated by AutoNation, the largest U.S. auto retailer. Closely comparable in product line, F&I offerings, and used-vehicle mix, competing directly for West Palm Beach / South Florida consumers.
- Braman Honda: Braman Motors is a long-established South Florida Honda dealer also selling new, CPO, and used vehicles with service and parts. Directly comparable franchise-level competitor in the same regional market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights6 records
Customer concentration
Ed Morse Honda social profiles
Digital presenceEd Morse Honda financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ed Morse Honda leadership team
Management profileNumber of profiles
Profiles2 records
Ed Morse Honda funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ed Morse 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 Ed Morse Honda
What does Ed Morse Honda do?
Ed Morse Honda is a full-service Honda automobile dealership in Riviera Beach, Florida, selling new Honda vehicles (sedans, SUVs, crossovers, trucks, minivans plus hybrid and EV variants), certified pre-owned and used vehicles from multiple brands, and providing Honda-certified maintenance/repair services, genuine Honda parts and accessories, and vehicle financing through Honda Financial Services and partner lenders.
Is Ed Morse Honda a public or private company?
Ed Morse Honda is a private company. It is classified as family owned and is currently operating.
When was Ed Morse Honda founded?
Ed Morse Honda was founded in -1. It employs 11 to 50 people.
Where is Ed Morse Honda based?
Ed Morse Honda is headquartered in Palm Beach, United States, in the North America region.
How does Ed Morse Honda make money?
Four revenue lines are on record. New Vehicle Sales are the primary driver. The others are used Vehicle Sales, service and Parts and financing and Insurance Products.
Who are Ed Morse Honda's main competitors?
Broad incumbents on record are Group 1 Automotive, AutoNation, Lithia Motors, Sonic Automotive and Asbury Automotive Group. CarMax is listed as an emerging player. Direct peers are Honda of the Palm Beaches, Rick Case Honda, AutoNation Honda of Pembroke Pines and Braman Honda.
Does Ed Morse Honda have an API?
No public API is recorded for Ed Morse Honda.
What industry is Ed Morse Honda in?
Ed Morse Honda's product category is Automobile Dealership. Its primary akta.pro industry code is FSAKADAA, New & Used Auto Purchase Loans, with a secondary code of FSAKADAL, Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans). Its NAICS code is 44111 and its SIC code is 5500.