Ace Honda

What Ace Honda does

Ace Honda is a privately-held, authorized 3S Honda dealership (Sales, Service, Spares) operating from a single showroom at G-25, Sector-11, Noida, since its inauguration on July 4, 2007 by Honda Cars India President Masahiro Takedagawa. The company retails the full current Honda India passenger lineup — New Amaze (3rd Gen), Amaze 2nd Gen, New City (including the e:HEV strong-hybrid variant), Honda Elevate, and the All New ZR-V sports hybrid SUV — at ex-showroom Noida prices ranging from ₹6.97 lakh to ₹22.75 lakh. Differentiated sales motion components include free doorstep test drives, free pickup and delivery of serviced vehicles, and a bundled finance (SBI, HDFC, ICICI, Kotak, Axis) and insurance (8 carriers via SMC Insurance Brokers under MISP authorization) stack delivered on-site.

The technical product sold to end customers is OEM Honda technology: Honda SENSING ADAS across Amaze, City e:HEV, and ZR-V; the e:HEV two-motor strong-hybrid powertrain on ZR-V and City e:HEV; and the Honda CONNECT+ telematics platform on Elevate. Ace Honda's own operational footprint is a 150+ member team (per careers page, conflicting with a 31-employee firmographic record) running a service center that handles 100+ vehicles daily using Honda-certified technicians and genuine spare parts only, with same-day completion for vehicles received before 3 PM. The Auto Terrace division provides certified pre-owned vehicle buy/sell with inspection, valuation, and same-day payment.

The business model is a multi-stream dealer franchise: (1) one-time new-vehicle sales (primary), (2) one-time used-vehicle sales margin via Auto Terrace, (3) recurring after-sales service revenue from labor and parts markup, (4) commission-based insurance brokerage as an authorized MISP, and (5) referral/arrangement fees from bank-financed auto loans. Customer concentration is retail-individual across a five-city NCR catchment (Noida, Greater Noida, East Delhi, Ghaziabad, South Delhi), with claimed KPIs of 50,000+ cumulative customers and a 98% satisfaction rate. Marketing is digital-first: Google AdSense paid acquisition, SEO-structured site, YouTube model walkthroughs, WhatsApp inquiry handling, and a press/blog content hub.

Name

Ace Honda

Legal name

Ace Honda

Website

https://acehonda.in

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Ace Honda is an authorized 3S Honda dealership in Noida, India, retailing the Amaze, City, Elevate, and ZR-V lineups to retail consumers across Noida, Greater Noida, East Delhi, Ghaziabad, and South Delhi, with bundled finance, insurance, used-car exchange, and authorized after-sales service.

Ownership category

akta.pro rank

Headquarters

HQ city

Noida

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Car Sales: Revenue from sales of new Honda vehicles including Amaze, Amaze 2nd Gen, City, ZR-V, and Elevate. Ex-showroom prices range from ₹6.97 lakh to ₹22.75 lakh. This is the primary revenue stream.
2. Used Car Sales — Auto Terrace: Certified pre-owned vehicle sales through the Auto Terrace division. Ace Honda buys and sells used Honda and other brand vehicles. Revenue generated from the margin between acquisition and resale price. Includes inspection, valuation, and same-day payment to sellers.
3. After-Sales Service & Maintenance: Servicing of 100+ Honda vehicles daily. Includes periodic maintenance, engine repair, AC service, body repair, wheel care, battery services, car wash, and detailing. Revenue from service fees, spare parts markup, and labour charges.
4. Motor Insurance — MISP: Ace Honda operates as an authorized Motor Insurance Service Provider (MISP) in Delhi/NCR through SMC Insurance Brokers. Revenue comes from commissions on insurance policies issued across 8 insurance partners (Bajaj Allianz, National Insurance, Royal Sundaram, IFFCO Tokio, ICICI Lombard, Reliance General, Universal Sompo, HDFC Ergo).
5. Auto Loan / Finance: Facilitates auto loans through banking partners (SBI, HDFC, ICICI, Kotak Mahindra, Axis Bank). Ace Honda earns referral/arrangement fees or commissions for financing deals arranged at the dealership. Offers up to 100% on-road financing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Ace Honda operates an authorized Honda 3S (Sales, Service, Spares) passenger-car dealership in Noida, Uttar Pradesh, selling the new Honda lineup (New Amaze, Amaze 2nd Gen, New City, Honda Elevate, All New ZR-V). The dealership is supported by Honda-certified after-sales service, a certified pre-owned car programme (Auto Terrace), and bundled auto loan facilitation and motor insurance (MISP) services.

Product overview

Ace Honda is an authorized 3S Honda dealership (Sales, Service, Spares) in Noida serving since July 4, 2007. The core product portfolio comprises five new Honda vehicle models: New Amaze (3rd Gen sub-4m sedan with ADAS), Amaze 2nd Gen (value-focused sedan with largest boot), New City (C-segment with e:HEV hybrid option), Honda Elevate (1.5L i-VTEC SUV), and All New ZR-V (premium Sports e:HEV hybrid SUV). Supporting modules include Auto Terrace (certified pre-owned vehicles), Honda Authorized Service Center (100+ daily capacity), Auto Loan & Finance (banking partnerships), and Motor Insurance Services (MISP for cashless claims). The company serves Noida, Greater Noida, East Delhi, Ghaziabad, and South Delhi with doorstep test drive and pickup/delivery services.

Differentiator

Problem solved

Functional benefit

Products and services

• New Honda Amaze (3rd Generation) Sub-4m Honda sedan sold to retail buyers in NCR, equipped with Honda SENSING ADAS, 6 airbags, 5-star Global NCAP rating, 8-inch HD display audio with wireless connectivity, and 19.46 km/l CVT mileage; starting ex-showroom ₹7,51,390.
• Honda Amaze 2nd Generation Continuing second-generation sub-4m Honda sedan offering the most affordable CVT in its segment, 1.2L i-VTEC engine, 18.6 km/l MT efficiency, 420L boot, and 10-year anytime warranty; ex-showroom Noida starting at ₹6,97,700.
• New Honda City C-segment Honda sedan with optional e:HEV strong-hybrid powertrain delivering 27.26 km/l, Honda SENSING ADAS, 9-inch CONNECT+ display audio, panoramic sunroof, and 506L boot; ex-showroom Noida starting at ₹11,99,900.
• Honda Elevate Honda mid-size SUV with 1.5L i-VTEC petrol engine producing 121 PS, Honda SENSING ADAS, 458L boot, available with 6-speed MT, 7-step CVT, and factory-fitted CNG option; ex-showroom Noida starting at ₹11,59,890.
• All New Honda ZR-V Premium Honda sports hybrid SUV with 2.0L Sports e:HEV powertrain (EV/Hybrid/Engine drive modes), 22.80–23.83 km/l efficiency, 8 airbags, Honda SENSING ADAS, and powered hands-free tailgate; ex-showroom Noida starting at ₹22,75,100.
• Auto Terrace (Certified Pre-Owned Vehicles) Certified pre-owned Honda vehicle division offering verified inventory with inspection reports and Honda assurance; also buys all car brands with instant valuation and same-day payment to sellers, plus best-exchange-value guarantee on new car purchases.
• Honda Authorized Service Center State-of-the-art authorized service facility with 100+ Honda-certified technicians handling 100+ Honda vehicles daily, offering doorstep pickup/delivery across Noida, same-day service completion for vehicles received before 3 PM, and genuine Honda spare parts only.
• Auto Loan and Finance Facilitation Auto loan arrangement services through banking partners (SBI, HDFC, ICICI, Kotak Mahindra, Axis Bank) offering up to 100% on-road financing with SBI fixed rates starting at 8.65% and zero processing fees, plus an on-website EMI calculator.
• Motor Insurance Services (Authorized MISP) Authorized Motor Insurance Service Provider (MISP) operating via SMC Insurance Brokers with 8 insurance partners (Bajaj Allianz, National Insurance, Royal Sundaram, IFFCO Tokio, ICICI Lombard, Reliance General, Universal Sompo, HDFC Ergo) offering instant policy issuance and cashless claims across India.

Quantifiable outcome

• 98% customer satisfaction rate
• +3 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Honda Cars India Ltd.coreChannel Partner/ Reseller/ Distributor · 4 July 2007Ace Honda is an exclusive authorized Honda Car Dealer appointed by Honda Cars India Ltd. Inaugurated on July 4, 2007 by Honda Cars India President Masahiro Takedagawa. Operates as a 3S dealership (Sales, Service & Spares). Receives Honda-certified training for staff, genuine spare parts supply, and brand backing.
• State Bank of India (SBI)coreGTM or Marketing PartnerSBI is a key finance partner offering auto loans to Ace Honda customers. SBI provides interest rates starting at 8.65% fixed with zero processing fees during festival season offers. Up to 100% on-road cost financing available.
• HDFC BankcoreGTM or Marketing PartnerHDFC Bank offers attractive auto loan schemes with flexible repayment terms for Ace Honda customers.
• ICICI BankcoreGTM or Marketing PartnerICICI Bank provides competitive interest rates with quick approval for Honda auto loans through Ace Honda.
• Kotak MahindracoreGTM or Marketing PartnerKotak Mahindra Prime offers best and fixed rates for Honda auto loans arranged at Ace Honda.
• Axis BankminorGTM or Marketing PartnerAxis Bank provides special festive offers on Honda auto loans through Ace Honda.
• SMC Insurance BrokerscoreGTM or Marketing PartnerAce Honda operates as an authorized MISP (Motor Insurance Service Provider) through SMC Insurance Brokers. SMC connects Ace Honda with 8 insurance providers for comprehensive motor insurance solutions.
• Bajaj AllianzminorGTM or Marketing PartnerOne of 8 insurance partners offering motor insurance through Ace Honda's MISP program.
• National InsuranceminorGTM or Marketing PartnerOne of 8 insurance partners offering motor insurance through Ace Honda's MISP program.
• Royal SundaramminorGTM or Marketing PartnerOne of 8 insurance partners offering motor insurance through Ace Honda's MISP program.
• IFFCO TokiominorGTM or Marketing PartnerOne of 8 insurance partners offering motor insurance through Ace Honda's MISP program.
• ICICI LombardminorGTM or Marketing PartnerOne of 8 insurance partners offering motor insurance through Ace Honda's MISP program.
• Reliance GeneralminorGTM or Marketing PartnerOne of 8 insurance partners offering motor insurance through Ace Honda's MISP program.
• Universal SompominorGTM or Marketing PartnerOne of 8 insurance partners offering motor insurance through Ace Honda's MISP program.
• HDFC ErgominorGTM or Marketing PartnerOne of 8 insurance partners offering motor insurance through Ace Honda's MISP program.
• Auto TerracecoreChannel Partner/ Reseller/ DistributorAuto Terrace is Ace Honda's certified pre-owned car division. It handles buy/sell/exchange of used vehicles (Honda and other brands) with verified history, inspection reports, and Honda assurance. Auto Terrace operations are managed within Ace Honda's used car business unit.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• CarDekho: India's largest auto platform combining new-car research, finance lead generation, and used-car transactions. Competes with Ace Honda on digital demand generation while operating its own used-car marketplace that parallels Auto Terrace.
• Cars24: Tech-enabled used-car platform operating across India with instant valuations, certified inventory, and home inspections. Directly competes with Ace Honda's Auto Terrace division at materially larger inventory scale and digital marketing reach.
• Spinny: Full-stack used-car retailer operating across multiple Indian cities with standardized pricing, fixed-price transparency, and 30-day money-back guarantees. Competes directly with Auto Terrace for the trade-in and pre-owned buyer segment in NCR.
• Droom: India's leading auto e-commerce platform for used vehicles with AI-based pricing, escrow services, and inspection network. Competes with Auto Terrace across the same trade-in and pre-owned purchase decision in NCR and across Indian metros.
• Mahindra First Choice Services: Mahindra Group's certified used-car franchise network operating multi-city outlets. Directly competes with Auto Terrace for the trade-in and pre-owned buyer segment, with broader geographic reach and standardized retail experience.

Others

• CarTrade Exchange (CarTrade Tech): Indian auto digital platform facilitating new and used car listings, valuations, and dealer enablement. Acts as a digital demand-generation competitor to Ace Honda's SEO and Google AdSense channels while also operating a used-car exchange marketplace.

Direct peers

• Popular Vehicles and Services Limited: Indian multi-brand authorized automotive dealer group operating the same Sales-Service-Spares (3S) franchise model. Both run authorized showrooms with bundled finance, insurance, service, and used-car trade-in under one roof, targeting individual car buyers across regional Indian markets.
• TVS Sundaram Motors: Multi-brand authorized dealer group in India operating 3S facilities and bundled ownership services. Both operate franchise-based new car sales plus service, finance, and insurance — making TVS Sundaram a structurally direct comparable to Ace Honda.

Broad incumbents

• Hyundai Motor India (authorized dealer network): India's #2 passenger vehicle OEM with a significant NCR authorized dealer footprint. Targets the same sedan/SUV buyer with overlapping models (Creta, Verna, Venue), competing head-to-head with Honda Elevate and City for NCR showroom traffic.
• Maruti Suzuki India (authorized dealer network): India's largest passenger vehicle OEM with the country's largest authorized dealer franchise network. Maruti dealers compete directly with Honda dealers in NCR for the same individual car buyer segment, typically at lower price points — the dominant incumbent in the addressable market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ace-honda

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Ace Honda