Honda Authorized Dealer, but Big Bore Kits Are OK?! The First "Cub HOUSE," Specializing in Manual Transmission 125cc Motorcycles, Opens Today

The first official "Cub HOUSE" store in Japan, specializing exclusively in Honda manual transmission small displacement motorcycles such as the Monkey 125 and CT125 Hunter Cub, opened on April 25th in Toda City, Saitama Prefecture. The store offers not only vehicle sales and maintenance but also astonishingly accepts consultations for any kind of customization, as long as it's legal. This is a new concept shop unlike traditional Honda dealerships (authorized Honda motorcycle dealers).

⚫︎Photos: Editorial Department / Honda

Full Customization Possible at an Authorized Honda Dealer!

"Cub HOUSE" is a new concept shop that exclusively handles Honda's manual transmission small displacement motorcycles. Specifically, it is a specialty store for nine models: Monkey 125, CT125 Hunter Cub, Dax 125, Super Cub C125, Cross Cub 110, Super Cub 110, Super Cub 110 Pro, Grom, and CB125R. While it's a store, it will primarily operate as a specialized corner within "Honda Commuter," an authorized dealer handling Honda vehicles under 250cc.

Its key feature is its emphasis on "customization." In addition to new vehicle sales, maintenance, and installation of genuine options and accessories, Cub HOUSE plans to offer a wide range of collaboration parts with renowned manufacturers such as G-Craft and SP Takekawa. Notably, they will also consult on engine tuning, such as bore-up kits, within the bounds of legality and safety. It's almost unbelievable, but they will accommodate custom orders worth up to 1 million yen, where customers can replace all parts except the frame, making one wonder, "Is this really an authorized Honda dealer?!"

Considering how things were not too long ago, this is a significant shift. The reason behind this lies in Cub HOUSE's goals. They aim to support customers' unique motorcycle lifestyles and help them enjoy their lives with motorcycles for a longer time. By focusing on customizing iconic series like the Monkey and Hunter Cub, they intend to foster long-term relationships where customers keep their bikes, enjoy their motorcycle lives for extended periods, and continue to patronize the shop.

As you can see, great attention has been paid to the design, both inside and out. This should make it easier for customers who want to customize their bikes but feel hesitant to approach a specialized shop directly. This initiative can be seen as one of Honda's strategies to revitalize the Japanese motorcycle market, which faces declining motorcycle ownership and challenging conditions.

Cub HOUSE is expected to be fully rolled out after the fall of 2026, with a long-term vision of approximately 200 locations nationwide. If realized, this would surpass the scale of Honda Dream stores (around 170 locations). However, the focus is not on quantity but on carefully selecting stores that understand the Cub HOUSE brand and can provide its value to customers as they expand.

Incidentally, the "Cub" in Cub HOUSE stands for CULTURE, UNIQUE, and BIKES. While it's an obvious nod to the Super Cub, rest assured that they handle other models besides the Cub among the aforementioned nine機種.

Is the Toda Bijyogi Store the "Originator" of "Cub HOUSE Japan (tentative)"?

The first store, "Cub HOUSE Toda Bijyogi," which opened this time, is adjacent to Honda Dream Toda Bijyogi and is operated by Honda Motorcycle Bijingi Co., Ltd., the same company that operates the Dream store. However, due to regulations prohibiting cohabitation with Dream stores (but allowing it with Commuter stores), it is characterized by being a separate building on the premises.

As mentioned earlier, the basic form of Cub HOUSE is a corner within a store. Therefore, the standalone store in Toda Bijyogi is positioned as the trial first store for Cub HOUSE. It is expected to serve as a model for future Cub HOUSE stores in Japan and lead its image.

Cub HOUSE originally started in Thailand in 2018 as a concept shop that focuses on customization, produces complete bikes, and even includes a cafe to enhance the overall motorcycle lifestyle. Mr. Mitsuhiro Tamura, president of Honda Motorcycle Bijingi Co., Ltd., visited the store seven years ago and was deeply impressed.

"It was just before the COVID-19 pandemic, a time when the Japanese motorcycle industry was on a downward trend. Yet, in Thailand, the motorcycle culture was developing and maturing, with different ways of enjoying and interacting with bikes compared to Japan. I was struck by how motorcycles were accepted as part of daily life and fashion. I thought, 'If we could bring this here, perhaps the Japanese motorcycle market could change.' I negotiated with Honda Motorcycle Japan (HMJ, Honda's domestic motorcycle sales company), and looking back, that might have been the catalyst for us becoming the first store in Japan."

Naturally, the approval wasn't immediate, but discussions with HMJ continued, and the official go-ahead was given at last year's Motorcycle Show. Preparations for the store took a year, leading to this opening.

Consequently, Mr. Tamura's dedication is evident throughout the store's interior and exterior. The three-dimensional display of older Monkey models on robust shelving and the exposed concrete pillars and floors recreate the atmosphere of the Thai Cub HOUSE in various aspects.

As mentioned, Cub HOUSE is Honda's strategic approach to the Japanese market, and its development has been an official initiative of HMJ. However, listening to the story, it seems Mr. Tamura's actions were the catalyst.

"No, I don't think so, but normally, such new initiatives would be handled by HMJ's directly managed stores first. The fact that our company was entrusted with this responsibility might be unusual. I'm very happy, and conversely, I feel a great sense of responsibility," says Mr. Tamura.

Mr. Tamura aims to provide a uniquely Japanese Cub HOUSE by incorporating the best aspects of the diverse Japanese moped and small displacement motorcycle culture. He emphasizes his commitment to ensuring that the nine models handled are ridden safely and for as long as possible.

"We also operate Dream stores, and as customers get a bit older, they tend to move towards smaller bikes. We want to offer proposals that allow such customers to continue enjoying motorcycles until the very end, and we believe Cub HOUSE is the perfect venue for that," says Mr. Tamura.

The day before the opening, HMJ President Katsuhiro Murooka visited and inscribed "The start of Cub HOUSE in Japan, begins here!" on the wall of Cub HOUSE Toda Bijyogi. We look forward to seeing the future initiatives and developments.

Cub HOUSE Toda Bijyogi

・Location: 3-20-11 Bijyogi, Toda City, Saitama Prefecture, 335-0031
・Business Hours: 10:00 AM - 6:30 PM
・Closed: Every Wednesday, 2nd and 4th Tuesday
・TEL: 048-424-7022

・Cub HOUSE Official Website: https://www.honda.co.jp/CubHOUSE/

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