Honda Slashes SUV Prices, Offers Free Servicing as Landmark Warranty Promotion Ends
Facing intense market competition, American Honda has launched an aggressive new incentive campaign, announcing significant price cuts and complimentary maintenance for its SUV lineup. This strategic shift comes just as the brand’s headline-grabbing Honda SUV warranty offer concludes, replacing it with immediate financial incentives including free SUV servicing and direct Honda price cuts on popular models to boost SUV sales and enhance customer loyalty.
The decision marks a pivotal change in strategy. For years, Honda heavily promoted its “HondaCare” warranty extension as a key selling point. With that program now ending for new vehicles, the automaker is pivoting to more immediate, upfront value. The new “Summer Drive Event” includes complimentary scheduled factory maintenance for the first two years or 24,000 miles on all new Honda Passport, Pilot, and CR-V models. Furthermore, the Manufacturer’s Suggested Retail Price (MSRP) on select trims has been reduced by up to $2,000, a rare move for the typically incentive-averse brand.
“This is a clear response to a cooling market and unprecedented competition, especially from the growing hybrid and electric segment,” noted Jessica Caldwell, Head of Insights at Edmunds. “Honda is leveraging its reputation for reliability but translating it from a long-term promise into short-term savings. For a buyer comparing a Honda to a Hyundai, Kia, or a domestic brand, this free maintenance and lower price are powerful motivators on the dealership floor.”
For U.S. car shoppers, this development has a direct impact on the wallet. The combination of a lower purchase price and eliminated maintenance costs for two years represents thousands of dollars in savings. This makes Honda’s already popular SUVs more accessible at a time when auto loan interest rates remain high. The offer provides a compelling reason for buyers to visit a Honda dealership now, potentially pulling forward sales from later in the year.
The campaign is seen as a crucial effort to maintain Honda’s strong market share in the lucrative SUV segment. By offering free SUV servicing and implementing Honda price cuts, the company aims to clear 2024 model inventory and make room for the upcoming 2025 models. This tactical move addresses the end of the Honda SUV warranty offer head-on, ensuring the brand remains competitive not just on long-term value, but on immediate, tangible cost savings to drive SUV sales and reinforce customer loyalty.
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Writer: Sam Michael
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