Trident Garages Limited

What Trident Garages Limited does

Trident Garages Limited, trading as Trident Honda, is a privately held, family-operated authorised Honda car dealership founded in 1963 and based at a single site in Ottershaw, Surrey, between Woking and Chertsey approximately a quarter mile from Junction 11 of the M25. The company sells the full new Honda passenger-car lineup — Super-N (electric, arriving July 2026), Jazz, Civic, Prelude, HR-V, ZR-V, CR-V and e:Ny1 — alongside Honda Approved used vehicles, and operates an on-site Honda Approved bodyshop, a parts and accessories department, and a 24-hour Shell filling station with Nisa Express shop. It also runs an FCA-regulated credit-brokerage operation arranging PCP, HP and Contract Hire through Honda Finance Europe Plc and offers Motability Scheme vehicles via Motability Operations Limited and a Honda Platinum Business Centre for fleet customers led by a dedicated specialist.

The business generates revenue from seven identifiable streams: new Honda vehicle sales, approved used vehicle sales, servicing and MOT testing, genuine Honda parts and accessories, finance and insurance commission (transaction fees from Honda Finance Europe), and Shell forecourt fuel and convenience retail. Pricing on new vehicles is presented via monthly PCP subscriptions ranging from £199 (Super-N Advance) to £499 (CR-V Hybrid Advance AWD), supplemented by a Honda THREE Service Plan (£699), Motability advance payments (£749–£3,999 inc VAT), and unit-priced workshop add-ons (loan car and collection £27/day; wash services £19–£50). All new Honda vehicles carry Honda CONNECT infotainment with Android Auto and Apple CarPlay, and Honda SENSING safety as standard — both OEM features, not dealer-developed technology. The company is authorised and regulated by the Financial Conduct Authority (Ref No. 309382) for insurance and consumer credit broking.

Distribution is single-site but multi-channel: direct retail through the showroom and named sales executives (Tony May, Lee Waddington, Mike Emery, Mark Hannay), corporate and fleet sales through the Platinum Business Centre, Motability Scheme participation, and online engagement via the tridenthonda.co.uk website, Google and Facebook reviews, email marketing, YouTube walkaround videos, and community sponsorships. The Managing Director is Richard Roberts, with Mike Emery as Platinum Business Specialist, Mark Hannay as finance specialist, and Juliet Gurney as Customer Champion. There is no parent company, no external equity backing, and no subsidiary structure disclosed.

Name

Trident Garages Limited

Legal name

Trident Garages Limited

Website

https://tridenthonda.co.uk

Company type

Private

Founded year

1963

Operating status

Operating

Ownership category

akta.pro rank

Headquarters

HQ city

Chertsey

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Honda Vehicle Sales: Sales of new Honda cars through authorised dealer arrangement with Honda Motor Europe Limited. Models include Super-N (electric), Jazz, Civic, Prelude, HR-V, ZR-V, and CR-V.
2. Honda Approved Used Vehicle Sales: Sales of pre-owned Honda vehicles that have passed manufacturer certification standards.
3. Servicing and MOT Testing: Workshop services for vehicle maintenance, repairs, MOT testing, and recall work.
4. Genuine Honda Parts and Accessories: Sales of OEM parts and accessories for Honda vehicles.
5. Finance and Insurance Products: Arranges PCP, HP, and Contract Hire financing through Honda Finance Europe Plc. Also offers GAP insurance and related financial products as a credit broker.
6. Shell Forecourt Operations: 24-hour Shell filling station and Nisa Express shop operation on-site.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Trident Garages Limited (trading as Trident Honda) is an authorised Honda dealer operating from Ottershaw, Surrey since 1963. It sells new Honda cars and Honda Approved used vehicles, provides vehicle servicing, MOT testing and repairs using genuine Honda parts, arranges Honda Finance products (PCP, HP, Contract Hire) as a credit broker, participates in the Motability Scheme, and operates a 24-hour Shell filling station with Nisa Express shop on the dealership site.

Product overview

Trident Honda operates as an authorized Honda dealership offering a portfolio of new Honda vehicles and related automotive services. The core product portfolio consists of Honda cars including the Super-N (electric), Jazz, Civic, Prelude, HR-V, ZR-V, CR-V, and e:Ny1 models, available with various powertrains (hybrid, plug-in hybrid, and electric). These are complemented by Honda Approved used vehicles, servicing and MOT facilities, Honda Finance products (PCP, HP, Contract Hire), genuine parts and accessories, Motability Scheme participation, and business/fleet services. The dealership also operates a Shell forecourt with Nisa Express shop. All new Honda vehicles feature Honda CONNECT infotainment with Android Auto and Apple CarPlay, along with Honda SENSING safety technologies. The company is FCA authorized and regulated.

Differentiator

Problem solved

Functional benefit

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Honda Motor Europe LimitedcoreChannel Partner/ Reseller/ DistributorAuthorised Honda dealer arrangement. Trident Honda acts as an authorised retailer on behalf of Honda Motor Europe Limited for new Honda car sales from October 2025. Prior to these dates and for used cars, operates as credit broker in its own right. FCA regulated.
• ShellcoreStrategic or Co-development PartnerOn-site 24-hour Shell filling station and Nisa Express shop operated by Trident Honda. Provides forecourt services including E10 and Shell VPower unleaded fuels. Shell staff can accept service keys for out-of-hours drop-off.
• Enterprise Car HireminorOthersRecommended car hire provider for customers needing replacement vehicles. Called for accident or breakdown situations when customer is not at fault.
• Financial Ombudsman ServiceminorOthersFree external dispute resolution service for customers unhappy with Trident Honda's response to complaints. Contact: 0800 023 4567 or 0300 123 9123.
• Motability Operations LimitedcoreChannel Partner/ Reseller/ DistributorPartnership enabling Trident Honda to offer vehicles through the Motability Scheme to disabled customers receiving qualifying mobility benefits.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• JCT600: Large Yorkshire-based UK dealer group operating many marques. Comparable as a multi-site franchised dealer offering new/used sales, servicing, parts, and fleet services — a broader incumbent but in the same UK dealer category.
• Lookers: Large UK franchised dealer group with multi-brand presence. Comparable as a nationwide franchised new/used car retailer with servicing and parts — a much larger and more diversified incumbent than Trident.
• Vertu Motors: AIM-listed UK franchised dealer group with nationwide reach. Comparable to Trident as a multi-brand new and used vehicle retailer, though materially larger and geographically diversified.
• Pendragon: Major UK franchised dealer group (now part of Lithia). Comparable as a multi-brand UK new and used vehicle retailer with an aftersales and parts operation — though materially larger and publicly owned.
• Sytner Group: UK-based premium franchised dealer group covering multiple marques. Comparable as a multi-site UK car retailer with new/used sales, servicing, and finance — a broader incumbent relative to Trident's single-site model.
• Group 1 Automotive UK: US-listed automotive retailer with UK dealership operations. Comparable as a multi-brand UK franchise dealer offering new/used vehicles, servicing, and parts — though with international scale and capital base.
• Inchcape plc: Global automotive distributor and retailer with UK footprint. Comparable at the new-vehicle retail and distribution level; a much larger incumbent with broader geographic and brand exposure.
• Marshall Motor Group: Large UK franchised dealer group operating multiple marques including Honda. Comparable as a multi-site UK car retailer with new/used vehicle sales, servicing, and parts; broadly incumbent relative to Trident's single-site South-East operation.

Direct peers

• Hendy Group: South England franchised dealer group with multiple brands. Highly comparable to Trident as a regional UK car dealer offering new and used vehicles, servicing, parts, and fleet services across the same Southeast corridor.

Regional players

• Caffyns: Long-established South England dealer group founded in 1885. Comparable to Trident as a multi-franchise regional retailer offering sales, servicing, and parts with a similar family-business heritage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TridentHonda
• LinkedInlinkedin.com/company/trident-garages-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Trident Garages Limited