Japanese motorcycle distribution networks

Changes to distribution channel design provides an insight into the manufacturer's strategy and the market's confidence in the brand. This usually involves independent external firms (dealers) that are not directly controlled by the manufacturer and as manufacturers and dealers are usually separate firms then relationship management becomes a major concern, complicating decision making. Typically, poor decisions in this area are expensive and slow to correct. 

Within the context of a society which places significant importance on long-term relationships, changes in the network also have long-term consequences in the business environment.


Between 2006 and 2010 Honda has striven for increased brand loyalty in the form of Dream stores and 840 shops have left the network, switching to a new line of business, such as bicycles. 

 Shop Type

 QtyAutomobile Fair 
Trade Council members
 Change since 2006
Dream Shop110110  +57%
Pro's Wing 178175 -24%
Pro's Shop446 445 -24%
Wing Shop408 374 +4%
Shops1496 1338 -36%

Honda Wing, Pro and Dream network

Honda Shop


The network map is under construction


The Suzuki network shown excludes Service points.

Suzuki network


Kawasaki has developed a medium intensity distribution network composed of 710 dealers. The network reduced 4% between 2006 and 2010.

Kawasaki network

The pins use the zip code as location reference with the actual address shown in the label.

Last updated October 2010.