Honda has launched a new sales campaign in Brazil that puts several of its models below R$100,000 for eligible professional drivers, including app-based drivers and taxi drivers. The initiative expands the brand’s direct factory sales program, which previously focused mainly on fleet buyers and taxi operators, and now includes ride-hailing drivers for the first time. The move is designed to increase sales of locally produced models in high-mileage commercial use.
Under the program, buyers can receive a used-car trade-in bonus of up to R$15,000. The maximum bonus applies when the vehicle traded in is also a Honda; if the used vehicle is from another brand, the bonus drops to R$10,000. For customers interested in the 2026 HR-V, Honda is also offering an alternative financing plan with zero interest instead of the trade-in bonus, giving buyers another path to lower upfront costs.
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Direct factory pricing can reduce the suggested retail price by as much as 10%. With that discount, Honda’s entry-level offer for professional drivers starts at R$90,550 for the City EX. For app-based drivers, eligibility follows the same criteria used in the federal Move Brasil program. The available lineup includes all versions of the City and the new WR-V for taxi drivers, as well as the EX and EXL versions of the HR-V. App drivers have access to the same configurations, but the final price of the chosen vehicle must remain below R$150,000 after applying any trade-in bonus.
For taxi drivers, Honda is also extending its factory warranty to six years or 100,000 kilometers, which the company says is one of the longest coverage periods in the segment. The warranty extension also applies retroactively to taxi drivers who bought Honda vehicles starting in January 2026. Honda is banking on its reputation for low maintenance costs, strong resale value, and durable naturally aspirated engines and CVT automatic transmissions to appeal to commercial buyers who put heavy daily mileage on their vehicles.
The campaign reflects Honda’s strategy to strengthen its presence in Brazil’s professional-driver market by combining lower purchase prices, stronger trade-in incentives, financing flexibility, and extended warranty coverage.
