REMEMBER the last time you bought a car? Hardly anyone today approaches a car purchase without digitally researching about it. Customer preferences for discovery, decision making and even purchase have undergone a shift post pandemic.

Auto retailers acknowledge this change and understand the need for aligning themselves to it. However, change demands a shift in mind-set of dealer owners as whatever change has to happen in Indian dealerships, mostly gets driven from the top.

As ownership changes hands through generations, the resistance to change has begun to diminish. The new generation is more tech-savvy and understands the importance of technology in business. They acknowledge that customer orientation is the key to success, and hence, understanding customer preferences and aligning to them is what will determine who makes the cut in this business.

ACE Honda is one such dealership business where this change can be felt from the top to the bottom. A leading car dealership of Honda Cars, and the largest single dealer outlet in Delhi NCR, ACE Honda attributes its success to their work ethos and beliefs. Mr. Neel Kamal Malhotra, Chairman-Managing Director of ACE Honda said, “Our success has a lot to do with our strict policies on transparency and honesty, whether it be with the customers, our own people or with the OEM.”

Malhotra also believes that better customer service has made a difference. “ACE Honda’s key focus has been customers and the habit of putting the need of customers as our top priority has helped us grow in these turbulent times”. Malhotra admitted his son to the business five years ago with the clear intent of enhancing focus on operations and ensuring customer experience is enhanced to match the changing expectations of the customers.

His son, Arjun Malhotra, Director of Operations at Ace Honda said, “We want to be perceived as a reliable car outlet for people looking to purchase Honda vehicles and used cars or even existing customers who are looking for a one stop shop for all their service needs.” ACE Honda is recognised as one of the top performing dealers in North India for Honda Cars and has received multiple awards and accolades from Honda Cars, including for customer satisfaction. ACE Honda has become the go to outlet for people who own Honda. The employees strive to provide excellent services to their clients to regain existing customers and to attract new and potential customers alike.

Both father and son have nurtured the company into an organisation that works like a one big happy family with no biases towards any of their employees. The company understands that employee satisfaction is equally important and has taken measures to ensure that contributing members are rewarded for their efforts. This is the reason, why ACE Honda is recognised to have the lowest attrition amongst Honda dealers in Delhi NCR, and one of the highest employee productivity in the Honda dealership business.

When employees were asked to talk about their experience working with ACE Honda, the unanimous feedback was that it’s not only a great place to work but a fun place too. There’s good support from higher management and complete job satisfaction, overall making it an excellent place to work. Last Diwali was one happy time for the employees with management giving away gifts to its employees which included flat screen TVs, home appliances, air purifiers and cash awards.

One employee shares, “Working with ACE Honda is my very first job and it has been an amazing journey so far. The management and the seniors have been so helpful to me throughout every step of my journey that work doesn’t feel like work. I am excited to come to work every day and do my best. The job satisfaction has been great and I plan to continue here and aim to become a valuable asset to the company.”

ACE Honda indeed comes across as one of the best outlets out there and the customers thronging their Sector 11 Noida outlet are an evidence of it.