Honda Auto Japan

What Honda Auto Japan does

Honda Auto Japan (legal name: Auto Japan; CNPJ 13.877.012/0004-40) is an authorized Honda automobile dealership headquartered in Belo Horizonte, Minas Gerais, Brazil, and operating since 1992 as part of the BDG (Brasil Dealer Group) portfolio. The company operates four to five showroom and service locations across Belo Horizonte (Raja Gabaglia, Cidade Nova, Caiçara, Estoril/Seminovos Barão, and Catalão) and self-describes as the largest and most traditional Honda dealership in the state of Minas Gerais.

The core offering is the full Honda vehicle lineup, including WR-V, HR-V, ZR-V, City Hatchback, City Sedan, Civic Advanced Hybrid, CR-V Advanced Hybrid, Accord Advanced Hybrid, and Civic Type R, alongside a multi-brand used vehicle (Seminovos) program, authorized after-sales service (mechanical workshop, body shop, painting, recall management), genuine parts and accessories, and the Evolution Honda financing program delivered through Banco Honda. The technology stack is non-proprietary and built on the AutoForce platform for digital marketing, vehicle listings, lead capture, and WhatsApp integration, with no in-house AI/ML assets disclosed.

Revenue is generated through one-time new and used vehicle sales, professional maintenance services, parts and accessories (hardware), subscription-style consortium plans (Consórcios), and managed-services-style financing through Evolution Honda. Go-to-market combines direct-to-consumer showroom sales (walk-in, WhatsApp, online inquiry) with a dedicated enterprise/corporate sales division for CNPJ, PCD (Honda Conduz), Produtor Rural, and Taxista segments, where pricing carries 7-8% discounts and tax-exemption pathways (IPI and ICMS). The company employs approximately 186 people, is privately held, and carries LGPD compliance and Great Place to Work certification.

Name

Honda Auto Japan

Legal name

Auto Japan

Website

https://autojapan.com.br

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Honda Auto Japan is a privately-held, authorized Honda dealership in Belo Horizonte, Minas Gerais, operating since 1992 under BDG. It sells new and used Honda vehicles, parts, accessories, and after-sales services through four to five locations.

Ownership category

akta.pro rank

Headquarters

HQ city

Belo Horizonte

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Revenue from direct sales of new Honda vehicles including WR-V, HR-V, ZR-V, City Hatchback, City Sedan, Civic Hybrid, CR-V Hybrid, Accord Hybrid, and Civic Type R models. Sales conducted at showroom and through digital channels.
2. Used Vehicle Sales (Seminovos): Revenue from sales of pre-owned vehicles including Toyota Hilux, Ford Ranger, Mitsubishi Pajero Sport, BMW 320i, Kia Sportage, and Toyota Corolla Cross. Vehicles are inspected and sold with warranty options.
3. After-Sales Services: Revenue from vehicle maintenance services including tire replacement, oil changes, alignment and balancing, body shop and painting, and recall services. Services are offered at authorized Honda service centers.
4. Parts and Accessories Sales: Revenue from sale of genuine Honda parts and accessories including floor mats, bumper protectors, door trims, rain deflectors, window automators, and illuminated door sills for various Honda models.
5. Vehicle Financing (Evolution Honda): Partnered with Banco Honda to offer Evolution Honda financing program with flexible down payment (30-60%), terms of 24/36/48 months, and guaranteed vehicle buyback at plan end.
6. Consortium Plans (Consórcios): Revenue from Honda consortium plans offering affordable monthly payments for vehicle acquisition without immediate full payment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Honda Auto Japan is an authorized Honda automobile dealership that sells new Honda vehicles (including WR-V, HR-V, ZR-V, City Hatchback, City Sedan, Civic Hybrid, CR-V Hybrid, Accord Hybrid, and Civic Type R) and pre-owned vehicles through its Seminovos program. The dealership also provides authorized after-sales services (maintenance, body shop, painting, recalls), genuine Honda parts and accessories, financing through Banco Honda's Evolution Honda program, and consortium plans. It serves individual consumers, people with disabilities (PCD), corporate buyers (CNPJ), rural producers, and taxi drivers through specialized sales programs with tax benefits and discounts.

Product overview

Honda Auto Japan is a Honda automobile dealership operating as a multi-location franchise in Belo Horizonte, Minas Gerais, Brazil, belonging to the BDG (Brasil Dealer Group). The company offers a comprehensive automotive retail ecosystem consisting of Honda's complete vehicle lineup including subcompact cars (City Hatchback/Sedan), SUVs (WR-V, HR-V, ZR-V, CR-V), sedans (Civic, Accord), and performance vehicles (Civic Type R), with variouspowertrain options including conventional and advanced hybrid systems. The company supports vehicle sales through Evolution Honda financing programs and consortium plans, while also serving diverse customer segments through specialized direct sales programs for PCD (disabled persons), CNPJ (corporate), rural producers, and taxi drivers. After-sales operations include authorized Honda maintenance services with express options, genuine parts and accessories sales, body shop and painting services, and recall management. The company also operates a certified pre-owned (seminovos) vehicle program.

Differentiator

Problem solved

Functional benefit

Products and services

• Honda WR-V 2026 Subcompact crossover SUV in the 2026 model year, positioned as an entry-level Honda SUV for the Brazilian market. Sold through Auto Japan showrooms with segment-specific pricing for PCD, CNPJ, rural, and taxi customers.
• Honda HR-V 2026 Compact SUV in the 2026 model year, offered with segment-specific pricing for PCD (IPI exemption), CNPJ, rural producer, and taxi driver programs.
• Honda ZR-V 2025 Mid-size SUV in the 2025 model year, positioned above the HR-V in Honda's Brazilian SUV lineup.
• Honda City Hatchback 2026 Subcompact hatchback in the 2026 model year, available in LX and EX trim levels, with pricing tailored for PCD, CNPJ, taxi, and rural segments.
• Honda City Sedan 2026 Subcompact sedan in the 2026 model year, available in LX and EX trim levels, offered through PCD, CNPJ, taxi, and rural programs.
• Honda Civic Advanced Hybrid 2026 Hybrid-powered Civic sedan in the 2026 model year, featuring Honda's advanced hybrid powertrain technology for buyers seeking electrified efficiency.
• Honda CR-V Advanced Hybrid 2025 Hybrid-powered CR-V SUV in the 2025 model year, featuring Honda's advanced hybrid powertrain technology.
• Honda Accord Advanced Hybrid 2026 Full-size Accord sedan in the 2026 model year, equipped with Honda's advanced hybrid powertrain (e:HEV).
• Honda Civic Type R High-performance variant of the Civic hatchback featuring a turbocharged engine and sport-tuned suspension, marketed to enthusiast buyers.
• Honda Seminovos (Used Vehicles) Pre-owned vehicle program offering certified used cars with verified provenance, including vehicles from Honda and other brands (Toyota Hilux, Ford Ranger, Mitsubishi Pajero Sport, BMW 320i, Kia Sportage, Toyota Corolla Cross). Operated from the Seminovos Barão location in Belo Horizonte.
• Evolution Honda Financing Flexible financing program through Banco Honda offering down payments of 30-60%, terms of 24/36/48 months, affordable installments, and guaranteed vehicle buyback at end of plan (10-40% final installment). Exclusively offered at Auto Japan.
• Honda Consórcios Vehicle purchase consortium program enabling customers to pool resources and bid for Honda vehicles over time with affordable monthly payments.
• Honda PCD (Pessoa com Deficiência) Program Specialized direct-sales program offering IPI and ICMS tax exemptions for people with disabilities purchasing Honda vehicles through the Honda Conduz program, including documentation support and model recommendations.
• Honda CNPJ Direct Sales Dedicated corporate fleet and business sales program offering special pricing, financing rates, extended payment terms, and discounts up to 7-8% for CNPJ-registered companies purchasing Honda vehicles.
• Honda Produtor Rural Program Special financing and discount program for rural producers and farmers purchasing Honda vehicles, with lower interest rates, extended payment terms suited to agricultural income cycles, and discounts up to 8%.
• Honda Taxista Program Special sales program for professional taxi drivers offering tax exemptions, favorable financing terms, and discounts up to 8% on Honda vehicles suited to intensive daily use.
• After-Sales Services Complete authorized Honda maintenance and repair services including oil changes, tire replacement, wheel alignment and balancing, body shop and painting, recall services, and parts replacement at multiple Honda service center locations.
• Express Service Quick maintenance service offering same-day service in up to 60 minutes with upfront pricing and Honda quality standards for routine services such as alignment and balancing.
• Honda Parts and Accessories Genuine Honda parts and accessories including floor mats, trunk trays, door sill plates (illuminated), bumper protectors, rain deflectors, door trims, and window automation kits sold for various Honda models.

Quantifiable outcome

• Discounts up to 8% for corporate and rural producer customers
• +2 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• BDG (Brasil Dealer Group)coreOthersAuto Japan is owned by BDG (Brasil Dealer Group), a dealer group that manages multiple automotive dealerships. BDG provides corporate governance, compliance programs, and operational support including the BDG Compliance Program for regulatory alignment.
• Tripla Data PrivacyminorImplementation/ SI/ Consulting PartnerTripla Data Privacy serves as the Data Protection Officer (DPO/Encarregado) for Auto Japan's compliance with LGPD (Brazil's General Data Protection Law), handling data subject requests and ensuring regulatory compliance.
• Honda (Manufacturer)coreChannel Partner/ Reseller/ DistributorAuthorized Honda dealership since 1992, selling new Honda vehicles and providing authorized Honda service, parts, and accessories. Honda provides technical training, genuine parts supply, and manufacturer warranty support.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Grupo Caoa: Major Brazilian multi-brand auto dealer group operating Hyundai, Chery, and other franchises across multiple states. Comparable to Auto Japan in authorized-dealer scale, multi-location operations, after-sales service, and corporate fleet programs.
• Ancar Ivanhoe: Brazilian multi-brand auto dealer group operating franchises for Honda and other OEMs with strong presence in Rio de Janeiro and other major metros. Directly comparable in authorized-dealership operations, after-sales service ecosystem, and direct-sales programs.

Others

• OLX Brasil: Major Brazilian online classifieds platform with deep automotive vertical including used cars. Competes indirectly as a discovery and lead-generation channel for Auto Japan's Seminovos used-vehicle program.
• Unidas: Brazilian vehicle rental and fleet management company with used-vehicle retail operations. Comparable in fleet-to-retail vehicle flow and exposure to Brazilian automotive demand cycles.
• Webmotors: Brazil's leading online automotive marketplace for new and used vehicles. Competes as a digital sales and lead-generation channel that captures buyer intent Auto Japan also targets via its AutoForce-powered website and WhatsApp funnel.
• Movida: Major Brazilian vehicle rental company with significant Seminovos used-vehicle retail operations. Comparable in used-car commercial operations and exposure to Brazilian automotive demand cycles.
• Localiza: Brazil's largest vehicle rental and used-car retail operator (Localiza Seminovos). Adjacent comparable in used-vehicle inventory turnover, fleet management capability, and Brazilian automotive retail ecosystem participation.

Broad incumbents

• Grupo Águia Branca: Diversified Brazilian group with significant auto dealership operations alongside transport and logistics. Comparable in dealership scale, multi-brand retail, and after-sales service coverage across multiple Brazilian regions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/honda-auto-japan

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Auto Japan