Honda’s New Upgrade Program Takes a Page Out of the Jeep and Toyota Playbook

From underbody protection and lighting provisions to winches and even raised air intakes (among countless other appointments), today’s off-roaders can be had with an impressive amount of factory equipment.

Still, sometimes, it’s best for OEMs to look to the aftermarket and outsource to a specialist. It not only leans on trusted brand reputations but also allows buyers access to parts they’d eventually install themselves.

In keeping with that logic, Honda has a new initiative that it’s calling Honda Partnered Accessories. While it’s only just getting off the ground, there’s a lot of potential down the road, and it speaks to bigger trends for the brand.

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Honda looks to the aftermarket

As you can guess from the name of the program, Honda will now be offering third-party upgrades alongside its own Genuine Accessories.

Moreover, in making these components available, dealers around the country will now also offer installation at purchase. It turns the process into a one-stop shop that allows buyers to equip their vehicles right from the jump.

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Now, it’s an effort that will need some time to mature. Honda has announced Thule as the first supplier to join its Honda Partnered Accessories program, and it’s the only one for the moment.

Nevertheless, that’s a good way to kick things off. Thule’s expertise ranges from roof boxes and bike racks to tents, awnings and even various soft goods.

Besides, the bigger implication is that Honda seems to be taking a page out of the playbooks of brands like Jeep and Toyota. Just last year, Stellantis launched its Mopar Affiliated Accessories program. Toyota’s equivalent has been around longer still, as the Associated Accessory Products initiative debuted in 2022.

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The Passport is on its enthusiast arc

As such, when you read between the lines, the launch of the Honda Partnered Accessories program offers a sign that the automaker’s fourth-generation Passport has arrived as a real alternative. 

After all, accessories suppliers like Thule cater to outdoor enthusiasts who often favor rigs such as the Wrangler and the 4Runner. While Honda’s entire lineup will enjoy the fruits of the program, the Passport is bound to reap most of the benefits.

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Specifically the Trailsport version, because Honda bills the model as its most off-road-capable SUV ever. With a trusty all-wheel drive system, trail-ready protection and trick upgrades like an integrated trail cam, it’d be made only better by some sleeping accommodations and additional storage bikes and fishing gear.

The timing is no accident, either. Since the Passport’s launch last year, the SUV has demonstrated consistent growth and proven to be one of Honda’s few positive performers in 2026. What’s more, the Trailsport trim in particular accounts for 80 percent of its overall sales.

Suffice to say, then, that Honda is managing to cultivate its own enthusiast following with the fourth-generation Passport. Though the Partnered Accessories program may only unlock aftermarket expertise at the dealer, it’s nevertheless an initiative poised to nurture that growth for years to come. 

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Availability and pricing

Alongside the Honda Partnered Accessories program, Honda also announced its Acura Partnered Accessories Program. If you’d like to learn more about vehicle fitment and current upgrade availability, you can head to the Honda Dream Shop or check with your local dealer.

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