Honda car finance offer gets in gear

Marketplace has created a name, identity and retail presence for Honda Finance, as the car group’s customer finance arm overhauls its service proposition and considers a possible drive into broader financial services.

The brief is thought to be worth a six-figure fee and goes the distance in terms of brand creation. Direct marketing literature, environmental and website graphics, straplines and promotions to car dealerships are all included within Marketplace’s remit.

Honda Finance, part of Honda Motor Europe, chose to inject more clarity into its products and reposition itself from being product-oriented to service-led, after research showed consumers were confused by its offer, according to Honda Motor Europe marketing manager Spencer Burnell.

Marketplace has been tasked with making Honda Finance’s communications simpler and less wordy, while inspiring greater consumer confidence.

The name Considered Finance is currently in trademark research and the consultancy has also created the strapline ‘A Better Way To Buy a Car’.

Burnell says a move into more far-reaching financial offerings cannot be ruled out. He adds, ‘Our products [will] remain the same, but we need to explain [to whom] each one is best suited and provide greater flexibility for the consumer. Short-term, it’s a case of simply explaining things. Longer-term, we’ll review our strategy and the services we provide.’

Creative communication consultant Richard Gillingwater is heading the Marketplace team. ‘We have been asked to bring the Honda Finance experience alive and present information in a more human, personal way in order to engage them,’ he explains.

The revamp may involve the introduction of touch-screen and audio-visual materials in Honda dealerships. The concept is due to be unveiled early in the New Year, though its roll-out schedule is yet is to be confirmed.

Marketplace won the work without a pitch three months ago.

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