In a context where the product is no longer everything, Sling puts the focus on something increasingly decisive: the complete customer experience. From the first contact at the dealership to maintenance over the years, the Japanese brand insists that its reputation is also built outside of the motorcycle itself.
That philosophy translates into the program Yushua recognition that since 2022 distinguishes the best partners of the official network in Europe. In the 2025 edition, a total of 60 dealers (both in the automobile and motorcycle areas) have been awarded for their ability to transfer the brand’s values to direct customer contact.
What’s new about Honda’s Yūshū award
The big news this year is the introduction of a combined category that unites sales and after-sales service. A movement that makes clear the direction it wants to take Sling: It is not enough to close operations, you must maintain a solid and lasting relationship with the client. In this way, those dealers capable of standing out both in marketing and in key aspects such as maintenance, availability of spare parts or technical attention are recognized. In other words, in everything that defines the real life of a motorcycle beyond its purchase.
At the center of this system is the H-CSI indexan internal tool that allows the brand to measure customer satisfaction throughout Europe in real time. Thanks to this system, Sling You can detect points of improvement, correct incidents and maintain a homogeneous standard in your network. It is not just about collecting opinions, but turning them into concrete actions. That approach allows the brand to adjust its processes and ensure the user experience is aligned with what the product promises.
As part of the recognition, dealers who have achieved excellence in sales and aftersales will be invited to an exclusive gala to be held in Dublin. An event that, beyond the symbolic component, reinforces the link between the brand and its distribution network. Behind these awards there is more than just a corporate gesture. Sling understands that, in an increasingly competitive market, customer loyalty is key. And that loyalty depends largely on after-sales service.
Furthermore, with the arrival of new technologies (such as hybrid systems or proprietary solutions such as E-Clutch), the role of dealers gains even more weight. Technical training, diagnostic capacity and customer service become decisive factors in maintaining trust in the brand. In that sense, the program Yushu It acts as a strategic tool that seeks to raise the level of the entire network, ensuring that the golden wing brand experience is up to par at every touchpoint.
Hans de Jaegerpresident of Honda Motor Europe, stated: “It is incredibly rewarding to see the Yūshū Award continue to recognize the commitment of our dealers across Europe to providing an excellent customer experience. This principle is the foundation of everything Honda does, and it is the dedication, commitment and passion of our partners that makes it a reality every day.”.
Hanscontinues: “In its fourth year, the Yūshū Award not only reflects the voice of the customer, but also connects and inspires our dealer network to continually improve sales and after-sales standards. We congratulate all of this year’s winners and continue to build on this momentum as the program evolves into the future”.
On the other hand, Giulianofrom Moto Terracina (Italy), commented on the award Yushu: “Receiving the Yūshū Award is a great source of pride for us. This recognition goes beyond individual commercial performance and reflects a career based on the dedication, perseverance and passion that we share with my family and the entire team.”.
Giulianoconcludes: “Our relationship with Honda spans more than 50 years and is founded on a shared philosophy of quality, respect for the customer and continuous improvement. This award demonstrates that daily commitment, approached with seriousness and discipline, leads to concrete and lasting results.”.
