- The four-month-old Honda Manhattan dealership helps online shoppers with a comparison program that puts Honda models side-by-side against some of their biggest competitors.
- The comparisons include objective data like MSRP, horsepower, fuel economy numbers and feature availability.
- The comparisons have improved business, with the dealership selling 70 cars in February.
NEW YORK — Four-month old Honda Manhattan, a no-haggle, one-price dealership, has embraced the consumer trend of shopping online. It offers succinct comparisons between competitors on its Web site, including the 2014 Honda CR-V vs. the 2014 Hyundai Tucson and the 2014 Honda Civic vs. the 2014 Chevy Cruze.
The comparison page uses objective data like MSRP, horsepower, fuel economy numbers and feature availability for shoppers to use as a resource for research.
Further down the page, it tells readers how Honda stands out.
"The differences between the two vehicles start to appear, however, when you look at performance and efficiency," the copy says. "With a 1.8-liter engine trumping the Cruze's 1.4-liter in size, the Civic also goes further in terms of power and mileage. You'll see that the 2014 Honda Civic has more horsepower and considerably better fuel economy than the Cruze, and again, for right about the same price."
The idea is to make the shopping experience easier, General Manager Joe Ciaccia told Edmunds.
"I wanted to be a one-stop shop for the customer to simplify the research they had to do," Ciaccia said.
While some other Honda dealerships also have compared their vehicles to other automakers, Ciaccia took it upon himself to design the Web site content and write copy.
The Web site also breaks down the inventory, telling the consumer, for example, just how many silver 2014 Odysseys it has in stock.
"It's a no-pressure dealership," Ciaccia said. "I don't have any sales people on commission. I have product specialists at the store that sell the car at the price you saw online without any fees added on."
The comparison pages and business philosophy appear to be working.
"Last month we sold 70 cars and this month we're on target to sell 160 cars," he said.
Edmunds says: This dealership has no problem doing your homework for you, a trend that others are likely to copy.