Honda and Acura just rolled out a program called Partnered Accessories.
It sounds dry. It’s not.
Basically, the automakers are now selling third-party gear right alongside new cars. No more hunting down parts elsewhere. No more hoping your local shop has what you need in stock. You want roof boxes? Bike racks? Maybe an awning for your camper conversions. You get it all at once.
Thule is first.
Of course they are.
They bring the high-end outdoor lifestyle stuff that actually matches the aesthetic of vehicles like the Passport and Odyssey. Honda says this makes life simpler for owners. Proper fitment. Professional install. One invoice instead of five.
Convenience is just friction removal.
Is it convenient? Yes.
Is it a masterclass in upselling? Absolutely.
Think about it. You’re sitting in a dealer office. The numbers are already agreed upon. The deal is sweet. Then they ask if you’d like to throw on some Thule gear for the CR-V TrailSport. You’re already committed. You’ve signed papers. Saying no to extra comfort seems harder than just clicking yes.
Smart? Ruthlessly so.
The Passport TrailSport is huge here. That specific trim accounted for over 80% of Passport sales in the first three months alone. If you buy a TrailSport, you likely intend to use it. Honda knows that. Acura knows it. They are baking the adventure lifestyle directly into the financing.
Does it make the total price higher? Obviously.
Do customers love personalizing their rides? Even more.
This feels inevitable. Aftermarket is big business. Fragmented and messy usually. Honda is tidying it up. They are capturing the wallet at the very top of the funnel before the buyer even leaves the lot.
We expect more brands to join. The line will grow. It always does.
What will you attach to your roof?
