Honda Canada Pre-Sold All 100 Civic Type R Limited Editions Completely Online in 4 Minutes

Source: The Drive

Rocking a bright Phoenix Yellow paint job and lighter BBS wheels, only 100 copies of the 2021 Honda Civic Type R Limited Edition were allocated for Canada. Perhaps Honda should’ve set aside more for our friends in the Great White North because all 100, like floor seats at a Drake concert (remember concerts?), sold out within minutes. And all without the intervention of a traditional dealer. 

Yep, instead of leaving things up to its dealer network, Honda Canada decided to pre-sell the Limited Edition hot hatch completely through an online portal. The virtual order books opened up May 21 at 1 p.m. ET and by 1:04 p.m., all 100 build slots were spoken for. This is in spite of the COVID-19 pandemic, each reservation’s required $1,000 deposit, and the fact that Honda hasn’t actually announced a final price for the car yet, proving two things we already kinda knew: Type R fever is real and much of the buying public is very ready for online car sales. 

Speaking to Canada’s Automotive News, Motoinsight co-founder and CEO Andrew Tai said, “It continues to impress me that customers under the right circumstances are willing to commit sight unseen to vehicles and do so online.” 

Motoinsight was the company responsible for powering the limited Type R’s online sales portal. 

“The consumer trends are always moving in this direction. We saw it all around us even pre-COVID. I think COVID accelerated the adoption of online purchasing experiences across demographics and automotive is not immune from that,” Tai continued.

Despite what its dealers might think of all this, online car sales don’t sound like they’ll be going away for the automaker’s Canadian arm. “This was obviously a very successful program for us, and we’ll take that into consideration for future sales campaigns,” said Honda Canada Assistant Vice President of Sales and Marketing Steve Hui.

Tai adds, however, that brick-and-mortar dealerships will still have their place and purpose. “I want to be very clear that we are not predicting [the end of dealerships] and everything goes online. This is just a trend where customers are doing more online. I think consumers ultimately want an in-store experience and there is an important role for the dealer to play.”

Even with the advent of Tesla’s direct sales, so-called “legacy manufacturers” like Honda have historically shied away from selling cars online in order to keep its dealers happy. The coronavirus pandemic has changed the game significantly, though. If the global health crisis is leaving us with any permanent silver linings, hopefully, a less painful car-buying experience is one of them.

June Protocol Update

Sales and Service Protocol updates:

We are currently open in our Service & Parts departments, Monday, Wednesday and Friday 9am – 5pm and Tuesday and Thursday from 9am – 7pm.  We hope to re-open Saturdays in Service very soon.  Our Service Drive is not open to walk-in traffic quite yet, and we operating on a “by appointment only” basis at this time, with our “no personal contact protocols” in place. (see below).

Our Showroom is full open now, operating Monday – Thursday from 9am – 7pm, Friday 9am – 5pm and Saturday 9am – 4pm.  We strongly suggest you make a sales appointment before you visit, so we can have your vehicle of interest ready and disinfected before your arrival.

Interim Service Protocol:

  1. Please book your service appointment online at www.tvhonda.com OR call us at 705 740 0036 or email us at service@tvhonda.com to book your appointment.
  2. Please park your vehicle for service at the front east curb or in the service parking lot on the east side of the building, and refrain from using the Drive through car entrance at this time. We are working hard to re-open the drive-thru entrance very soon.
  3. Please use the RED locked drop-box outside, located beside the front-drive through door entrance (please use a sealed envelope as provided) Providing your cell phone number would be a great assistance to us.
  4. We will be checking the lockbox regularly, and would suggest you call us to let us know that your keys and vehicles have been dropped off.
  5. A Service Advisor will take your call in if available, or call you back, once the keys and vehicle is sanitized, and has been brought into service.
  6. We will finalize the details of your service needs, and keep in touch with you by phone or text if you prefer.
  7. We will finalize completion, and sanitize the vehicle and keys again, and park the vehicle outside for you, confirming where you would prefer your keys to be left. 
  8. Payments can be paid online or with a mobile phone using our AutoPay feature, or over the phone with a credit card.

Interim Parts protocol:

Our Tire Store is online at www.tvhonda.com, or reach our Parts staff by calling direct to 705 748 9181, or emailing parts@tvhonda.com. We ask that you call ahead and order parts, that we will be happy to deliver them to you outside when you arrive. We are also able to deliver parts with pre-payment to your door.

Interim Sales protocol:

  1. We are here to provide you information, pricing or a virtual vehicle inventory walk or walk around if you prefer to do your research from home.  You can buy a vehicle totally online if you choose.
  2. Our showroom is open, and we strongly encourage you to pre-book a sales appointment so we can serve you in person – please call 705 748 2777, or text us at 705 996 2035, or click the live chatbox on our website.
  3. We are happy to arrange a test drive, or vehicle appraisal for trade-in with sanitizing measures in place, but we will not be accompanying customers at this time. We are also able to bring a vehicle to you, or pickup your trade for appraisal by appointment as well. You can also book a test drive and request a trade appraisal on our website.
  4. We offer a secure credit application online on our website as well.

The industry is responding to the situation with low interest rates and deferred payments being offered to customers and exceptional offers if you have the need for a vehicle at this time. All of our new and used inventory is showcased online on our website at www.tvhonda.com.

We appreciate your patronage and respectful support of our new protocols and staff. Details may change as the situation continues to evolve so please stay tuned for further updates. We will continue to update our Facebook page as well and communicate through text messaging when possible.

Please stay safe and healthy everyone!

Monika Carmichael & Frankie Mandeljc And the Team at Trent Valley Honda