Jamaica was once again the Caribbean automotive centre of attention as Honda Jamaica, the arm of the ATL Automotive Group responsible for the Honda brand of vehicles, welcomed the region for the dealer launch of the 2025 Honda Elevate on Wednesday, March 5, at Palisadoes International Raceway, Kingston.

“Honda Jamaica was host to our regional office, Honda America. We hosted not only them, but also six other Caribbean countries, who are Honda dealers, for the official launch of the Honda Elevate for the right-hand drive Caribbean,” Mark Dommisse, managing director, ATL Automotive Group, told the Jamaica Observer’s weekly Auto magazine.

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Dommisse explained that Honda Jamaica pursued the launch event to bring the vehicle to the surrounding right-hand drive Caribbean markets.

“Last year when Honda did their regional visit to come and see ATL, we wanted to do something special for this product launch, and we suggested to Honda if they would please get us a test unit. They managed to get the vehicle here much earlier than normal and we suggested to them let’s host the Caribbean, all the dealers plus Honda America,” he said.

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Dirk Niemeyer, manager, export sales, Caribbean & Central America, Honda America, said his team was more than on board with ATL’s plans.

“We’re very excited to bring the Elevate to Jamaica, and the response by our dealers clearly shows that we have the right formula with that vehicle,” Niemeyer explained.

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He went on to laud the representation of the Honda brand by the ATL Automotive Group.

With the Caribbean dealers on hand, the new subcompact sport utility vehicle was put through its paces, judged from head to toe, and compared against several competitors in the market. At the end of the process, all were satisfied that the Elevate has what it needs to be successful with its buyer demographic.

Dommisse added that the Honda Elevate fits in very nicely with the Honda line-up, giving the brand a whole new market segment and providing consumers with the option of a nice, solid, reliable Japanese vehicle at an affordable price.