Honda listed in Dealer Auction’s top 10 profit-turning brands

Honda turned in a strong performance in Dealer Auction’s Retail Margin Monitor proving dealers with an average retail margin of £2,245.

This put the Japanese brand in tenth place, joining fellow mainstream makes Kia and Nissan in the chart.

Land Rover drew the highest margin (£4,300), over £1,000 more than second-place BMW (£3,100). Volvo came in third (£3,025), closely followed by Mercedes-Benz (£3,020).

The top 10 follows a similar pattern to the 2023 annual round-up, released last month, which – despite Land Rover ruling the roost for the third year running – saw more diversity between premium and mainstream makes in the top 10 than in preceding years.

Dealer Auction’s Marketplace Director, Kieran TeeBoon, commented: “It’s encouraging to witness the opportunities offered by both premium and mainstream makes.

“As we accelerate through 2024, against a volatile backdrop, this duality not only reflects the diverse consumer preferences but also underscores the importance of versatility. Dealers take note: catering to the spectrum of fast-changing customer demands is key to ensuring a profitable year.”

At model level, the Land Rover Discovery Sport topped the charts once again, with an average retail margin of £4,825, followed by the Volvo XC90 (£4,600) and Range Rover Evoque (£4,275).

While the 2023 round-up saw a clean sweep for luxury derivatives, January 2024 signalled more diversity, with the Nissan X-Trail and Škoda Superb claiming the ninth and tenth spots, respectively. The X-Trail hasn’t been seen in the Retail Margin Monitor since May 2023, while the Superb last appeared in 2022.

Top 10 models by retail margin

Top 10 makes by retail margin