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Under the plan, ACMobility, through its arm Iconic Dealership Inc. (IDI), will begin handing over management and dealership control to new dealer principals before year-end. IDI will continue daily operations until Dec. 31, 2025; thereafter, new principals will take over full sales and service functions.
Affected locations include Honda Cars Makati, Pasig, Shaw, Bacoor, Cebu, Mandaue, Iloilo, Negros, and Cagayan de Oro—all currently under IDI.
Honda said the transition will be seamless. “Customers will experience a seamless transition with these new dealer principals who are equally committed to delivering outstanding customer experience,” Carguide quoted HCPI as saying.
The company intends to maintain uninterrupted sales, service, maintenance, repairs, warranty support and vehicle care at existing sites.
“We thank Ayala for their invaluable contribution over the past 35 years, which played a key role in establishing Honda as a trusted brand in the Philippines,” said Rie Miyake, HCPI president. “As we work closely with our new dealer principals, we are fully committed to ensuring a seamless transition while upholding Honda’s legacy of excellence, innovation, and outstanding customer service.”
The existing partnership began in 1990 with the launch of Honda Cars Makati. Over 35 years, Ayala-managed Honda dealerships have sold more than 220,000 vehicles as of August 2025.
Jaime Alfonso Zobel de Ayala, CEO of ACMobility, described the pullback as part of a strategic shift.
“This transition reflects our ongoing effort to optimize our portfolio and focus on new growth areas,” Carguide quoted him as saying. “Among these are our initiatives in advancing sustainable mobility and electrification, where we continue to build solutions that benefit communities, businesses, and the environment.”
The move signals Ayala’s shift away from legacy auto retail operations toward future mobility investments.
