Transforming the way Honda sells cars

The Brief

Honda is Collective’s founding client. As well as delivering numerous award-winning campaigns, innovations and market-firsts, we created Honda UK’s primary cars portal at But consumer behaviour is changing and the portal needed to change in response.

The Insight

Car purchase behaviour has evolved. Whereas people considering a new car used to visit a dealership 7 to 8 times, this number has dropped to 1.2 as buyers shortlist online and only visit dealers to confirm their choice.

The Idea

Based on extensive analysis of the existing site, we’ve developed a new approach that moves away from an entertainment-centric experience. Now, information and engagement work together to ensure the content people most want to find is never more than a few clicks away — whatever the device.

The Results

In the first year, the all-new portal has delivered:
• 127% increase in prospect generation
• 34% increase in test drive bookings
• 28% increase in brochure requests
• 35% increase in brochure downloads
• 25% increase in dwell time

The project at a glance

Client: Honda


The client says:
‘While this site provides Honda with an unrivalled showcase for its products, it is the standards it sets in customer service and usability that truly thrill me’

Jonny Freeman,
Digital Marketing Manager, Honda.

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