To continue conistent implementation of a brand image program.

To create a customer friendly environment where there was apprehension.

To enhance dealership eficiency and capacity to prepare for the future.

To create a unique shopping experience to inspire repurchase loyalty.

These are the goals of the Honda Dealership Image Program.

Preface Building Materials and Colors 2.11
1. Redefining the Honda Experience
Delivery Center 2.12
Purpose 1.1
Service Center 2.14
Keeping the Mission Alive 1.2
The Building Interior
Honda’s Heritage 1.3
Overview
The Philosophy Behind the Design 1.4
Essential Image Elements 2.15
2. The Honda Retail Center
Design Concepts Layout 2.16 TABLE OF CONTENTS
The Site Furniture, Fixtures and Finishes 2.17
Overview 2.1
Color Palettes
Layout 2.2
Common Finishes 2.18
Entrance 2.3
Neutral 2.19
Event Center 2.4
Cool 2.20
Vehicle Displays 2.5
Warm 2.21
Landscaping 2.7
Customer Contact Areas
Lighting 2.8
Showroom 2.22
The Building Exterior
Overview Reception 2.23

Essential Image Elements 2.9 Info Center 2.24

Kids’ Play Area 2.25

Vehicle Displays 2.26
Sales Consultation Stations 2.27
Sales Workroom 2.28
F&I and Management Offices 2.29
Parts and Service 2.30
Retail Parts Center 2.31
Service Reception 2.33
Service Viewing Walkway 2.34
Wholesale Parts 2.35
Other Dealership Areas
Administrative Offices 2.36
Parts Support Areas 2.37
Service Department 2.38
3. Minimum Space Standards
Overview 3.1
Evaluating Variables 3.4
Overall Site 3.5
Showroom and Sales Department 3.6
Administration 3.7
Parts Department 3.8
Service Department 3.9
4. Prototypical Site and Building
Plans
Overview 4.1
500 MAP Plans 4.4
TABLE OF CONTENTS
1500 MAP Plans 4.6
2000 MAP Plans 4.8
3000 MAP Plans 4.10
Landscaping Plan 4.12
Reflected Ceiling Plan 4.15
5. Exterior Signs 5.1
6. Process Flow Charts
Glossary
Well designed and well planned dealership dealership should be an inviting combination of
facilities provide benefits to everyone comfort, convenience and information.
concerned: the Dealer, the customer and
The Honda Dealership Image Program’s
Honda. That’s why Honda has updated the
ultimate goal is to help make the Honda
dealership design. From the outside, the
automobile purchase and ownership experience
dealership has been designed to create a
pleasant and rewarding. Upgrading the design of
consistent, bold, recognizable image for Honda
the facilities should increase customer loyalty,
Dealers across the country. On the inside,
overall customer satisfaction, operational
the design features a relaxed, unintimidating
efficiencies and facility function, and provide
environment that fosters the creation of a long- PREFACE
needed capacity for future opportunities for
lasting relationship.
Honda sales.In addition, the design will create
The updated design is a critical step in a bold, consistent image and a unique sales and
positioning your Honda dealership as an service experience that will help strengthen the
appealing, pleasant place for your customers Dealer network.
to do business. Consistency in the image of
Honda dealerships, in Brand Signs, in the use
of color, lighting and technology and in the
way our customers are treated once inside
the dealership will create an experience that
exceeds the expectations of today’s customers.
In fact, the total experience at your Honda
 1. Redefining the Honda
Experience
Like you, Honda is focused on quality. Other in this manual into a design for your own
than our great products, there is no clearer dealership. Once initial designs for your facility
way to show off our quality than through our have been created through these means, your
dealership facilities. architect and contractor can finalize the design
documents and provide all the details.
Accordingly, the primary purpose of this manual
is to provide you with designs and guidance
to plan your new facility or to update and
improve the retail environment of your existing
dealership.
PURPOSE
This manual includes technically advanced
design concepts that maximize the operational
efficiencies of your dealership while meeting
your functional requirements. These
requirements are based on industry standards
and recognize the need for flexibility to
meet your current and future growth needs.
Additionally, this manual will help you and your
design professionals understand the design
philosophy and elements contained in
the new Honda prototypical facility.

The manual does not, however, provide specific

designs for any individual dealership nor final
design specifications necessary for implementing
this program and the construction of dealership.

To get started, contact your Zone Sales Office

for any assistance that may be offered by Honda
to help you translate the philosophies contained

1.1
When Honda began selling cars in America
over 35 years ago, it had a clear mission; to
offer customers throughout the United States
the highest quality products and services
available anywhere. That mission remains
unchanged today.
In the early 70’s, Honda entered the U.S.
marketplace as a virtual unknown. Our initial
Dealers had to take a chance on an unproven
product line. However, Honda has emerged
as a leader in the automobile industry, setting
the highest standards for quality. Those first
few dealerships have now grown to over one
thousand.
Now, Honda has set yet another goal; to
provide you with the tools you need to build
or improve a sales and service environment
that pleases your customers and enhances
customer loyalty.
This manual is the first step. Its design and
planning concepts continue Honda’s tradition
of value and underscore Honda’s perpetual
commitment to quality.
KEEPING THE
MISSION ALIVE

Unfortunately, while many Honda dealership

facilities have upgraded their facilities, many
have not kept pace with Honda’s reputation
for quality. In fact, many dealerships trail our
competitors in offering a consistent, quality
dealership environment so essential in creating a
superior customer experience.

1.2
Throughout almost 40 years of hard work,
Honda has set the benchmarks as an automotive
leader in quality, customer satisfaction and
loyalty. While Honda has set the standards, our
competitors have been working hard to close
the gaps. We can no longer continue to rest on
the quality of our cars alone.

Today’s marketplace is very complex and

success is dependent upon satisfying multiple
levels of customer expectations, including the HONDA’S
need to provide an exceptional customer sales HERITAGE
and service experience.

We intend to set dramatic new standards for

our customers’ retail experience and create a
dynamic new design for our dealership facilities.

Together with our Dealers, we will continue to

set the industry standards as we build upon our
tradition of excellence and position Honda to
lead the industry through the 21st century.

A Pioneer In 1970, the first Honda car sold in America was the N600
Sedan.

1.3
The design philosophy was driven by the needs
of the consumers of today and tomorrow.
The vehicle itself is only part of the reason a
customer makes a purchasing decision. With
higher customer expectations, the entire
purchasing environment must be considered.
To prevail in the competitive market, we can no
longer rest on the quality of our cars alone.
After extensive research, which included
interviews with your fellow Dealers and tours
of numerous facilities, it was determined that
the Honda organization needed new signage
and updated dealership facilities that were
responsive to the changing retail climate. If
we can satisfy the diverse needs of our
customers, we will enhance repurchase loyalty
and we all win.
The question was, “What do we do better than
our competitors to provide a Honda purchasing
and servicing experience that is as desirable to
the consumer as the quality of our cars?”
The answer is, “The new Honda Dealership
Image Program.”
The signs, site designs, exterior architecture,
interior layout and decor, technology and the
way we conduct our business, all focus on
achieving four goals:
• A more consistent, recognizable image
• A customer-friendly dealership
• Enhanced dealership operational efficiencies
and capacity
• Effective communication of dealership
product and service offerings
Here is what the Honda Dealership Image
Program can mean for your dealership.
More Consistent, Recognizable Image THE PHILOSOPHY
The first step in strengthening Honda’s brand BEHIND THE DESIGN
image is to present a uniform and consistent
image on the facility exterior of all Honda
dealership. This will be accomplished by
emphasizing the use of the Honda Blue, the
Honda Logo on both the building and the Brand
Sign, a state-of-the-art facility layout and two
distinctive exterior decorative elements: the
Honda Wave and the Entry Cylinder. The wave
canopy and curved entry are examples
of the curvilinear theme that is used throughout
the site layout, the building exterior and
throughout the interior. The use of the curved
forms creates a calm, flowing sense of spatial
organization and friendliness. This is particularly
important to women, the majority of
our buyers.
1.4
Customer-Friendly Dealership
The Honda dealership will promote an
interaction among all functional areas. The
layout design includes specific areas for
customers to interface and access sales, service
and parts information on a self-service basis, as
well as provide an appropriate environment for
conducting conversations guided by dealership
personnel. This layout places equal emphasis on
sales, service and parts, bonding the customer
to the total dealership experience, and
promoting all of the dealership’s services in a less
intimidating manner. It will also help reinforce an
image of total Honda care and quality.
Enhanced Dealership Efficiencies
and Capacity
A well run, well organized dealership is not only
instrumental for customer repurchase loyalty,
but for employee loyalty and pride as well.
While it is of utmost importance to foster
these positive human relationships, you, the
dealer, must, look at the dollars and cents and THE PHILOSOPHY
balance the appeal you want to generate with BEHIND THE DESIGN
your resources. The Honda Dealership Image
Program was developed to provide you with
enhanced dealership operational efficiencies for
both your site utilization and day to day business
practices.
The designs were developed recognizing
that the majority of Honda Dealers will be
renovating or retrofitting existing facilities
and will have diverse budget limitations.
Accordingly, the design easily lends itself to
existing sites as well as to totally new ones.
Maximizing the utility of the site and building,
providing adequate capacity, and planning for
future growth were also key factors governing
the design. New opportunities, such as the
non-traditional profit centers of Express Service
and Express Wash, are available to existing
1.5
customers as well as to drive-by traffic. These
were developed to generate business growth
and intensify site utilization.
The quality building materials, furniture, fixtures
and finishes were selected not only to formulate
a specific image but to be cost-effective and
endure intense usage.
Existing dealership operational processes were
analyzed and the building layouts, fixtures and all
of the other elements that support them were
designed to provide a synergy so that the total
efficiency is greater than the sum of the parts.
The curvilinear design, for example, leads the
customer through all of the departments of the
dealership promoting customer contact to a
variety of dealership products and services. In
the updated design, customers are encouraged
to view their car being serviced and have a clear
view into the Parts Department. Thus, those
departments that are usually “hidden” were
redesigned to be more efficient and to generate
a positive image that even the public is allowed
to see. Creating a new image and delighting
the customer go hand in hand with dealership
efficiency and productivity. One cannot exist
without the other.
Communication Dealership Product
and Service Offerings
The distinctive exterior appearance will create
the first impression, but the lasting impression
and the most important competitive advantage
of the Honda Dealership Image Program design
will be created once your customers enter
the dealership. We’ll accomplish this through
the creation of the “Honda Store”, a unique
shopping experience where consumers have
access to vital information on new and used
vehicles as well as a wealth of other topics. THE PHILOSOPHY
This availability of information will allow you to
BEHIND THE DESIGN
establish new levels of attracting, satisfying and
retaining even the most discriminating customer.
This new concept will promote your facility as
a destination center for your customers. Rather
than visiting a single department, customers
can now shop at the entire “store”, providing
you with the benefit of cross-selling between
departments. For example, in this environment,
a service customer can easily be informed about
new models or of leased vehicles due to be
turned in which may create a future sale.
As you can see, the Honda Dealership Image
Program is not merely limited to changing the
physical appearances of our facilities and signs,
but also encompasses a whole new way of
doing business that will benefit you as well as
your customers.
1.6
 2. The Honda Retail Center
Design Concepts
No dealership image program can be effective
without first considering the site itself. Proper
site planning and design will help us achieve the
following four objectives:
• A more consistent, recognizable image
• A customer-friendly dealership
• Enhanced dealership operational efficiencies
and capacity
• Effective communication of dealership
product and service offerings
To realize these objectives, the dealership site
design capitalizes on the design philosophies and
the elements presented in this manual.
for the disabled must also be up front and
easily accessible.
Customer-Friendly Dealership
The layout of the site should provide clean and
easy customer access to all destinations at the
dealership. Main access to the dealership should
be directly in front of the building. Where
possible, a separate access should be provide for
both sales and service customers as shown on
THE SITE
the prototypical site plan on the opposite page.
Overview
Directional signs, which are discussed in more
detail in Chapter 5, should be located to help
customers circulate easily through the site.

Site Utilization
To maximize the effectiveness of the site, it is
critical that the site have adequate frontage,
be of sufficient size and be relatively flat. In the
following section, standards are established for
minimum site sizes for various MAP categories.
These standards should be consulted when
building new dealerships of expanding or
renovating existing facilities.

Consistent, Recognizable Image

To ensure that the new image is clearly visible
from the street, the buildings, signs and feature
displays should be located near the front of the
site. Customer parking, including that provided

2.1
Enhancing Dealership Efficiency
and Capacity
The new site plan provides for increased
capacity for future growth as well as improving
the functional relationships of all of the
dealership components. The site plan example
that follows illustrates how the site can be
organized to create an effective, yet customer-
friendly layout. These elements, which include a
Customer Courtyard and specially designed new
and used vehicle displays, are discussed later in
this manual.
Although the customer is our prime focus,
great care has been taken to promote the
efficiency of internal dealership operations
through the site design. For example, the site
layout ensures that there is a clear path for the
parts delivery trucks and the auto transporters,
while still providing sufficient vehicle spaces for
service parking.
Communicating Product and
Service Offerings
The proper location of product displays and
informative signs essential in communicating
dealership offerings effectively. We have
designed display areas for both new and
used vehicles that are adjacent to streets and
customer circulation paths and that feature
vehicles in a dramatic fashion. These areas
are differentiated by the use of appropriate THE SITE
landscaping and hardscaping materials. These
Overview
areas also include seating and focal points
for presenting both product and service Layout
information.
Service Reception and optional service offerings,
such as the Express Service and Express Wash,
are up front and close to the street, giving
them the same emphasis as the New and Used
Vehicle Sales Departments.
2.2
The first view that a customer has of a
dealership often results in a lasting impression
that may even affect a sale. That is why the
design of the site for your Honda dealership is
so crucial.
The courtyard is surrounded by paved display
arms that incorporate landscaping and seating
for customers. This environment creates
dramatic vehicle displays for the entire line of
Honda automobiles.

The following sections highlight how the

various elements of our new design can create
the consistent, positive customer image and
experience needed to enhance long-term
customer loyalty. THE SITE
Entrance
Exterior Signs
Exterior signs for the Honda dealership have
been designed to send a clear, unified message
to our customers emphasizing the new image,
color, brand name and logo in an impressionable
fashion. Sign are shown and discussed in greater
detail in Chapter 5 of this manual.

Customer Courtyard
On the site, the Customer Courtyard becomes
a complete shopping experience in itself. The
courtyard is an outdoor display plaza that allows
customers the opportunity to view new models,
obtain information and even relax in a very
comfortable setting that becomes an extension
of the Showroom. It can even be
used as a special Event Center for special sales
and promotions.
Pylon Monument

2.3
 PREFACE THE SITE
Event Center

Customer Courtyard
2.4
After passing through the customer Courtyard,
the customer has a panoramic view of the entire
dealership. The site layout, displays, landscaping
and lighting have been designed to not only
enhance this view, but to also place equal
emphasis on each department or functional area.
New Vehicle Displays
One of the primary focuses of the updated
Honda dealership design is to display new
Honda vehicles in the most effective way. The
outdoor displays feature new vehicles on display
pads at highly visible, strategic locations rather
than placing a sea of cars on an asphalt parking
lot. The purpose of this approach is to focus
attention on the attributes of specific
Honda automobiles.
display area and inventory are conveniently
placed adjacent to the Showroom. A special
used vehicle display area has its own seating,
distinctive landscaping and easy accessibility from
the weather-protected Vehicle Delivery Center,
showing the used car customer how equally
important he is to the dealership. This area not
only highlights special used Hondas, but is also
a convenient starting point to browse the lot
and view the entire selection of used Honda THE SITE
vehicles. Additionally, to take advantage of
Vehicle Displays
drive-by traffic, a used car area has been
planned adjacent to the street, perfect for
displaying those special one-of-a-kind, eye
catching used cars.

Used Vehicle Displays

Over the past few years, we have expanded
our lease penetration. As a result, our off-
lease portfolio is growing every year as these
vehicles come back into our system. More and
more customers are buying off-lease vehicles,
Certified Used Cars and used cars in general.

Accordingly, it is critical that the Honda

dealership design give the same careful
consideration and provide the same level of
rewarding satisfaction to the used car customer
as it does to the new. The used vehicle Used Vehicle Displays

2.5
 PREFACE THE SITE
Vehicle Displays

New Vehicle Display

A Used Car or Certified Used Car sign (for those
dealerships that qualify) can be purchased through
the American Honda Dealership Identification
Program to give this area the finishing touch.

Used Vehicle Display

2.6
Landscaping is an often overlooked and
under-appreciated design element. Effective
landscaping need not obscure signs and other
essential exterior design elements. Instead,
properly designed landscaping can function
to soften the physical severity of building
materials—concrete, asphalt and steel—
enhancing the warm comfortable environment,
a focus of every design element in the new
Honda dealership. The site designs shown in
this manual allow for landscaping along the site
perimeter, in strategic locations in the parking lot
and adjacent to the building.
for site lighting. The new lighting will create the
highest impact and will need to comply with
any local requirements. In the front of the site,
the lighting will highlight the vehicles in the new
and used vehicle display areas, the Event Center
and will illuminate the blue Entry Cylinder on
the building. The illumination level in these areas
will draw the attention of drive-by customers.
Lighting is also important throughout other
areas of the site for security purposes, however THE SITE
it does not need to be of the same intensity.
Landscaping

There are three prototypical landscaping

recommendations designed for different regions
of the country (see page 4.21).

However, be sure to consult with local landscape

architects to select appropriate plant materials
for local conditions and to meet the design
requirements of local jurisdictions.

STREET
This manual does not provide detailed

SECONDARY
specifications for exterior site lighting because
the lighting design will be developed specifically
for each site. The proper layout and type of
lighting fixtures will be specified as part of the
Design Intent Drawings (DIDs) that you will
receive once enrolled in the program. These
DIDs will provide “footcandle” design criteria PRIMARY STREET

2.7
 PREFACE THE SITE
Lighting

This manual does not provide detailed the building. The illumination level in these areas
specifications for exterior site lighting because will draw the attention of drive-by customers.
the lighting design will be developed specifically Lighting is also important throughout other
for each site. The proper layout and type of areas of the site for security purposes, however
lighting fixtures will be specified as part of the it does not need to be of the same intensity.
Design Intent Drawings (DIDs) that you will
receive once enrolled in the program. These
DIDs will provide “footcandle” design criteria
for site lighting. The new lighting will create the
highest impact and will need to comply with
any local requirements. In the front of the site,
the lighting will highlight the vehicles in the new
and used vehicle display areas, the Event Center
and will illuminate the blue Entry Cylinder on

2.8
Essential Image Elements
The exterior of the building has been designed
to create a unique visual image by again
incorporating the curvilinear shapes that
dominated the site design.
The Entry Cylinder
The front of the building features the curved,
protruding Entry Cylinder located at the
primary building entrance, easily visible from
the main street and placed off-center, nearer
to the Service Center, if possible. The cylinder
is made out of an aluminum panel system with
an automotive finish in the Honda Blue (PMS
285C). Mounted on the cylinder is a large,
non-illuminated Honda “H” logo with a brushed
aluminum finish. The design intent behind the
brushed aluminum logo mounted on the blue
cylinder is to imitate the emblem mounted on
the hood of a Honda automobile.
The Honda “H” logo sign curves to fit flush
on the Entry Cylinder and measures 8’ high.
There are two versions available; one to fit a
20’ diameter cylinder and another to fit a 30’
cylinder. Care must be taken to assure that the
cylinder extends to a sufficient height above the
canopy to accommodate the 8’ high logo.
The Honda Wave
A canopy extends across a portion of the front
of the building. As shown in the rendering on
the adjacent page, it begins at the end of the
front wall on one side, extends across the Entry
Cylinder and ends on the opposite side of the
cylinder.
At the end of the front wall, the canopy has a
curved edge, the “Honda Wave”, which always
ends in an upswing “smile”. THE BUILDING EXTERIOR
Overview
The Honda Wave is not only a distinguishing
element in itself, but also acts to emphasize the Essential Image Elements
Dealer Name Letters are mounted on the fascia
wall above it.
The canopy has been designed to have a 10’
depth and thus affords partial sun and weather
protection for the building and patio display The Honda Wave canopy
areas. The canopy is picked up again across element embodies the
the front of the Service Center, but has been Honda “feel”
designed with a 5’ depth. Like the Entry Cylinder,
the front edge of the canopy is finished in
Honda Blue Aluminum.
Building Signs
The internally illuminated Dealer Name Letters
are mounted directly above the Honda Wave
to provide added emphasis to both the Honda Exterior Elevation We’ve used recognizable
Wave and the sign. The signage is balanced by architectural elements to create a truly unique
facility design
2.9
The blue Honda Wave helps establish a style unique to Honda. The leading edge of the
canopy is also inished with blue aluminum panels and estends from the “long” side of THE BUILDING
the building to the Entry Cylinder. The “short” side of the building has no canopy but EXTERIOR
is balanced with the Honda Trademark Letters. The Dealer Name Letters are always
Overview
placing the Honda Trademark Letters, also to provide the proper electrical wiring, wall
Essential Image Elements
internally illuminated, on the opposite end of support and access to accommodate the
the front fascia on the other side of the Entry installation of exterior signs. Refer to Chapter
Cylinder. The Honda Trademark Letters are 5 of this manual for detailed descriptions of
a different typeface than the Dealer Name all of the new signs. One of the key elements
Letters. The Honda trademark typeface governing the philosophy behind the design
should never be used in the dealer name. It is was to place equal emphasis on the sales
permissible to use the word “Honda” in the and service departments of the dealership.
dealer name but the dealer letter typeface With this in mind, the front of the building
should be used. was designed to highlight and differentiate
these primary customer destinations. The
The front fascia height must be a minimum
service area is clearly visible from the street
of 4’6” above the highest point of the Honda
and prominently identified with a “Service
Wave or the Dealer Name Letters and the
Center” sign as well as oval signs providing
Honda Trademark Letters will not fit. The
directions to customers to the various service
front fascia should be the same height on both
offerings such as Service Reception, Express
sides of the cylinder. In addition, it is critical
Change and Express Wash.

2.10
The building exterior is designed to showcase
the signage by using simple patterns and
materials. These walls are finished with a lightly
textured stucco-like material called EIFS, with
horizontal and vertical reveals (grooves) that
compliment other facade elements. The color
of this EIFS should match “Natural White
103” by Dryvit, finished with a “Sand-Pebble”
texture. To achieve the desired image, this
finish and color should be used on the main
facade, side walls of the Showroom and any
customer contact areas, particularly those
visible from the street. On a new build, it is
necessary for all exterior walls, including those
of the Service and Parts Departments. On a
remodel or retrofit project, the specified color
is necessary on all exterior walls, and both
the EIFS finish and color are necessary on the
external walls of any sales areas. This same finish
and color are strongly recommended for the
Service and Parts Departments’ exterior walls.
However, Secondary facades that do not have
street exposure or which house non-customer
oriented functions can be EIFS, concrete or
concrete block (or other suitable building
materials), painted to match Dryvit Natural
White 103 or equivalent.
Two foot square ceramic tile from Buchtal,
Series-Chroma #2, Color #549 Distinct Gray or
equivalent, complements the lighter EIFS finish.
This single row of tile starts at the bottom left
side wall and runs along the top of the front
fascia wall over the Dealer Name Letters and
Honda Wave. It continues across the top edge
of the facade, picks up on the other side of the
Entry Cylinder and runs around the top of the
side wall of the sales area.
These specific exterior building materials
THE BUILDING EXTERIOR
and colors were selected to provide a
suitable backdrop to highlight the essential Overview
image elements.
Building Materials and Colors
It was also imperative that the colors and
building materials selected were not only
neutral, durable and cost-effective but
compatible with many regional architectural
themes and design standards created for many
auto malls.
Silver Accent Band
The essential image elements, including the
Honda Wave, the Entry Cylinder, the new Honda
Blue, the new signs, and the building materials
and colors, were also selected because they can EIFS Material
be easily adapted for use on existing facilities. This
was a very important consideration since most
Honda Dealers will be remodeling or retrofitting
existing structures. For the Honda Dealers Honda Blue (PMS 285C)
planning totally new construction, incorporating
these design elements will be simple.
2.11
The new Honda dealership prototypical design
maximizes the highly visible street frontage
as well as equalizes the importance of the
customer’s sales and service experience by
placing two side wings near the front of the
building. One wing is the Honda Delivery center
that will be used primarily for the delivery of
new and used vehicles. The opposite wing is
the Honda Service Center. The Service Center
features the unusual dealership service offerings THE BUILDING EXTERIOR
in a more customer-focused way, as well as
Delivery Center
other non-traditional services that will provide
added customer convenience and loyalty

Vehicle Delivery Center

The dedicated Delivery Center is an essential
element located adjacent to the Showroom
and functions as an extension of it. Depending
upon the weather conditions in the area, the
Delivery Center can be fully enclosed to make
it functional year round. It can also take on
differing orientations or layouts depending
on site constraints. It is also important to use
proper lighting to enhance the vehicle’s finish.

2.12
The Delivery Center can be used for a variety
of activities. The primary purpose is to have
an impressive and exciting area, shielded from
noise, adverse weather conditions and dirt,
in which to deliver new and used cars. In this
environment, a car detailed for final delivery
to the customer has a better chance of staying
perfect until driven away. This is not only
critical for delighting your customers but it is
essential for improving and maintaining high THE BUILDING EXTERIOR
customer satisfaction scores. As a functional
Delivery Center
extension of the Showroom, the Delivery
Center can be used for other activities such
as special events, sales promotions for both
new and used vehicles, or even to deliver
“serviced” cars in inclement weather. If
enclosed, the Delivery Center can also house Additional bays for
displays for add-on Honda options and services extended showroom
usually presented to the customer during concept

the sales or delivery process. Cross-selling

between departments, creating additional sales
opportunities and promoting a user friendly
dealership are some of the key activities
enhanced by the new dealership design.

Delivery Center Elevation

2.13
To differentiate both the Honda facility and service experience.
Honda experience from the competitive clutter
Express Service and Express
in the marketplace, the new Honda dealership
Wash Areas
design and way of doing business places the
Self-contained modules for quick lubes, “Express
service offerings and experience at par with
Service”, and car washes, “Express Wash”,
the sales experience. Too often customers
have been designed to be added to the Service
are relegated to the rear of the dealership to
Reception area as site constraints permit.
seek maintenance for their recently purchased
Here, customers can receive express service
car. The new Honda dealership design places
without an appointment. Since these modules
the Service Center and Service Reception THE BUILDING EXTERIOR
are located in the Service Center wing near the
area near the front of the facility to give
front of the facility, they, too, are easily visible Service Center
the same degree of courtesy, respect and
and accessible from the street. These non-
professionalism demonstrated in the sales
traditional, additional service offerings provide
areas.
more conveniences for your existing customers.
The ideal Service Reception area is an They can also attract drive-by traffic providing
environmentally conditioned, fully-enclosed the potential for additional conquest sales and
area with three traffic lanes and room for up profit center opportunities. The design for these
to 12 vehicles. However, in milder climates, the options may also include dedicated waiting areas,
Service Reception area could be covered by not cashiers and technicians. Attractive, illuminated
completely enclosed. signs have been developed specifically for these
Large, easily identifiable signs
Express Service and Express Wash areas.
Where new Service Centers are anticipated,
or where they already exist, they should be
designed or renovated to incorporate the
Honda dealership image and design standards
established in this manual. These standards
include various exterior design elements,
Express Service Express Service Express Service Express Service

materials, signs and interior finishes that together

will provide a distinctive, consistently superior

Service Elevation

2.14
There are various essential image elements on
the overall site and exterior of the building such
as the Honda Wave, the Entry Cylinder, the use
of the Honda Blue and the curvilinear shapes.
When combined, these image elements not
only generate a unique image but are utilitarian
tools to promote the goals of the Honda new
facility design. These goals not only apply to the
site and the building exterior, but to the building
interior as well:
• A more consistent, recognizable image
• A customer-friendly dealership
• Enhanced dealership operational efficiencies
and capacity
• Effective communication of dealership
product and service offerings
These goals can be realized throughout every
department and functional area using the
interior essential image elements:
• Curvilinear shapes and layouts
• Open, airy spaces laid out to give “equity” to
each department
• Quality furniture, fixtures and finishes in three
color palettes
Curvilinear shapes are used both to create a
unique image, one of our goals, and to define
functional spaces that easily flow to one another.
This, in turn, creates a warm, customer-friendly
environment, another one of our goals. The
uncluttered, open layout allows for easy
access and visibility to the other dealership
departments. This not only creates a customer-
friendly environment, but also communicates
the dealership’s entire range of products and
services creating the “Honda Store” shopping
experience, another goal. While curves and
open areas help define spaces and their uses, THE BUILDING INTERIOR
they also help your sales, service and parts
Overview
operations flow together to promote the
Essential Image Elements
efficiency and function of the facility, the fourth
goal of the new Honda design. To have an
efficient, cost-effective facility also means that
the design needs to be flexible to address future
growth. This is in recognition that Honda will be
designing and manufacturing new models and
setting increasingly aggressive sales objectives for
the Dealer body. New standards for minimum
sizes of functional areas have been created to
ensure that the dealerships can both incorporate
the elements of the new design and meet the
needs of the future (see the following chapter).
After all, the ultimate goal of this entire program
is to increase sales, customer satisfaction and the
bottom line. The investment and construction of
the dealership today needs to be done correctly
as it is an investment in your future.
2.15
The four goals can also be achieved through the
quality, durable furniture, fixtures and finishes
throughout the facility, making sure that each
enhances the operational efficiency and the
warm, friendly environment. Furnishings, for
example, are a comfortable blend of wood
and metal; wood to soften the dealership
environment and metal to evoke the feeling of
our high-tech vehicles.

The essential interior image elements are THE BUILDING INTERIOR

interdependent, the goals are interdependent Overview
and the sum total of all creates the “image” or
Layout
the “Honda Experience”. The positive, new
image and experience, when implemented
consistently throughout the Honda Dealer
organization, will certainly differentiate Honda
from our competitors. We can no longer rest on
the quality of our cars alone.

SERVICE
ADVISORS

Floor Plan Example for 2000 MAP Dealership

2.16
All of the interior materials selected to reinforce
the same four goals common throughout
the Honda Dealership Image Program. The
total “look” emantes a warm, friendly and
comfortable setting. Cost factors were balanced
with durability, efficiency and the desired open,
airy image in the selection of the furniture, floor
finishes and other materials.

To accommodate personal preferences and

reflect local design themes, three color HONDA MATERIAL AND FINISH SPECIFICATIONS THE BUILDING INTERIOR
palettes for furniture, fixtures and finishes have
Revised: November 28, 2009

CODE MATERIAL
WARM COLOR SCHEME

MANUFACTURER SPECIFICATION
NEUTRAL COLOR SCHEME

MANUFACTURER SPECIFICATION
COOL COLOR SCHEME

MANUFACTURER SPECIFICATION
Overview
been prepared. For each of the warm, neutral
AC-1 ACOUSTICAL CEILING USG CEILINGS SERIES: RADAR CLIMAPLUS USG CEILINGS SERIES: RADAR CLIMAPLUS USG CEILINGS SERIES: RADAR CLIMAPLUS
ITEM#: 2410 SQ ITEM#: 2410 SQ

Furniture, Fixtures and Finishes

TILE CONTACT: MARTY HAAKE ITEM#: 2410 SQ CONTACT: MARTY HAAKE CONTACT: MARTY HAAKE
(800) 874-5129 EXT. 8220 SIZE: 2'-0" X 4'-0" X 3/4" (800) 874-5129 EXT. 8220 SIZE: 2'-0" X 4'-0" X 3/4" (800) 874-5129 EXT. 8220 SIZE: 2'-0" X 4'-0" X 3/4"

and cool palettes, a consistent and compatible AC-2 ACOUSTICAL CEILING

TILE
USG CEILINGS
CONTACT: MARTY HAAKE
SERIES: RADAR CLIMAPLUS

ITEM #: 2210 SQ
USG CEILINGS SERIES: RADAR CLIMAPLUS
ITEM #: 2210 SQ
USG CEILINGS SERIES: RADAR CLIMAPLUS
ITEM #: 2210 SQ

mix of floor, wall, furniture and fixture materials CC-1 COMPASSO CEILING
(800) 874-5129 EXT. 8220

USG CEILINGS
SIZE: 2'-0" X 2'-0" X 3/4"

STYLE: COMPASSO USG CEILINGS

SIZE: 2'-0" X 2'-0" X 3/4"

STYLE: COMPASSO USG CEILINGS

SIZE: 2'-0" X 2'-0" X 3/4"

STYLE: COMPASSO

CC-1A COMPASSO SUBSTITUTE GORDON, INC. STYLE: CONTURA GORDON, INC. STYLE: CONTURA GORDON, INC. STYLE: CONTURA

has been assembled. (212) 532-0075 (212) 532-0075 (212) 532-0075

C-1 CARPET J & J/ INVISION REQ# 93405434-E J & J/ INVISION REQ# 93405434-C J & J/ INVISION REQ# 93405434-A

(OVERALL, CONTACT: DON FICKLING CONTACT: DON FICKLING CONTACT: DON FICKLING

Your Design Intent Drawings (DIDs) will

EXCEPT INFO CENTER) (800) 241-4586 EXT.7934 OR (800) 241-4586 EXT.7934 OR (800) 241-4586 EXT.7934 OR
LISA WILCOX LISA WILCOX LISA WILCOX
(800) 241-4585 (800) 241-4585 (800) 241-4585

provide details of specific furniture and finishes C-1

OPTION
CARPET
(OVERALL,
J & J/ INVISION
CONTACT: DON FICKLING
REQ# 934-446394-001-03 J & J/ INVISION
CONTACT: DON FICKLING
REQ# 934-446394-001-02 J & J/ INVISION
CONTACT: DON FICKLING
REQ# 934-446394-001-01

EXCEPT INFO CENTER) (800) 241-4586 EXT.7934 OR (800) 241-4586 EXT.7934 OR (800) 241-4586 EXT.7934 OR

by part number, as well as layouts as to how MODULAR CARPET OPTION

24" X 24"
LISA WILCOX
(800) 241-4585
LISA WILCOX
(800) 241-4585
LISA WILCOX
(800) 241-4585

they are placed in each area of the dealership,

C-2 CARPET REQ# 93405434-G REQ# 93405434-D REQ# 93405434-B
J & J/ INVISION J & J/ INVISION J & J/ INVISION
(INFO CENTER ONLY)
CONTACT: DON FICKLING CONTACT: DON FICKLING CONTACT: DON FICKLING
(800) 241-4586 EXT.7934 OR (800) 241-4586 EXT.7934 OR (800) 241-4586 EXT.7934 OR

thus eliminating the need for a costly interior LISA WILCOX

(800) 241-4585
LISA WILCOX
(800) 241-4585
LISA WILCOX
(800) 241-4585

CB-1 COVE BASE FLEXCO COLOR: #WF-01 BLACK DAHLIA FLEXCO COLOR: #WF-01 BLACK DAHLIA FLEXCO COLOR: #WF-01 BLACK DAHLIA

designer. (SHOWROOM, CASEWORK,

AND FIXTURES)
CONTACT: BRENT FIKE

(800) 633-3151 EXT. 236

CONTACT: BRENT FIKE

(800) 633-3151 EXT. 236

CONTACT: BRENT FIKE

(800) 633-3151 EXT. 236

CUSTOMER CONTACT FURNITURE LAYOUT PLANS

CB-2 COVE BASE FLEXCO COLOR: #WF-025 LIGHT GRAY FLEXCO COLOR: #WF-025 LIGHT GRAY FLEXCO COLOR: #WF-025 LIGHT GRAY

(OFFICES, PARTS, TECH BREAK

AREAS, QUICK LUBE)

CB-3 COVE BASE (RESTROOMS) FLEXCO COLOR: #WF-032 DUNE FLEXCO COLOR: #WF-016 TAUPE FLEXCO COLOR: #WF-036 GRAY

CT-1 CERAMIC TILE GRANITI FIANDRE COLOR: #C-380 TOLIMA (BEIGE) GRANITI FIANDRE COLOR: #C-380 TOLIMA (BEIGE) GRANITI FIANDRE COLOR: #C-380 TOLIMA (BEIGE)

(SHOWROOM FLOOR) CONTACT: TRICIA DANIELS AT FINISH: SEMI-MATTE CONTACT: TRICIA DANIELS AT FINISH: SEMI-MATTE CONTACT: TRICIA DANIELS AT FINISH: SEMI-MATTE
TRI-STATE TILE SIZE: 12" X 12" TRI-STATE TILE SIZE: 12" X 12" TRI-STATE TILE SIZE: 12" X 12"
(513) 539-5200 OR (513) 728-0459 (513) 539-5200 OR (513) 728-0459 (513) 539-5200 OR (513) 728-0459

CT-2 CERAMIC TILE GRANITI FIANDRE COLOR: #R-200 BLACK GALAXY GRANITI FIANDRE COLOR: #R-200 BLACK GALAXY GRANITI FIANDRE COLOR: #R-200 BLACK GALAXY

(FEATURE VEHICLE RING) FINISH: POLISHED FINISH: POLISHED FINISH: POLISHED

SIZE: 12" X 12" SIZE: 12" X 12" SIZE: 12" X 12"

CT-3 CERAMIC TILE GRANITI FIANDRE COLOR: #C-380 TOLIMA (BEIGE) GRANITI FIANDRE COLOR: #C-380 TOLIMA (BEIGE) GRANITI FIANDRE COLOR: #C-380 TOLIMA (BEIGE)

(RESTROOM FLOOR) FINISH: SEMI-MATTE FINISH: SEMI-MATTE FINISH: SEMI-MATTE

SIZE: 12" X 3", 12" X 12" SIZE: 12" X 3", 12" X 12" SIZE: 12" X 3", 12" X 12"

FACTORY CUT FACTORY CUT FACTORY CUT

CT-4 CERAMIC TILE GRANITI FIANDRE STYLE: GRANITI REALI GRANITI FIANDRE STYLE: GRANITI REALI GRANITI FIANDRE STYLE: GRANITI REALI

(RESTROOM FLOOR CONTACT: TRICIA DANIELS AT COLOR: #R120 AZUL BAHIA CONTACT: TRICIA DANIELS AT COLOR: #R120 AZUL BAHIA CONTACT: TRICIA DANIELS AT COLOR: #R120 AZUL BAHIA

ACCENT) TRI-STATE TILE (BLUE) TRI-STATE TILE (BLUE) TRI-STATE TILE (BLUE)
(513) 539-5200 OR (513) 728-0459 SIZE: 3" X 3" FACTORY CUT (513) 539-5200 OR (513) 728-0459 SIZE: 3" X 3" FACTORY CUT (513) 539-5200 OR (513) 728-0459 SIZE: 3" X 3" FACTORY CUT

CT-5 CERAMIC TILE DAL-TILE COLOR: #D-135 ALMOND DAL-TILE COLOR: #X114 DESERT GRAY DAL-TILE COLOR: #K-176 ICE GRAY

(RESTROOM WALL) CONTACT: MARSHA McCAULEY FINISH: GLOSS CONTACT: MARSHA McCAULEY FINISH: GLOSS CONTACT: MARSHA McCAULEY FINISH: GLOSS

(513) 759-9325 SIZE: 4" X 4" (513) 759-9325 SIZE: 4" X 4" (513) 759-9325 SIZE: 4" X 4"

CT-6 CERAMIC TILE DAL-TILE COLOR: #0161 URBAN PUTTY DAL-TILE COLOR: #1469 GALAXY DAL-TILE COLOR: #1469 GALAXY

(RESTROOM WALL ACCENT) CONTACT: MARSHA McCAULEY

(513) 759-9325
FINISH: GLOSS

SIZE: 4" X 4"

CONTACT: MARSHA McCAULEY

(513) 759-9325
FINISH: GLOSS

SIZE: 4" X 4"

CONTACT: MARSHA McCAULEY

(513) 759-9325
FINISH: GLOSS

SIZE: 4" X 4"

2.17
CT-7 NOT USED

CT-8 CERAMIC TILE GRANITI FIANDRE COLOR: BLACK GALAXY GRANITI FIANDRE COLOR: BLACK GALAXY GRANITI FIANDRE COLOR: BLACK GALAXY

(SPEED SHOP FLOOR TILE) FINISH: SEMI-MATTE FINISH: SEMI-MATTE FINISH: SEMI-MATTE

SIZE: 12" X 12" ACCENT TILE SIZE: 12" X 12" ACCENT TILE SIZE: 12" X 12" ACCENT TILE

D-1 GLASS AND ALUMINUM DOOR #3070 MEDIUM STYLE #3070 MEDIUM STYLE #3070 MEDIUM STYLE

COLOR TO MATCH SF-1 COLOR TO MATCH SF-1 COLOR TO MATCH SF-1

D-5 WOOD DOOR #3070 COLOR TO MATCH PL-3 #3070 COLOR TO MATCH PL-3 #3070 COLOR TO MATCH PL-3
 Kid’s Play Area wall covering

Info Center wall THE BUILDING INTERIOR

covering options
Overall chair fabric
Overview

Literature holder metal finish Color Palettes

Honda Blue laminate for case- Common Finishes
work, trim and Kids' Play Area Overall interior paint

Tabletop/casework laminate
Fixtures and accent
Showroom desktops and stripe
casework laminate
Info Center and Showroom
accent laminate Honda Blue accent
stripe
Kids' Play Area counter laminate
Info Center and
Consultation Area
paint option

General floor tile

Restroom floor accent

2.18
You can select colors and finishes from one
of the following three palettes based on your
personal taste and that of your customers.

Keep these palettes in mind as well as your

specific facility as you review the various building
interior sections that follow.

THE BUILDING INTERIOR

Overview

Color Palettes
Neutral

Info Center carpet

Overall carpet
Furniture upholstery
Feature vehicle tile
Overall floor tile
Info Center upholstery option

2.19
THE BUILDING INTERIOR
Overview

Color Palettes
Cool

2.20
THE BUILDING INTERIOR
Overview

Color Palettes
Warm

2.21
If you ask a customer what purchasing
experience they dread the most, purchasing
a car or getting it serviced would rank very
high. Female buyers, the majority of Honda’s
customer base, particularly feel threatened
by the whole dealership experience. The
automobile company that develops a reputation
for eliminating this “fear factor” and establishes
a friendly, unintimidating environment that
does not insult the customer’s intelligence, will
differentiate themselves from the competition.
With this in mind, the customer contact areas
throughout the dealership have been designed
to “invite” the customer in by creating an
environment with which the customer can
identify. Again, curvilinear shapes rather than
hard angels give a more “at home” feeling.
Environmental graphics, like the new pictorial
backdrops, not only help to illustrate the spirit
of the vehicle, but also help the customers to
envision themselves in natural settings in our
cars.
More than ever, today’s customers want to
have the feeling of being in charge, or having
the choice of self-serve or full-serve, which is a
THE BUILDING INTERIOR
choice they often have in many other aspects of
their lives. Customer Contact Areas
The surge of internet users and “computer Showroom
hackers” is certainly a testimony that the
consumer is comfortable with acquiring
information on their own through technology.
A facility program that
ignores these trends would
be short-lived and therefore
contrary to one of our major
goals of creating an efficient
facility amenable to future
growth. That is why the new
Honda facility design includes
interactive computers in
key customer contact areas
to give the customer the
self-serve option. Instead
of disregarding this major
2.22
consumer trend, let it help you sell products and displays a prominent “Welcome” statement
services. and provides an efficient workstation allowing
the receptionist to perform other important
There are various customer contact areas in
functions for the dealership such as telephone
every dealership but the new honda facility
answering and word processing. This reception
design, focused on the real world needs of
area becomes the passageway to the Showroom
today’s customer, has made improvements to
and the innovative “Info Center”.
the traditional areas. The design includes a few
non-traditional modules such as a Kid’s Play
Area and the “safe zone” Info Center in the
showroom and in the Event Center outside. THE BUILDING INTERIOR
Customer Contact Areas
In the showroom, the curvilinear design blends
the various areas which include Reception, Info Showroom
Center, Kid’s Play Area, Vehicle Displays, Sales Reception
Consultation Stations, Sales Workroom, F&I
offices and Management Offices.

In line with our image and our goals is the

need to have the customers welcomed to
the dealership by a non-threatening, non-
sales person. This happens immediately upon
entering the dealership through the round Entry
Cylinder. The receptionist, at a round reception
station designed to eliminate the territorial “us”
and “them” syndrome, can direct customers
to the various dealership departments. The
receptionist can also offer refreshments, the
opportunity to obtain self-serve information
at the Info Center, or the chance to browse
throughout the dealership. The circular desk

2.23
Just as important as making the sales and service
experience enjoyable, we should also make
customers feel at ease when all they want is
information. A central feature in the Honda
dealership is the “Info Center”, a relaxed, cafe-
like environment where customers can educate
themselves through literature, information
panels or, as available, interactive computers.
The information rich Info Center is one of
the most critical components in any Honda
redesigned facility. Its purpose, like that of the
entire Honda Dealership Image Program, is to
be responsive to new consumer expectations. It
can provide the customers with a comfort zone,
a low-pressure sales environment in which they
can relax and obtain important technical vehicle
and dealership information. Customers can shop
alone in the Info Center until they decide to
seek further assistance.
graphics or can be solid Honda Blue. Raised
lettering is available to mount to the back wall,
welcoming the customers to the dealership.
The overall message conveyed by the two walls
together is “Honda is high-tech, but not at the
expense of the environment.”
The open floor plan and central location on
the Info Center allow customers to easily
observe, locate and conduct business in other
departments. The Info Center enhances the THE BUILDING INTERIOR
Honda dealership image, he customer-friendly Customer Contact Areas
environment and the dealership efficiency, as
Showroom
well as allowing the customer to see all of the
Info Center
dealership’s product and service offerings.

The Info Center has two curved walls build with

a space between them to allow sufficient room
so that computer hardware can be installed in
the front wall. The front wall can accommodate
one or more computers with interactive
software, the Honda Color & Trim Book,
two literature racks and various changeable
information panels. The higher, back wall is
covered with one of four serene, environmental

2.24
Since Honda has proven to be very popular
with families, the interior facility design includes
a Kid’s Play Area located behind the Info Center.
This location is critical for a variety of reasons.
With kids close by, parents can relax, enjoy
refreshments and review vehicle and dealership
information in the Info Center. The Info Center/
Kid’s Play Area is located at a pivotal point in
the facility, at the intersection of the Showroom
and Service and Parts Corridor, so as to be THE BUILDING INTERIOR
seen or monitored from various vantage points.
Customer Contact Areas
Customers in for parts and service, as well as
customers in the Showroom, can use this area Showroom
for their children. Kid’s Play Area

With child-size furniture and ample playthings,

this area fosteres quiet play and will entertain
kids while their parents conduct their
dealership business. The play area design
integrates many of the “grown-up” elements in
the Showroom, including a shelf for either actual
or toy computers, just like the ones in the Info
Center for the grown-ups.

2.25
For customers to envision themselves in various
settings in our cars, the new customer-friendly
Honda Showroom is designed with a variety of
environmental graphics on various curvilinear
display walls that “cup” the cars, forming efficient
display modules.

All too often, showrooms are a sea of

automobiles with little opportunity to view the
entire vehicle either because it is blocked by
another vehicle or the customer can’t get far THE BUILDING INTERIOR
enough away to see it all. The layout of the new Contact Customer Areas
Honda Showroom is open and uncluttered,
Showroom
allowing ample opportunity to view the vehicles
Vehicle Displays
from several vantage points. Each car will have a
home, framed by an exciting pictorial backdrop,
that “illustrates” the spirit of the car. Each
backdrop also has a key word on it that evokes
the essence of the scene as well as a major
selling feature of the vehicle in front of it. Sales
people can use the key word to explain specific
vehicle benefits to customers to build value.
Each Dealer can select scenes based on the local
environment and customer profile.

As well as creating a coloful, dynamic

showroom, these backdrop walls provide
areas for non-dedicated Sales Consultation
Stations which allow for private conversations
and negotiations between salespeople and
customers.

2.26
1.1
The new design places the Sales Consultation
Stations and offices close to the action without
intimidating the customer. They are located
literally “behind the scenes” once the customer
decides the time is right to talk to a sales
consultant. Behind each graphic backdrop there
are two Sales consultation Stations. The stations
are dispersed throughout the Showroom and
are positioned to provide views to the outside
and other areas of the dealership. THE BUILDING INTERIOR
The Sales Consultation Stations, equipped with Customer Contact Areas
computers loaded with the appropriate vehicle
Showroom
and dealership data, are intended to be available
Sales Consultation Stations
for any sales consultant and customer. They are
not dedicated work stations assigned to specific
sales consultants. A separate Sales Workroom
with divided work spaces is provided for this
purpose.

2.27
The Sales Workroom is adjacent to the complement other dealership furnishings and
Showroom and houses the sales consultants’ are attractive, comfortable and efficient.
phones, file cabinets and personal effects. The
The design of the Sales Workroom illustrated
main reason for keeping personal effects out of
in the plan is suggested only. The layout can be
the Sales Consultation Stations is to eliminate
modified to provide increased area or amenities
the threatening territorial feeling of a liar and to
and can also be adjusted to provide for separate
establish a comfortable, neutral ground between
conference, training or break rooms, again based
the customer and the sales consultant.
upon individual needs.
The furniture and fixtures were also chosen
to avoid the connotation of “power” or “us THE BUILDING INTERIOR
and them”. The rounded desk helps to build Customer Contact Areas
a relationship between the sales consultant
Showroom
and the customer. The chairs are comfortable
Sales Workroom
the area is carpeted, and the space is lit with a
special light fixture that provides a sense of a
lower ceiling without the expense. In addition,
the computers in the Sales Consultation Stations
reinforce the “high-tech” climate that was
introduced in the Info Center and can access the
same data base, if desired.

The Sales Workroom is not a customer contact

area. However, it is necessary to explain it here
because the workroom has essential workspace
not provided by the Sales Consultation Stations.
The sales consultants need an area to conduct
dealership business that provides more privacy
and control than what the Showroom offers.
The workroom is this area. The furnishings

2.28
While the Sales Consultation Stations provide Reception on the other.
some privacy, there comes a point in the sales
This way the cashier can both monitor the
process when the customer needs to convey
Retail Parts Center as well as handle the service
confidential information and the open floor plan
customers. Continuing down the corridor is
is no longer appropriate. To provide this privacy,
the Customer Center, or waiting lounge. At the
our designs still include traditional offices for F&I
end of the Customer Center, a doorway permits
and for the Managers.
the customers to enter the Service Department
Wherever customers are, they need to feel and view vehicles being serviced from a long,
comfortable, important and appreciated. The divided walkway, the Service Viewing Walkway.
designs for these offices focus upon generating Beyond the Service Viewing Walkway are the THE BUILDING INTERIOR
the same customer-friendly environment common service bays. Customer Contact Areas
to the rest of the dealership. The same warm,
Showroom
comfortable, yet functional furnishings and
F&I and Management Offices
finishes found throughout the facility are used in
these areas to demonstrate that every function
of the dealership is of equal importance.

Designed to be efficient as well as customer-

friendly, the offices have ample storage space for
documents and computer equipment. Like all
of the other administrative areas, these offices
can be customized to fit specific operational
requirements.The Info Center was strategically
placed at the intersection of the Showroom
and Parts and Service Corridor. Traveling down
the corridor, the customers come to the Retail
Parts Center with an accessorized vehicle in
the center, the cashier on one side and Service

2.29
Again, the design layout is governed by our
four goals: establishing a great dealership image,
creating a customer-friendly environment,
enhancing efficiency/capacity, and communicating
product and service offerings.

The new design, particularly in the Retail Parts

Center, includes a variety of counters, display
units and other fixtures. The Design Intent
Drawings you will receive after you enroll in the
program will give your General Contractor the THE BUILDING INTERIOR
dimensions and necessary guidance to construct Customer Contact Areas
SERVICE
these fixtures. ADVISORS
Parts and Service
This section of the dealership contains various
customer contact areas:
• Retail Parts Center
• Service Reception
• Customer Center
• Service Viewing Walkway

2.30
1.1
An open aisle creates a seamless transition
from the Showroom to the Retail parts Center.
Here, innovative fixtures provide for up-to-date
merchandising of Honda parts and accessories,
as well as an accessorized vehicle. Customers
buying new or used Hondas can easily be
shown accessories or options that will either
customize or upgrade their vehicle. They can
also view various accessories already installed on
the display vehicle, thus making the Retail Parts
Center an extension of the Showroom.
The Retail Parts Center is an extension of
the Service Department as well. The Service
Reception area’s location, adjacent to the Retail
Parts Center, offers a clear view of the cashier
as well as the parts and accessories on display.
The service advisors, by merely turning around
and walking a few feet, can use the Retail parts
center to present new products to customers
or to demonstrate the value of using genuine
Honda parts and accessories. Since the Retail
Parts Center and Service Reception area are
next to each other, it also requires the service
customer to wander through the parts area to
get to the Customer Center, or lounge, giving
the Retail Parts Center more exposure.
To maximize the goals of the design, i is
important not to switch the location of the
Retail Parts Center/Service Reception area
with the Customer Center (lounge). With the
designed layout, both showroom and service
customers have immediate access to the Retail
Parts Center. If you “flip-flop” the location
of the Retail parts Center and the Customer
Center, The Retail Parts Center is no longer an
extension of the Showroom, service customers
no longer have to travel through it to get to the
lounge and the cashier can’t watch over it. The THE BUILDING INTERIOR
Customer Center also needs to be adjacent to
Customer Contact Areas
the service bays to invite customer viewing of
the repair process, bonding them to the whole Parts and Service
dealership experience. Retail Parts Center
The location of the Retail Parts Center gives it
maximum exposure which will generate more
customer visits. This should prove to increase
parts and accessory sales.
2.31
 Not only is it important to display select parts
and accessories in the Retail Parts Center,
customers should be able to see just how
extensive the parts inventory is. In that regard,
the facility design intentionally provides views
into the parts storage area from the retail
parts counter. In renovation and retrofit facility
projects, to maximize the effectiveness of the
parts operations, it is critical that limited or
poorly designed retail and wholesale parts areas THE BUILDING INTERIOR
be redesigned to include merchandising areas
Customer Contact Areas
visible to customers.
Parts and Service
The Parts Department is a vital part of the
Retail Parts Center
Honda dealership’s overall marketing strategy.
The wholesale, storage and parts suport areas
will be covered later in this chapter

2.32
1.1
The ideal Service Reception area is a fully
enclosed and environmentally conditioned
location with three traffic lanes and room
for up to 12 cars. However, in milder
climates, the area could utilize a canopy
without the enclosure.
The traditional service advisor booths or
“islands”have been eliminated and replaced
with service write-up stations (“Service
Advisor Stations”). Each station has an
interior portion (“Sit-Down Station”)
located inside the main building, adjacent to
te Retail Parts Center, and another portion
that extends the station outside (“Stand-
SERVICE
ADVISORS
up Station”) into the Service Reception,
vehicle drive-up area. The interior Sit-
Down Stations can also be used as Sales
Consultation Stations during peak hours
if Service Reception is closed. Customers
can drive up and get quick service at the
outside, Stand-Up Stations or discus their
service needs in more depth by sitting
down in the comfort of the inside stations,
which also exposes them to the Retail
Parts Center. Both sections of each Service
Advisor Station provide ample work space
and can include computers. The Design
Intent Drawings provided in this program
include detailed instructions to help your
general contractor build these stations as
well as all of the other fixtures included in
this manual.
Inside the Service Reception area there
are banners depicting the specific services
available. There are also menu boards
displaying standard price lists or “service
specials” to assist your service advisors in
THE BUILDING INTERIOR
their merchandising efforts.
Customer Contact Areas
Parts and Service
Service Reception
2.33
If customers decide to wait at the dealership
for service to be performed on their
vehicles, we have created an area, the
Customer Center, that will keep them busy
or allow them to relax if they choose. The
Info Center, the Retail Parts Center, the
Service Viewing Walkway and the Customer
center are all visible and easily accessible
from the Service Reception Stations. The
Customer Center is located so as to provide
views into the service bays on one side and
the parts and accessories displays on the
other. It also includes comfortable individual
lounge chairs as well as a built-in fixture for
a television. We have changed the name
of the traditional, customer lounge to the
Customer Center because this area offers
customers more than just a place to sit.
It incorporates divided Business Center
Stations for our busy customers which
can be equipped with telephones, modem
outlets and even fax machines. The
number and location of the Business Center
Stations are flexible and can be modified to
meet local requirements.
Restrooms are conveniently located near
the Customer Center. The prototypical
plans should be reviewed by your design
professional and modified to meet local
ordinances and codes. allow customers to observe repair and
maintenance operations. Now that the
The furnishings, finishes and fixtures for the
service bays can be used to contribute to
Customer Center and restrooms have all
our dealership image and merchandising
been selected to be durable, cost-effective
efforts, we have designed special banners to
and harmonious with the other areas of the
suspend from the ceiling above them.
dealership.
The Service Viewing Walkway should be
Customer contact areas in the New and
adjacent to the Customer Center for easy
Used Vehicle Departments and adjacent
accessibility.
display lots have been improved in innovative THE BUILDING INTERIOR
ways by our new design. The customer
Customer Contact Areas
contact areas in the Parts and Service
Departments that have traditionally taken Parts and Service
a “back seat”, now play equally important Service Reception & Service
roles in our new philosophy. Many of these Viewing Walkway
contact areas have historically been optional
but are now critical to the development of
the lasting impression we want to give
our customers.
The Honda Dealership Image Program
site and facility designs are focused on
providing many new customer contact
SERVICE
areas. In the new designs, various areas ADVISORS
of the dealership that have generally
been “behind the scenes” are no longer
hidden away. To make customers
feel even more welcome, we have
provided a Service Viewing Walkway
along one side of the service bays to
2.34
To support an effective wholesale parts
operation, the dealership design offers a
dedicated Wholesale Parts Reception area with
a counter and a parts staging area.

While these wholesale parts functions are

shown only in the larger MAP designs, they can
be incorporated into any size of
the dealership.

These areas provide ample room for the staging THE BUILDING INTERIOR
of parts destined for wholesale customers and
Customer Contact Areas
for any telemarketing functions associated with a
successful Wholesale Parts Department. Parts and Service
Wholesale Parts

2.35
The Dealer’s office, general office, conference
and break rooms, cashier and other
administrative offices were designed in core
areas. Core areas are modules that are flexible
and can be reconfigured, expanded or modified
to meet your functional needs.

The prototypical plans in this manual show

only a few of the possible designs for these
functions. There is an optional second floor plan
included for the larger MAP plans, however, THE BUILDING INTERIOR
a second floor can be added to almost any Other Dealership Areas
of the prototypes. Normally second floors
Administrative Offices
are encountered in larger dealerships in
order to better utilize the ground floor for
customer contact areas. Where economics or
site constraints dictate, many administrative
functions can be located on the second floor.
Be aware, however, that recent legislation and
building code requirements dictate how these
second floor spaces are to be designed. Consult
your local design professional to ensure that the
final plan will meet your local codes.

2.36
In designing the new Honda dealership, the
importance of a profitable Parts Department
was not overlooked. In addition to the various,
innovative customer contact areas already
reviewed in this manual, the Parts Department
also has redesigned parts support areas.

These support areas include an office for the

Parts Manager, storage for warranty parts and
special tools in a secure enclosure, shipping and
receiving areas, and counters for tech parts. THE BUILDING INTERIOR
Other Dealership Areas
The parts support areas take advantage of
sophisticated merchandising techniques and Parts Support Area
flexible plans to allow dealers to expand their
retail and wholesale parts operations to meet
the growing demands of their customers.
However, the design of specific support areas
for the Parts and Service Departments can
be customized to meet the needs of your
operation. That is why the new Honda design
houses these functions in a flexible zone that can
be expanded or reduced based on your specific
SERVICE
operation. ADVISORS

2.37
The customer contact areas for sales and service
customers are up front, equally appealing and
accessible to enhance customer satisfaction
and repurchase loyalty. Employee comfort and
loyalty are equally important.

The new Honda design incorporates service

facilities that provide the same sense of
comfort, security and respect for the Service
Department employees as found in the
Showroom for the salespeople and managers. THE BUILDING INTERIOR
Other Dealership Areas
Like the administrative offices and parts support
areas, the Service Department support areas Service Department
can also be modified to meet specific needs.

The Service Department is divided by the

Service Viewing Walkway, a customer contact
area. The service stalls are on one side of the
walkway and the technician areas and service
offices are on the other side. This shows
service employees and customers alike that
service is not hidden “in the back”. This design
encourages the interface between employees
and customers.

2.38
 3. Minimum Space Standards
As Honda continues to succeed in sales volume
and expands its product line, issues of dealership
capacity and operational philosophy need to
be addressed. As the gap narrows between
perceived quality and brand pricing, product
differentiation is now, and will continue to be,
more dependent on the dealership’s location,
image and its capacity.
Evaluating Dealership Capacity
Requirements
Honda recently completed a comprehensive
analysis of what types of services consumers
expect from automobile dealers. As a result
of this analysis, Honda has developed a new
design concept that includes a family of Honda
dealership layouts in various sizes. There are
small, medium, large and very large floor plan
layouts that can be adjusted to meet the specific
operational needs of each Dealer. At the
same time, Honda re-evaluated the dealership
capacity standards to ensure the ongoing and
future operational efficiency, growth potential
and profitability for Honda dealerships. This
evaluation focused on the following issues:
• Escalating land and building costs and the
resulting pressure to increase productivity and
profitability of new and existing dealership
space
• Recognition that most Dealers will be
renovating or retrofitting existing facilities and
not building entirely new ones.
• Desire to maintain Honda customer loyalty
in all departments with a special emphasis in
Service and Used Car Departments.
• Increasingly reliable cars, thus requiring lower
service frequency.
• Intense competition for customer service
dollars with aftermarket service and parts
providers.
MINIMUM SPACE STANDARDS
After all of the analysis and issues were
considered, Honda established new Minimum Overview
Space Standards.
Facility designers and various departments
within the American Honda corporate
organization worked together to develop facility
standards based upon previously established
minimums as well as industry standards and
newly evolving trends in retailing. The minimum
standards presented herein and the prototypical
designs for prototypical Honda dealerships also
took into account operating data collected from
various Honda dealerships.
Minimum dealership facility standards are just
that. . . minimums. It is not possible, nor is it the
purpose of this section, to address each Dealer’s
specific dealership needs. Rather, Honda has
established minimum space standards for five
basic dealership areas: land, sales, administration,
3.1
parts and service. These standards meet the
goals of the Honda Dealership Image Program
and can be expanded and customized to meet
individual Dealer’s operational needs. Actual
designs can exceed any or all of the standards
to accommodate site constraints, operational
issues, climate conditions, environmental
requirements, local ordinances, existing building
configurations or other variables.

Honda recognizes that each Dealer has MINIMUM SPACE STANDARDS

individual needs and encourages all Dealers Overview
to analyze their dealership operations to
ensure that adequate space is available in
each department to enhance the operational
efficiency and encourage future growth. With
this in mind, Honda Dealers involved in planning
new facilities or renovating existing facilities
should contact their local Zone management.
The Zone Office personnel will be able to
provide valuable assistance in tailoring facilities
to meet specific needs or to answer your
questions regarding individual standards.

3.2
The criteria used in determining the minimum • Building Footprint • Retail Counter
space standards for a given dealership • Recommended Site Frontage • Technician Counter
included Market Area Potential (MAP), Units
• Total Site Size • Shipping/Receiving
in Operation (UIO) and Repair Order (RO)
Showroom which includes climate • Special Order Bins
count. (See Glossary for MAP explanation.)
controlled areas for: • Warranty Parts
When planning a new Honda image facility • New Vehicle Display
• Wholesale Parts Counter & Storage
project, the minimum standards are the • Sales Consultation Stations
basic dimensions that each dealership • Retail Parts
• Manager’s Offices
facility should meet for its exclusive Honda • Accessorized Vehicle Display Area
operations. Care should be taken to plan • F&I Offices MINIMUM
• Total Parts Area
your facility to ensure compliance with • Kid’s Play Area SPACE STANDARDS
• Service Department which
these standards. In most dealership areas, • Info Center Overview
includes:
the new Honda Dealership Image Program • Reception
minimum space standards are greater than • Workstalls and Lifts
• Entry
those required in the past. The increases • Customer Viewing Walkway (Aisle)
were necessary to enhance capacity for • Total Showroom
• Service Reception Stalls
future growth and to allow ample space to Administrative Offices which • Service Advisor Stations
accommodate the new elements and modules. include:
• Service Manager Office
• Sales Workstations
The facility minimum standards involve the • Service Consultation Area
• Conference/Breakroom
following areas: • Service Support
• Dealer’s Office
(Lockers, Equipment, Tools)
Usable land which includes:
• General Office & Cashier
• New Car Display/Storage • Service Administration
• Office Manager/Controller’s Office
• Used Car Display/Storage • Circulation
• Total Administrative Area
• Customer Parking • Customer Center (Lounge)
• Service Drive Staging Parts Department which includes: • Business Center Stations
• General Parts Storage
• Service Parking • Restrooms
• Mezzanine Storage (if applicable)
• Employee Parking • Total Service Area
• Parts Manager’s Office

3.3
The matrices that follow will provide you with
general guidelines when planning your new
facility. However, there are many other variables
specific to each dealership point that must be
considered and which may affect the minimum
space required:
General
• Market maturity (growth, stability)
• Shape of lane, frontage, local zoning
requirements
• Cost of land and construction
Sales
• Typical number of units in inventory
• F&I business
• Lease business
• Off-site storage of vehicles
• Volume of used car business
Parts
• Wholesale parts business
• Use of high-density storage systems
• Parts delivery system
• Retail parts and accessory volume
• Parts and accessory displays
Service
• Retail service business
• Number of hours operation
• Number of work shifts
• Number of stalls for each technician
• Satellite service operations
• Future warranty coverage
• Quality of new and used units sold
• Units in operation
• Body Shop business (if applicable)
Keep the idiosyncrasies of your specific
dealership’s operations in mind as you review MINIMUM SPACE STANDARDS
the matrices on the next few pages. Evaluating Variables
The minimum standards charts are divided
into seventeen size ranges. Each MAP category
was matched up with an average/typical Repair
Order (RO) count and Units in Operation
(UIO) figure. If your actual RO or UIO numbers
vary significantly from the typical numbers
shown, the size of your Parts and/or Service
Department(s) may need to be adjusted
accordingly.
3.4
Useable Land Standards size and, like Customer Parking, the required
The following matrix establishes the minimum space is 360 square feet for each space.
site size for a dealership within each MAP • The Building Footprint is the sum of the
category range. The dimensions reflect net building components on the following four
matrices with the assumption that all building
usable space which does not include any areas are on the ground floor. Naturally,
space for perimeter or excessive parking lot having a two story facility would reduce the
landscaping. These standards also do not include footprint square footage.
any other areas which may need to be dedicated • The Total Site Size is the sum of all of the
to drainage, easements or setbacks. areas above, shown both in square feet
and acres.
Space Calculations MINIMUM SPACE STANDARDS
• The Recommended Site Frontage varies with
• New Car Display and Storage is based on a Overall Site
the MAP and Showroom sizes. Sufficient
two month supply of new cars at 256 square
frontage is indispensable to general facility
feet per car. This will allow enough space for
visibility and accessibility as well as to the
the car itself and circulation to it.
proper display of both new and used vehicles.
• Used Car Display and Storage is based on a
one month supply of used cars at 300 square
feet per car which allows space for the vehicle
as well as circulation to and around the car
• Customer Parking spaces are 360 square feet
per car to allow for easy access and egress
of the vehicle. The number of spaces rises
as the MAP goes up in anticipation of the
additional traffic.
• Service Drive Staging again relates to MAP
size with an allowance of 300 sq ft per car.
• Service Parking is determined by multiplying
80% of the typical MAP size (midpoint of the
range) by the typical RO count for that size,
then dividing by twelve months and then again
by 22 working days in a month. The square
footage requirement per space is 270.
• Employee Parking is specified for each MAP

3.5
This matrix establishes the Showroom and Sales • The number of offices are determined by
Department space standards. These dimensions the MAP size. They are each 120 square feet
plus additional space for circulation to these
allow for all traditional Showroom functions offices. This additional space is calculated by
and the additional modules included in the new taking 25% of the appropriate office size and
Honda Dealership Image Program. The matrix adding it in for circulation
is a particularly useful tool when designing the • The space standards for the Kids’ Play Area,
Showroom. the Info Center, the Reception Area and the
Entry all vary slightly by MAP size and are
Space Calculations listed on the matrix below.
• Showroom display units are based on the
• The total Showroom size standard is the sum
MAP size. The space standards assume that at MINIMUM SPACE STANDARDS
of all of the elements discussed above.
least 50% of the vehicles will be set against the
vehicle backdrops. The space standard allows Showroom and Sales Department
for adequate circulation to give the customer
enough room to see the entire vehicle instead
of making the customer squeeze between too
many cars.
• Sales Consultation Stations are based on one
station for two salespeople at 120 square feet
per station (includes circulation). At least 50%
of the consultation stations, but no more than
ten, should be behind vehicle backdrops.

3.6
Space Calculations
• Sales Workstations are located in a room
adjacent to the Showroom floor where
salespeople can maintain their files and make
calls. One space is allotted to each salesperson
and each space is 30 square feet.
• Conference/Breakroom sizes vary by MAP
and are listed on the matrix.
• The Dealer’s Office is 200 square feet and is
based on one Dealer and/or General Manager
on the premises at any one time. Of course,
additional offices can be added to the design MINIMUM SPACE STANDARDS
if needed. Administration
• The General Office space is based on 100
square feet per person and 25 square feet
for the Cashier. Naturally, as the MAP size
increases, the number of people in the office
increases and the General Office space
requirements go up accordingly.
• There may be one or two Office Managers
depending on the volume of the dealership.
The space allotted to each office is 120 feet.

3.7
The bottom row of figures shown on the
matrix represents the total square footage
that is occupied by the Parts and Accessories
Department depending on the MAP size. This
is the space required to store Honda parts and
accessories as well as allowing for administrative
space.
Space Calculations
• Accessory space figures are based on a
national average of accessories sold per new
vehicle retailed multiplied by the Dealer’s
Market Area Potential.
• The parts storage space figures are based
on two major sales categories: an average
of parts sold on Customer Pay, Internal and
Warranty Repair Orders times the typical
monthly RO count; and an average of Retail
Counter parts sales. The two parts sales
categories are added together with the
accessory sales, and adjustments are made
to allow for a turn ratio of 6 times per year
or two month’s supply of inventory.
• The General and Wholesale Parts Storage
figure represents the square footage of
space needed for parts and accessories
storage but does not address the types of
bins or storage media that are to be used.
Bin types and sizes must be determined
by the individual Dealer depending on the
types and quantities of parts they will stock.
Consideration should also be given to high-
density parts storage systems to increase
utilization of every square foot of available
space.
• The Parts manager should have an office • The figure for the Special Order and parts
to allow for privacy when conducting Storage Area represents the square footage
employee conferences and when working of space required but does not address
on sensitive documents. The office should the types of bins or storage media that are
be situated in such a manner that it allows to be used. 36” bins are suggested for this
the Parts manager a view of as much of the purpose. A total of 3% of the total square
department as possible. At a minimum, the footage of the Parts Department should be
Parts manager should be able to view the allotted for this area,
front counter, back counter and the back up to a limit of 100 sq. ft.
door.
• The figure for the Warranty Parts Storage
• The Retail Counter should be situated Area again does not address the types of
near the Customer Center. Approximately bins used. Again 36” bins are suggested and MINIMUM SPACE
50 sq. ft. per work station area should 3% of the total Parts Department square
be allocated. This would include the footage should be allocated, up to 100 sq. STANDARDS
actual counter space, approximately 3.5’ ft. Parts Department
x 4’ to 5’, 4’ behind the counter for the
counterperson and 4’ in front of the
counter for the customers.
• The Technician’s Counter should be situated
adjacent to the Service Department but
segregated from retail areas. Approximately
50 sq. ft. per work station area should
be allocated. This would include the
actual counter space, approximately 3.5’
x 4’ to 5’, 4’ behind the counter for the
counterperson and 4’ in front of the
counter for technicians
• The Shipping and Receiving Area must
be an open space to allow the stacking
of incoming freight. It should also include
a table or desk as a workstation for the
receiving clerk. A total of 8% of the total
Parts Department should be allotted for
this area up to a limit of 1,000 sq. ft.
3.8
The dealership Service Department space
standard matrix that follows is a simplified
version of the previously employed
mathematical approach. The previous
methodology recognized that dealership service
facility requirements are based on the greater of:
• The Dealer’s average monthly total Repair
Orders (ROs) based on the most recent 12
months,
or
• The potential for the Dealer to attain 40%
Service Market Share, based on the dealer’s
assigned Units in Operation (UIO).
In this way, a Dealer whose RO volume
currently exceeds 40% Service Market Share
will have sufficient space for the business; and a
new Dealer, or one with less than 40% Service
Market Share, will build a facility with sufficient
space to accommodate this planned growth.
The current matrix utilizes average RO and
UIO counts within each MAP range. If the RO
and UIO counts for your dealership do not
fall within 50% of the averages shown in the
matrix, the minimum standards for your Service
Department may need to be adjusted.
If this is the case, please contact your Zone for
assistance.
Assigned units in Operation are based on the
number of one-to-ten-year-old Honda Vehicles
registered in the Dealer’s Service Market area.
The Service Market is defined differently than
the New Car Sales Market. It is based on a ten
mile radius from the dealership, using non-
overlapping polygons in metro markets where
these borders would normally collide (think
of three balloons, representing three Dealers,
being inflated so close together that they flatten MINIMUM SPACE
where they touch).
STANDARDS
Circulation Service Department
The service workshop’s space standard includes
all Work, Alignment and Wash Stalls. The
square footage shown in the matrix also includes
access to the stalls (referred to as “circulation”
in the matrix). If your design does not include
inside access, your standard should be adjusted
as follows:
• Outside Access: Some Dealers prefer to
build “California Shops” (three walls with an
outdoor access drive). For these Dealers,
access is provided outside the building. If your
design includes exterior access, deduct the
circulation allowance from the standard in the
matrix. The outdoor access drive should be
at least 24’ wide and run the entire length of
the shop’s non-walled side. This 24’ width can
accommodate two facing “California Shop”
buildings.
3.9
• Inside Access: If the Dealer plans to build a dedicated Alignment Stalls are suggested for
four-wall shop, there needs to be a space dealerships with 53 or more total stalls.
allowance for an inside aisle. The square
footage standard for this aisle is included in On average, Wash Stalls process about 8 new
the matrix, labeled “Circulation”. This aisle
car details a day. This operation is primarily for
must also be 24’ wide and run the entire
length of the shop. the New Car Department; it is assumed to be
operated 6 days a week.
Workstalls (Work, Alignment
and Wash) Dealerships with 5 to 34 total stalls must have
Work and Alignment Stalls must be at least at least one dedicated Wash Stall. Dealerships
13’-3” x 24’, with corner stalls 15’ x 24’. Wash with 35 or more total stalls should have two MINIMUM SPACE
stalls must be at least 15’ x 25’. dedicated Wash Stalls.
STANDARDS
The number of Work Stalls needed is based Lifts/Hoists Service Department
on each stall’s ability to process work in a At least every 1.4 Work Stalls should have
48 hour week. On average, Work Stalls are one lift or hoist. This ratio does not include
capable of processing about 4.75 RO’s and 8 Alignment or Wash Stalls. The lifts may be
Labor Hour sales per eight hour day. above-ground or in-ground. If the Dealer
chooses above-ground lifts, they should be
All Honda Dealers are required to have wheel
off-set to allow for walk-around space.
alignment equipment. However, small volume
stores may not generate enough alignment
sales to justify one dedicated Alignment stall.
These Dealers may choose to install, in a
normal Work Stall, a combination alignment
rack that can convert to a drive-on lift. The
matrix indicates a zero (0) for these Dealers in
the alignment stall row.

Dealerships with 20 to 52 total stalls should

generate sufficient alignment business to
justify one dedicated Alignment Stall. Two

3.10
Other Service Space Calculations
There are a variety of other service space
standards that are shown on the matrix.
Some are specific to the new Honda
Dealership Image Program, while others
represent the traditional service areas.
Service Viewing Walkway
This is a new concept unique to Honda. It
is an aisle, approximately four feet wide,
that runs along one side of the workshop
allowing customers to view the operations
within the workshop. In fact, it gives
customers an opportunity to watch their
cars being worked on while they wait.
Service Reception Stalls
These spaces are allocated for customers
who are waiting for their service
consultation with the service advisors.
These stalls are always covered, but also
may be enclosed for customer comfort
particularly if the weather conditions
make it necessary. Space is allocated
for the vehicles, circulation and service
advisor Stand-Up Stations in the Service
Reception area.
Service Advisor Stations
The number of stations needed is dictated
by the service volume. 125 square feet is
needed per station. This allows enough Customer Center
space for desks, customer seating, filing There are four sizes depending on the
and circulation. MAP of the dealership: very small, small,
medium and large.
Service Manager’s Office
The matrix allows 120 square feet for Business Center Stations
one Service Manager’s office. The matrix These are the areas in, or adjacent to, the
does not include an office for a Service Customer center that provide divided
Director. spaces for your customers to write, hook
up their computers, make phone calls and
Service Consultation MINIMUM SPACE
conduct business while they are waiting for
This is a private area for discussing service
their vehicles to be serviced. There must STANDARDS
issues with customers. It is required only
be an allowance for circulation around Service Department
for Dealers with MAPS of 951 or above.
the stations. The matrix shows the square
Service Support Area footage needed by MAP size.
This are includes the tech lockers,
Restrooms
restrooms, equipment and tool room.
These are the public restrooms that are
The space allocated for the Tech Lockers
located in or near the Customer Center.
and Restrooms was based on 50 square
Again, the matrix displays the minimum
feet for every three stalls. The Equipment/
space requirements by MAP size.
Tool Room is a standard 120 square feet
through the 1,500 MAP category. At 1,501
MAP and up, a 200 square foot room is
necessary.
Service Administration/
Warranty
Clerk Area
The space standard was calculated at 25
square feet for every 17 total ROs per day.
3.11
 c.)
, et
of fice
gr ) ) ft.)
t.) ts, m t.) . ft. lls unt ear
sq. f l par (s q. f n t (sq Sta t.) g (co e (lin
t) ( i t t) e n f in
un t.) ge eta tme
n un artm ept
io ft.) .
Par
k t ag t.) s)
t.) (co q. f ora r (r (co t (sq ron q. f cre
(sq. f icles ion (s r t s St O the e par ic les e De p t) ce Rec g (sq. t prin ra ge, e dF z e (s ze (a
e h t a t D h ic n t) vi in o o t o n d i i
an
g om yV
e
istra al P ep r ts . Ve rv cou un er ild gF y, S me te S te S
PR wro pla min ner ts D l Pa ess l Se lls ( (co ’d S l Bu ldin pla om l Si l Si
MA Sho Dis Ad Ge Par Tota Acc Tota Sta Lifts Cov Tota Bui Dis Rec Tota Tota
1 0-150 1,464 2 729 1,522 513 2,035 0 4,748 6 5 2 8,976 8,976 61 175 27,691 0.64

2 151-250 2,210 2 1,061 1,977 623 2,600 0 6,838 9 7 2 12,709 12,709 108 175 46,393 1.07

3 251-350 2,620 2 1,240 2,204 680 2,884 0 8,191 11 8 2 14,935 14,935 137 175 57,929 1.33

4 351-450 2,956 3 1,384 2,432 726 3,154 0 8,858 12 9 4 16,356 16,356 168 280 69,244 1.59

5 451-550 3,246 3 1,508 2,659 765 3,424 0 9,520 13 10 4 17,698 16,345 196 280 79,505 1.83 MINIMUM
6 551-650 3,504 3 1,617 2,887 798 3,685 0 10,828 15 11 4 19,634 18,131 229 280 91,911 2.11 SPACE
7 651-750 3,738 4 1,716 3,114 828 3,942 0 11,475 16 12 6 20,871 19,227 258 350 102,341 2.35 STANDARDS
8 751-850 3,954 4 1,806 3,114 855 3,969 0 12,119 17 12 6 21,848 20,071 285 350 112,093 2.57 Service
9 851-950 4,154 4 1,889 3,341 879 4,220 0 12,119 17 13 6 22,382 20,477 311 350 120,847 2.77 Department
10 951-1050 4,342 5 1,967 3,569 901 4,470 1 12,758 18 14 9 23,537 21,510 339 450 130,842 3.00

11 1051-1150 4,519 5 2,040 3,569 922 4,491 1 13,394 19 14 9 24,444 22,299 366 450 140,492 3.23

12 1151-1250 4,687 5 2,110 3,796 941 4,737 1 14,027 20 15 9 25,561 23,302 393 450 150,117 3.48

13 1251-1500 4,962 5 2,223 4,023 973 4,996 1 14,656 21 16 9 26,837 24,388 440 510 166,357 3.82

14 1501-1750 5,323 5 2,370 4,429 1,013 5,442 1 15,907 23 17 9 29,042 26,336 504 510 188,836 4.34

15 1751-2000 5,652 5 2,503 4,834 1,050 5,884 1 17,146 25 18 12 31,185 28,237 570 510 211,855 4.86

16 2001-2250 5,957 5 2,626 5,239 1,082 6,321 1 17,762 26 19 12 32,666 29,488 629 510 231,982 5.33

17 2251-2500 6,242 5 2,741 5,645 1,112 6,757 1 18,987 28 20 12 34,727 31,329 698 510 255,819 5.87

18 2501-2750 6,509 5 2,848 6,050 1,140 7,190 1 19,596 29 21 12 36,143 32,534 753 575 274,582 6.30

19 2751-3000 6,763 5 2,949 6,455 1,164 7,619 1 20,203 30 22 12 37,534 33,721 816 575 295,828 6.79

20 3001-3250 7,003 6 3,045 6,455 1,189 7,644 1 20,808 31 22 12 38,500 34,490 871 575 314,517 7.22

21 3251-3500 7,233 6 3,136 6,861 1,211 8,072 1 21,411 32 23 15 39,852 35,651 934 575 335,696 7.71

22 3501-3750 7,453 6 3,223 7,266 1,234 8,500 1 22,611 34 24 15 41,787 37,401 990 625 355,242 8.16

23 3751-4000 7,665 6 3,306 7,671 1,254 8,925 1 23,208 35 25 15 43,104 38,538 1,053 625 376,366 8.64

24 4001-4250 7,869 6 3,387 7,671 1,273 8,944 1 23,804 36 25 15 44,004 39,261 1,106 625 394,320 9.05
3.12
 c.)
, et
of fice
gr ) ) ft.)
t.) ts, m t.) . ft. lls unt ear
sq. f l par (s q. f n t (sq Sta t.) g (co e (lin
t) ( i t t) e n f in
un t.) ge eta en un artm ptio ft.) sq. rk t ag t.) s)
t.) (co q. f ora r (r r tm (co ece (sq. nt ( , Pa ron q. f cre
e (sq. f hicles tion (s r t s St t O the
D epa h icles e De p t) iceR ng otpri ra ge d e dF iz e (s ize (a
a ic n t) v i o t o n
ang om yV
e
istra al P ep r ts . Ve rv cou un er ild gF y, S me te S te S
PR wro pla min ner ts D l Pa ess l Se lls ( (co ’d S l Bu ldin pla om l Si l Si
MA Sho Dis Ad Ge Par Tota Acc Tota Sta Lifts Cov Tota Bui Dis Rec Tota Tota
25 4251-4500 8,065 6 3,464 8,077 1,291 9,368 1 24,398 37 26 15 45,295 40,380 1,168 625 415,085 9.53

26 4501-4750 8,256 6 3,538 8,482 1,309 9,791 1 24,991 38 27 15 46,576 41,493 1,222 625 433,312 9.95

27 4751-5000 8,440 6 3,611 8,482 1,327 9,809 1 24,582 39 27 15 47,442 42,195 1,283 700 453,728 10.42

28 5001-5500 8,707 6 3,715 8,887 1,350 10,237 1 26,171 40 28 15 48,830 43,341 1,365 700 481,033 11.04

29 5501-6000 9,045 6 3,846 9,293 1,382 10,675 1 27,346 42 29 15 50,912 45,112 1,485 700 521,143 11.96 MINIMUM
30 6001-6500 9,368 6 3,971 9,698 1,410 11,108 1 27,931 43 30 15 52,378 46,277 1,603 700 559,987 12.86 SPACE
31 6501-7000 9,675 6 4,090 10,103 1,438 11,541 1 29,097 45 31 15 54,403 48,011 1,723 700 600,002 13.77 STANDARDS
32 7001-7500 9,969 6 4,204 10,509 1,463 11,972 1 30,259 47 32 15 56,404 49,728 1,843 750 639,976 14.69 Service
33 7501-8000 10,252 6 4,313 10,914 1,487 12,401 1 30,837 48 33 15 57,803 50,851 1,961 750 678,704 15.58 Department
34 8001-8500 10,525 6 4,417 11,319 1,510 12,829 1 31,991 50 34 15 59,762 52,541 2,079 750 717,978 16.48

35 8501-9000 10,788 6 4,518 11,725 1,532 13,257 1 32,566 10 35 15 61,129 53,645 2,196 750 756,332 17.36

36 9001-9500 11,043 6 4,615 12,130 1,553 13,683 1 33,140 52 36 15 62,481 54,740 2,314 750 794,974 18.25

37 9501-10000 11,289 6 4,709 12,535 1,574 14,109 1 34,285 54 37 15 64,392 56,400 2,432 750 834,165 19.15

38 10001+ 11,529 6 4,801 12,940 1,593 14,533 1 34,856 55 38 15 65,719 57,480 2,548 750 872,133 20.02

3.13
 4. Prototypical Site and
Building Plans
On the following pages, you will see how
the design philosophies, concepts and goals
discussed in earlier sections have been
consolidated into a cohesively designed and
functional dealership.
Representative plans have been prepared,
illustrating how the essential components of the
Honda Dealership Image Program can meet the
requirements for various sizes of dealerships.
We have selected dealership MAP sizes of
500, 1500, 2000 and 3000 as the basis for the
prototypical designs that follow.
Obviously, the prototypical designs can be
modified to meet specific requirements of
individual dealership which may exceed both
the minimum standards established in the
previous section and the designs shown in this
manual. These plans are to be used as guides
only, assisting your design professionals in the
preparation of final design and construction
documents.
In developing your final design, be sure to
anticipate and plan for your current functional
needs as well as for future growth. After all,
the ultimate goal of this entire program is to
increase sales, customer satisfaction and the
bottom line. The investment and construction of
the dealership today needs to be done correctly,
as it is an investment in your future.
Construction Time
The time required for the design and
construction of individual dealerships may vary
significantly. Your team of design professionals
can best advise you regarding the time required
to complete your specific dealership project
in light of local construction practices, zoning/
permitting standards and weather conditions.
Overview
If you are located in the area with four seasons
or a long rainy season, it is best to get the
plans, permits and paperwork done during the
inclement weather so as to be in a position to
break ground or commence construction as
soon as the weather breaks. Dealers should
allow a minimum of six months from the time
they enroll in the Honda Dealership Image
Program to the time they could expect to
break ground or commence remodeling. It
takes approximately three months from the
date of enrollment to receive you Design Intent
documents from Honda’s design firm. You then
turn over these documents to your architect
for the construction drawings which will take
approximately two months. Construction
permits take approximately one or more
months to secure.
4.1
Three Types of Construction
Projects
As reflected on the Dealership Image
Program Design Services Enrollment
Form, there are three types of dealership
construction projects: a New Build, a
Renovation and a Retrofit. A New Build
involves an entirely new facility on vacant land.
A Renovation converts an existing Honda or
other dealership building into the
new design by rearranging, remodeling or
adding to existing space. A Retrofit is a
redesign of an existing building and site that
was not previously an automotive dealership.
Whatever the type of construction project,
the goals of all three are: to incorporate as
many of the new image elements as possible,
to meet not only current space requirements
but increase capacity for future growth, and
to improve the efficiency and function of
the dealership.
To accommodate these goals, the new
facility design was developed in anticipation
of site constraints and specific Dealer needs
requiring modifications to the prototypical
designs. Flexible support zones or “Cores”
were developed and placed between major
functional areas so adjustments could be
made to any area adjacent to or within the
Core. For example, between the Showroom
and the Parts Department is the Office
and Administrations Core which permits
modification to the Core itself or to the
Showroom or Parts Department. Likewise,
the Parts and Service Support Core between
the Parts and Service Departments can be
adjusted without affecting the function of
either department or can be modified to OVERVIEW
enhance the departments based on specific
dealership needs. Once the new building or
remodeling project has been completed, these
Cores allow for future changes and needs that
may not have been apparent or necessary at
the time of construction.
Earlier in this manual, the philosophy and
reasons behind the design elements were
reviewed. By understanding the direction
and intent of the design and following the
prototypical plans as closely as possible, the
important functional relationships that lead
to increased customer convenience and
improved dealership efficiency can be more
fully realized.
4.2
The New Build
Obviously, starting from scratch allows for the
best opportunity to fully realize the array of
design elements and customer conveniences
that have been included in the prototypical
dealership design.
However, even with a New Build, site
constraints and specific Dealer needs may
require some modifications to the prototypical
design. It is critical when selecting a new site that
it have adequate frontage, be of sufficient size
and be relatively flat. The previous section of
this manual shows the standards for minimum
site sizes for various MAP categories. These
standards should be reviewed before selecting
a site.
The Renovation
Unlike placing a prototypical design on a
vacant lot, each and every renovation is unique
with varying opportunities to incorporate
the elements of the Honda Dealership Image
Program. In fact, the new design was developed
with the knowledge that most of the projects
would be renovations since the Honda Dealer
network was, for the most part, in place and
operating out of existing facilities. Thus, the
concepts of the Honda Dealership Image
Program translate into design elements which
have various degrees of flexibility for renovation
projects. Some elements may be easily adapted
to a particular renovation, others may be more
difficult to implement. Again, the goal of any
construction project, including any renovation,
is to include as many of the design concepts
and elements as possible. Serious consideration
should be given to building and site expansions
especially if they do not meet the new minimum
standards, limit your opportunity for future OVERVIEW
growth or restrict the full realization of the goals
of the program.
The Retrofit
Retrofitting an existing building which has not
been designed as an automobile dealership
brings its own set of challenges.
The previous section of this manual will give you
the information you need regarding building size.
The prototypical plans in this section will show
you interior layouts as well as how the buildings
are placed on sites to guide your building
selection. Your zone can also provide valuable
assistance.
4.3
The 500 MAP Site Plan is designed for the small
to mid-sized dealership. Due to the increased
site size, it is able to accommodate expanded
site amenities such as a used car feature
display and a more fully developed Customer
Courtyard than in smaller plans.

The minimum site size for this MAP is 1.83

acres. The minimum facility size is 17,698 square
feet. For specific recommended dimensions for
the various site elements, please refer to the 500 MAP PLANS
minimum Space Standards matrix in Chapter 3.

4.4
The 500 MAP Floor Plan illustrates how
all of the essential image concepts can be
incorporated in a small to mid-size building.
The Showroom has been expanded to
accommodate three cars, including a feature
car display. The other image elements, such as
the Info Center, Kids’ Play Area and Customer
Center are larger than those in the smaller MAP
Floor Plan so as to accommodate the increased
customer traffic typical of a mid-sized dealership. 500 MAP PLANS
The number and sizes of the offices were
increased as well as the parts and accessory
displays. In addition, the Delivery Center and the
enclosed Service Reception areas are larger to
handle the larger volume of business.

The 500 MAP Elevation Plan again looks nearly

identical to all of the other elevation plans. The
Delivery Center and Service Reception area are
a little larger than in smaller plans. The 500 MAP
Plans have a two “Wave” image element on the
canopy wheras the larger plans have a three
“Wave” image element.

One of the advantages of the new design is

that it can take very dissimilar buildings in size
and architecture and make them look alike. This
is critical in order to develop a consistent,
quality image.

4.5
1500 MAP PLANS

4.6
1500 MAP PLANS

4.7
The 2000 MAP Site, Floor and Elevation Plans
follow on the next few pages.

Note that there is a second floor plan for this

MAP size. This is so the customer contact areas
could be expanded on the main floor. The
administrative areas are now on the second
floor. The two-story design uses less land, thus
conserves more of the site for the high number
of vehicles typically displayed, stored or parked
for a dealershp of such a high volume. 2000 MAP PLANS

However, the second floor is not necessary

in the case of a renovation or a retrofit of an
existing facility that has adequate space on one
level and includes sufficient land.

The minimum site size necessary for the 2000 SERVICE

ADVISORS

MAP Plan is 4.86 acres with a two-story facility

of 31,185 square feet.

4.8
2000 MAP PLANS

4.9
3000 MAP Plan

4.10
3000 MAP Plan

4.11
One of the goals of the Honda Dealership Image
Program that has been reiterated throughout
this manual, is to provide a warm, friendly and
unintimidating environment. The dealership’s
landscaping is a critical element in achieving this
goal. The generous use of plants and trees on
the site evokes a pleasant, casual atmosphere.

In addition, the use of appropriate landscaping

unites the site with the facility. The use of
unique displays of foliage is also intended to LANDSCAPING PLAN
differentiate Honda dealerships from those of with Regional Plant Materials
the competitors’.

The landscaping plan recommends trees,

shrubs and ground cover for each of the
CHARACTERISTICS A B C
three climatic zones in North America. The
Low spreading evergreen shrub Buffalo Juniper Shore Juniper Shore Juniper
dealer is encouraged to secure the services -Juniperus Sabina -Juniperus Conferta -Juniperus Conferta
of a landscape architect in the planning and Medium height evergreen shrub Dense Yew Dense Yew Dwarf Burford Holly
implementation of landscaping to ensure that -Taxus X Media (spreading) -Taxus X Media (spreading) -Ilex Cornuta ‘Dwarf Burford’
exact regional requirements are determined Fine leaf texture, rounded shrub Potentilla Spirea Winter Jasmine
with seasonal color -Potentilla Fruticosa -Spirea X Bumalda -Jasminum Nudiflorum
and met.
Upright, flowering, minimal or no Flowering Crabapple Flowering Pear Crape Myrtle
fruit dense ornamental tree -Malus Baccata ‘Jackii’ -Pyrus Calleryana -Lagerstromia Indica
Spreading deciduous Mohican Viburnum Koreanspice Viburnum Otto Luyken English Laurel
or evergreen screening hedge -Viburnum Lantana ‘Mohican’ -Viburnum Carlesii -Prunus Laurocerasus ‘Otto Luyken’
Dense, fine needled evergreen tree Green Spruce Norway Spruce Leyland Cypress
indigenous species if possible -Picea pungens -Picea Abies -Cupressocyparis Laylandii
Upright, high branched, spreading Green Ash Honeylocust Souther Live Oak
canopy, shade or street tree -Fraxinus Pennslvanica -Gleditsia Triancnthos Inermis -Quercus Virginiana
Optional Hardwood shade tree Green Ash Red Maple Willow Oak
or per local codes, if required -Fraxinus Pennslvanica -Acer Rubrum -Quercus Phellos

4.12
General Landscape Criteria
Plan shown is for basic design concept only.
Plan sizes and spacing are shown for illustrative
purposes only. A final landscape plan should
reflect specific design criteria where applicable.
The final plan should include any local
jurisdiction’s requirements for buffer yard,
screening, street trees and other landscaping
requirements.
Landscape site irrigation should be considered,
especially with accent flower bed areas.
Plant materials selected should meet suitability
requirements, such as:
Hardiness for location Including site
specific microclimate, soil conditions, etc.
Availability Use only local growers/suppliers,
use of indigenous plants preferred
Suitability Plant materials should be well
suited for their intended use
Specific Criteria
Annual/Perennial/Ornamental Grasses:
The color of flowers, berries and fall foliage
should not clash with the color of the building;
blue flowers/foliage preferred.
Shrubs:
Shrubs should be trimmed to follow the natural
form of the plant; serverely sheared shapes
are to be avoided. Plants should be allowed to
grow together and appear as a mass instead of
as individual shrubs, thus reducing maintenance.
Space plants by the expected mature spread of
the plant rather than the size of the plant when
it is initially installed.
Set shrubs a minimum of 3 feet from other site
structures—walls, walks or curbs. A single row
of shrubs should be avoided when adequate
space exists to establish a more varied mass LANDSCAPING PLAN
planting. Select plants with a growth habit that with Regional Plant Materials
will not interfere with building functions by
blocking windows, doors or by damaging the
foundation.
Parking Lot Plants
Avoid using trees within the parking lot, unless
required, to avoid any damage to vehicles from
tree litter, sap, etc. Use only shrubs that will not
grow too large, thus becoming a maintenance
problem. Set any plant materials where head-
in parking occurs 5 feet off the curb. Any stiff
branched, fruiting plants or plants with throns
that can damage vehicles are strictly prohibited.
Ground covers should be able to withstand
occasional foot traffic and harsh conditions.
Entry Accent Planting
Use of additional landscaping to accent site
entries may be appropriate. Landscape materials
4.13
must not block vehicular sight lines at these
entries and exits. Landscape beds placed
around secondary signage at these entries
are encouraged. Accent lighting should be
coordinated with the plating.

Shade/Street Trees
Shade tree branches should have a minimum
clearance of 10 feet from the ground surface
and should avoid interference with overhead
or underground utilities or block the view of LANDSCAPING PLAN
signs. It is recommended that trees be planted a with Regional Plant Materials
minimum of 4 feet from the edge of the roads,
sidewalks or other pavements. Trees should
be only in those areas with adequate room for
growth of the tree. Avoid plant materials that
drip sap, or produce fruits, nuts or excessive
leaf debris.

4.14
This plan illustrates typical ceiling finishes and
heights for the 2000 MAP prototype. The
plan also shows a standard lighting layout, with
lighting fixtures as shown.

The intent of the design is to allow an exposed

painted structure above the Showroom, the
accessory car, and parts and accessory display
areas. Where customers will be discussing sales
or service issues with consultants, the ceiling
has been lowered to create a more “enclosed” REFLECTED CEILING PLAN
feeling and to provide increased acoustical
privacy. For similar reasons, the ceiling over the
Customer Center has also been lowered. Lay-in
acoustical ceilings are standard in all offices and
administration areas and provide a cost effective,
attractive ceiling finish.

Ceiling finishes in the parts and service

departments are also limited primarily to
painted structure, with lay-in acoustical or
drywall ceilings in offices, lounges and
restroom areas.

Spiral ductwork is encouraged in areas with

open ceiling structure.

4.15
 5. Exterior Signs
As the competition for customers’ attention
grows more cluttered, it is important to present
a consistency in both sign design and location.

Exterior signs, both ground and building

mounted, have been completely redesigned to
create a more comprehensive, consistent and
up-to-date sign program. This program includes 10’-0”
brand signs, dealer identification signs, used car
signs and directional signs. The dramatic new
signs build equity in the new Honda Blue and EXTERIOR SIGNS
8’-0”
the Honda Logo.

30’-0” 25’-0”

Pylon Options

5.1
Brand Signs
The new facilities and signs were designed
to match one another to create a consistent
image. Both use the same color scheme,
groove (reveal) pattern and curvilinear shape.
been specifically engineered for them. Any
existing foundation can either be removed
and replaced with a conforming one or the
new sign can be installed at a new or adjacent
location.

The new Honda Image is best represented

by the cladded Pylon Sign with a 10’x10’
illuminated head and a 30’ overall height.
14’-0”
However, each municipality has its own set of
regulations, therefore size adjustments may EXTERIOR SIGNS
need to be made.

The double-poled Interstate Sign should only

be used on interstates or when extraordinary
height is needed for visibility above trees or
buildings.

The comprehensive warranty and 7’-3”

maintenance program on the Brand Sign is
provided by American Honda’s sign vendor.
The materials from which the signs are made 50’-0”
are durable and will maintain their color.
These are all important factors considering
that the Brand Sign near the front entrance
creates the customer’s first impression.
12’-0”
When the signs are effective the car buying
experience is enhanced.

It is important to note that these signs will

require a brand new foundation that has Monument Interstate Sign

5.2
Secondary Signs
Once on the site, new directional signs guide
the customer to all destinations. These signs
announce the various services available at the
dealership and steer customers toward these
destinations.
The directional sign is available in three sizes
to facilitate specific needs and local sign codes.
There is also a variety of additional message
panels to select from to direct customers to
areas other than those pictured below.

Utilizing consistent sign sizes, designs, typefaces

and materials that complement the building
design, we have developed a family of signs with
a more contemporary image to communicate EXTERIOR SIGNS
the Honda message.

4’-0”

4’-6”

Directional Sign
Also available in two smaller sizes
5.3
All of the signs relate to one another, creating
an understandable and simple system. They all
reflect the Honda Blue color or have a brushed
aluminum finish. They will be lit either by
internal illumination or by lights positioned on
the building.
The non-illuminated Honda “H” Logo Sign is
8’ high and has a brushed aluminum finish. It is
curved to fit flush on the Entry Cylinder and
cannot be mounted on a flat surface. There are
two versions available; one to fit a 20’ diameter
cylinder and another to fit a 30’ diameter
cylinder. The cylinder must extend to a sufficient
height above the canopy to accommodate the 8’
high logo.
or the Dealer Name Letters and the Honda
Trademark Letters signs will not fit. The front
fascia should be the same height on both sides
of the cylinder.
In addition, it is critical to provide the
proper electrical wiring, wall support and access
to accommodate the installation of the
exterior signs.
Your Zone representative will help you schedule 9’-11 7/16” EXTERIOR SIGNS
a sign survey to determine where these signs will
be placed for maximum effectiveness.
8’-0”

The Honda Trademark Letters are a different

typeface the Dealer Name Letters. The Honda
Honda Logo
trademark typeface should never be used in
22’-2”
the Dealer name. It is permissible to use the
word “Honda” in the Dealer name, but the
Dealer letter typeface, as shown below in the 2’-6”
word “Fleming”, should be used. The Honda
Trademark Letters always go on the short Honda Trademark Letters
or “wing wall”, side of the cylinder. The Dealer
Name Letters always go above the
Honda Wave.

The front facia height must be a minimum of 4’-

6” above the highest point of the Honda Wave
Fleming 3’-0”

Dealer Name Letters

5.4
There is a new illuminated Used Cars signs with
removable panels. Figure A shows the standard
Used Cars sign. Figure B represents a different
panel that can be inserted once the dealership
becomes activated as a Honda Certified Used
Car Dealer. Contact your Zone representative
regarding the certification process and
requirements.

EXTERIOR SIGNS

8’-0” 8’-0”

11’-2” 11’-2”

FRONT ELEVATION SIDE ELEVATION

5.5
The new Honda dealership design places as
much importance on the Parts Department,
Service Department and various non-traditional
service offerings as it does on the New and
Used Car Departments. Accordingly, the
signs must be as dramatic, clear, informative
and consistent as those identifying the Sales
Departments.
To be consistent with the building design and all
of the other signs, these signs again make use of
the same color scheme and curvilinear design
element.
Everything is coordinated to achieve a whole,
new, fresh image that will be unique to Honda.

26’-3” EXTERIOR SIGNS

8’-0”
Service Center 2’-6”

2’-6 5/8”

Express Service 2’-0”

Wholesale Parts 2’-1/2”

8’-0”
2’-4 1/4”

2’-0” Parts Receiving 2’-1/2”

8’-0” 8’-0”

Delivery Center 2’-0” Body Shop 2’-0”

8’-0” 8’-0”

Service Reception 2’-0” Parts 2’-0”

5.6
 6. Process Flow Charts
PROCESS FLOW CHARTS

6.1
PROCESS FLOW CHARTS

6.2
PROCESS FLOW CHARTS

6.3
PROCESS FLOW CHARTS

6.4
PREFACE PROCESS FLOW CHARTS

6.5
 Glossary
Acoustical Ceiling
Lay-in type ceiling typically placed inside a 2’
x 2’ or 2’ x 4’ grid. Mostly used in offices and
administrative areas where acoustical control is
desirable.
A.D.A. (Americans with Disabilities
Act)
Published guidelines that ensure that all public
structures are accessible to physically challenged
persons. All Honda facilities should be designed
to comply.
Aluminum Storefront
Glass vision panels supported by an aluminum
wall system that surrounds the Showroom
portion of the dealership facility.
Building Footprint
The area of the site that is covered by the
ground floor of a building. For purposes of the
minimum standards matrix, it is assumed that all
areas are on the ground floor.
Business Center Stations
Generally located in or adjacent to the
Customer Center. These stations can be
equipped with privacy dividers, counters,
telephones, modem outlets and fax machines
so that busy customers can work while they are
waiting in the dealership.
Compliance Form
Form that is utilized to document reviews or
appropriate modifications to preliminary designs.
This form must be completed before preceding
with the Design Intent Documents.
Customer Center
The customer lounge equipped with Business
Center Stations.
Customer Courtyard GLOSSARY
An outdoor display plaza and information center
that allows customers the opportunity to view
new models, obtain information in the Info
Center kiosk or relax in a comfortable, outdoor
setting. The central area of the Customer
Courtyard is the Event Center. The nucleus of
the Event Center is the exterior Info Center.
Delivery Center
Area designed to highlight the delivery and
presentation of a newly purchased vehicle to
a customer.
Design Services Enrollment Form
Completed by dealers to enroll in the Honda
Dealership Image Program and to identify
project type.
D.I.D. (Design Intent Documents)
Set of documents presented by American
Honda’s approved design firm which are used
by Dealer’s architect to develop construction
documents for bidding and construction.
Dryvit
Proprietary name for an “artificial” stucco
material used on exterior building walls.
Other manufacturers of this system (EIFS) are
acceptable.
Entry Cylinder
A curved, protruding cylinder located at the
primary building entrance. It is an Essential Image
Element of the new Honda Dealership Image
Program.
Express Wash Center
A self-contained module for quick car washes
added to the Service Reception wing.
Graphics
Refers to all signs and pictorial elements
designed for the new facilities. There is a
graphics section included in the Design Intent
Documents given to each dealer enrolled in the
program.
GLOSSARY

Event Center
Located in the Customer Courtyard in front
of the Showroom, the Event Center has three
purposes: to display Honda cars in a relaxed,
friendly outside environment which is available
when the dealership is closed, to provide
information in a kiosk which can house a
computer to convey information electronically,
and to accommodate special Dealer sponsored
events and promotions.

Express Change Center

A self-contained module for quick lubes added
to the Service Reception wing.
Groove Pattern or Reveal
A furrow in the exterior flush finish that forms a
specific pattern.
Honda Logo
The brushed aluminum Honda “H”, available
from American Honda’s authorized sign vendor,
that is to be mounted on the exterior of the
Entry Cylinder.
Honda Wave
The curved or “wavy” edge on the front canopy.
The wave portion is located under the Dealer
name sign to underscore it. The edge of the
canopy is finished in Honda Blue aluminum.
The wave is part of the curvilinear theme that
permeates the design and is an Essential Image
Element of the new Honda Dealership Image
Program.
Info Center
There are two Info Centers. The exterior Info
Center is generally located in front of the building
entrance and is the focal point of the Event
Center in the Customer Courtyard. The interior
Info Center is located inside the building at the
main entrance and at the intersection of the
showroom and the Parts and Service Corridor.
Both centers can contain touch screen computers
to provide the customer with self-serve sales,
service, parts or specific dealer information. The
interior Info Center can also contain refreshments
for the customers.
Kids’ Play Area
A specific area generally located behind the
interior Info Center. The area includes child-
size furniture and playthings to foster quiet play
and entertain kids while their parents conduct
dealership business.
Kiosk
A small pavilion-like structure of open
construction which may contain vehicle
information, refreshments, etc.
Market Area Potential (MAP)
An administrative number that is used internally
by American Honda to determine capital and
facility requirements for each dealer. MAP is not a
sales projection figure.
Material and Finish Schedule
A list that identifies the specific finish materials
included in the three color schemes; warm,
neutral and cool.
Pylon Sign
Generally refers to the main brand sign located
along the main street or the dealership entrance.
Renovation
Remodeling an existing dealership facility.
Retrofit
Converting a non-dealership building into a
dealership facility.
Sales Consultation Stations
Areas in the showroom, equipped with
computers loaded with vehicle and dealership
data. The stations are intended to be available for
any sales consultant and customer.
Sales Workroom GLOSSARY
An area for sales consultants in which to conduct
dealership business that provides more privacy
than what the Showroom offers. This is where
sales consultants keep their files and make
telephone calls.
Service Viewing Walkway
Accessed from the Customer Center, this is
a walkway along one end of the service bays
so waiting customers can observe repair and
maintenance operations.