Honda Australia Appoints Rob Thorp as Director

There’s a changing of the guard at Honda Australia, with Rob Thorp stepping into the Director’s chair. Having already clocked up a solid tenure with the brand in various senior roles, Thorp isn’t just another corporate suit—he’s been deeply embedded in the Honda machine, from product strategy to customer experience and even the controversial shift to Honda’s agency business model. Love it or hate it, he helped make it happen.

Thorp’s promotion follows the announcement that Carolyn McMahon, the current Vice President and Director of Honda Australia, is shifting gears to take on the President role at Honda New Zealand from April 2025. Big shoes to fill, but McMahon is confident Thorp has the chops.

“I am thrilled to see Rob step into the role,” she said. “His extensive experience and leadership make him the ideal choice to guide Honda Australia into the future.”

For his part, Thorp is keeping things upbeat. “I am honoured to have been appointed the role as Director of Honda Australia,” he said. “I have the utmost confidence in our product, our Agency Network, and our staff to drive our automotive business well into the future.”

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Rob Thr ABOVE: Rob Thorpe, Honda Models

One of Thorp’s defining contributions to Honda Australia has been his involvement in the agency business model, a move that fundamentally reshaped the company’s retail operations. Under this model, Honda took direct control of pricing and vehicle allocation, effectively reducing the traditional role of dealerships. While the transition was met with mixed reactions, Thorp has remained a firm advocate, believing it creates a more streamlined and customer-focused buying experience. Whether this bold strategy will continue to pay off remains a topic of industry debate.

Thorp’s Honda journey has seen him in key positions, including General Manager of Automotive, General Manager of Business Services, and General Manager of Dealer Business. He’s been instrumental in shaping Honda’s market strategy, ensuring the brand remains competitive despite shifting consumer preferences and an increasingly electrified landscape.

Honda is at an interesting crossroads, navigating a shifting automotive landscape that demands a delicate balance between heritage and innovation. With a reputation for reliability and an eye on electrification, the next few years will be crucial for the brand.

Will Thorp steer Honda into a new golden age, or is he in for a bumpy ride? Time will tell, but one thing’s certain—he won’t be cruising in neutral.

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