Honda just joined the growing list of automakers entering the insurance space. But let’s be clear about what that means, and what it doesn’t.
What we know: Yesterday, the brand launched Honda Insurance Solutions, a new quote-and-buy platform that offers multi-line insurance coverage (auto, home, motorcycle, RV) in all 50 states.
And according to Petar Vucurevic, president of American Honda Insurance Solutions and SVP of American Honda Finance Corporation, “this is just the beginning of [Honda’s] vision for Honda Insurance Solutions that will see insurance integrated throughout the Acura and Honda digital customer journeys.”
What that means: The platform is powered by VIU by HUB, an insurance brokerage that shops rates from major carriers. It’s not underwritten by Honda.
That setup’s increasingly common among OEMs.
They brand the experience, and carriers handle the coverage.
What it does:
Lets consumers compare quotes from multiple insurers
Provides agent support through VIU by HUB
Offers optional OEM parts coverage (if available from the carrier)
Enables bundling across auto, home, renters, and even pet insurance
Mentions usage-based pricing as a possible feature, depending on the carrier
And operates entirely online. ( hondainsurancesolutions.com)
What it doesn’t do:
It’s not built into checkout, finance tools, or the F&I menu at this time.
There are also no loyalty perks, no special Honda-only discounts
Any usage-based savings come from the insurer, not Honda
And there are (seemingly) no dealer incentives or referral payouts, for now.
A Honda spokesperson also told CDG: “Honda and Acura dealers are aware of Honda Insurance Solutions and may refer [shoppers] to our platform. However, customers don’t need to visit a dealership to get started; they can explore options and secure insurance directly by visiting our website.”
Why it matters: By offering insurance services, Honda stays connected to customers long after they drive off the lot, creating more opportunities to influence their next purchase and earn additional revenue from people who already trust the brand.
Bottom line: Honda (and other OEMs making similar moves) are not trying to reinvent insurance. Instead, they’re just trying to keep the customer in the deal. Because when every dollar is under a microscope, having one more answer at checkout might be what stops a buyer from walking.
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