Honda has recognised leading UK car retailers in its 2024 Yūshū Awards, celebrating top-performing dealerships across Europe for excellence in customer experience.

Ewens of Cornhill, located in Scotland, was named a winner in both the sales and aftersales categories, while Stan Palmer Honda in Cockermouth was also recognised for outstanding sales performance.

Now in its third year, the Yūshū recognition scheme acknowledges dealer performance as measured by the Honda Customer Satisfaction Index (H-CSI), a system designed to capture feedback directly from customers. Yūshū – meaning ‘excellence’ in Japanese – highlights retailers that consistently deliver a high level of satisfaction across sales and servicing.

This year, 63 retailers across Europe were named either winners or highly commended in the scheme, which has expanded annually since its launch in 2022.

Hans De Jaeger, senior vice president at Honda Motor Europe, said: “As we reflect on our third year of results for Yūshū, it’s inspiring to see how our retailers across Europe have delivered value for our customers over the past 12 months. These customers are at the core of everything Honda does and it’s the dedication and engagement of retailers that continues to drive meaningful experiences, ensuring every interaction contributes to lasting customer satisfaction.

“The recognition scheme continues to connect and inspire retailers, and this is reflective in our commitment to delivering exceptional customer satisfaction. We would like to congratulate all the 2024 ‘Winners’ and ‘Highly Commended’ retailers and look forward to everyone building on this success in 2025.”

A new category, Customer Excellence in Sales & Aftersales, will be introduced to the scheme in 2025, with winners to be recognised at a dedicated awards gala.