• Honda Certified Service Advisors from 10 countries advance from national qualifiers toward the Regional Finals in Dubai - with a path to the Global Honda Service Advisor Skill Exhibition 2027 in Japan

   

• DUBAI, UAE - September 09, 2026 - Honda Motor Africa & Middle East Region (HAMER) today confirmed the progress of the Honda Regional Service Advisor Skill Contest 2026, a motivational programme uniting front-line, customer-facing talent across the Network. The initiative is redefining the standard for aftersales service quality and customer satisfaction across one of Honda's most diverse operating regions.

   

• More than a competition, the programme marks a deliberate shift in how Honda approaches customer care in the region - moving aftersales from a process-compliance discipline to a value-led customer experience (CX) model. By sharpening service advisors' command of feature-advantage-benefit (FAB) communication, pricing transparency, and consultative dialogue, Honda is equipping its people to build the kind of trust that keeps customers coming back long after the sale.

Why It Matters - For Customers and For Service Advisors

 

For Honda owners across the region, the programme translates directly into a more consistent ownership experience: clearer diagnostic communication, transparent pricing, and more reliable delivery timelines at every visit to a Honda service centre.

For service advisors, it opens a genuine career pathway - formal certification, regional recognition, and a platform to be seen not just within their distributor, but across Honda's global network.

"Our front-line service advisors are the primary touchpoint between Honda and our customers. By investing in their continuous professional development, we elevate customer satisfaction while recognizing the incredible talent within our regional distributor network."

 

 

When and where

 

• Exact dates: Oct 21–22, 2026, (two-day event)
• Venue: Honda Regional Training Center at the HAMER office, Jebel Ali Free Zone South, Dubai
• Format: Theory + Live role-play
• Who's attending: National champions from all 10 markets
• The outcome: Regional Champion crowned + Japan nomination