Priority Honda Roanoke

What Priority Honda Roanoke does

Priority Honda Roanoke is an authorized Honda automobile dealership located at 3311 Peters Creek Rd in Roanoke, Virginia, serving the Southwest Virginia trade area including Roanoke, Salem, Christiansburg, Blacksburg, Lynchburg, and Martinsville. The dealership is a single-rooftop franchise operating under Lithia Motors (NYSE: LTH) through the Lithia DriveWay corporate network. Its core business spans new Honda vehicle sales (CR-V, HR-V, Passport, Pilot, Odyssey, Ridgeline, Civic, Accord, and the all-electric Prologue), used vehicle sales including Honda Certified Pre-Owned inventory, a full-service parts and repair department with factory-trained technicians, and finance and insurance services including traditional loans, leasing, and bad credit financing programs. The dealership distinguishes itself with an exclusive Priority Powertrain Lifetime Warranty covering engine, transmission, and drivetrain components for customers.

The underlying technology platform centers on Honda's vehicle lineup, including Honda Sensing driver-assist technology (adaptive cruise control, collision mitigation braking, lane keeping assist, traffic sign recognition, blind spot monitoring) and HondaLink connected services. The dealership's product surface spans traditional internal combustion vehicles, an expanding hybrid lineup (CR-V Hybrid, Accord Hybrid, Civic Hybrid, Civic Hatchback Hybrid), and Honda's first all-electric Prologue crossover. Integration partners include Apple CarPlay, Android Auto, Google Built-in, SiriusXM, Bose Premium Audio, and in-vehicle Wi-Fi capability on premium trims. The dealership supports both in-person showroom sales at its Roanoke location and digital retail capabilities through a DealerOn-powered website enabling inventory browsing, quoting, trade valuations, and pre-approval.

The revenue model is primarily transactional: one-time payments on new and used vehicle sales, transaction fees from finance and insurance products, recurring subscription revenue from extended warranties and connected services (HondaLink, Wi-Fi hotspot), and service/parts department fees. Customer segments are individual consumer buyers in Southwest Virginia, with personas spanning families (SUVs, minivans), commuters (hybrids, EVs), and outdoor enthusiasts (trucks, SUVs). Marketing is multi-channel including SEO-optimized website content, Google Ads, email, social media, comparison content, and OEM partnership promotions. Military and graduate discount programs broaden the addressable buyer pool. The dealership is positioned as a regional, full-service franchise retailer within Lithia's national automotive retail platform rather than an independent operator.

Name

Priority Honda Roanoke

Legal name

Priority Honda Roanoke

Website

https://priorityhondaroanoke.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Priority Honda Roanoke is a single-location authorized Honda dealership in Roanoke, Virginia, owned by Lithia Motors. It sells new and used Honda vehicles including hybrids and the Prologue EV, and provides financing, service, and parts to consumers across Southwest Virginia.

Ownership category

akta.pro rank

Product category

Automobile Dealership

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

akta.pro secondary industry

New & Used Auto Purchase Loans (FSAKADAA)

Keywords

• Automobile dealership
• New vehicle sales
• Used vehicle sales
• Vehicle financing leasing
• Auto service parts

Headquarters

HQ city

Roanoke

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Honda vehicles including sedans, SUVs, trucks, minivans, and electrified models
2. Used Vehicle Sales: Sale of pre-owned vehicles including Honda certified pre-owned and other makes
3. Parts and Service: Service department, parts sales, maintenance, repairs, and accessories
4. Finance and Insurance: Vehicle financing, leasing, and F&I products including extended warranties
5. Extended Warranties: Priority Certified Lifetime Warranty and other protection plans

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Priority Honda Roanoke is an authorized Honda franchise dealership that sells new Honda vehicles (including SUVs, sedans, trucks, minivans, hybrids, and the Prologue EV), used and certified pre-owned vehicles from various makes, and provides in-house financing, leasing, parts, and factory-trained service. The dealership also offers the dealership-exclusive Priority Powertrain Lifetime Warranty, bad credit financing options, and a dedicated EV/Hybrid hub for electrified vehicle shoppers in the Roanoke and greater Southwest Virginia region.

Product overview

Priority Honda Roanoke operates as an authorized Honda automobile dealership offering a comprehensive vehicle sales and service ecosystem. The core offerings include new Honda vehicles (CR-V, HR-V, Passport, Pilot, Odyssey, Ridgeline, Civic, Accord) alongside used vehicles and certified pre-owned programs. The product portfolio spans traditional gasoline vehicles, hybrid models (CR-V Hybrid, Accord Hybrid, Civic Hybrid), and the all-electric Honda Prologue. Supporting services include financing and leasing programs, the Priority Powertrain Warranty for lifetime coverage, and a full-service department with factory-trained technicians. Honda Sensing advanced safety technology is standard across new models, while HondaLink connected services provide smartphone integration for remote vehicle management. An EV Hub section supports electric and hybrid vehicle customers with charging resources.

Differentiator

Problem solved

Functional benefit

Products and services

• New Honda Vehicles Full lineup of new Honda vehicles (SUVs, sedans, trucks, minivans, hybrids, and the Prologue EV) available for purchase or lease at the dealership.
• Used Vehicles Pre-owned inventory of various makes and models including Honda certified vehicles, CarFax 1-owner vehicles, and vehicles priced under $20,000.
• Honda Certified Pre-Owned Vehicles Honda certified pre-owned vehicles with 7-year/100,000-mile powertrain coverage, roadside assistance, and rigorous inspection standards.
• Honda Prologue EV Honda's first all-electric midsize crossover SUV with refined one-pedal driving, smooth ride, and luxury-level quietude.
• Honda Hybrid Models Hybrid variants across CR-V, Accord, Civic, and Civic Hatchback offering improved fuel efficiency and electric power assistance.
• All-New Honda Prelude Sport Coupe

Quantifiable outcome

• 7-Year/100,000-Mile powertrain coverage on Honda Certified Pre-Owned vehicles
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability9 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• Honda (American Honda Motor Co.)coreStrategic or Co-development PartnerHonda is the manufacturer and franchisor for Priority Honda Roanoke. The dealership operates as an authorized Honda franchise selling new Honda vehicles, accessing manufacturer support, marketing programs, parts distribution, and warranty services. This is a core franchise relationship essential to the dealership's business model.
• Lithia DriveWaycoreStrategic or Co-development PartnerLithia DriveWay is the parent company/owner of Priority Honda Roanoke. The dealership is part of a larger automotive retail network providing corporate support, resources, and brand affiliations.
• GooglesupportingTechnology or IntegrationGoogle provides analytics, advertising platforms, and mapping services integrated into the dealership website. Uses Google Analytics for website traffic analysis, Google Ads for advertising, and Google Maps integration for directions.
• DealerOnsupportingTechnology or IntegrationDealerOn provides the website platform and hosting for Priority Honda Roanoke's online presence, enabling inventory management, customer communications, and digital retail capabilities.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CarMax: National used-vehicle retailer with superstores in Virginia including Roanoke. Competes directly for Priority Honda Roanoke's used-car buyers and trade-in inventory through no-haggle pricing and a standardized omnichannel experience.
• Sonic Automotive Honda Stores: Sonic Automotive runs EchoPark used-vehicle stores and franchised dealerships including Honda locations across the Southeast and Mid-Atlantic. Operates in overlapping regional markets with similar franchise service economics.
• AutoNation Honda Stores: AutoNation operates a large nationwide network of Honda franchise dealerships with standardized digital retail, financing, and service operations. Comparable as a multi-rooftop Honda franchise competitor with similar brand mix and service offerings.
• Group 1 Automotive Honda Stores: Public dealer group operating Honda franchises across multiple US regions with similar franchise agreements, F&I products, and service department operations. Comparable mid-rooftop peer from a public-market perspective.
• Penske Automotive Group (Honda Stores): Large public dealer group with Honda franchises in select markets and strong premium-brand portfolio. Comparable as a multi-brand franchise operator with similar F&I and service revenue dynamics.
• Asbury Automotive Group Honda Stores: Public dealer group operating Honda franchises in the Southeast and other US regions. Comparable in size to Lithia's regional operations and overlapping in target customer demographic.

Emerging players

• Carvana: Online-first used-car retailer with home delivery and vending-machine pickup. Increasingly captures used-vehicle demand in mid-size Virginia markets and pressures traditional franchise dealers' used-car margins and turn rates.

Direct peers

• Berglund Honda (Roanoke): Another authorized Honda franchise dealer in the Roanoke, Virginia market. Directly competes for the same new and certified pre-owned Honda customers across the same Southwest Virginia geography.
• Flow Honda (various Lithia Driveway locations): Sister Lithia Motors Honda dealerships operating under the same DriveWay corporate umbrella with comparable franchise structure, used inventory programs, and Lithia-backed service operations.

Others

• Lithia Motors (Parent Company): NYSE-listed parent of Priority Honda Roanoke and the broader Lithia DriveWay dealer network. Relevant as the corporate parent driving strategy, capital allocation, and operational benchmarks for this specific dealership.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PriorityHondaRoanoke
• LinkedInlinkedin.com/company/priority-honda-roanoke

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 Priority Honda Roanoke