Honda Portugal Automóveis

What Honda Portugal Automóveis does

Honda Portugal Automóveis is the authorized Honda vehicle importer and distributor in Portugal, operated by the privately held legal entity SÓZÓ PORTUGAL, S.A. (NIPC 514251409), headquartered in Vila Nova de Gaia under license from Honda Motor Europe Ltd. The entity sells the Honda passenger-vehicle portfolio through an exclusive authorized-dealer network of 17+ concessionários across mainland Portugal plus the Azores (UNIREGO) and Madeira (MADEIRA MOTORES), with a CAETANO point planned for Porto, and supports customers through an official after-sales service network, the myHonda loyalty platform, and the Honda Approved certified pre-owned program.

The product line is hybrid-led and now includes a first 100% electric model. The core catalog comprises the Jazz Hybrid and Jazz Crosstar Hybrid (compact), HR-V Hybrid and ZR-V Hybrid (compact and mid-size SUVs), CR-V Hybrid and CR-V Plug-in Hybrid (large SUV, with up to 82 km WLTP electric range), Civic Hybrid (sedan/hatch), Prelude Hybrid (sports coupe reintroduced in 2024), Civic Type R (performance), and the e:Ny1 BEV introduced in 2023. Underlying technology centers on Honda's proprietary e:HEV self-charging hybrid system with intelligent Multi-Mode Drive, supplemented by the Honda SENSING active-safety suite (adaptive cruise, lane-keep, collision mitigation, Traffic Jam Assist, and on the CR-V PHEV a 360° camera variant), the Honda CONNECT infotainment stack (9-inch touchscreen, Garmin navigation, wireless Apple CarPlay/Android Auto), and Magic Seats for cargo flexibility. A Go.Charge partnership delivers app- and card-based access to 5,000+ charging points across the Mobi.e public and Go.Charge private networks for EV/PHEV owners.

The business model combines one-time new-vehicle wholesale into the dealer network, recurring service and parts revenue at official service centers, Honda Relation maintenance contracts and extended warranties on a subscription basis, and certified pre-owned sales through Honda Approved. Pricing is set per model tier (Jazz Hybrid from €29,500; CR-V PHEV from €62,750 retail or €44,990 + VAT enterprise; Civic Type R from €71,160), with 'chave na mão' all-inclusive pricing for retail and a dedicated enterprise sales motion that monetizes up to 75% ISV reductions and full VAT deductibility on plug-in hybrid fleet purchases. Customer segments span individual retail buyers, corporate/business fleet customers, and disabled-driver buyers (AMIM cardholders) eligible for ISV exemptions. The organization is small — 22 employees — operating as a marketing, distribution, and coordination hub above an independent dealer network.

Name

Honda Portugal Automóveis

Legal name

SÓZÓ PORTUGAL, S.A.

Website

https://honda-automoveis.pt

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Honda Portugal Automóveis is the authorized Honda vehicle importer and distributor in Portugal, operated as SÓZÓ PORTUGAL, S.A., selling a hybrid-led passenger lineup plus EVs through 17+ dealers across mainland Portugal and the Azores and Madeira islands, serving retail, enterprise fleet, and AMIM-eligible customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Vila Nova de Gaia

HQ country

Portugal

HQ region

Europe

Offices17 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Honda vehicles including hybrid, plug-in hybrid, and electric models through authorized dealership network
2. After-Sales Service and Maintenance: Official Honda service centers providing maintenance, repairs, periodic inspections (IPO), and recall campaigns
3. Parts and Accessories: Sale of genuine Honda parts, accessories, and merchandise through online store
4. Warranty Extensions and Maintenance Contracts: Honda Relation maintenance contracts and extended warranty programs

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Honda Portugal Automóveis is the authorized importer and distributor of Honda passenger vehicles in Portugal, operating through a network of 17+ authorized dealers across mainland Portugal and the Azores and Madeira islands. The company sells new hybrid, plug-in hybrid, and 100% electric Honda cars, complemented by official after-sales service, genuine parts, accessories, maintenance contracts, and EV charging access via the Go.Charge partnership.

Product overview

Honda Portugal Automóveis operates as an authorized Honda automobile distributor in Portugal, offering a portfolio of 9 passenger vehicle models plus an electric vehicle and comprehensive mobility services. The core vehicle lineup consists of hybrid and electrified models: the Jazz Hybrid and Jazz Crosstar Hybrid (compact hatchbacks), HR-V Hybrid (compact SUV), ZR-V Hybrid (mid-size SUV), CR-V Hybrid (self-charging hybrid SUV), CR-V Plug-in Hybrid (PHEV with 82 km electric range), Civic Hybrid (sedan), Prelude Hybrid (sports coupe), and Civic Type R (performance hatch). The e:Ny1 represents Honda's first 100% electric vehicle for the Portuguese market. Supporting the vehicle sales, Honda Portugal provides Honda SENSING advanced safety suite, Honda CONNECT infotainment, Go.Charge electric charging card, myHonda customer portal, Honda Approved certified pre-owned program, SWAP ON trade-in incentives, and a national after-sales service network. The portfolio is distributed through approximately 18 authorized dealers across mainland Portugal and islands.

Differentiator

Problem solved

Functional benefit

Brands

• Go.Charge: Electric mobility card and charging platform partnership providing access to over 5,000 public and private charging points in Portugal, including the Mobi.e network and Go.Charge private network, with exclusive tariffs for Honda EV and PHEV owners.

Products and services

• Honda Jazz Hybrid Compact hybrid hatchback powered by Honda e:HEV self-charging hybrid technology with i-MMD intelligent multi-mode drive. Features Magic Seats offering up to 1,205 liters of cargo capacity, 9-inch Honda CONNECT touchscreen, and the Honda SENSING safety suite. Targeted at urban commuters and small families.
• Honda Jazz Crosstar Hybrid Crossover-styled variant of the Jazz Hybrid with elevated ride height and adventure-focused design cues. Combines full hybrid efficiency with SUV-inspired styling for customers seeking a more rugged aesthetic.
• Honda HR-V Hybrid Compact SUV with full hybrid (e:HEV) powertrain. Features 9-inch digital display with navigation, Magic Seats, heated front seats, and Honda SENSING safety technologies including Traffic Jam Assist. Targeted at small families and active lifestyle buyers.
• Honda ZR-V Hybrid Mid-size hybrid SUV combining sports car styling with SUV practicality. Equipped with 9-inch infotainment with navigation, 7-inch driver display, up to 1,000 km combined autonomy (WLTP), and premium interior materials.
• Honda CR-V Hybrid Mid-size SUV with self-charging full hybrid e:HEV technology. Features bold exterior design, exceptional safety ratings, premium interior, and advanced driver assistance features. Targeted at families seeking a larger hybrid SUV.
• Honda CR-V Plug-in Hybrid Premium plug-in hybrid SUV offering up to 82 km pure electric range. Equipped with Honda SENSING 360° omnidirectional safety, panoramic roof, leather upholstery, 12-speaker Bose audio, and 10.2-inch digital instrument panel. Available to both retail and enterprise buyers with corporate tax benefits.
• Honda Civic Hybrid Hybrid sedan/hatchback delivering 184 CV electric motor power with self-charging hybrid technology. Features 9-inch central digital screen, Honda SENSING suite, up to 1,220 L cargo space, and Bose 8-speaker audio system.
• Honda Prelude Hybrid Sports coupe re-launched as a hybrid after a 25-year hiatus. Combines iconic sports car design with hybrid powertrain technology and driver-focused features. Targeted at enthusiasts seeking a hybrid grand tourer.
• Honda Civic Type R High-performance hot hatchback with 6-speed manual transmission, aerodynamic design, and track-focused dynamics. Features Honda SENSING safety technology combined with immersive cabin experience.
• Honda e:Ny1 Honda's first 100% electric SUV for the European market. Equipped with a 204 CV electric motor, fast charging capability delivering 100 km of range in 11 minutes, and a 15.1-inch infotainment panel.
• Honda SWAP ON Trade-in Program Trade-in program offering up to €500 valuation bonus (up to €3,000 in special campaigns) for existing Honda owners when purchasing new electrified Honda models, with monthly special conditions for registered myHonda customers.
• Honda Approved Certified Pre-owned Certified pre-owned and service vehicle program offering quality-assured used Honda vehicles with warranty benefits at authorized dealers across Portugal.
• Honda Relation Maintenance Contract Subscription-based maintenance contract and extended warranty program providing scheduled servicing and roadside assistance through the official Honda dealer service network.
• Go.Charge EV Charging Card Electric mobility card provided through a partnership with Go.Charge, giving Honda EV and PHEV owners access to over 5,000 charging points across the Mobi.e public network and Go.Charge private network, with exclusive tariffs, real-time availability, and app-based charge management.
• Honda Official Service Official after-sales service offering maintenance, periodic inspection (IPO) packages, GPS map updates, roadside assistance, warranty services, and recall campaigns at authorized Honda service centers across Portugal.

Quantifiable outcome

• 5-year warranty without kilometer limit and 5 years roadside assistance
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• Go.ChargecoreTechnology or IntegrationStrategic partnership providing Honda customers with access to over 5,000 charging points through the Mobi.e public network and Go.Charge private network. Offers exclusive tariffs for Honda customers, app-based charging management, and real-time availability monitoring. Supports e:Ny1 and CR-V Plug-in Hybrid owners.
• ValorcarcoreStrategic or Co-development PartnerPartnership for end-of-life vehicle recycling (VFV) in compliance with EU Directive 2000/53/CE. Honda covers collection and treatment costs for vehicles without economic value. Ensures 95% reuse/recycling rate target. Network of certified treatment centers across Portugal.
• Honda Motor Europe LtdcoreOEM/ Whitelabel/ Licensing PartnerParent company headquartered in the UK (Cain Road, Bracknell, Berkshire, RG12 1HL) that licenses the Honda brand and provides vehicles, technology, and specifications for the Portuguese market.
• SÓZÓ Portugal, S.A.coreOthersLegal entity (NIPC 514251409) headquartered in Vila Nova de Gaia that serves as the official representative of Honda Automóveis in Portugal, handling sales, marketing, customer relations, and after-sales operations. Also owns 'Power to Rent' and 'Power On' trademarks.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kia Portugal: Authorized Kia importer in Portugal distributing the brand's passenger car, hybrid, PHEV, and EV lineup (EV6, EV9, Niro EV) through a national dealer network. Competes directly with Honda on electrification strategy and is rapidly expanding BEV options in the Portuguese market.
• Peugeot Portugal: Authorized Peugeot importer and distributor in Portugal, part of the Stellantis group portfolio. Sells passenger cars including hybrid, PHEV, and BEV models through a national dealer network, directly competing with Honda across compact, SUV, and electrified categories.
• Renault Portugal: Authorized Renault importer in Portugal, operating through a national dealer network selling passenger cars, hybrids, and EVs. Renault competes directly with Honda across the hatchback, SUV, and electrified segments with comparable price points and fleet/business offerings in Portugal.
• Hyundai Portugal: Authorized Hyundai importer in Portugal selling passenger cars, hybrids, and a growing BEV lineup (Ioniq 5, Kona Electric) through authorized dealers. Directly comparable to Honda in distribution model, electrified portfolio breadth, and target segments including fleet customers.
• Mercedes-Benz Portugal: Authorized Mercedes-Benz importer in Portugal selling premium passenger vehicles including PHEVs and the EQ BEV lineup through authorized dealers. Competes with Honda Portugal at the premium SUV and electrified end of the Portuguese market, particularly for executive and corporate fleet buyers.
• Citroën Portugal: Authorized Citroën importer in Portugal, part of the Stellantis group. Sells passenger cars including electric (ë-C4, ë-C3) and hybrid models through a national dealer network, competing directly with Honda across compact, SUV, and electrified segments.
• Volkswagen Portugal: Volkswagen brand importer in Portugal, distributing the full VW passenger lineup including hybrid, PHEV, and ID. BEV models through authorized dealers. Competes head-to-head with Honda in the SUV, sedan, and electrified segments, and is similarly targeting the Portuguese business fleet market.
• BMW Portugal: Authorized BMW importer in Portugal distributing premium passenger vehicles including PHEVs and the iX/i4/i7 BEV lineup through authorized dealers. Competes with Honda at the premium end of the SUV and electrified segments in Portugal, particularly for corporate and fleet buyers.
• Toyota Caetano Portugal: Authorized Toyota importer and distributor in Portugal, operating the same business model as Honda Portugal — distributing new vehicles, parts, and after-sales service through a national authorized dealer network. Toyota is Honda's closest competitor in hybrids, with comparable full-hybrid and PHEV lineups targeting the same consumer and fleet segments.
• Ford Portugal: Authorized Ford importer in Portugal selling passenger cars, commercial vehicles, and electrified models (Mustang Mach-E, Kuga PHEV) through authorized dealers. Competes with Honda in the SUV and PHEV segments and shares a similar target customer base for fleet and retail buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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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 Portugal Automóveis