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[2024] VSC 262
Supreme Court of Victoria
2024-05-24
Matthews J
Original judgment source is linked above.
CONTRACTS - Dealership agreement repudiated and subsequently terminated prior to conclusion of its term - Damages for breach of contract for loss of profits for remaining contractual period - Liability conceded by defendant - Dispute as to quantum of damages - Findings on key disputed integers in the assessment of damages - Amount of damages to be calculated by experts retained by the parties in accordance with the findings.
CONTRACTS - Contractual power of non-renewal - Claim for damages for loss of opportunity for a renewal of contract - Whether plaintiff has established loss of chance of some value - ; applied - Claim not established.
COMPETITION AND CONSUMER LAW - Unconscionable conduct - Whether conduct unconscionable in contravention of s 21 of the Australian Consumer Law - Claim for compensation of loss of goodwill - Claim not established.
COMPETITION AND CONSUMER LAW - Misleading or deceptive conduct - Representation by silence - Duty to disclose - Claim not established.
1 In early 2020, the defendant (Honda Australia) decided to change its business model for selling Honda cars in Australia from a network of dealers (Dealership Model) to utilising agents it would appoint (Agency Model). The plaintiff (Brighton Automotive) was one of Honda Australia's dealers. This change in business model led Honda Australia to give notice in March 2020 to its dealers that it would be terminating all of its dealership agreements with effect from 1 July 2021 and that not all dealers would be appointed as agents under the Agency Model. This resulted in the dealership agreements being terminated prior to the end of their term, which was 30 June 2023.
2 Honda Australia accepts that by these actions it breached its dealer agreements and that dealers are entitled to damages arising from the breach of contract. Honda Australia and Brighton Automotive were unable to reach agreement as to the compensation which Honda Australia should pay to Brighton Automotive.
3 In this proceeding, Brighton Automotive makes the following claims against Honda Australia:
(a) damages arising from breach of contract during the period 30 January 2021[1] to 30 June 2023 (Remaining Contract Period);
(b) damages arising from breach of contract during the period 1 July 2023 to 30 June 2028 (Further Contract Period); and
(c) contraventions of the Australian Consumer Law (ACL) in Schedule 2 to the Competition and Consumer Act 2010 (Cth), namely:
(i) Misleading or Deceptive Conduct (MDC Claim); and
(ii) Unconscionable Conduct (UC Claim).
4 Honda Australia admits liability for damages for breach of contract in respect of the Remaining Contract Period (Remaining Contract Period Claim), however, the parties disagree as to quantum.
5 Honda Australia denies liability for damages for breach of contract in respect of the Further Contract Period (Further Contract Period Claim), the MDC Claim and the UC Claim. If such claims are established by Brighton Automotive, the parties disagree as to their quantum.
6 Brighton Automotive was incorporated in 2011 after its directors Mark Avis (Avis) and Ron Klein (Klein) purchased an existing Honda car dealership which had been operating out of Brighton and East Brighton for many decades.
7 Honda Australia is a wholly-owned subsidiary of Honda Motor Co Ltd (Honda Motor Co), a company based in Japan. Honda Motor Co's global subsidiaries are largely autonomous within their allocated territories but operate subject to the ultimate direction of the parent company. Honda Australia is treated by Honda Motor Co as operating within its Asia and Oceania regional unit, with the corporate entity directly responsible for the performance of that unit being Asian Honda Motor Co Limited (Asian Honda). Asian Honda is also a subsidiary of Honda Motor Co. On some matters (budgets, forecasts and strategic directions), Honda Australia reports to Asian Honda, but is not a subsidiary of Asian Honda.
8 In mid-2011, Brighton Automotive entered into a dealership agreement with Honda Australia for a term of five years. During this period, Brighton Automotive introduced new brands of motor vehicles and became a multi-franchise dealership. However, according to Brighton Automotive, Honda vehicles remained the mainstay of its business, representing over 50% of its total revenue.
9 In June 2018, following the expiry of all national Honda dealership agreements, Honda Australia executed new dealer agreements with its network of authorised dealers, including Brighton Automotive, on terms that were largely identical to the previous agreements. The agreement between Brighton Automotive and Honda Australia (Dealer Agreement) was executed on 27 June 2018. The Dealer Agreement is subject to Schedule 1 of the Competition and Consumer (Industry Codes-Franchising) Regulation 2014 (Franchising Code), which sets out the rights and obligations of the parties involved in the franchising relationship, and is administered and enforced by the Australian Competition and Consumer Commission.
10 In August 2018, Honda's declining profitability in the Australian market was considered at a meeting of Asian Honda and Honda Motor Co executives, and the need to 'stop the bleeding' became a priority for the global business. A presentation at that meeting contained a proposal to undertake a feasibility study in the short-to-mid-term, with a view to setting the business direction from 2025. The majority of Honda vehicles sold in Australia during the relevant period were manufactured in Thailand, such that Honda Australia's financial performance was significantly affected by exchange rate fluctuations between the Australian dollar (AUD) and the Thai bhat (TBH).
11 At a meeting in Bangkok in February 2019, Honda Australia board members put forward to various Asian Honda representatives a proposal to introduce an agency model as a means to improve Honda's profitability. Honda Australia's proposal was to retain the full dealer network until the expiration of the existing dealer agreements in June 2023, gradually reduce vehicle volumes and the size of the dealer network after the expiration of those dealer agreements, and appoint the remaining dealers as agents from 2025.
12 In March 2019, Honda Australia informed its senior management team that a strategic review would begin.
13 In May 2019, Honda Australia informed its dealer network of the strategic review. At that time, Honda Australia did not give any details about the strategic review but told its dealers that it expected to be in a position to provide further information by the end of 2019. Honda Australia also told dealers that it would not be enforcing special conditions in the dealer agreements (for example, requiring owners to make investments in their dealerships) in the meantime, and that given the uncertainty, they should not undertake any significant investments in their dealerships.
14 In June 2019, Honda Australia commenced a feasibility study into a business restructure with the assistance of external consultants.
15 In February 2020, Honda Australia sought and obtained the approval of Asian Honda to restructure its business model.
16 On 5 March 2020, Honda Australia resolved to implement a new business model (Agency Model), which included:
(a) the adoption of an agency model;
(b) selling a narrower model range and reducing overall national sales volumes to 20,000 units;
(c) reducing the number of dealers and the size of the dealer network; and
(d) realigning and consolidating existing areas of responsibility for dealers.
17 This decision resulted in the early termination of 36 dealer agreements with 'exit dealers' - ie, dealers who were not offered the opportunity to become Honda agents under the Agency Model.
18 On 23 March 2020, Klein and Avis were informed by Hiroyuki Shimizu (Shimizu-san), who was then the Managing Director of Honda Australia, and Carolyn McMahon (McMahon), who was and remains a director of Honda Australia, by telephone that Brighton Automotive would not be appointed as an agent under Honda Australia's new Agency Model.
19 Shortly after this phone conversation, Honda Australia sent a written notice to Brighton Automotive by which it purported to terminate the Dealer Agreement with effect from 30 June 2021 (Termination Notice). It is common ground that the conduct of Honda Australia in sending the Termination Notice to Brighton Automotive constituted a repudiation of the Dealer Agreement.
20 On 24 December 2020, Brighton Automotive accepted Honda Australia's repudiation of the Dealer Agreement. By agreement between Honda Australia and Brighton Automotive, the Dealer Agreement came to an end on 29 January 2021 (Termination Date).
21 This proceeding was commenced by writ and statement of claim on 15 March 2022.
(a) Brighton Astoria (Brighton Automotive), an authorised Honda dealer operating in Bentleigh and Brighton East in the State of Victoria;
(b) Tynan Motors, an authorised Honda dealer operating in Sutherland and Miranda in the State of New South Wales; and
(c) Bentleigh Astoria, an authorised Honda parts and service dealer operating in Bentleigh East in the State of Victoria and a related entity of Brighton Automotive within the meaning of the Corporations Act 2001 (Cth).
23 However, the claims against Honda Australia by the second and third plaintiffs were dismissed by consent, with no orders as to costs, on 1 June 2023 and 15 May 2023 respectively, and they ceased to be parties to the proceeding.
24 Brighton Automotive alleges that by reason of Honda Australia's repudiation of the Dealer Agreement, Brighton Automotive has suffered loss or damage as follows:
(a) loss of opportunity to derive revenue and earn profit by operating as an authorised Honda Dealer or authorised Honda Parts and Service dealer (as applicable) for the term of the Dealer Agreement until 30 June 2023;
(b) loss of opportunity to derive revenue and earn profit by operating as an authorised Honda dealer or authorised Honda Parts and Service dealer (as applicable) for any extended or hold over term after 30 June 2023;
(c) further or alternatively, loss of the opportunity to sell its business as an authorised Honda dealer or authorised Honda parts and service dealer as a going concern.[2]
25 Honda Australia admits that Brighton Automotive is entitled to compensation for loss or damage arising from the loss of opportunity to operate as an authorised Honda dealership or authorised Honda parts and service dealer for the balance of the term of the Dealer Agreement (being from 30 January 2021 to 30 June 2023).
26 However, Honda Australia denies that Brighton Automotive has any entitlement to:
(a) damages in respect of any period after the expiry of the term of the Dealer Agreement; or
(b) damages in respect of any loss of opportunity to sell its business as a going concern.
27 Brighton Automotive alleges that Honda Australia was undertaking or contemplating a strategic review of its business operations and dealer network in Australia (the Alleged Review) from as early as 6 June 2018. As part of this review, Honda Australia was considering or contemplating reducing the number of authorised Honda dealers in Australia (the New Dealer Strategy), something that would require the early termination of many existing dealer agreements.
28 Brighton Automotive alleges that Honda Australia did not disclose to Brighton Automotive, at any time prior to them entering the Dealer Agreement:
(a) the existence of its Alleged Review;
(b) the existence of its New Dealer Strategy; or
(c) that it was considering or contemplating the early termination of dealer agreements with authorised Honda dealers in Australia.
29 Brighton Automotive alleges that it was reasonable for it to expect that these matters would be disclosed by Honda Australia to Brighton Automotive at some time prior to their entry into the Dealer Agreement, and that Honda Australia failed to disclose these matters.
30 Brighton Automotive alleges that had these matters been disclosed, it would not have entered into the Dealer Agreement and instead would have sought to sell its business as a going concern.
31 It is on this basis that Brighton Automotive alleges that Honda Australia has engaged in conduct in trade or commerce that was misleading or deceptive, or likely to mislead or deceive, in contravention of s 18 of the ACL.
32 Brighton Automotive claims that it has suffered loss and damage in the form of:
(a) loss of the opportunity to sell its business as an authorised Honda dealer or authorised Honda parts and service dealer as a going concern; and
(b) loss of the opportunity to generate greater revenue and profit through other automotive dealership opportunities.
33 Honda Australia denies the Alleged Review. It denies that it was undertaking a strategic review of its business operations and dealer network in Australia on or around 6 June 2018, but admits that around this time one of a number of potential future options for its business operations involved reducing the number of authorised Honda dealers in Australia.
34 Honda Australia says that it did decide to undertake a strategic review in early 2019 and that it informed Brighton Automotive of this on or about 9 May 2019. Honda Australia admits that it did not, prior to entering into the Dealer Agreement, disclose to Brighton Automotive that it was contemplating a reduction in the number of authorised dealers in Australia but says that it had no obligation to make such a disclosure.
35 Honda Australia otherwise denies the allegations contained in the MDC Claim.
36 After opening submissions at trial, Brighton Automotive informed the Court that it no longer pressed its claim for loss and damage arising from the MDC Claim, but that it still pressed its allegation of misleading and deceptive conduct as it was an 'ingredient' of the UC Claim.
37 Brighton Automotive alleges that Honda Australia's breach of the Dealer Agreement was intentional, and carried out with the knowledge that Brighton Automotive would suffer loss and damage as a result. In doing so, Honda Australia breached its obligation to act in good faith in contravention of the Dealer Agreement and the Franchising Code.
38 Brighton Automotive alleges that Honda Australia was in a dominant position compared to Brighton Automotive and used its position to exert undue influence or pressure on Brighton Automotive and/or use unfair tactics against Brighton Automotive. The opening and closing submissions of Brighton Automotive make no reference to exerting undue influence or using unfair tactics, and so it appears that these aspects were no longer pressed. It alleges that Honda Australia knew and intended to acquire the goodwill of Brighton Automotive's business, including the value of its relationships with its Honda customers, which had been built up by Brighton Automotive over many years at the request and encouragement of Honda Australia, without any compensation.
39 On this basis, Brighton Automotive alleges that Honda Australia engaged in conduct in trade or commerce that was, in all the circumstances, unconscionable in contravention of s 21 of the ACL.
40 Brighton Automotive claims that it has suffered loss and damage in the form of:
(a) the loss and damage outlined in paragraph 24 above; and
(b) further or alternatively, the value of the goodwill in its business as an authorised Honda dealer or authorised Honda parts and service dealer (as applicable), including the value of their relationships with its Honda customers.
41 In regards to its UC Claim, Brighton Automotive claims that it has suffered the loss and damage described at paragraph 32 above.
42 Honda Australia denies the allegation contained in the UC Claim and says that:
(a) regarding the allegations that it did not comply or seek to comply with cl 36 of the Dealer Agreements and cl 28 of the Franchising Code, both clauses are inapplicable on their terms; and
(b) regarding the allegation that it intended to acquire Brighton Automotive's goodwill without compensation:
(i) any goodwill or other value generated by use of the Honda trade mark by Brighton Automotive vests solely with Honda Australia as per the terms of the Dealer Agreement; and
(ii) on termination of the Dealer Agreement, Brighton Automotive would not receive any payment or compensation from Honda Australia for any goodwill in connection with the dealership.
43 Section 18 'Misleading or Deceptive Conduct' provides that:
A person must not, in trade or commerce, engage in conduct that is misleading or deceptive or is likely to mislead or deceive.
44 Section 21 'Unconscionable conduct in connection with goods or services' provides that:
(1) A person must not, in trade or commerce, in connection with:
(a) the supply or possible supply of goods or services to a person; or
(b) the acquisition or possible acquisition of goods or services from a person;
engage in conduct that is, in all the circumstances, unconscionable..
(2) This section does not apply to conduct that is engaged in only because the person engaging in the conduct:
(a) institutes legal proceedings in relation to the supply or possible supply, or in relation to the acquisition or possible acquisition; or
(b) refers to arbitration a dispute or claim in relation to the supply or possible supply, or in relation to the acquisition or possible acquisition.
(3) For the purpose of determining whether a person has contravened subsection (1):
(a) the court must not have regard to any circumstances that were not reasonably foreseeable at the time of the alleged contravention; and
(b) the court may have regard to conduct engaged in, or circumstances existing, before the commencement of this section.
(4) It is the intention of the Parliament that:
(a) this section is not limited by the unwritten law relating to unconscionable conduct; and
(b) this section is capable of applying to a system of conduct or pattern of behaviour, whether or not a particular individual is identified as having been disadvantaged by the conduct or behaviour; and
(c) in considering whether conduct to which a contract relates is unconscionable, a court's consideration of the contract may include consideration of:
(i) the terms of the contract; and
(ii) the manner in which and the extent to which the contract is carried out;
and is not limited to consideration of the circumstances relating to formation of the contract.
45 Section 22(1) 'Matters the court may have regard to for the purposes of section 21' provides that:
Without in any way limiting the matters to which the court may have regard for the purpose of determining whether a person (the supplier) has contravened subsection (1) in connection with the supply or possible supply of goods or services to another person (the consumer), the court may have regard to:
(a) the relative strengths of the bargaining positions of the supplier and the customer; and
(b) whether, as a result of conduct engaged in by the supplier, the customer was required to comply with conditions that were not reasonably necessary for the protection of the legitimate interests of the supplier; and
(c) whether the customer was able to understand any documents relating to the supply or possible supply of the goods or services; and
(d) whether any undue influence or pressure was exerted on, or any unfair tactics were used against, the customer or a person acting on behalf of the customer by the supplier or a person acting on behalf of the supplier in relation to the supply or possible supply of the goods or services; and
(e) the amount for which, and the circumstances under which, the customer could have acquired identical or equivalent goods or services from a person other than the supplier; and
(f) the extent to which the supplier's conduct towards the customer was consistent with the supplier's conduct in similar transactions between the supplier and other like customers; and
(g) the requirements of any applicable industry code; and
(h) the requirements of any other industry code, if the customer acted on the reasonable belief that the supplier would comply with that code; and
(i) the extent to which the supplier unreasonably failed to disclose to the customer:
(i) any intended conduct of the supplier that might affect the interests of the customer; and
(ii) any risks to the customer arising from the supplier's intended conduct (being risks that the supplier should have foreseen would not be apparent to the customer); and
(j) if there is a contract between the supplier and the customer for the supply of the goods or services:
(i) the extent to which the supplier was willing to negotiate the terms and conditions of the contract with the customer; and
(ii) the terms and conditions of the contract; and
(iii) the conduct of the supplier and the customer in complying with the terms and conditions of the contract; and
(iv) any conduct that the supplier or the customer engaged in, in connection with their commercial relationship, after they entered into the contract; and
(k) without limiting paragraph (j), whether the supplier has a contractual right to vary unilaterally a term or condition of a contract between the supplier and the customer for the supply of the goods or services; and
(l) the extent to which the supplier and the customer acted in good faith.
46 Clause 6 'Obligation to act in good faith' provides that:
(1) Each party to a franchise agreement must act towards another party with good faith, within the meaning of the unwritten law from time to time, in respect of any matter arising under or in relation to:
(a) the agreement; and
(b) this code.
This is the obligation to act in good faith
(2) The obligation to act in good faith also applies to a person who proposes to become a party to a franchise agreement in respect of:
(a) any dealing or dispute relating to the proposed agreement; and
(b) the negotiation of the proposed agreement; and
(c) this code.
(3) Without limiting the matters to which a court may have regard for the purpose of determining whether a party to a franchise agreement has contravened subclause (1), the court may have regard to:
(a) whether the party acted honestly and not arbitrarily; and
(b) whether the party cooperated to achieve the purposes of the agreement.
(4) A franchise agreement must not contain a clause that limits or excludes the obligation to act in good faith, and if it does, the clause is of no effect.
(5) A franchise agreement may not limit or exclude the obligation to act in good faith by applying, adopting or incorporating, with or without modification, the words of another document, as in force at a particular time or as in force from time to time, in the agreement.
(6) To avoid doubt, the obligation to act in good faith does not prevent a party to a franchise agreement, or a person who proposes to become such a party, from acting in his, her or its legitimate commercial interests.
(a) give the franchisee an option to renew the agreement; or
(b) allow the franchisee to extend the agreement;
this does not mean that the franchisor has not acted in good faith in negotiating or giving effect to the agreement.
47 Clause 28 'Termination--no breach by franchisee' regulates the termination rights of franchisors for breach of a franchise agreement and provides that:
(a) a franchisor terminates a franchise agreement:
i. in accordance with the agreement; and
ii. before it expires; and
iii. without the consent of the franchisee; and
(b) the franchisee has not breached the agreement.
(2) For subparagraph (1)(a)(iii), a condition of a franchise agreement that a franchisor can terminate the franchise agreement without the consent of the franchisee is not taken to be consent.
(3) Before terminating the franchise agreement, the franchisor must give reasonable written notice of the proposed termination, and reasons for it, to the franchisee.
(4) Part 4 (resolving disputes) applies in relation to a dispute arising from termination under this clause.
This Agreement commences on the Commencement Date and continues for the Term.
Note: Items 4-5 of Schedule 1 provide that the Commencement Date is 1 July 2018 while the Term is five years.
(a) Honda Australia will notify the Dealer whether or not it intends to:
(ii) extend this Agreement by offering the Dealer a further term; or
(ii) enter into a new dealer agreement with the Dealer;
as long as possible before the expiration of the Term, and in any event no less than 6 months before the expiration of the Term.
(b) Subject to clause 8.4, if the Dealer is offered a further term or a new dealer agreement, the terms on which such further term or dealer agreement is offered will be at Honda Australia's sole discretion, including as to the PMA,[3] and may be different from the terms and PMA under this Agreement.
If Honda Australia notifies the Dealer that it does not intend to extend this Agreement or enter into a new dealer agreement in accordance with clause 8.2, the Dealer can offer to sell the Dealership as a going concern provided:
(a) Honda Australia does not intend to change the PMA or the location of the Premises;
(b) Honda Australia consents to the purchaser purchasing the Dealership (which consent will not be unreasonably withheld); and
(c) the purchaser enters into a new dealer agreement on terms that are acceptable to Honda Australia.
For the avoidance of doubt, clause 39.6 will apply to any offer by the Dealer to sell the Dealership pursuant to this clause.
If this Agreement is subject to a Further Term, then, subject to clause 36 of this Agreement it will be extended for the Further Term if:
(a) the Dealer gives written notice to Honda Australia that it intends to extend this Agreement, at least 6 months and 2 weeks before the expiration of the Term; and
(b) the Dealer has satisfied all of the Further Term Conditions.
52 Clause 31.2 'Indemnity by Honda Australia' provides that:
Honda Australia indemnifies the Dealer and agrees to keep the Dealer indemnified from and against all claims, losses, damages, taxes, charges, expenses and costs of every description suffered or incurred by the Dealer as a result of:
(a) any breach of this Agreement by Honda Australia;
(b) fraud, negligent or unlawful acts or omissions by Honda Australia or its employees, agents and, where Honda Australia has failed to exercise reasonable care, sub- contractors;
(c) Honda Australia or its employees, agents or sub-contractors acting on instructions from persons other than those authorised by the Dealer under this Agreement; or
(d) any obligations or liabilities the Dealer may have under legislation in respect of Honda Australia or an employee, agent or subcontractor of Honda Australia,
except to the extent that such claim, loss, damage, tax, charge, expense or cost is caused by the Dealer's fraud, negligent or unlawful acts or omissions.
53 Clause 36.2 'Termination - Breach by Dealer' provides that:
If the Dealer has breached this Agreement, Honda Australia can only terminate this Agreement in accordance with the relevant Standard (which as at the date of this Agreement is the Performance Management Standard).
54 Clause 36.3 'Termination - Special circumstances' provides that:
Honda Australia may immediately terminate this Agreement by written notice to the Dealer if the Dealer:
(a) no longer holds a licence that the Dealer must hold to carry on the Dealership;
(b) becomes bankrupt, insolvent under administration or an externally administered body corporate;
(c) voluntarily abandons the Dealership or the franchise relationship;
(d) is convicted of a serious offence;
(e) operates the Dealership in a way that endangers public health or safety;
(f) is fraudulent in connection with the operation of the Dealership; or
(g) agrees to termination of this Agreement and the Dealership.
55 Clause 37.1 'Dealership comes to an end' provides that:
On expiry or termination of this Agreement:
(a) the Dealership comes to an end;
(b) the Dealer must:
(i) immediately cease to operate the Dealership;
(ii) cease using the Intellectual Property;
(iii) not represent itself as an Authorised Honda Dealer or otherwise hold itself out as being associated with Honda Australia or Honda Motor; and
(c) this Agreement (other than this clause 37 and clauses 9.49.4(e), 29, 30, 31, 38 and 43) is at end as to its future operation, except for the enforcement of any right or claim which arose on or before expiry or termination.
56 Clause 37.6 'Goodwill belongs to Honda Australia' provides that:
The Dealer acknowledges and agrees that at the end of this Agreement, the Dealer will not receive any payment or compensation from Honda Australia for any goodwill in connection with the Dealership or the Premises or any reputation developed by the Dealer in connection with the Dealership or the Premises.
The parties must perform their obligations and exercise their rights under this Agreement in good faith.
58 It is common ground that the Dealer Agreement does not contain any provision allowing for termination for convenience.
59 The following persons were called as witnesses by Brighton Automotive:
(a) Avis, a director of Brighton Automotive;
(b) Klein, the other director of Brighton Automotive; and
(c) Michael Smith (Smith), a corporate finance specialist with CFAS Advisory.
60 The following persons were called as witnesses by Honda Australia:
(a) McMahon, a current director of Honda Australia involved in the day-to-day running of the business;
(b) Stephen Collins (Collins), a former director of Honda Australia whose employment concluded in November 2022; and
(c) Dawna Wright (Wright), a forensic accounting and valuation specialist with FTI Consulting.
61 Each of the lay witnesses made witness statements prior to the trial of the proceeding. At trial, the parties relied on the following documents:
(a) Witness Statement of Ron Klein made on 18 May 2023.
(b) Witness Statement of Mark Avis made on 22 May 2023.
(c) Supplementary Witness Statement of Mark Avis made on 14 November 2023.
(d) Witness Statement of Stephen John Collins made on 6 October 2023.
(e) Witness Statement of Carolyn Ann McMahon made on 6 October 2023.
62 Prior to each witness being called, objections to aspects of their witness statements were heard and determined. The court book, which contained all of the witness statements relied upon, was subsequently updated so as to contain the post-objection versions of the statements, which versions were subsequently adopted by the witnesses.
63 All of the witnesses, except for Klein, were cross-examined at trial. Klein's witness statement was tendered but Honda Australia did not require him for cross-examination.
64 Each of the expert witnesses made a report prior to the trial of the proceeding:
(a) Affidavit & Expert Report of Michael Smith dated 18 May 2023 (Smith Report).
(b) Expert Report of Dawna Wright dated 6 October 2023 (Wright Report).
65 Smith and Wright also produced a joint report dated 1 February 2024 (Joint Report). The experts agree on the following points regarding methodology:
(a) To assess the loss under the Termination Claim, both experts adopted the following methodology:
(i) The loss is the difference between the but for profit and actual profit.
(ii) 'Variable expenses' should be included in the assessment of loss.
(iii) Costs that would be incurred in any event (with or without the Honda business trading) should not be included in the assessment of loss on the basis that they do not represent incremental costs.
(b) To assess the loss under the MDC Claim, both experts assess the value of the Honda business as at 30 June 2018 by adopting the CFME Method (by applying an appropriate earnings multiple to the future maintainable earnings, FME).
(c) To assess the loss under the UC Claim, both experts quantify the loss as the value of the goodwill in the Honda business as at 22 March 2020 (adopting the CFME Method), less the value of the goodwill in the Honda business as at 29 January 2021.
66 Smith and Wright gave their oral evidence concurrently, and were taken to sections of their individual reports as well as the Joint Report. The focus of the experts' oral evidence was on the issues where they differed.
67 Brighton Automotive submitted that Honda Australia did not call Igarashi-san from Asian Honda or Shimizu-san, the third director of Honda Australia who was centrally involved in the decision-making to give evidence and that no explanation has been given for that failure, particularly when they are still employed in the Honda group and in Honda Australia's 'camp' for the purposes of the rule in Jones v Dunkel.[4] Brighton Automotive submitted that the Court should infer that their evidence would not have assisted Honda Australia. This issue is dealt with below, where relevant.
68 I found Avis to be an honest witness. He has been working in car sales for almost 40 years and was seemingly very knowledgeable about the industry in Australia. Avis is clearly passionate about his business, as well as the well-being of the staff he employs, and presents as aggrieved by the loss of the Honda brand, which is understandable. While Avis was generally forthcoming, often providing extensive answers and explanation where he felt it appropriate, he was at times unwilling or unable to engage in hypotheticals, preferring instead to focus on what actually unfolded in the months and years after the Dealer Agreement came to an end.
69 I do not regard Honda Australia's cross-examination of Avis as to how changes came to be made to Brighton Automotive's financial statements, particularly to the FY2019 ones, as detracting from Avis' credibility at all. The changes were mentioned in Avis' witness statement and were explained in more detail in Klein's witness statement. The changes made were explained and adequately justified.
70 I also found McMahon to be an honest witness. Her answers were well-considered, albeit at times they lacked detail. McMahon was at times overly careful when providing answers, however, I do not believe that this was evidence of her seeking to avoid the question or tailor her evidence to suit Honda Australia's case. Brighton Automotive's submission that McMahon was 'not prepared to give an inch' cannot be accepted.
71 Collins was also honest and forthright. He gave direct answers under cross‑examination which were consistent with the contemporaneous documentary evidence.
72 Smith was appropriately careful in his answers, including by making sure he understood the questions and any assumptions he was to make correctly. He did appear, at times, to be trying to find a basis to adhere to the opinions expressed in his reports. Nonetheless, Smith made concessions where appropriate.
73 Wright made concessions where appropriate and sought to assist the Court. She was careful to indicate where assumptions had been made or instances when she needed to qualify her opinion.
74 It is not in dispute between the parties that the 'ruling principle' with respect to damages for breach of contract is that, 'where a party sustains a loss by reason of a breach of contract, he is, so far as money can do it, to be placed in the same situation, with respect to damages, as if the contract had been performed'.[5] This requires the Court to compare the actual position of the party who sustains a loss by reason of the breach to what that party's position would have likely been in a counterfactual scenario in which the contract was performed.
75 Brighton Automotive's submissions helpfully set out some of the key principles concerning onus, proof and calculating damages, which I set out below.
76 The onus of proving and quantifying loss lies with the plaintiff. However, as Hayne J said in Placer (Granny Smith) Pty Ltd v Thiess Contractors Pty Ltd,[6] the plaintiff is only required to prove those matters with as much precision as the subject matter reasonably permits.[7] Where precise evidence as to loss is not available, the Court may engage in 'estimation, if not guesswork' in assessing the damages to be allowed.[8] Where there has been actual loss, the mere difficulty in estimating damages does not relieve the Court from the responsibility of estimating them as best it can.[9]
77 In Euromark Limited v Smash Enterprises Pty Ltd & Ors (No 3),[10] Lyons J stated:
...the determination of loss of bargain damages involves a degree of uncertainty given that the plaintiff is trying to quantify its loss on the basis of what would have happened in the event that the Agreement had not been terminated (ie, a counterfactual). Indeed many of the comments in the authorities relating to the principles of the assessment of damages referred to above were made in such cases. That does not mean that a plaintiff is relieved from proving the loss by producing relevant evidence as best it can as to the nature and extent of that loss. However, if the Court is satisfied that a loss has been suffered, the Court will do its best to estimate that loss on a broad brush approach in light of the evidence able to be led by the plaintiff.[11]
78 Where wrongdoing by a defendant makes it impossible for the plaintiff to prove the precise amount of damage suffered, or where the nature of the wrongdoing results in the plaintiff having to undertake the difficult task of proving a past hypothetical (as in this case), a presumption arises against the defendant.[12] In that regard, in Euromark, Lyons J stated:
... if the Court is satisfied that a loss has been suffered due to a defendant's wrongdoing, the Court will do the best that it can to estimate that loss in light of evidence able to be led on a broad brush approach, and, where appropriate, the Court will draw inferences or make presumptions in favour of the plaintiff where the defendant's wrongdoing itself has made the assessment impossible or difficult. [13]
79 To similar effect, in Corum Systems Pty Ltd v Fred IT Group Pty Ltd,[14] Justice M Osborne stated:
Questions as to the adequacy of evidence required to establish loss commonly arise in cases where the wrongdoer has prevented the victim from pursuing an opportunity because the wrongdoer 'has thrust the victim into a difficult task of proving a past hypothetical'.
In such a case, the task of the Court is to adopt a robust approach, 'relying on the presumption against wrongdoers'. Questions involving the application of the onus of proof and the resolution of doubtful questions should be resolved against the interests of the party 'whose actions have made an accurate determination so problematic'.[15]
80 It is common ground between the parties that under the counterfactual, Honda Australia would not have terminated its dealers prior to the end of their agreements or implemented the Agency Model in July 2021. Instead, Honda Australia would have continued to operate under the Dealership Model until the end of the term of the Dealer Agreement.
G.3. Key issues arising in respect of the Remaining Contract Period Claim
81 As already noted, it is common ground that Brighton Automotive is entitled to be compensated for its loss and damage sustained by reason of Honda Australia's breach of the Dealer Agreement by terminating it before the end of its term. Brighton Automotive contends that Honda Australia's repudiation of the Dealer Agreement has had a devastating impact on its business. Its revenue streams arising from new car sales, servicing, parts, finance/insurance and other services (such as pre-delivery service, aftermarket accessories and vehicle detailing) are all said to have been affected.
82 However, the parties disagree as to the amount of loss and damage to which Brighton Automotive is entitled. In order for the Court to determine the quantum in respect of the Remaining Contract Period Claim, five key issues emerged for consideration when comparing Brighton Automotive's actual position following early termination of the Dealer Agreement with the counterfactual. These are:
(a) the number of new Honda vehicles which Brighton Automotive would have sold, that is, the volume of vehicles;
(b) the gross profit which Brighton Automotive would have made on each new Honda vehicle sold;
(c) the lost profits from servicing and parts;
(d) the appropriate date for the assessment of damages; and
(e) mitigation of loss.
83 Each of these matters is considered below, in turn. Both parties agree that the matter which has the greatest effect in terms of the difference between them as to the assessment of damages is that of sales volume of new Honda vehicles.
84 In summary, Smith assessed Brighton Automotive's damages in respect of the Remaining Contract Period Claim as between $22,138,104 and $22,331,885, whereas Wright assessed these damages as between a loss of $1,648,128 and a gain of $2,678,248.
85 Smith calculates the counterfactual volumes based on the number of vehicles sold by Brighton Automotive in the twelve-month period prior to receiving the Termination Notice. On this basis, Smith estimates that Brighton Automotive would have sold 643 units in the balance of FY2021 and 1,544 units in each of FY2022 and FY2023. This calculation is based on an instruction that the volume of vehicles Honda Australia would have made available for sale in the Australian market would not have reduced to 20,000 per annum until at least after 30 June 2023.
86 Wright calculates the counterfactual volumes based on the actual number of vehicles sold by Honda Australia for the balance of the term of the Dealer Agreement multiplied by an estimate of Brighton Automotive's share of national Honda sales. On this basis, Wright estimates that Brighton Automotive would have sold 290 units in the balance of FY2021, 422 units in FY2022 and 391 units in FY2023.
87 Various factors were considered by the experts as having affected these calculations. I will assess each of these in turn.
88 Brighton Automotive submits that the vast majority of the actual sales achieved by Honda Australia during the Remaining Contract Period occurred after the implementation of the Agency Model. However, it is agreed that the counterfactual involves 'business as usual' under the Dealership Model rather than the Agency Model. Brighton Automotive submits that the Agency Model was 'radically different' from the Dealership Model, as it involved replacing dealers with agents, the termination of a number of Honda dealers across Australia, and a contraction of Honda retail sites and new vehicle sales volume targets. As such, Brighton Automotive submits that the actual sales volumes achieved by Honda Australia during the Remaining Contract Period could not possibly be reflective of the counterfactual sales volumes that would have been achieved by Brighton Automotive.
89 Honda Australia submits that the decline in its actual sales volumes was not caused by the implementation of the Agency Model but was due to the effects of COVID-19 and semi-conductor shortages. These submissions are outlined in section G.4.3 below.
90 It is hard to see how the actual sales volumes achieved by Honda Australia under its new Agency Model could be used to calculate the counterfactual sales volumes that Brighton Automotive would have achieved had the Dealership Model remained in place for the Remaining Contract Period. As Brighton Automotive submits, the Agency Model was radically different from the Dealership Model and involved replacing dealers with agents, the termination of various Honda dealers across Australia, a contraction of Honda retail sites, and significantly reduced new vehicle sales volume targets. It is highly likely that this affected sales volumes. To think otherwise requires me to accept that the change in model, with the consequences just described, had no impact at all on actual sales volumes in the Remaining Contract Period. I do not accept this. Therefore, I agree with Brighton Automotive's submission that there is no foundation in the evidence to conclude that the actual sales during the Remaining Contract period would be reflective of sales in the counterfactual.
91 However, there are various other factors that may have impacted the supply and sale of Honda vehicles in Australia during the Remaining Contract Period. As such, I will consider each of these in turn before reaching a final conclusion as to volume.
G.4.2. Reduction in actual vehicle sales and supply
92 In reaching his estimate of 1,544 new cars sold per annum in FY2022 and FY2023, Smith operates on the assumption that the volume of vehicles Honda Australia would have made available for sale in the Australian market would not have been reduced to 20,000 per annum until at least after 30 June 2023.
93 Conversely, Wright says that any calculation of Brighton Automotive's likely sales volume during the Remaining Contract Period should take into account the reduction in actual vehicle sales and supply experienced by Honda Australia.
94 In his supplementary witness statement, Avis says that by adopting the actual volume of new Honda vehicles sold by Honda Australia during the Remaining Contract Period, Wright ignores the volume of new Honda vehicles that would have been sold in the counterfactual scenario.
95 Avis states that, in his experience, Honda Australia would have maintained, or at least tried to maintain, the volume of new Honda vehicle sales across Australia in the counterfactual scenario between January 2021 and July 2023 as it had supplied before the Termination Date. This is because, among other things, Honda Australia would not have been able to sustain a network of 106 dealers if it were to reduce the supply of vehicles to the levels assumed in the Wright Report.
96 In her witness statement, McMahon states the following:
(a) Honda Australia's transition to the Agency Model formed part of a broader restructure of the company's operations that included selling a narrower model range, reducing overall national sales volumes to 20,000 units, reducing the number of dealers and realigning existing areas of responsibility for dealers.
(b) Since implementing the restructure on 1 July 2021, Honda Australia has not achieved national sales volumes of 20,000 units (as confirmed by independent sales statistics) due to supply-side constraints.
(c) Since the introduction of the Agency Model on 1 July 2021, Honda Australia's actual retail sales have been below planned retails. The table below sets out the planned and actual retails for the Ki years (Japanese financial year from 1 April to 31 March) 2018 - 2023.[16]
(d) In the Ki year ending March 2020, Honda Australia reduced its sales targets from 50,000 units to 45,000 units on account of a decision to reduce selling loss-making vehicle models, including the Jazz and Civic Sedan models. In the Ki year ending March 2021, Honda Australia again decreased its sales targets to 33,000 units as it further reduced the sale of loss-making vehicle models. These reductions were unrelated to the Agency Model and business restructure implemented in July 2021, but were necessary measures to 'stop the bleeding' in the immediate term and were part of a smooth transition to the new 20,000 volume target.
97 Under cross-examination, McMahon confirmed that the targets of 19,900 in Ki year 2021/22 and 20,000 in Ki year 2022/23 were set as part of the adoption of the Agency Model. While McMahon suggested Honda Australia could still have decided to reduce the volumes of supply to these levels without going to agency, the company would have had to have considered reducing its number of dealers.
98 Under cross-examination, McMahon and Collins both conceded that in order to maintain the viability of the Honda dealer network in Australia it was necessary to supply a minimum of 40,000 new vehicles each year. This necessity is reflected in Honda Australia's 2018 business direction proposal, where it was noted that between 40,000 and 70,000 units would be necessary to '[s]ecure and sustain the minimum sales volume necessary for the current sales network to survive.'
(a) confirmed that it would not have been possible to reduce volumes to 20,000 units under the existing dealer network and that doing so would have resulted in a wholescale interference with the dealer network;
(b) stated that Honda Australia believed that a 'smooth transition' was needed from 40,000 to 20,000 units, as such a change could not be achieved in a short period of time; and
(c) explained that Honda Australia's target setting was done on a rolling basis each year, that it was reviewed regularly, and that it was not 'set in stone' at any given point in time.
100 While both McMahon and Collins acknowledged that it would not have been feasible to reduce targets to substantially below 40,000 units in the long term without terminating dealers, they expressed a belief that Honda Australia could have done so in the short-term (less than 2 or 3 years) given the need to take drastic action to address the consolidated losses stemming from the Australian business. McMahon's evidence was that volume targets were reduced prior to the decision to restructure the business in July 2021. This is reflected in the 2018 business information meeting annual presentation by regional directors to the board of Honda Motor Co, where ceasing to sell unprofitable models and repositioning remaining models to a higher price was contemplated in isolation from a broader consideration of the long term business model.
101 Collins explains in his witness statement that in May 2018:
(a) the perceived advantages of maintaining scale were that:
(i) it would allow Honda to protect and increase its customer base; and
(ii) there was an expectation of positive earnings due to favourable exchange rate fluctuations;
(b) the perceived disadvantage of maintaining scale was the potential for profit deterioration due to exchange rate fluctuations;
(c) the perceived advantages of discontinuing unprofitable models were that:
(i) it would lead to temporary profit improvement; and
(ii) reduce the impact of the exchange rate on profitability; and
(d) the perceived disadvantages of discontinuing unprofitable models were that:
(i) the Honda brand would virtually be lost in Australia;
(ii) Honda would have to terminate dealers;
(iii) Honda would have to dismiss employees; and
(iv) the exchange rate risk would still be present in any event.
102 Brighton Automotive submits that actual sales under the Agency Model declined substantially compared to the sales volumes under the Dealership Model. In FY2019, under the Dealership Model and prior to the onset of the COVID-19 pandemic, there were approximately 46,000 Honda cars sold in Australia. However, in FY2022 and FY2023, following the implementation of the Agency Model, actual sales dropped to approximately 14,000 and 13,000 respectively.
103 Brighton Automotive submits that there is an irresistible inference that this reduction in sales was caused in whole or substantial part by Honda Australia's change from the Dealership Model to the Agency Model. The change in business model effected a reduction in scale from targets of 45,000 units per annum to 20,000 units per annum. Brighton Automotive submits that this alone would account for approximately half of Honda Australia's reduction in actual sales. Furthermore, Honda Australia identified various risks associated with its implementation of the Agency Model, including the risk that sales would likely fall. Brighton Automotive submits that the difference between Honda Australia's reduced targets of approximately 20,000 units per annum and its actual sales volumes suggests that this risk has been borne out.
104 Honda Australia submits that in the 12 months leading up to February 2020 it sold 41,920 vehicles nationally and the lay evidence suggests that, even if Honda Australia had not terminated the Dealer Agreement, the volume of Hondas that would have been sold after January 2021 would have been well below this. This is because:
(a) Honda Australia would have in any event set targets between 20,000 and 33,000 units per annum for the Remaining Contract Period, and
(b) the supply constraints in fact experienced by Honda Australia could be expected to mean that the actual supply of Hondas would fail to reach those targets.
105 Honda Australia submits that its decision to reduce volume targets, prior to the decision to restructure the business from July 2021, was made in response to profitability pressures and the need to 'stop the bleeding'. Those same pressures would have existed in the counterfactual, and the commercial rationale for reducing volume would have remained the same. On that basis, Honda submits that the likely counterfactual involves annual volume targets reflective of those as a matter of fact set in the real world (ie, between 20,000 and 33,000 per annum).
106 Brighton Automotive submits that the suggestion by Honda Australia that it may have implemented a reduction in supply to 20,000 units in any event in the counterfactual should not be accepted.
107 Brighton Automotive submits that the evidence clearly establishes that 40,000 units represented the minimum volume necessary to sustain the Dealership Model, which prevails in the counterfactual. The effect of even a modest reduction in volume on the Dealership Model is illustrated by Collins' evidence about the Thailand floods of 2011. Collins gave evidence that the floods affected Honda's manufacturing plant to such an extent that production volumes were reduced to approximately 30,000 units per annum. In light of those volumes, Honda Australia considered it necessary to implement measures to help the dealers 'get through' that difficult 12-month period. Honda Australia increased dealer margins 'to offset the volume reduction' and sourced additional cars from an alternative production facility in Japan. That evidence gainsays the notion that Honda Australia would have set its volume targets at the level of 20,000 units per annum under the Dealership Model in the counterfactual.
108 Brighton Automotive submits that there is no suggestion in the contemporaneous documents that Honda Australia ever considered reducing volumes to anywhere near the level of 20,000 units except in connection with the termination of dealer agreements.
110 During closing submissions, counsel for Brighton Automotive submitted that should the Court conclude that a reduction to 33,000 units would have occurred even in the counterfactual, this would not have prevailed for the entirety of the Remaining Contract Period. Brighton Automotive submits that no evidence-in-chief, no business records and no financial analysis have been adduced by Honda Australia to support the notion that a new supply target of 33,000 vehicles per annum would have prevailed for two and a half years in the counterfactual. Brighton Automotive submits that, as suggested by the evidence of Collins, the supply of vehicles would have retuned to 40,000 units per annum after, at most, a year.
111 In response to this submission, counsel for Honda Australia submitted that in order for the Court to believe that targets could have been dropped to 33,000, as they did in the real world in the year ending March 2021, before bouncing back up to 40,000, the Court would have to believe that discontinued models would have been 'un-discontinued'. Honda Australia submits that this is a far-fetched proposition which would have required approval at the global level.
112 Finally, Brighton Automotive submits that even if the Court were to find that Honda Australia would have reduced the target volume of vehicles in the counterfactual, the evidence of McMahon and Collins establishes that it would only have done so in connection with a reduction in the size of its dealership network. As such, any material reduction in the volume of new vehicles sold by Honda Australia would likely be followed by an increase in the market share of each remaining dealer, such that the volume of new vehicles sold by each remaining dealer including Brighton Automotive would not necessarily reduce.
113 The evidence shows that there was a precipitous drop in the supply and sale of new Honda vehicles in Australia from 48,638 in 2018/19 to 14,065 in 2022/23.
114 Honda Australia submits that this drop is partly the result of supply reductions that would have occurred even in the counterfactual, while Brighton Automotive submits that it is wholly or substantially the result of Honda Australia's switch from the Dealership Model to the Agency Model.
115 I accept McMahon's evidence that Honda Australia's decision to reduce the supply of loss-making vehicle models in 2018/19 required Honda Australia to reduce its national sales targets. However, I am unconvinced that Honda Australia's further target reductions were wholly unrelated to its switch to the Agency Model.
116 Contemporaneous documents, such as Honda Australia's 2018 business direction proposal, show that in order to maintain the viability of the Honda dealer network in Australia it was necessary to supply a minimum of 40,000 new vehicles per annum. Both McMahon and Collins conceded this point under cross-examination. I consider this strong evidence that Honda Australia would not have reduced the supply of its vehicles to the levels it did in 2020/21, let alone the levels of 2021/22 and 2022/23, had the Dealership Model remained in place.
117 Evidence from Collins shows that the reduced target of 33,000 in Ki year 2020/21 was part of a 'smooth transition' to Honda Australia's planned target of 20,000 under the Agency Model. Honda Australia believed that reducing its targets from 40,000 units per annum to 20,000 per annum was a transition that could not be achieved in a short period of time. Despite Honda Australia's submissions to the contrary, McMahon's evidence in her witness statement is to similar effect in terms of the target of 33,000 vehicles. She describes the reduction in targets for the Ki year ending March 2020 (50,000 to 45,000 units) and for the Ki year ending March 2021 (45,000 to 33,000) as being due to the reduction in the sale of loss-making vehicle models. McMahon then says 'These reductions were unrelated to the agency model and business restructure implemented in July 2021, but were necessary measures to "stop the bleeding" in the immediate term and were part of a smooth transition to the new 20,000 volume target.' I do not accept that this evidence should be interpreted in the manner which Honda Australia would have me do. I am not dissuaded from the view that the concept of being 'part of the smooth transition to the new 20,000 volume target' has to be connected with the planned introduction of the Agency Model. To my mind, all of the evidence indicates that the target of 33,000 units was an intermediate step that was at least partially motivated by Honda Australia's desire to transition over to the Agency Model without undue disruption.
118 While McMahon and Collins both gave evidence that a reduction to 33,000 units per annum may have been sustainable in the short term under the Dealership Model, later evidence from Collins regarding the Thailand floods of 2011 indicates that under such circumstances Honda Australia would had to have taken steps to offset the consequences for dealers, such as increasing the profit margins retained by dealers.
119 Brighton Automotive submits that even if supply volumes were to drop to 33,000 in the counterfactual they would, by necessity, return to 40,000 units per annum within a year or so. Honda Australia submits that this would have required discontinued models to be 'un-discontinued'. While I accept that Honda Australia would have wanted to reduce the supply and sale of loss-making vehicles even in the counterfactual, the evidence shows that Honda Australia would have taken steps to offset the consequences of any significant shortfall in supply lest the dealership network collapse. If Honda Australia did significantly reduce its supply of loss-making vehicles, it likely would have either needed to increase the supply of profit-making vehicles to compensate, or employ some other measure to offset the consequences for dealers.
120 Based on the above, I consider that Honda Australia would not have reduced its annual target to below 40,000 units until after the dealer agreements came to an end. The evidence clearly shows that this was the volume of supply needed to maintain the dealership network that prevails in the counterfactual. Even if Honda Australia wished to reduce the supply of loss-making vehicles, it likely would have had to make up for this shortfall in some way, shape or form in order to counteract any disruption to the dealership network. Methods employed in the past when there was a significant decline in supply included sourcing additional vehicles from Japan or increasing profit margins for dealers. Further, Collins gave evidence during cross-examination that a significant reduction in target sales volumes (which a reduction to 20,000 certainly was) would have been a decision that required agreement from Asian Honda. Brighton Automotive submits that no decision-maker from Asian Honda has been called as a witness and that the Court should assume that their evidence would not have assisted Honda Australia in relation to this point. I accept that submission.
121 However, this is not to say that Honda would not have experienced difficulties in maintaining this level of supply due to the effects of COVID-19 and semi-conductor shortages. This issue is discussed below.
122 To determine trends within the automotive industry, including sales volumes and margins, Brighton Automotive relies on the 'VFACTS' reports, a leading automotive industry publication prepared by Autoteam Australia Consulting Pty Ltd (VFACTS).
123 VFACTS are prepared using data compiled by the Federal Chamber of Automotive Industries on behalf of the automotive industry in Australia. Among other things, VFACTS reports include:
(a) monthly vehicle sales results;
(b) sales volume forecasts; and
(c) commentary on trends and issues facing the industry.
124 The majority of new Honda motor vehicles imported into Australia are produced in Thailand and Japan. According to Avis, it is well known in the automotive industry that in 2020, and as a result of COVID-19 and semi-conductor shortages in the manufacture of motor vehicles worldwide, there was a reduction in the number of new vehicles delivered for sale in Australia. However, Avis points out that according to VFACTS the number of new motor vehicles:
(a) manufactured in Thailand and Japan after 2020 (in 2021, 2022 and thus far in 2023) has recovered to close to 2019 volumes; and
(b) sold in Australia after 2020 (in 2021, 2022 and thus far in 2023) has recovered to 2019 volumes and continues to strengthen.[17]
125 The VFACTS reports for December 2018 to December 2022 demonstrate that the total number of new motor vehicle sales in Australia was as follows:
126 The VFACTS reports for December 2018 to December 2022 demonstrate that the total number of new vehicles manufactured for Australia in Thailand and Japan are as follows:
127 McMahon states that, as set out in the table at paragraph 96(c) above, Honda Australia's retail sales had been below target since the Ki year ending March 2019. Since 2020, this has been due to supply-side restrictions occasioned by COVID-19 and a global shortage in the supply of semiconductors. She says that these supply-side constraints have affected the entire automobile industry, and are unrelated to Honda Australia's transition to the Agency Model or change in volume targets.
128 As mentioned at paragraph 95 above, Avis believes that Honda Australia would have maintained, or at least tried to maintain, the same levels of volume of new Honda vehicle sales across Australia in the counterfactual scenario between January 2021 and July 2023 as it had supplied before the termination.
(a) conceded there was a limit to his visibility and knowledge as to what was happening at the global Honda level and the Australian Honda level, and therefore the reasons for Honda vehicles being in short supply in Australia;
(b) accepted there was a supply shortage in 2020 on account of COVID-19 and semiconductor shortages;
(c) accepted that, as late as November 2021, COVID-19 lockdowns and the global semi-conductor shortages were still constraining supply of vehicles into Australia, and in July 2022 he could not sell as many cars as he wanted; and
(d) gave evidence that supply and demand only got back into balance in calendar year 2024.
130 Brighton Automotive submits that Honda Australia's assertion that the decline in its actual sales volumes was due solely to the effects of COVID-19 and semiconductor shortages is not open on the evidence. The VFACTS data adduced by Brighton Automotive (and relied on by both experts) shows that the total number of vehicles sold in Australia reduced slightly in the 2020 calendar year before recovering to at or near pre-COVID levels in 2021 and 2022. There is no suggestion, and no basis in the evidence, that Honda Australia was more affected than any other car manufacturer by the global supply issue.
131 Brighton Automotive submits that Honda Australia's case is also negatived by the objective data as to its declining market share. The VFACTS data shows that Honda Australia's market share in Australia declined significantly after its repudiation of the Dealer Agreements and move to the Agency Model in early 2020. The following chart was prepared by Brighton Automotive as an aide memoire to that evidence:
132 Brighton Automotive submits that a global supply shortage cannot explain Honda Australia's declining market share, as there is no evidence that Honda was more affected than any other manufacturer.
133 Brighton Automotive submits that the irresistible inference that can be drawn from the VFACTS data is that the reduction in the actual sales volume of Honda vehicles was caused, wholly or substantially, by the change to the Agency Model.
134 Brighton Automotive also highlights that Wright did not investigate the cause of the decline in Honda Australia's actual sales volumes. Neither did Honda Australia's lay evidence. Indeed, Wright was not aware that the decline in actual sales coincided with Honda Australia's reduced sales targets from 45,000 unit per annum to approximately 20,000 units and its reduced retail footprint. Brighton Automotive submits that these matters are critical to any understanding of whether Honda Australia's actual sales are the 'best indicator' of the counterfactual volumes, but they are ignored by Honda Australia in its evidence. As such, Honda Australia's case on counterfactual volumes boils down to a bald and irrational assumption.
135 During closing submissions, counsel for Brighton Automotive accepted that in the counterfactual - ie, continuation of the Dealership Model - there was a chance that the 40,000 unit targets might not have been met. When I asked counsel how this should be dealt with by the Court, it was submitted that:
(a) the Court should make reference to the objective VFACTS data adduced by Brighton Automotive, rather than the subjective opinions of Wright as relied on by Honda Australia; and
(b) per the evidence of Avis, although there was a drop in supply during 2020, by 2021 it had already recovered and by 2022 sales were better than those seen in 2019.
136 Brighton Automotive submits that if the Court were to find that Honda Australia's targets would be 40,000 units under the counterfactual, it would be open to discount this volume based on the objective data by a figure of about 5-10%. This would be achieved by subtracting: first, the percentage shortfall of production in Thailand during COVID-19; and second, the percentage shortfall in Honda Australia's actual versus targeted sales in 2018 and/or 2019.
137 Honda Australia submits that the sales of Honda vehicles in 2021 to 2023 would have been below Honda Australia's already reduced targets due to the effects of COVID-19 and a global semiconductor shortage. There is no controversy over the fact that actual sales of Honda vehicles were less than planned sales at all relevant times after the termination of the Dealer Agreement. In particular, for the period April 2020 to March 2023, actual sales represented less than 75% of planned sales.
138 Honda Australia submits that Avis is not in a position to explain what was causing the shortfall in sales of Honda vehicles between 2020 and 2023, and that the Court should instead accept the evidence of McMahon, who was the director of Honda Australia responsible for managing the business during the relevant period. McMahon's claims as to the effects of COVID-19 and the global semiconductor shortage are corroborated by repeated refrains in the VFACTS reports (which Avis accepted was a reputable industry publication on the issue) during the relevant period to the following effect:
(a) November 2021: 'The impact of COVID-19 lockdowns around the country and the limited vehicle supply, due to semiconductor shortages, has resulted in the reduced sales volume for the month. Most states/territories are now out of lockdown and we would expect sales volumes to increase in the period to Christmas. Again however, vehicle supply due to semiconductor shortages, will impact sales volume in the immediate future';
(b) January 2022: 'The global semi-conductor shortage is behind the low stock levels and supply is not expected to improve for several months, therefore, we will not see aggressive marketing activity in the industry for some time';
(c) July 2022: 'Supply is still constrained as a result of global semiconductor shortages having a significant impact on present vehicle availability. The freeing up of supply of semiconductors is not expected until the second half of the year, at earliest, therefore vehicle demand will, in the short term, continue to exceed vehicle supply'; and
(d) November 2022: 'New vehicle supply is still constrained as a result of global semi-conductor shortages having a significant impact on present vehicle availability with some commentators suggesting the shortage may continue to at least the middle of 2023'.
139 The evidence shows that COVID-19 lockdowns and a limited supply of new vehicles into Australia led to reduced sales of Honda vehicles during the Remaining Contract Period. This is borne out in the lay evidence of Avis, McMahon and Collins. Both expert witnesses agreed in oral evidence that there was an impact from COVID-19 on volume. For example, Smith agreed under cross-examination that even if nothing else had changed, his assumption about volume being at 1,544 per annum would have to be reduced due to the supply issues caused by COVID-19. However, there remains a disagreement as to how much these factors should be taken into account.
140 It calculating the degree to which these factors would have affected Brighton Automotive's sales volumes in the counterfactual, I accept that the VFACTS data provides a useful starting point.
141 McMahon says that COVID-19 and the global shortage of semiconductors affected the entire Australian automotive industry. However, while I accept that this was the case, I consider that other factors likely also contributed to Honda Australia's reduced vehicle supply and sales volumes. First, according to the VFACTS data, despite the supply drop-off in 2020 and beyond, by 2021 sales of new motor vehicles in Australia had largely recovered to pre-COVID levels. Second, according to the chart at paragraph 131 above, while other car makers maintained or even grew their market share in Australia from 2021 to 2022, Honda Australia's market share fell to just 2%, a drop of more than 50% from where it stood in 2019. I do not regard as significant Smith's concession that 500 vehicles per annum was a more realistic figure than 1,544: that concession was based on the premise of the questions put to him on this issue, which was that actual sales of 14,000 was due only to COVID-19 and semi-conductor issues and that Brighton Automotive's market share was 3.5%. This is because I do not accept that the premise of these questions was in any way correct.
142 Based on this information, I accept Brighton Automotive's submission that an inference can be drawn that the reduction in actual sales volumes was substantially caused by Honda Australia's switch to the Agency Model, rather than just the effects of COVID-19 and a semiconductor shortage. I do not accept Brighton Automotive's submission that the switch to the Agency Model accounts for all of the reduction in actual sales volumes.
143 I also accept Brighton Automotive's suggestion that in order to calculate its likely sales volumes under the counterfactual, Honda Australia's volume target in the counterfactual ought to have deducted from it: first, the percentage shortfall of new vehicle production in Thailand during COVID-19; and second, the percentage shortfall in Honda Australia's actual vs targeted sales in 2018 and/or 2019.
144 There is an appealing logic in approaching the question of counterfactual volumes in this way. First, assessing the average production shortfalls experienced in Thailand during COVID-19 will serve to reduce Brighton Automotive's likely sales volumes to better reflect the dip in supply that was experienced in Australia as a result of COVID-19 and semiconductor shortages. Second, by taking Honda Australia's sales target shortfalls from the years prior to COVID-19, it is possible to calculate the sales Brighton Automotive likely would have achieved as a percentage of the national supply without the calculation being 'infected', as it were, by factors that affected Honda Australia's sales after adopting the Agency Model. Assessing this period of time serves to produce a 'natural rate' of missed targets.
145 The Wright Report finds that for the period December 2019 to December 2020, the average market share of Brighton Automotive was 3.0%. As such, Wright assumes that Brighton Automotive would have continued to achieve a market share of 3.0% of national Honda sales in the counterfactual.
146 Smith calculates Brighton Automotive's market share as 3.5% and says that Brighton Automotive's market share would have remained 3.5% in the counterfactual as COVID-19 was not representative of regular industry trends.
147 In his supplementary witness statement, Avis gave evidence that Brighton Automotive achieved a 3.5% market share in the 2019 calendar year but then lost market share during the period from December 2019 to December 2020 because Victorian Honda dealers were subjected to longer and harsher lockdowns than those experienced by Honda dealers in other states.
148 According to the VFACTS data, Victoria's average share of the Australian automotive industry between 2019 and 2022 was as follows:
(a) 2019 = 29.66%
(b) 2020 = 22.73% (a drop of 6.93% from 2019)
(c) 2021 = 25.99% (a drop of 3.67% from 2019)
(d) 2022 = 26.58% (a drop of 3.08% from 2019)
149 Brighton Automotive submits that Wright's calculation of the counterfactual volumes is based on a substantial underestimate of the market share that would have been achieved by Brighton Automotive. Furthermore, the assumption that Brighton Automotive would have achieved a market share of 3% is inconsistent with the evidence, which demonstrates that:
(a) as at December 2019, Brighton Automotive held 3.88% of Honda's Australian market share; and
(b) in 2020, Victorian dealerships temporarily lost about 5% of their Australian market share across all brands because they were subject to longer and more stringent lockdowns compared to dealerships in other states and territories.
150 Brighton Automotive submits that the Wright Report does not engage with or even refer to these matters in arriving at Brighton Automotive's assumed market share of 3%. Smith points out that Wright's 3% assumption as to market share (being Brighton Automotive's average monthly market share in the period from December 2019 to December 2020) is an underestimate even on the data used by Wright. According to Smith, if one compares the total units sold by Brighton Automotive to the total Honda Australia national units sold over the period, Brighton Automotive's market share would be 3.2%.
151 Honda Australia submits that Wright determined Brighton Automotive's market share prior to the Remaining Contract Period by reference to a series of monthly Dealer Ranking Reports for the period from December 2019 until December 2020, from which she concluded that Brighton Automotive's market share was 3% in that period (being a simple average of its market share in each monthly report). Wright then adopted 3% as Brighton Automotive's likely market share in the counterfactual.
152 However, Honda Australia accepts Smith's calculation of 3.2%, which was achieved by comparing units sold by Brighton Automotive to the total units sold by Honda Australia nationally between December 2019 until December 2020.
153 Honda Australia accepts that it is reasonable to determine Brighton Automotive's likely market share in the Remaining Contract Period by reference to market share figures both pre- and post-COVID, as this reflects the reality that lockdowns in Victoria continued well into the loss period (in FY2021 and FY2022). As such, Honda Australia submits that the Court may reasonably assume that Brighton Automotive would have achieved a 3.35% market share in the Remaining Contract Period, this being the average of the pre-COVID market share (3.5%) and its post-COVID market share (conceded to be 3.2%, as opposed to Wright's 3%).
154 Given that Honda dealers in Victoria were subjected to longer and harsher lockdowns than those experienced by Honda dealers in other states, it cannot be accepted that Brighton Automotive would have maintained its pre-COVID market share of 3.5%.
155 If a new calculation must be made to determine Brighton Automotive's likely market share in the counterfactual, I prefer the approach taken by Smith - ie, comparing units sold by Brighton Automotive between December 2019 until December 2020 to the total units sold by Honda Australia nationally during that period - which achieves a result of 3.2%.
156 I consider the approach put forward by Honda Australia in paragraph 153 above to be a reasonable one. If Brighton Automotive's likely market share during the Remaining Contract Period is to be calculated by reference to market share figures both pre- and post-COVID, then it seem logical to take the average of Brighton Automotive's pre-COVID market share (3.5%) and its post-COVID market share (conceded to be 3.2%) to reach a figure of 3.35%.
157 My analysis of the disputed matters concerning volume leads me to the conclusion that the following approach should be taken to calculate Brighton Automotive's likely sales volume under the counterfactual:
(a) First, in order to sustain the dealership network, the national supply of Honda vehicles would likely have remained at 40,000 units per annum throughout the Remaining Contract Period;
(b) Second, Brighton Automotive's share of the national Honda vehicle market would likely have been 3.35% throughout the Remaining Contract Period; and
(c) Third, the figure reached by dividing (a) by (b) should be further discounted to reflect:
(i) the average drop in production experienced in Thailand during the Remaining Contract Period (15.33%); and then
(ii) Honda Australia's average sales shortfall across 2018 and 2019 (5%).
158 Therefore, the volume of sales Brighton Australia would have achieved in the counterfactual are:
Volume of new Honda vehicles sold by Brighton Automotive in the counterfactual
159 In determining the average gross profit per unit that Brighton Automotive likely would have earned in the Remaining Contract Period, both parties accept that the annual dealership benchmarks reports prepared by Deloitte (Deloitte Dealership Benchmarks) provide a useful reference point, at least for FY2022 and FY2023.[18]
(a) contain performance figures for the 'top 30% of dealers' in three key vehicle markets (being volume, prestige and luxury) and include, for each market, a range of 'gross profit per unit' figures (it is not in dispute that Honda falls into the 'volume' market);
(b) are based on data uploaded by more than 1,300 dealers in the 12 months prior to the benchmark period; and
(c) are compiled on a calendar year basis, with each year's report drawing on data from the preceding year.
161 The Deloitte Dealership Benchmarks are intended to help dealers assess their performance against a hypothetical, high-performing dealer.
162 Although both parties agree that the Deloitte Dealership Benchmarks are a useful reference point:
(a) the Smith Report adopts the top of the gross profit per unit range as representative of the gross profit per unit Brighton Automotive would likely have earned in FY2022 and FY2023 (being $4,500 and $5,500 respectively); whereas
(b) the Wright Report models various scenarios in which discounts of 15, 30 and 50 per cent from the top of that range are adopted.
163 Smith gave two reasons in the Smith Report for adopting the top of the Deloitte Dealership Benchmarks gross profit per unit range for FY2022 and FY2023. First, Brighton Automotive's gross profit per vehicle of $3,858 in 2021 exceeded the Deloitte Dealership Benchmark of $3,150 - $3,350 for that year. Second, Brighton Automotive 'was ranked number 1 in the Honda Dealer Ranking Report for December 2019'.
164 Wright says that, based on the information provided to her, she was not able to assess the gross profit per new Honda vehicle sold that Brighton Automotive would have generated but for the Honda Australia's termination of the Dealer Agreement. Instead, Wright was instructed to calculate the gross profit Brighton Automotive would have achieved but for the termination by discounting the Deloitte Dealership Benchmark by 15, 30 and 50 per cent.
165 Avis states that since the beginning of 2020, Brighton Automotive's gross profit margins on the sale of new and used cars have been high compared to historical averages and have at times exceeded the Deloitte Dealership Benchmarks. In particular, the total average gross profit margin per unit on the sale of new and demonstrator vehicles by Brighton Automotive between FY2020 and FY2023 across its Honda, Renault and Suzuki franchises are set out in the table below:
166 Avis states that there has been a significant increase in gross profit on sale of new vehicles because the demand for motor vehicles in the Australian market exceeds supply. During 2020, as COVID-19 lockdowns were mandated by the Victorian government, demand remained strong for new vehicles. Part of this demand came from there being a general reluctance of members of the public to travel on public transport. As the market recovered in 2021 to 2023, the supply of motor vehicles increased. The demand was such that Brighton Automotive does not need to discount the sale prices of its new vehicles, and has not had to do so since 2020, in order to sell the volume of motor vehicles that Brighton Automotive usually sells to customers.
167 Under cross-examination, Avis explained how prior to the outbreak of COVID, Brighton Automotive's business model was to sell a high volume of vehicles at low margins. Avis states that this was due to the pressures placed on Brighton Automotive by Honda Australia's target setting methodology. However, once supply bounced back in 2021, people ordering vehicles in 2021 were forced to wait while dealerships scrambled to supply vehicles to customers who had placed their orders in 2020. As such, Brighton Automotive was able to move away from operating as a 'discounter' to a high profit model.
168 Brighton Automotive submits that Wright's approach to calculating gross profit per vehicle flies in the face of the actual numbers in 2021 to 2023, during which the Australian automotive industry saw record margins across most brands. Counsel for the plaintiff suggested that the substantially increased profits experienced by dealers across the board, particularly in calendar years 2021, 2022 and 2023 could be described as a 'sugar hit' for the car industry. Within this wider industry context, Brighton Automotive submits that actual gross profit margins for its Suzuki and Renault dealerships post-January 2021 or its gross profit on Hondas sold in that period were not taken into account.
169 Brighton Automotive submits that the evidence demonstrates that the profit margins achieved by Brighton Automotive on the sale of new Suzuki and Renault vehicles increased substantially in FY2022 and FY2023 compared to the previous two financial years. As observed by Smith, the change to 'high gross profit per unit' was not limited to Brighton Automotive but was an 'industry wide change'.
170 Brighton Automotive submits that Wright's approach ignores the fact that Brighton Automotive implemented a fundamental change to its business model in 2020 whereby it changed from a 'discounter' to a high-margin business in light of the changed supply and demand conditions during and after COVID-19. It also ignores the fact that when this change was implemented, the demand was such that Brighton Automotive continued to achieve its volume targets set by Honda Australia and continued to enjoy the significant bonus incentives paid by Honda Australia to Brighton Automotive.
171 In all events, Brighton Automotive accepts that it may be appropriate to apply a small discount to the high end of the Deloitte Dealership Benchmarks relied on by Smith. Brighton Automotive submits that a discount of not more than 15% would be appropriate in the circumstances.
172 Honda Australia submits that the approach to calculating gross profit per vehicle taken by Smith is flawed for two reasons.
173 First, comparing Brighton Automotive's average gross profit per unit in FY2021 to the Deloitte 2021 Dealership Benchmark fails to compare apples with apples because the 2021 report is based on data from calendar year 2020 (emphasis added by me). In order to compare Brighton Automotive's historical average gross profit per unit to the Deloitte Dealership Benchmarks, it is necessary to calculate those averages on a calendar year basis, and compare that data to the Deloitte Dealership Benchmarks that reflects data collected for that calendar year. Wright has undertaken this task in Table 14 of her report, which is replicated below:
174 Honda Australia submits that once this adjustment is made it becomes plain that Brighton Automotive's average gross profit per Honda vehicle was in fact 12.3% below the applicable Deloitte Dealership Benchmarks in the calendar year of 2021. When Wright's Table 14 was put to Smith in cross-examination he accepted that Brighton Automotive's average gross profit per unit in 2021 failed to reach even the bottom end of the Deloitte Dealership Benchmarks. As such, Smith's first reason for adopting the top of the Deloitte Dealership Benchmarks as a proxy for Brighton Automotive's average gross profit per unit in FY2022 and FY2023 is without basis. Moreover, the figures outlined above show that historically Brighton Automotive always generated well below the top of the Deloitte Dealership Benchmarks in average gross profit per Honda unit.
175 Second, the fact that Brighton Automotive was ranked number 1 in the Honda Dealer Ranking Report for December 2019 carries little weight, as the report ranks dealers based on volume of vehicles sold, not on profit margins. Further, the evidence shows that the reason Brighton Automotive performed so well in the volume rankings was because it heavily discounted its vehicles, thus diminishing its profit margins.
176 Honda Australia submits that, given Smith's concessions during cross-examination on the issue of gross profits, there is evidence from both experts to suggest that it is appropriate for the Court to apply a discount to the top of the range of the Deloitte Dealership Benchmarks in order to determine an appropriate average gross profit per Honda vehicle that Brighton Automotive could have been expected to generate in FY2022 and FY2023. The appropriate level of discount is a question that the Court must determine. On average, over FY2017-FY2021, Brighton Automotive's average gross profit per Honda unit sold was 34.32% below the top of the applicable Deloitte Dealership Benchmarks.[19] Honda Australia submits that an appropriate level of discount is therefore a 30% discount to the top of the Deloitte Dealership Benchmarks, which is slightly more favourable to Brighton Automotive than the average in recognition of the fact that it was trending closer to the Deloitte Dealership Benchmarks in 2020 and 2021.
177 I accept that the Deloitte Dealership Benchmarks provide a useful starting point for calculating the likely profit margin that Brighton Automotive would have enjoyed on the sale of new Honda vehicles in the counterfactual.
178 However, I agree with Honda Australia that Smith was wrong to adopt the top of the Deloitte Dealership Benchmark's gross profit per unit range. First, the evidence shows that Brighton Automotive has historically fallen short of the Deloitte Dealership Benchmarks in average gross profit. Second, I agree that the fact that Brighton Automotive was ranked number 1 in the Honda Dealer Ranking Report for December 2019 carries little weight, given that the ranking were based on sales volume rather than gross profit.
179 That being said, I accept Avis' evidence that increased demand in the automotive industry has meant that Brighton Automotive no longer needs to discount the sale prices of its new vehicles, and that the company has not done so since 2020. The evidence at paragraph 165 above, which I accept, shows that across the Honda, Renault and Suzuki brands, Brighton Automotive's average gross profit margin on the sale of new vehicles almost tripled between FY2020 and FY2023. As such, I accept the submission from Brighton Automotive that the approach taken by Wright fails to account for the growth in Brighton Automotive's profit margins as a result of the 'sugar hit' experienced in the Australian automotive industry.
180 Given what I have concluded thus far, I accept the submission by Honda Australia that an appropriate way to determine the average gross profit per Honda vehicle that Brighton Automotive likely would have generated in FY2022 and FY2023 is to apply a discount to the top of the Deloitte Dealership Benchmarks.
181 Honda Australia submits that Smith made an error when comparing the Deloitte Dealership Benchmarks, which are based on the calendar year, against Brighton Automotive's average gross profit per unit, which was calculated based on the financial year. I accept that this is the case and refer instead to the table prepared by Wright at paragraph 173 above.
182 Prior to 2020, Brighton Automotive's actual gross profit per unit on average fell 43.4% short of the Deloitte Dealership Benchmarks. Brighton Automotive reduced this difference to 29.0% in 2020 and 12.3% in 2021. Given what has been established about Brighton Automotive's switch from being a 'discounter' to a high-margin business, I consider it logical to assume that Brighton would have continued to maintain its improved profit margins throughout the Remaining Contract Period.
183 Honda Australia submits that a 30% discount to the top of the Deloitte Dealership Benchmarks is appropriate, given that Brighton Automotive's average gross profit per Honda unit sold fell short by 34.32% in FY2017 to FY2021. Brighton Automotive submits that a discount of no more than 15% would be appropriate in the circumstances.
184 I prefer the submissions of Brighton Automotive in this regard. I consider that a discount of 30%, as was suggested by Honda Australia, would be reflective of a period in time when Brighton Automotive was still operating under its 'discounter' model in a pre-COVID industry landscape. As the evidence shows, the spike in demand seen in 2021 and beyond allowed Brighton Automotive to increase its profit margins substantially as compared to before the pandemic. As such, I consider a discount of 15% to be more representative of the average profit margins that Brighton Automotive would have been able to achieve in the counterfactual throughout the Remaining Contract Period.
185 It is common ground that there is no evidence before me as to the data for gross profit figures for FY2023, either from the Deloitte Dealership Benchmarks or elsewhere. In these circumstances, I consider it appropriate to use the same gross profit number for FY2023 as I have found for FY2022, as there was no evidence and no submissions as to how it should be adjusted.
186 In light of these findings, the gross profit figures to be applied to sales of new Honda vehicles by Brighton Automotive in the counterfactual are set out in the below table:
187 In addition to the sale of new Honda vehicles, prior to 29 January 2021 Brighton Automotive also generated income from:
(a) the servicing of new and used Honda vehicles, recall work and warranty work;
(b) aftermarket and parts sales in relation to Honda vehicles;
(c) the sale of finance and insurance on the sale of new and used Honda and non-Honda vehicles; and
(d) pre-delivery services in respect of the sale of new Honda vehicles.
188 Avis states that, due to the large number of sales and high level of customer loyalty enjoyed by Brighton Automotive, the company's servicing department would have increased its sales in line with ongoing new vehicle deliveries had the Dealer Agreement not been terminated. According to Avis, Brighton Automotive's retention rates in respect of its service customers are as follows:
189 In calculating loss from Brighton Automotive's Honda service department:
(a) Smith relies on an instructed assumption that Brighton Automotive's service retention rates align with the above figures provided by Avis.
(b) Wright relies on 2021 and 2022 Deloitte Dealership Benchmarks as to service retention. The Deloitte Dealership Benchmarks adopted by Wright assume zero service retention after the fifth year.
190 Brighton Automotive submits that the Court should prefer the approach of Smith. It is founded on unchallenged evidence as to the actual service retention rates achieved by Brighton Automotive, rather than general assumptions as to retention rates in the automotive industry. Further, the assumption in the Deloitte Dealership Benchmarks that no service customers would be retained after the 'fifth year' is unrealistic and inconsistent with the evidence of Avis.
191 Honda Australia says that it is prepared to accept that, for the purposes of the damages assessment, Avis' service retention rates schedule should be used.
192 It is useful to give a little more context for this issue. While Brighton Automotive's actual profits from servicing and parts after January 2021 for the Remaining Contract Period are known, the area of contention is the additional profits from those activities which Brighton Automotive would have achieved in the counterfactual, being profits on servicing and parts for new Honda vehicles sold after January 2021.
193 Given that Honda Australia is prepared to accept Avis' service retention rates schedule, I see no reason why it should not be adopted for the purpose of assessing damages arising from lost servicing and parts profits. That being the case, assessing those damages is a matter of applying Brighton Automotive's service retention rates schedule to the volume of new Honda vehicles which I have found would be the case in the counterfactual.
194 Both experts assess Brighton Automotive's loss at a particular point in time by applying a net present value (NPV) calculation to determine the value of cash flows at a particular date.
195 Smith assumes that past losses occurred in the period up to 30 June 2023 and future losses occur in the period after 30 June 2023.
196 Wright was instructed to calculate Brighton Automotive's loss at three different points in time, being 23 March 2020 (the date the Termination Notice was issued), 24 December 2020 (being the date Brighton Automotive accepted Honda's repudiation of the Dealer Agreement) and 29 January 2021 (being the Termination Date).
197 Notwithstanding the instructions given to Wright, in closing submissions Honda Australia stated that it is content to adopt the date of 30 June 2023 as the date for calculation of damages. Given that this now appears to be common ground between the parties, 30 June 2023 should be used as the date for calculation of damages.
198 On 17 March 2021, roughly one and a half months after the Termination Date, Brighton Automotive paid to advertise its former Honda showroom for lease. Although Brighton Automotive received some enquiries, they were not successful in leasing the former Honda showroom at this time. According to Avis, the reason it was difficult for Brighton Automotive to find a tenant is that the showroom was a bespoke Honda facility. In 2014, Honda Australia had paid for the showroom to be redeveloped, which involved installing bespoke Honda frontage, including large, solid red walls at the front of the showroom. As such, the showroom was not a 'white box' that could be immediately used by another brand.
199 On 14 July 2022, Brighton Automotive acquired a Nissan franchise which now operates from the former Honda showroom. Servicing of Nissan vehicles is carried out from the adjacent service centre.
200 Both Smith and Wright agree that Brighton Automotive's loss is to be calculated by ascertaining the profit Brighton Automotive would have derived from the Honda business in the counterfactual less the profit it in fact derived from the Nissan business. As Avis conceded during cross-examination, had Honda Australia not terminated the Dealer Agreement early, Brighton Automotive would not have acquired the Nissan franchise as early as it in fact did.
201 However, from this agreed starting principle each expert then takes take a different approach to the question of mitigation.
202 Smith accounts for the profits that would have been generated by selling new Honda vehicles and profits generated by the Honda servicing and parts business from 30 January 2021 to 30 June 2023, plus the profits that would have been generated by the Honda servicing and parts business from 1 July 2023 to 30 June 2028,[20] less the actual profits generated by the Nissan business from 14 July 2022 to 30 June 2023. Smith assumes that in the counterfactual Brighton Automotive would have acquired the Nissan franchise as of 1 July 2023.
203 In Wright's opinion, the same timeframes need to be adopted in assessing the profits the Honda business would have generated in the counterfactual and the profits the Nissan business is expected to make in the actual scenario: that is, from the Termination Date to 30 June 2028.
204 Wright assumes that Brighton Automotive would have acquired a business to replace the Honda business in the counterfactual scenario where Brighton Automotive is not appointed as an agent after 1 July 2023. It is assumed that this replacement business would be purchased for the same price, and would have generated the same profits, as the actual Nissan business. However, this is offset by Wright's assumption that Brighton Automotive would have acquired the Nissan business (or an equivalent) in the counterfactual at some point after the end of the term of the Dealer Agreement.
205 Wright also factors in the $2.0 million purchase price of the Nissan business into her loss calculation.
206 Brighton Automotive submits that the Court ought follow Smith's approach to mitigation by accounting for the profits that would have been generated by the Honda business during the Remaining Contract Period as well as the profits that would have been generated by the servicing and parts business from 1 July 2023 to 30 June 2028 less the actual profits generated by the Nissan business from 14 July 2022 to 30 June 2023.
207 Brighton Automotive submits that Wright's approach to mitigation is flawed because by assuming that Brighton Automotive would have acquired a business to replace the Honda business in the counterfactual scenario, a Nissan franchise of the same value thus exists in both the actual and counterfactual scenarios (emphasis added my me), the only difference being the date on which the franchise was acquired.
208 In the actual scenario, Brighton Automotive acquired the Nissan business on 14 July 2022, some 18 months after the termination of the Dealer Agreement. Honda Australia submits that the appropriate counterfactual is therefore that Brighton Automotive would have acquired the Nissan business a similar period of time after the Dealer Agreement came to an end, that is, on 1 January 2025. The effect of comparing the actual and counterfactual scenarios in this way illustrates that, by reason of Honda's early termination, Brighton Automotive has effectively acquired the Nissan franchise 2.5 years earlier than it otherwise would have done. The profits that it will earn in those 2.5 years need to be offset against the losses that Brighton Automotive has incurred by reason of Honda's repudiation of the Dealer Agreement.
209 As stated at paragraph 80 above, it is common ground between the parties that in the counterfactual Brighton Automotive and Honda Australia would have continued to operate under the Dealership Model until the end of the term of the Dealer Agreement. Meanwhile, the actual situation involves the early termination of the Dealer Agreement, and Brighton Automotive's eventual acquisition of the Nissan business.
210 It is common ground that the profits Brighton Automotive earned from its operation of its new Nissan franchise (Nissan Profits) need to be deducted from the profits Brighton Automotive would have achieved under the counterfactual. This is because it is common ground that Brighton Automotive would not have acquired the Nissan franchise as early as it did, but for the wrongful termination of its Dealer Agreement.
211 The Nissan Profits can be broken down into the following:
(a) profit from new Nissan vehicles sold between 14 July 2022 and 30 June 2023;
(b) profit from servicing and parts arising from the sale of those new Nissan vehicles between 14 July 2022 and 30 June 2023;
(c) profit from sales of new Nissan vehicles between 1 July 2023 and 1 January 2025; and
(d) profit from servicing and parts of Nissan cars between 1 July 2023 and 1 January 2025.
212 As I apprehend it, the parties agree that (a) and (b) in the previous paragraph should be accounted for, but they effectively differ on (c) and (d).
213 Honda Australia's position is predicated on the argument that but for its repudiation of the Dealer Agreement and its consequent early termination, Brighton Automotive would not have acquired the Nissan franchise until at least 1 January 2025. It is common ground that but for the repudiation Brighton Automotive would not have acquired the Nissan franchise as early as it did, which is why it is appropriate to reduce Brighton Automotive's damages for the profit earned from the Nissan franchise during the Remaining Contract Period. But there is no common ground as to precisely when Brighton Automotive would have acquired it. I see no basis for assuming that Brighton Automotive would not have had the Nissan franchise before 1 January 2025 in the counterfactual. Knowing that the end of its Honda dealership was coming, there is no reason to think that Brighton Automotive would not have taken steps to be in a position to start its Nissan franchise at or around July 2023.
214 As such, I do not accept the submission by Honda Australia that Brighton Automotive has effectively acquired its Nissan franchise 2.5 years earlier in the actual than it otherwise would have done in the counterfactual. On the one hand, Honda Australia's approach relies on Brighton Automotive's acquisition of the Nissan business in the actual scenario to determine the start date for the mitigation of damages, while on the other hand it places the acquisition of a similar business into the counterfactual for the purpose of determining a hypothetical end date to the mitigation of damages. This formulation inconsistent and I do not accept it.
215 Apart from factoring in the 'trailing' servicing and parts profits after 30 June 2023, I do not consider it appropriate to consider the likely conduct of Brighton Automotive in the counterfactual after the end of the Dealer Agreement for the purpose of calculating damages arising from the Remaining Contract Period Claim.
216 I do not accept Wright's rationale for including all of the Nissan Profits for the period after 1 July 2023. Just because an amount is claimed for servicing and parts arising from earlier sales of new Honda vehicles in the counterfactual does not mean that the profits from the sale of new Nissan vehicles after that period have to be deducted. There is no necessary reason why those two time periods have to align.
217 That being said, I also take issue with Smith's approach in that it appears he fails to account for the trailing servicing and parts profits that would likely be generated after 1 July 2023 by the sale of new Nissan vehicles during the Remaining Contract Period.[21] To my mind, if the trailing profits of the Honda business after 1 July 2023 are to be factored into the calculation of Brighton Automotive's loss, so too should the trailing profits arising from new Nissan car sales during the Remaining Contract Period be factored into the calculation of Brighton Automotive's loss mitigation. Furthermore, given that the parties have agreed to use Avis' service retention rates schedule, the trailing profits of both the Honda and Nissan businesses should be accounted for accordingly.
G.9. Summary of conclusions as to the Remaining Contract Period Claim
218 By the conclusion of the trial, the parties were agreed that I should make findings as to the disputed integers for assessing damages for the Remaining Contract Period Claim, following which the experts retained by the parties would make the necessary calculations to present to the Court. The preceding discussion addresses those disputed integers.
219 There is one further matter I should address before I summarise my findings. Brighton Automotive's Remaining Contract Period Claim is a loss of opportunity claim. I have addressed loss of opportunity claims and the principles applicable to them in the section of this judgment (section H) dealing with the Further Contract Period Claim. It is common ground between the parties that one of the elements of dealing with a loss of opportunity claim is that the Court needs to take into account the possibility that the opportunity may not eventuate. In respect of the Remaining Contract Period Claim, I do not consider there to be any possibility that Brighton Automotive would not have had the opportunity to derive revenue and earn profits from continuing its Honda business pursuant to the Dealer Agreement for its full term, had Honda Australia not repudiated it. The probability of that occurring is so high as to be practically certain.[22] As such, no discount need be applied for that possibility.
220 Therefore and in summary, I consider that the following approach should be taken to the assessment of damages under the Remaining Contract Period Claim:
(a) The sales volumes that Brighton Automotive would likely have achieved in the counterfactual are set out in the table at paragraph 158 above.
(b) Per my findings at paragraphs 177 to 184 above, the gross profit per vehicle that Brighton Automotive would likely have earned should be calculated by applying a 15% discount to the top of the range of the Deloitte Dealership Benchmarks for the 'volume' market. This approach more accurately reflects the increase in Brighton Automotive's profit margins following the spike in demand for motor vehicles during and after COVID-19.
(c) Per my findings at paragraph 192 above, when assessing damages arising from Brighton Automotive's lost servicing and parts profits, Avis' service retention rates schedule should be used.
(d) Per my findings at paragraph 197 above, the appropriate date for calculating damages is 30 June 2023.
(e) Per my findings at paragraphs 209 to 217 above, the approach to mitigation should involve:
(i) First, accounting for the profits from the sale of new Honda vehicles during the Remaining Contract Period as well as the profits earned from servicing and parts for these vehicles according to the Avis retention schedule up to 30 June 2028; and
(ii) Second, accounting for the mitigation profits from the sale of new Nissan vehicles during the Remaining Contract Period as well as the profits earned from servicing and parts for these vehicles according to the Avis retention schedule up to 30 June 2028.
221 In addition to its Remaining Contract Period Claim, Brighton Automotive claims further loss and damage as a result of Honda Australia's repudiation of the Dealer Agreement, which is the Further Contract Period Claim. The claim is that Brighton Automotive lost the opportunity to derive revenue and earn profit as an authorised Honda dealer or agent after 30 June 2023. Brighton Automotive submits that in the counterfactual, it would have had a real commercial opportunity to obtain a further agreement to trade as a Honda dealer or agent, but accepts that the Court should discount the value of this opportunity by reference to the risk or chance that it would not have occurred.
222 In response, Honda Australia submits that but for its repudiation, the Dealer Agreement would have run its full term - to 30 June 2023 - but that Honda Australia would have thereafter moved to the Agency Model and Brighton Automotive would not have been appointed as an agent. Honda Australia says that Brighton Automotive is not entitled to any damages for the Further Contract Period because, even had it not repudiated the Dealer Agreement, Brighton Automotive would have had no opportunity to derive profit as an authorised Honda dealer or Honda agent after the end of the term of the Dealer Agreement on 30 June 2023.
223 In a claim for damages for breach of contract, where the loss claimed is the loss of an opportunity, the plaintiff bears the onus of establishing on the balance of probabilities that it has lost a chance of some value.[23] If the plaintiff has lost a chance of some value, the court will then adjust the award to reflect the court's assessment of the plaintiff's prospects of realising that opportunity had the breach of contract not occurred.[24]
224 These matters will all be explored in greater detail below.
225 As noted above, the Further Contract Period Damages Claim is for the loss of Brighton Automotive's opportunity to derive revenue and earn profits by operating as an authorised Honda dealer or agent after 30 June 2023, which claim is premised on a counterfactual in which Honda Australia appoints Brighton Automotive as an agent (if it adopts the Agency Model from 1 July 2023) from 1 July 2023 (Agency Counterfactual).
226 Brighton Automotive submits it lost a valuable commercial opportunity to achieve the Agency Counterfactual by reason of Honda Australia's repudiation of the Dealer Agreement. The non-appointment of Brighton Automotive as agent in the actual does not rule out the valuable commercial opportunity of obtaining an appointment as agent in the Agency Counterfactual.
227 In this regard, Brighton Automotive relies on the following matters:
(a) First, the non-appointment of Brighton Automotive in the actual was based on the subjective view taken by Honda Australia about 'culture'. There is no suggestion that there was anything bad or defective about Brighton Automotive's culture. There is also no dispute that Brighton Automotive was a highly-rated Honda dealer. There is also Collins' evidence that Honda Australia's dealer agreements were generally rolled over at the expiration of their term.
(b) Second, any decision in this regard in the Agency Counterfactual would have needed approval from Asian Honda and possibly Honda Motor Co but no evidence from Asian Honda or Honda Motor Co decision makers has been called. The Court should infer that their evidence would not have assisted Honda Australia on this topic.
(c) Third, the circumstances prevailing at the time of the putative Agency Counterfactual decision as to whether to appoint Brighton Automotive as agent had changed in its favour. Despite proposing Option 2 as a realistic option, in June 2018 the board of Honda Australia was content to endorse a 'business as usual' strategy under the Dealership Model involving Brighton Automotive on the basis of a prevailing exchange rate at around the level of 24 THB/AUD. In late January 2022, the exchange rate was at a similar level. When compared to the time at which the decision was actually made not to appoint Brighton Automotive as agent in early 2020, the improved exchange rate would have been in favour of Brighton Automotive's appointment as agent, in circumstances where it was a high-volume dealer.
228 Honda Australia refutes the Further Contract Period Claim, stating that if it had not repudiated the Dealer Agreement it would have run its full course, Honda Australia would thereafter have implemented the Agency Model, and Brighton Automotive would not have been appointed as an agent.
229 Honda Australia submits that this case is subtly different from Sellars and like cases, in that it is not a hypothetical in the way those cases were. It is not, for example, a case where a commercial party who had the right to exercise an option but no-one knows whether they would have because no-one knows how the market would have developed. Here, it is not a pure hypothetical: we know which persons were involved, what the decision was and who had to make it, and what decision was actually made in the real world on the very question. Honda Australia relies on two propositions:
(a) it would have implemented the Agency Model with effect from 1 July 2023; and
(b) it would not have appointed Brighton Automotive as an agent at 1 July 2023.
H.3.1. Honda Australia would have implemented the Agency Model with effect from 1 July 2023
231 It was put to McMahon that had Honda Australia not implemented the Agency Model from 1 July 2021, there is at least a real chance it would not have implemented the Agency Model at a later date, given that the exchange rate improved between January 2021 and January 2022. Honda Australia submits that McMahon was emphatic in her rejection of that proposition, and that her evidence should be accepted for the following reasons:
(a) First, as the June 2019 progress report makes clear, the decision to change business model was based on accumulated losses of approximately AUD750 million on a consolidated basis over a nine year period. McMahon gave evidence that even at an exchange rate of 1:24 the business would be making a loss on a consolidated basis. That is, even if Honda Australia had been making a decision with respect to its business model sometime between early 2021 and early 2023 (during which period the exchange rate hovered around 1:24), the reality is that the accumulated loss position would have been even higher than when the decision was made in March 2020.
(b) Second, in August 2018, Honda Australia was tasked by Honda Motor Co with setting a long-term business direction that would address the sustained profitability issues the business was facing. That is, even in the counterfactual, Honda Australia would have conducted a strategic review into its business model between early 2019 and early 2020. The Court ought to accept that Honda Australia would have reached the same conclusion: namely that an Agency Model, combined with reduced volume and fewer dealers, was the only sustainable solution for the Australian market.
(c) Third, McMahon gave evidence that the decision to 'stop the bleeding' and reduce unprofitable models commenced prior to the decision to alter the business model. This is reflected in the 2018 BIM presentation, where short-term and mid-term strategies for discontinuing unprofitable models and repositioning remaining models to a higher price were put forward independently of any consideration of the long-term business model. The reduction in volume would have necessitated the termination of dealers in the long term.
(d) Fourth, given the above, and given McMahon's evidence that she 'was going to do everything that [she] possibly could to ensure [Honda] had a future in Australia', the Court ought to also accept that in the counterfactual Honda Australia would have moved to implement that solution as soon as practicable without early termination of the Dealer Agreement - namely at the expiry of the term on 30 June 2023.
H.3.2. Brighton Automotive would not have been appointed as a Honda agent at 1 July 2023
232 Honda Australia observes that Brighton Automotive was entitled to operate as a Honda dealer only until 30 June 2023 and not thereafter. It says that the Dealer Agreement was express in that it granted no further term, as a reading of cl 8.2 shows.
233 Honda Australia submits that the fact that there was no entitlement to operate as a Honda dealer after 30 June 2023 was drawn explicitly to Brighton Automotive's attention before the agreement was made. Indeed, to his credit, Avis gave evidence that he understood in June 2018 it was entirely a matter of discretion for Honda Australia whether or not it offered Brighton Automotive any further term and, if it did so, on what terms or conditions any further term would be offered. Further, Avis, quite properly, conceded that Honda Australia had the right to appoint the agents it wished to appoint under the new model.
234 Honda Australia submits that any contention that Brighton Automotive would have been appointed an agent as part of the counterfactual, in assessing its loss of opportunity to earn profit from its Honda business in the period from 1 July 2023 to 30 June 2028,[25] is contradicted by the reality that it was not in fact appointed. As Collins explains, Brighton Automotive was not offered a Honda agency because it failed to meet Honda's criteria; in particular, it did not pass a 'critical filter'. Honda Australia submits that Collins' evidence as to the reasons Brighton Automotive was not selected as an agent was unchallenged. It says that there is no evidence to support a contention that Brighton Automotive would have been appointed an agent as at 1 July 2023.
235 Honda Australia submits that Brighton Automotive is therefore not entitled to any damages in respect of any lost chance to earn profits as a Honda agent during the period from 1 July 2023 until 30 June 2028.
236 I have set out a very short summary of the law when the loss claimed for damages for breach of contract is a loss of an opportunity at paragraph 223 above. Here, I explore the relevant principles in more detail.
237 In their written closing submissions, Brighton Automotive's counsel helpfully set out the relevant principles, which are summarised below.
238 In considering damages for breach of contract, the Court may award damages compensating a plaintiff for the loss of a commercial opportunity. Unless the probability of that opportunity eventuating is so low as to be 'speculative', the Court will take the opportunity into account in assessing damages. In considering an award of damages on this basis, the Court asks the following questions:
(a) was there a commercial opportunity of some value, which is more than speculative or negligible?
(b) would the plaintiff have pursued the lost opportunity?
(c) what is the amount that should be awarded, having regard to the prospects of success if the opportunity had been pursued?[26]
239 In relation to the discount to be applied having regard to the prospects of the opportunity, the majority of the High Court in Sellars stated:
The distinction between proof of causation and damages was emphasized in Hotson v East Berkshire Area Health Authority. There Lord Ackner stated that the first issue that fell to be determined was that of causation. This was to be determined on the balance of probabilities. Once liability was established, the assessment of the plaintiff's loss could proceed, taking into account any reductions arising from the uncertainty of future events. When the issue of causation turns on what the plaintiff would have done, there is no particular reason for departing from proof on the balance of probabilities notwithstanding that the question is hypothetical ...
[t]he general standard of proof in civil actions will ordinarily govern the issue of causation and the issue [of] whether the applicant has sustained loss or damage. Hence the applicant must prove on the balance of probabilities that he or she has sustained some loss or damage. However, in a case such as the present, the applicant shows some loss or damage was sustained by demonstrating that the contravening conduct caused the loss of a commercial opportunity which had some value (not being a negligible value), the value being ascertained by reference to the degree of probabilities or possibilities.[27]
240 As to the value of the lost opportunity in Malec v JC Hutton Pty Ltd, Justices Deane, Gaudron and McHugh said:[28]
... in the case of an event which it is alleged would or would not have occurred, or might or might not yet occur, the approach of the court is different. The future may be predicted and the hypothetical may be conjectured. But questions as to the future or hypothetical effect of physical injury or degeneration are not commonly susceptible of scientific demonstration or proof. If the law is to take account of future or hypothetical events in assessing damages, it can only do so in terms of the degree of probability of those events occurring. The probability may be very high - 99.9 per cent - or very low - 0.1 per cent. But unless the chance is so low as to be regarded as speculative - say less than 1 per cent - or so high as to be practically certain - say over 99 per cent - the court will take that chance into account in assessing the damages. Where proof is necessarily unattainable, it would be unfair to treat as certain a prediction which has a 51 per cent probability of occurring, but to ignore altogether a prediction which has a 49 per cent probability of occurring. Thus, the court assesses the degree of probability that an event would have occurred, or might occur, and adjusts its award of damages to reflect the degree of probability. The adjustment may increase or decrease the amount of damages otherwise to be awarded.
241 Similarly in Malec, Justices Brennan and Dawson observed:[29]
Hypothetical situations of the past are analogous to future possibilities: in one case the court must form an estimate of the likelihood that the hypothetical situation would have occurred, in the other the court must form an estimate of the likelihood that the possibility will occur. Both are to be distinguished from events which are alleged to have actually occurred in the past.
242 Brighton Automotive's submissions focused on damages for the loss of an opportunity to be appointed as a Honda dealer or agent from 1 July 2023. However, it seems to me that an essential step is missed or glossed over if that is the focus. Damages are awarded for breach of contract, which damages may be, or include, damages for the loss of an opportunity. As with all types of damages claimed for breach of contract, the breach must have caused the loss or damage claimed. If it cannot be said that the breach caused the loss of the opportunity, then it cannot be said that Brighton Automotive has lost an opportunity of some value, which opportunity is not negligible or speculative.
243 In this instance, it is beyond doubt that Brighton Automotive had no contractual or other entitlement to a further contract with Honda Australia, whether that be as a dealer or as an agent. Clause 8.2 of the Dealer Agreement is express and clear in that regard, and Avis himself accepted this. Brighton Automotive's reference to the evidence that, in the past, Honda Australia had typically 'rolled over' its dealer agreements at the expiration of their term, does not alter this fact.
244 I do not accept the suggestion made in Brighton Automotive's cross-examination of McMahon and in its submissions that if Honda Australia had not repudiated the Dealer Agreement when it did, it may instead have decided not to implement the Agency Model from 1 July 2023. I accept McMahon's evidence on this point and I accept Honda Australia's submissions in this regard, as set out at paragraph 231 above, for the reasons set out therein.
245 In particular, there is no cogent evidence that Honda Australia's timing in terms of making the decision (as opposed to the timing of when the Agency Model would be introduced) would have been any different to what it was. There is also no cogent evidence that Honda Australia would not have decided to switch to an Agency Model from 1 July 2023. McMahon's evidence that the slight improvement in exchange rates as between AUD and THB would not have altered the decision must be accepted. Brighton Automotive's submission that any decision would have needed approval from Asian Honda and Honda Motor Co takes the analysis nowhere, as it pre-supposes that the decision would have been made at a different time, when I have not accepted that. It is therefore irrelevant that no decision-makers from Asian Honda or Honda Motor Co were called to give evidence.
246 That being the case, the issue then is whether Honda Australia would have appointed Brighton Automotive as an agent as at 1 July 2023.
247 I do not accept Brighton Automotive's submissions in respect of this issue. In terms of the matters submitted by Brighton Automotive as set out at paragraph 227 and using the same sub-numbering:
(a) There is no evidence to suggest that Honda Australia would have viewed the matters leading to its decision not to appoint Brighton Automotive as an agent any differently had the decision been made in the context of maintaining the Dealer Agreement until 30 June 2023 rather than in the context of terminating it early. Honda Australia's decision not to appoint Brighton Automotive as an agent was based on considerations which had nothing to do with the timing at which the Agency Model was to commence. While Brighton Automotive may disagree with Honda Australia's decision not to appoint it as an agent, including the reasons given by Honda Australia for that decision, there is no basis beyond speculation to think that Honda Australia's decision would have been any different had it seen the Dealer Agreement through to the end of its term.
(b) Brighton Automotive's second submission suggests that approval from Asian Honda and Honda Motor Co would have been needed for 'any decision in this regard'. The decision being referred to in that submission appears to be the decision not to appoint Brighton Automotive as an agent. However, the transcript references cited for that proposition do not support that submission. Rather, they indicate that approval was needed for the decision to move to the Agency Model and there is no evidence that approval from Asian Honda and/or Honda Motor Co was needed for a decision as to which dealers to appoint as agents.
(c) I do not accept Brighton Automotive's third submission, for the reasons set out in paragraph 245 above. This answers whether Honda Australia would have implemented the Agency Model from 1 July 2023, irrespective of its breach of its dealer agreements. There is no reason to think that the matters relied on by Brighton Automotive in this paragraph would have had any bearing on the decision not to appoint it as an agent from 1 July 2023.
248 On the issue of whether Honda Australia would have appointed Brighton Automotive as an agent as at 1 July 2023, I prefer and accept Honda Australia's submissions.
249 All of that being the case, it cannot be said that Honda Australia's early termination of the Dealer Agreement caused Brighton Automotive the loss of an opportunity of some value, which value is not negligible or speculative.
250 Rather, Honda Australia's wrongful repudiation of the Dealer Agreement did not cause the loss of such an opportunity. I find that, on the balance of probabilities, Honda Australia would not have appointed Brighton Automotive as an agent as at 1 July 2023. This is irrespective of whether it had repudiated the Dealer Agreement or not. The chance of Honda Australia appointing Brighton Automotive as an agent from 1 July 2023 was so slight as to be negligible and merely speculative.
251 The Agency Counterfactual itself is illustrative of the insurmountable problem with Brighton Automotive's Further Contract Period Claim. That counterfactual is premised on Brighton Automotive being appointed as an agent from 1 July 2023, not as a dealer (emphasis added). It cannot have been contemplated by the parties at the time of entering into the Dealer Agreement that if Honda Australia changed its business model to an Agency Model in 2023 that Brighton Automotive would be appointed as an agent. There is simply no evidence to support that proposition.
252 Accordingly, Brighton Automotive's Further Contract Period Claim should be dismissed.
253 That being the case, there is no need for me to consider the quantification of such damages. I will say the following in that regard, which is not as developed as it would be if there had been a need for me to make findings in respect of the amount to be awarded for the Further Contract Period Claim:
(a) In a sensitivity analysis provided to the Court, Smith set out that if he adopted Wright's figures for agency commission and advertising costs but maintained all his other inputs to calculating damages, then Brighton Automotive's loss would be reduced from a range of $5,079,311 to $9,256,863 to a range of $2,468,153 to $7,977,101. The low-points and high-points of these ranges concerned whether annual sales volume of Honda vehicles in Australia was 14,412 or 20,000. By the time of closing submissions, Brighton Automotive accepted that Wright's figures in respect of agency commission and advertising expenses should be applied, rather than the figures which Smith had assumed.
(b) Accordingly, the relevant range before consideration of other factors is $2,468,153 to $7,977,101.
(c) The other factors which Honda Australia submits should impact upon the calculation are the issue of Brighton Automotive's market share and whether to deduct from the loss the profit Brighton Automotive will earn during the Further Contract Period from its Nissan franchise. In this regard:
(i) The experts differ on the market share to be attributed to Brighton Automotive for the Further Contract Period. Smith assumes a market share of 6.1% for Brighton Automotive if it were appointed as an agent; whereas Wright assumes a market share of 3%. The parties each made submissions as to why their respective expert's market share figure should be preferred. Smith accepted some of the criticisms made by Wright of his approach but Brighton Automotive submits that Wright's figure remains too low.
(ii) Wright deducts the profits estimated for the Nissan franchise for the Further Contract Period, whereas Smith does not. This is effectively how Wright gets to a gain for Brighton Automotive arising from it not being appointed as an agent from 1 July 2023, rather than a loss.
(d) Even if I had concluded on the balance of probabilities that there was a loss of an opportunity of some value, I would discount this at the very high level of at least 99%. This is due to my view that the chances of that opportunity materialising are so low as to be merely speculative.[30]
(e) Thus, even before taking into account the other factors which Honda Australia submits should reduce the calculation, being the issue of Brighton Automotive's market share and whether to deduct from the loss the profit Brighton Automotive will earn during the Further Contract Period from its Nissan franchise, and instead taking Smith's approach on those issues, the range of damages for the Further Contract Period Claim would be $24,681.53 to $79,771.01. The end result, after full consideration of the additional factors plus whether sales volume was 14,412 or 20,000 (or somewhere in between), would be less than that.
254 Brighton Automotive originally pressed its MDC Claim as a claim for damages in the alternative to its contract damages claims. However, on day two of the trial Brighton Automotive said that it no longer sought damages for Honda Australia's alleged contravention of s 18 of the ACL but that it would rely on the associated conduct in support of the UC Claim.
255 The facts surrounding Honda Australia's consideration and implementation of its new business model in Australia are evidenced by various contemporaneous documents. The truth of these fact is largely undisputed. However, the parties disagree as to how these facts ought to be characterised as well as what legal consequences they should carry.
256 The relevant facts, as summarised by Brighton Automotive in its written closing submissions, are outlined below.
257 In late 2017, then Managing Director of Honda Australia (Shimizu-san) requested that the directors of Honda Australia meet to discuss the strategic direction of the business in the near and medium-term. A meeting of the Australian-based directors of Honda Australia was then convened at Melbourne Airport, Tullamarine on 15 November 2017. The minutes of that meeting record that: 'The concept of less Dealers, more satellite service outlets and a smaller concentration of good owners was discussed and agreed to be studied in the [medium term].'
258 In February 2018, Honda Motor Co announced the appointment of a new Chief Officer of Regional Operations for Asia & Oceania and President and Chief Executive Officer of Asian Honda (Igarashi-san). The directors of Honda Australia were subsequently informed that Igarashi-san intended to visit Australia for the purpose of, among other things, better understanding the profitability issues affecting the Australian business and to consider options for the future.
259 On 12 April 2018, in anticipation of Igarashi-san's visit to Australia, Shimizu-san sent an email to his assistant (Hanabusa-san) setting out five options to address the declining profitability of Honda Australia, one of which involved a reduction in sales volume and the termination of dealer agreements.
260 By 20 April 2018, in response to a request from Shimizu-san to prepare slides reflecting his discussions with McMahon as to Honda Australia's strategic direction, Collins prepared slides referring to a 'radical change to the business model' involving Honda Australia directly acquiring and operating dealerships as one of only two 'fundamental business options'.
261 By late May 2018, the directors of Honda Australia had prepared a draft of the presentation they proposed to deliver to Igarashi-san during his visit in early June 2018. The draft presentation referred to a proposal called 'Option 2' which involved reducing Honda Australia's annual new car volumes from 40,000-70,000 units to 20,000 units in conjunction with the termination of a number of authorised dealers. The option was described in the drafts as a realistic mid-to long-term option. The presentation referred to various 'negatives' associated with the proposed reduction in scale to 20,000 units, including the 'Effective loss of the Honda brand in Australia' and 'DLR Termination (including lawsuits)'.
262 On 6 June 2018, the directors of Honda Australia presented to Igarashi-san on the Australian business, including as to its future direction. The final version of the presentation presented two options for the future direction and scale of the Australian business:
(a) Option 1: Maintaining the current scale of the Australian business at the level of 40,000-70,000 units per annum; or
(b) Option 2: Reducing the scale of the Australian business by reducing new car volumes to the level of 25,000 units per annum, which would require the termination of approximately 27 dealers.
263 Following the presentation, Igarashi-san expressed his support for the recommendation of the directors of Honda Australia in favour of Option 1, but told the board of Honda Australia that they 'need a new business model.'
265 McMahon and Collins both gave evidence that when Honda entered into the 2018 dealership agreements they had no expectation or intention that any of those agreements would be terminated prior to the end of their five-year term. However, under cross-examination Collins agreed that Option 2 was a realistic option, and that it could be described as a 'new business model' of the kind Igarashi-san said was needed by Honda Australia.
266 McMahon and Collins were both questioned at length about the 6 June 2018 presentation, and the Option 2 presented therein. McMahon and Collins both made clear that Option 2 was included as an alternative to the option they preferred, and that no work had been undertaken to study whether Option 2 was feasible at this point in time. McMahon explained that when doing business with the Japanese 'you can't just put up one option. You have to put up a second option to demonstrate that you've considered all possible options.'
267 McMahon, by reference to her contemporaneous notes, gave evidence that the discussions with Igarashi-san concerning Honda Australia's business model at the 6 June 2018 meeting included canvassing various ideas such as:
(a) rethinking how Honda Australia invoiced for vehicles from factories in Thailand and Japan;
(b) implementing a New Zealand model (which was an agency model for both parts and new vehicle sales);
(c) introducing the Honda jet business to Australia;
(d) Asian Honda buying out Honda Australia; and
(e) moving to an online sales model.
268 Collins gave evidence confirming that Igarashi-san supported the recommendation to 'maintain the status quo' at the 6 June 2018 meeting.
269 Brighton Automotive submits that Honda Australia engaged in misleading or deceptive conduct by failing to disclose, prior to entering into the Dealer Agreement, that it was contemplating or considering the early termination of the dealer agreements with authorised Honda dealers in Australia.
270 Brighton Automotive submits that a failure to disclose information may, depending on the circumstances, amount to misleading or deceptive conduct.
271 In its original pleadings, Brighton Automotive says that Honda Australia ought to have disclosed and did not disclose to Brighton Automotive, at any time prior to entering the Dealer Agreement:
(a) the existence of its Alleged Review;
(b) the existence of its New Dealer Strategy; or
(c) that it was considering or contemplating the early termination of dealer agreements with authorised Honda dealers in Australia.
272 However, by the conclusion of the trial, Brighton Automotive only pressed the MDC Claim in regard to the third of these factors. Counsel for Brighton Automotive clarified that Brighton Automotive was honing in on this third factor because it considered it to be the heart of the MDC Claim, and that doing so should not be viewed as an admission that the first two factors had not been made out on the evidence.
273 Brighton Automotive relies on the evidence outlined in paragraphs 257 to 261 above to support its submission that, prior to executing the Dealer Agreement, Honda Australia was contemplating or considering a reduction in new car volumes and the early termination of dealer agreements under Option 2.
274 Brighton Automotive submits that it was reasonable for it to expect that Honda Australia would disclose that it was contemplating or considering the early termination of its dealer agreements, prior to entering into the Dealer Agreement, because:
(i) had a 5-year term;
(ii) contemplated the possibility of an extension upon the expiration of the 5-year term;
(iii) contemplated that Brighton Automotive would have the opportunity to transfer the Dealer Agreement or sell the dealership as a going concern;
(iv) contained an obligation of good faith; and
(v) did not contain a 'no fault' termination clause;
(b) the Franchising Code contained an obligation of good faith;
(c) Brighton Automotive had been operating as an authorised Honda dealer since mid-2011; and
(d) Klein and Avis had been involved in the sale of Honda vehicles since 1981 and 1985 respectively.
275 Honda Australia submits that the evidence shows that at no time before the Dealer Agreement was executed did Honda Australia have any intention of reducing the number of dealers in Australia or terminating the dealership agreements early. McMahon and Collins both gave evidence that when Honda Australia entered into the 2018 dealership agreements they had no expectation or intention that any of those agreements would be terminated prior to the end of their five-year term.
276 Honda Australia submits that the notion that it would enter into new five-year agreements in the knowledge that they might be terminated prematurely, and thereby expose itself to paying substantial contractual compensation to dealers Australia-wide for early termination, is commercially irrational.
277 Honda Australia accepts that the possibility of early dealer terminations was raised prior to the execution of the Dealer Agreement. Under cross-examination, McMahon and Collins accepted that various documents contained an Option 2, which would have involved reducing new car volumes and the early termination of some dealership agreements. However, both McMahon and Collins were steadfast in their assertions that this option was not being recommended at the time, was not adopted prior to the execution of the Dealer Agreement, and was not then expected to be adopted at any point in the future. Honda Australia submits that in June 2018 the only path forward being seriously recommended to Honda executives was to maintain the status quo, being sales volume of at least 40,000 units and retention of the existing dealer network. It was not until after 27 February 2019 that Honda began considering the prospect of terminating the existing dealership agreements early.
278 According to Honda Australia, Brighton Automotive's allegation under the MDC Claim is that Honda Australia had an obligation to disclose that it had been considering the course of action proposed under Option 2, even though Honda Australia had no intention, at the time it entered into the Dealer Agreement, of pursuing that course of action. Honda Australia submits that this proposition cannot be accepted.
279 Honda Australia submits that in commercial negotiations between arms-length parties, silence by one party will not be readily found to be misleading.[31] As a general proposition, a party to commercial negotiations is not required to volunteer information which will be of assistance to the decision-making of the other party.[32]
280 During oral closing submissions, counsel for Honda Australia also submitted that even if the Court found that Honda Australia had engaged in misleading or deceptive conduct, the MDC Claim faces issues of causation. This is because it cannot be shown what Brighton Automotive would have done if Honda Australia had informed them, prior to entering into the Dealer Agreement, that it had been considering or contemplating an alternative business strategy that would entail the early termination of dealer agreements, but that it had decided not to pursue this course of action. When asked under cross-examination what Brighton Automotive might have done if told by Honda Australia that there was a risk that Honda Australia might look to terminate some of the dealers early, Avis said that it was 'an inconceivable hypothetical'.
281 In response to Honda Australia's submission that the concept of dealer terminations and volume reductions was nothing more than a possible long-term option rather than a proposal to be implemented, Brighton Automotive submits that such an assertion is a 'straw man' because even if it was merely a possibility, it was a realistic one. As such, Brighton Automotive submits that it was misleading or deceptive not to tell the dealers about it. With this information, Brighton Automotive could have made an informed decision about whether it still wished to enter into a dealer agreement with Honda Australia for five years.
282 Furthermore, Brighton Automotive submits that it is absurd to characterise Option 2 as one Honda Australia had no intention of implementing. According to Brighton Automotive, this is because the documents containing Option 2 were developed by the most senior members of Honda Australia to be presented to one of the most senior executives of the entire Honda group.
283 Brighton Automotive accepts that, as a general proposition, parties are not required to volunteer information in a contractual negotiation that is adverse to that party's interests. However, it submits that there are many cases in which the failure to disclose information in the context of a commercial negotiation has been held to be misleading or deceptive.
(a) In QCoal Pty Ltd v Cliffs Australia Coal Pty Ltd (QCoal),[33] the non-disclosure of a significant contractual obligation in the negotiation and completion of a sale of a coal plant was found to be misleading or deceptive in circumstances where the vendor had embarked on an extensive disclosure process.
(b) In DSE (Holdings) Pty Ltd v InterTAN Inc (DSE Holdings),[34] an executive of the respondent was found to have engaged in misleading or deceptive conduct by remaining silent despite being aware that the applicant was considering the purchase of an electronics business based on a mistaken understanding as to a set of company accounts.
284 Brighton Automotive submits that Honda Australia engaged in misleading or deceptive conduct by allowing Brighton Automotive to proceed on the mistaken assumption that Honda Australia had not considered or contemplated repudiating the very Dealer Agreement that Brighton Automotive was about to sign.
285 Brighton Automotive has focused the MDC Claim on its allegation that Honda Australia ought to have disclosed and did not disclose to Brighton Automotive, at any time prior to entering the Dealer Agreement, that it was considering or contemplating the early termination of dealer agreements with authorised Honda dealers in Australia. As such, I will focus my consideration on this allegation.
286 Brighton Automotive submits the circumstances that existed prior to entering into the Dealer Agreement made it reasonable for Brighton Automotive to expect that Honda Australia would disclose that it was contemplating or considering the early termination of the dealer agreements with authorised Honda dealers in Australia. The Dealer Agreement was for a 5-year period, with the possibility of an extension, and Honda Australia was required to act in good faith by both the terms of the Dealer Agreement and the provisions of the Franchising Code. I accept that it was reasonable for Brighton Automotive to expect Honda Australia would disclose any information that may have been so adverse to the dealership's interest that it would not have entered into the Dealer Agreement. However, I am unconvinced that Honda Australia's contemplation of a switch to an agency model (with a reduction in the number of dealers and of sales volumes) classifies as information of this kind.
287 The evidence clearly shows that Honda Australia was considering or contemplating a reduction in sales volume and the termination of dealer agreements as early as November 2017, if not April 2018. Furthermore, in June 2018 a proposal to reduce new car volumes to 20,000 units per annum in conjunction with the termination of authorised dealers was presented to the President and Chief Executive Officer of Asian Honda by senior directors of Honda Australia.
288 In the lead up to the parties entering into the Dealer Agreement, Honda Australia did not disclose to Brighton Automotive that it had contemplated the early termination of dealer agreements. The question in a case of alleged misleading or deceptive conduct as a result of non-disclosure is whether, in light of all the relevant circumstances, there has been conduct which is misleading or deceptive.[35]
289 In Demagogue v Ramensky, Black CJ stated that (emphasis added by me):
Silence is to be assessed as a circumstance like any other. To say this is certainly not to impose any general duty of disclosure; the question is simply whether, having regard to all the relevant circumstances, there has been conduct that is misleading or deceptive or that is likely to mislead or deceive. To speak of "mere silence" or of a duty of disclosure can divert attention from that primary question. Although "mere silence" is a convenient way of describing some fact situations, there is in truth no such thing as "mere silence" because the significance of silence always falls to be considered in the context in which it occurs. That context may or may not include facts giving rise to a reasonable expectation, in the circumstances of the case, that if particular matters exist they will be disclosed.[36]
...
The cases in which silence may be so characterised are no doubt many and various and it would be dangerous to essay any principle by which they might be exhaustively defined. However, unless the circumstances are such as to give rise to the reasonable expectation that if some relevant fact exists it would be disclosed, it is difficult to see how mere silence could support the inference that the fact does not exist.[37]
290 In Miller & Associates Insurance Broking Pty Ltd v BMW Australia Finance Limited,[38] French CJ and Kiefel J stated that:
In commercial dealings between individuals or individual entities, characterisation of conduct will be undertaken by reference to its circumstances and context. Silence may be a circumstance to be considered. The knowledge of the person to whom the conduct is directed may be relevant. Also relevant . . . may be the existence of common assumptions and practices established between the parties or prevailing in the particular profession, trade or industry in which they carry on business. The judgment which looks to a reasonable expectation of disclosure as an aid to characterising non-disclosure as misleading or deceptive is objective.
291 Honda Australia accepts that the possibility of early dealer terminations was raised prior to the execution of the Dealer Agreement, and rightly so. Neither McMahon nor Collins denied that Option 2 had been presented to Igarashi-san as a viable alternative to Honda Australia continuing with 'business as usual' under the Dealership Model.
292 However, McMahon and Collins also gave evidence that when Honda entered into the 2018 dealership agreements they had no expectation or intention that any of those agreements would be terminated early. I accept this evidence for the following reasons:
(a) First, McMahon and Collins both made it clear that Option 2 was included as an alternative to the option they preferred, which was to continue with 'business as usual' under the Dealership Model.
(b) Second, Option 2 was included in the presentation to Igarashi-san largely due to the common Japanese business practice and expectation (as McMahon and Collins understood it) that a second option always be provided to demonstrate a proper consideration of the problem.
(c) Third, at the time of the presentation to Igarashi-san in June 2018, no work had been undertaken to study whether Option 2 was actually feasible. It was simply presented as an alternative to the preferred option being pushed by Honda Australia.
293 I therefore accept Honda Australia's submission that in June 2018 the only path forward being seriously recommended to Honda executives was to maintain the status quo, being sales volume of at least 40,000 units per annum and retention of the existing dealer network.
294 Brighton Automotive submits that regardless of whether Option 2 was nothing more than a possible long-term alternative rather than a proposal to be implemented, it was presented and contemplated as a realistic path forward for Honda Australia. I accept this submission in so far as Collins concedes that Option 2 was presented to Igarashi‑san as a realistic proposal. However, I do not accept that it was therefore misleading or deceptive for Honda Australia not to disclose its earlier consideration of Option 2 to Brighton Automotive prior to entering into the Dealer Agreement for the reasons that follow.
295 First, Option 2 was a proposal that was only presented as an alternative to Honda Australia's preferred strategy of 'business as usual' under the Dealership Model. It was not being recommended at the time it was presented to Igarashi-san, it was not adopted prior to the execution of the Dealer Agreement, and it was not expected to be adopted at any point in the future.
296 Second, even if Honda Australia had disclosed to Brighton Automotive at some time before entering into the Dealer Agreement its prior contemplation of Option 2, it is impossible to say what action Brighton Automotive would have taken, if any, in response to this information. As part of any hypothetical disclosure prior to June 2018, Honda Australia likely would have communicated to Brighton Automotive the fact that Option 2 was:
(a) only presented as an alternative to Honda Australia's preferred strategy of business as usual;
(b) not being recommended at the time;
(c) not adopted prior to the execution of the Dealer Agreement; and
(d) not at the time of entering into the Dealer Agreement expected to be adopted at any point in the future.
297 In this regard, I accept Honda Australia's submission that problems of causation arise when trying to determine how Brighton Automotive might have suffered damage by not being told of an alternative business strategy that had been raised but ultimately rejected. That being said, I appreciate that this issue relates only to the question of damages, and that Brighton Automotive only relies on the MDC Claim for the relative conduct itself and is not pursuing damages under the MDC Claim.
298 Brighton Automotive relies on the cases of QCoal and DSE Holdings in support of its submission that a failure to disclose certain information in the context of commercial negotiations can be misleading or deceptive. However, I believe that both of these cases can be distinguished on the facts. In QCoal, the defendant failed to disclose a contractual obligation owed by the defendant company during a sale negotiation. In DSE Holdings, the respondent allowed the plaintiff/applicant to proceed under a mistaken belief as to a set of company accounts. In both cases, the information withheld related to something that would have immediately become a liability of the plaintiff/applicant upon execution of the relevant contract. However, in the present case, what Honda Australia has allegedly failed to disclose was a course of action that it had briefly contemplated but ultimately rejected at the time of entering the Dealer Agreement. In no way did Honda Australia's contemplation of Option 2 become a liability of Brighton Automotive upon entering into the Dealer Agreement. The fact that Honda Australia later decided to adopt the previously contemplated Agency Model does not alter the fact that at the time of entering into the Dealer Agreement the company's chosen course of action was to continue with 'business as usual' for the foreseeable future.
299 By relying solely on the non-disclosure that Honda Australia was considering or contemplating the early termination of dealer agreements with authorised Honda dealers in Australia, Brighton Automotive has effectively set a very low standard. What would Brighton Automotive have had Honda Australia disclose? That it thought about Option 2, did not support or recommend it, did not intend to implement it, and rejected it at the 6 June meeting with Igarashi-san? I simply do not accept that Honda Australia was required to disclose this. Nor do I accept that not disclosing it was misleading or deceptive.
300 While the Agency Model and early termination of dealer agreements may have been contemplated prior to execution of the Dealer Agreement, I do not believe that it was seriously contemplated by Honda Australia in June 2018 when presenting to Igarashi‑san, for the reasons already set out.
301 Subsequent events bear this out. As noted earlier, after June 2018 Honda Australia was required by Igarashi-san to think about a new business model. It did so, and presented to Asian Honda on 27 February 2019. That involved a move to an Agency Model, with agents instead of dealers and a reduction in volume of sales. Honda Australia's position, as conveyed at that meeting, that an immediate (by 2020) or short-term (by 2023) transition was not preferred due to the compensation risk associated with terminating dealers and the fact that Honda Australia was 'totally not prepared' to terminate dealers in 2019 or 2020. Honda Australia recommended a three-step transition, whereby Honda Australia would: retain the full dealer network until the expiration of the current dealer agreements in June 2023; reduce volumes to 20,000-25,000 after that date and reduce the size of the dealer network proportionately at that time; and introduce an agency model in which the remaining dealers would participate from 2025.
302 Honda Australia's recommended timing and process was not accepted by the senior Honda executives at that meeting. Instead, Honda Australia was instructed to investigate implementing agency, reducing volume and restructuring the network as soon as possible.
303 It was very clear to me that this was not an outcome that Honda Australia expected. In particular, Collins appeared to be surprised and shocked by that turn of events.
304 Thus, even when Honda Australia began to give more consideration to an agency model, it did not intend to terminate dealer agreements before their expiration. That was a decision made at that 27 February 2019 meeting, which was well after the entry into the Dealer Agreement, and even then it did not have a specific timeframe put on it. That was something which evolved throughout the course of the strategic review conducted by Honda Australia from mid-2019, leading up to the decisions taken in February 2020 to early March 2020.
305 For all of the reasons given above, the MDC Claim is not made out.
306 Brighton Australia alleges that Honda Australia's conduct in respect of terminating it as a Honda dealer amounts to unconscionable conduct. It alleges that it has suffered loss and damage as a consequence, that being said to be the loss of value of the goodwill in Brighton Automotive's business as an authorised Honda dealer as at 30 June 2023 (Goodwill Damages Claim). This claim is advanced in the alternative to the Further Contract Period Claim.
308 Avis states that a dealership's relationship with its customers is particularly important because motor vehicles are commonly the second most expensive asset that consumers purchase (after purchasing a home). A decision to purchase a vehicle is significant and requires a level of trust with the dealership. For this reason alone, customers often return to dealerships they have dealt with in the past if their earlier experience was hassle-free and they are happy with their vehicle and the associated services provided by the dealership.
309 Avis states that, given the termination of the Dealer Agreement, Brighton Automotive has been unable to capitalise on the brand loyalty and awareness that it has built for the Honda franchise over the previous 10 years. Avis believes that many of the dealership's repeat Honda customers will become customers of Jowett Motor Group (JMG), an authorised Honda Australia agent that has been appointed in the prime market area previously serviced by Brighton Automotive. As such, Brighton Automotive will continue to see a decline of its service customers who will move to an 'authorised' Honda dealer over a period of time.
310 Avis states that details of the extensive Honda customer database developed by Brighton Automotive over more than a decade are also in the possession of Honda Australia. Klein describes this customer database as one of the most valuable assets of an automotive dealership. Avis alleges that in mid-January 2021 Honda Australia sent text messages to Brighton Automotive's customers which represented that Brighton Automotive's service business had closed and directed the customer to their nearest 'authorised service centre'. Contrary to the representation, Brighton Automotive's service business remained open. Avis believes that Honda Australia's conduct in sending these text messages has caused irreparable damage to the Brighton Automotive brand.
311 Avis also believes that Honda Australia has given access to the customer database to JMG who can now freely contact the customers in that database. Neither JMG nor Honda Australia has paid Brighton Automotive any compensation for the goodwill that it created in its dealership business.
312 McMahon's evidence was that Brighton Automotive held a database of Honda customers, many of which also sat within Honda Australia's system. McMahon then clarified that there was a shared system which had customer details available to both Honda Australia and Brighton Automotive. However, McMahon was adamant that JMG needed to 'develop their own database' and that the company had not been granted access to either Brighton Automotive or Honda Australia's customer database.
313 Collins accepts that Honda Australia had access to dealers' customer databases through its servicing software, and that it 'transpired' that Honda Australia had used dealers' customer databases in its move to the Agency Model.
314 When cross examined on the topic of Honda Australia's obligation to act in good faith, McMahon:
(a) agreed that prior to Honda Australia's repudiation of the Dealer Agreement Brighton Automotive was entitled to expect that Honda Australia would act lawfully and in good faith towards it;
(b) confirmed that Honda Australia repudiated its dealer agreement with Brighton Automotive deliberately;
(c) seemed somewhat unfamiliar with the provisions of the Franchising Code and could not say for certain whether Honda Australia had acted in breach of those provisions;
(d) did not accept the suggestion that Honda Australia had not acted in good faith towards Brighton Automotive; and
(e) accepted that the Dealer Agreement was a contract of great value to Brighton Automotive and its employees.
315 When asked whether prior to terminating the Dealer Agreement Honda Australia had ever turned its mind to whether Brighton Automotive might have agreed to the termination, McMahon said that it had not. However, McMahon stated that the decision to terminate the dealer agreements was not one that Honda Australia made lightly. Honda Australia regretted that it had to terminate the dealer agreements, and wanted to make sure - in a way that was as 'seamless as possible' - that the dealers were put back in the same position they would have been in had Honda Australia not breached the contract.
316 Brighton Automotive submits that Honda Australia engaged in unconscionable conduct in contravention of s 21 of the ACL in connection with its repudiation of the Dealer Agreement by sending the Termination Notice. Per ACCC v Quantum Housing Group Pty Ltd,[39] the Court's job is not to break down all elements of the UC Claim and assess them individually but rather the correct approach is a holistic consideration of all the circumstances. Brighton Automotive submits that in any particular case, it should be recognised that if the evaluative answer is that the conduct in question was not unconscionable, the court is concluding that by an Australian business conscience the conduct was conscionable and is not to be deterred by penalty.[40]
317 In support of its allegation under the UC Claim, Brighton Automotive relies on the following circumstances in which Honda Australia terminated the Dealer Agreement.
319 Second, Honda Australia deliberately breached the terms of the Dealer Agreement by sending the Termination Notice and was aware that, prior to executing the Dealer Agreement, its Agency Model would involve breaking existing contracts with dealers.
320 Third, Honda Australia did not comply or seek to comply with:
(a) cl 36 of the Dealer Agreement, which confers limited termination rights on Honda Australia, and has never contended that it was entitled to terminate the Dealer Agreement by reason of any breach of the Dealer Agreement by Brighton Automotive; or
(b) cl 28 of the Franchising Code, which also regulates the termination rights of franchisors for breach of a franchise agreement.
321 Fourth, Honda Australia breached its obligation to act in good faith contained in cl 43.5 of the Dealer Agreement and cl 6 of the Franchising Code. By deliberately repudiating the Dealer Agreement - in breach of the Franchising Code and in furtherance of its own perceived commercial interests in increasing its revenue and profit margins - Honda Australia undermined the bargain it had struck with Brighton Automotive and destroyed the substance of the contractual benefit to Brighton Automotive. Further, in terminating the Dealer Agreement and implementing the Agency Model, Honda Australia gave no proper consideration to the interests of its dealers.
322 Brighton Automotive submits that Honda Australia's decision to proceed with the implementation of its new business model was made in circumstances where Honda Australia knew that dealers such as Brighton Automotive had:
(a) devoted substantial resources to their Honda dealerships, including capital investments;
(b) built up substantial and valuable relationships with customers over many years; and
(c) committed large numbers of staff to their Honda franchises;
on the basis that they had a binding contract with Honda Australia that was generally rolled over at the end of the contractual term. As such, Honda Australia's conduct was completely at odds with the provisions, aims and purposes of the contract and, as such, was in breach of its obligation to act in good faith in connection with the Dealer Agreement.
323 Fifth, Honda Australia was in a position of dominance vis-à-vis Brighton Automotive in connection with the Dealer Agreement. At the time Brighton Automotive accepted Honda Australia's repudiation of the Dealer Agreement, Honda represented more than 50% of Brighton Automotive's total revenue. In the roughly 10-year period preceding the Termination Notice, Brighton Automotive had made substantial investments in marketing and advertising to build the goodwill of the business and the profile of Honda in the local area.
324 Sixth, Honda Australia knew and intended to acquire the goodwill of Brighton Automotive's business, including the value of its relationships with Honda customers which had been built up over many years at the request and encouragement of Honda Australia, without compensation. Brighton Automotive submits that the evidence of Collins shows that Honda Australia had access to dealers' customer databases and that it used dealers' customer databases in its move to the Agency Model, capturing revenue and profits from dealers in the process.
325 Brighton Automotive notes that a preliminary issue arises in respect of the Goodwill Damages Claim, that being the relevance of cl 37.6 of the Dealer Agreement, which states:
The Dealer acknowledges and agrees that at the end of this Agreement, the Dealer will not receive any payment or compensation from Honda Australia for any goodwill in connection with the Dealership or the Premises or any reputation developed by the Dealer in connection with the Dealership or the Premises.
326 Brighton Automotive submits that the reference to 'the end of this Agreement' in cl 37.6 is limited to circumstances in which either the term of the Dealer Agreement has expired, or a party to the Dealer Agreement has validly exercised a contractual right to terminate the Dealer Agreement. There is nothing in the text or context of the Dealer Agreement to support a construction of cl 37.6 that would require the Court to assume that the parties intended to deprive Brighton Automotive of its right to be compensated for the goodwill of its Honda business in circumstances where Honda Australia has unlawfully terminated the Dealer Agreement in breach of the terms of the Dealer Agreement and the clauses of the Franchising Code.
327 Honda Australia submits that, for the reasons set out below, the UC Claim must fail.
329 Second, the mere fact that a party intentionally breaches a contract does not mean the party has engaged in unconscionable conduct contrary to s 21 of the ACL.[41]
330 Honda Australia submits that cl 28 of the Franchising Code is not enlivened because of the following reasons:
(a) Clause 28 is premised on a franchise agreement being terminated by a franchisor in accordance with the agreement (emphasis added by Honda Australia), yet it has been accepted by Brighton Automotive that Honda's termination was not in accordance with the Dealer Agreement.
(b) The mischief to which cl 28 is directed is the obligation of a franchisor to give reasonable written notice of a proposed termination and the reasons for it, yet it is not alleged by Brighton Automotive that Honda Australia gave insufficient notice of the termination.
331 Honda Australia submits that Brighton Automotive's allegation that Honda Australia did not act in good faith (whether under the Dealer Agreement or Franchise Code) rises no higher than the allegation that Honda Australia deliberately breached the Dealer Agreement; conduct which, without more, is not unconscionable. The Termination Notice was sent at a point in time when Honda Australia honestly and reasonably viewed that its current business model was unsustainable in the Australian market. Honda Australia says it has always accepted that its breach was deliberate, but submits that its decision to terminate the Dealer Agreement was made in the context of nine years of losses totalling approximately AUD750 million.
332 Honda Australia submits that it was never put to McMahon or Collins that Honda Australia did not have a legitimate interest in restructuring its business model in the way it did, including the early termination of dealers. While Honda Australia may have acted according to its assessment of its own interest, this does not equate to a lack of good faith.
333 Third, even if it were fair to characterise Honda Australia's position as one of dominance vis-à-vis Brighton Automotive, Brighton Automotive does not point to any conduct on the part of Honda Australia that is said to constitute Honda Australia taking advantage of its position. Honda Australia simply ended a commercial arrangement between the parties, and at all times has acknowledged its liability to pay compensation for doing so.
334 Fourth, under cl 37.6 of the Dealer Agreement, Brighton Automotive acknowledged and agreed that it had no right to 'any payment or compensation from Honda Australia for any goodwill in connection with the Dealership or the Premises or any reputation developed by the Dealer in connection with the Dealership or the Premises.'
335 Honda Australia submits that 'goodwill' at law is not equivalent to the going concern value of a business,[42] and is instead the right or privilege to make use of all that constitutes 'the attractive force which brings in custom'.[43] Goodwill has no existence independently of the conduct of a business, and cannot be severed from the business which created it.[44]
336 Honda Australia refers the Court to AHG WA (2015) Pty Ltd v Mercedes-Benz Australia/Pacific Pty Ltd,[45] where the question of goodwill arose under a traditional car dealership franchise model. In that case, Beach J of the Federal Court dismissed the applicants' claim that Mercedes-Benz had appropriated their goodwill by terminating the applicants' dealer agreements and introducing an agency model in the Australian market. His Honour ultimately found that any goodwill the applicants enjoyed was tethered to the dealer agreements, and was lost when the dealer agreements ended.[46] As the applicants had no goodwill that survived termination, there was nothing taken or transferred.[47]
337 Honda Australia submits that the same is true in the present context. Under the terms of the Dealer Agreement, any goodwill that Brighton Automotive enjoyed with respect to the sale of Honda vehicles was lost when that agreement came to an end. It has long been recognised that franchisees have no right at law to be compensated for goodwill upon non-renewal of a franchise agreement.[48]
338 Honda Australia submits that Brighton Automotive's complaint that Honda Australia acquired the value of its relationship with customers takes the matter no further for two reasons:
(a) The evidence does not establish that Honda Australia acquired Brighton Automotive's customer relationships. Each entity had a separate customer database housed on a shared system and, as such, Honda Australia always had access to the details of Brighton Automotive customers.
(b) In accordance with Beach J's ruling in Mercedes Benz, without access to a supply of Honda vehicles and rights to use the Honda brand, a dealer could not generate any future profits from the sale of Honda vehicles, whether that be through customer relationships or otherwise. No dealership, as such, would remain that could be transferred to a third party. A dealer might pivot to operating as a used car dealer, a servicing business, or as a new car dealer for some other brand. But that would be a different business, with a different goodwill.
339 Honda Australia submits that even if the UC Claim is made out, it is difficult to see how any such conduct caused Brighton Automotive to lose the value of the business as at 30 June 2023. Had Honda Australia not engaged in the allegedly unconscionable conduct, Brighton Automotive still would not have had any right to sell the Honda business at the end of the term of the Dealer Agreement. As such, Brighton Automotive has no entitlement to the loss of the value of its Honda business as at 30 June 2023.
340 Honda Australia further submits that, had it not repudiated the Dealer Agreement, it would nevertheless have transitioned to the Agency Model from 30 June 2023, and Brighton Automotive would not have been appointed as an agent. Therefore, no realistic counterfactual exists in which Brighton Automotive would have been able to sell its Honda business as a Honda agent.
341 The parties make various submissions as to the circumstances in which Honda Australia terminated the Dealer Agreement. I find it useful to address each of these issues in turn.
343 Brighton Automotive submits that Honda Australia deliberately breached the terms of the Dealer Agreement by sending the Termination Notice and was aware that, prior to executing the Dealer Agreement, its Agency Model would involve breaking existing contracts with dealers. Two distinct points are being made here, neither of which I consider to be evidence of unconscionability.
344 First, as was submitted by Honda Australia, the mere fact that a party intentionally breaches a contract does not mean the party has engaged in unconscionable conduct as contemplated by the ACL.
345 In Macdonald v Australian Wool Innovation Ltd,[49] Weinberg J stated that:
Any promise that is deliberately broken could easily be characterised as "unconscionable". That is not the sense in which the term is used in s 51AC. [s 51AC 'Unconscionable conduct in business transactions' of the Trade Practices Act 1974 (Cth) is now dealt with under Part 2‑2 of the ACL]
347 In Body Bronze v Fehcorp, Macaulay AJA stated that (emphasis added by me): [52]
A decision may be taken to break a contract because, upon rational commercial considerations, the burden of performance may be greater and more onerous than the liability to be incurred if the conduct amounts to breach. The party committing the breach may know that it will deliver to the opposite party an opportunity to exercise rights both under and outside the contract that flow from the breach, and that the opposite party has the means to exercise and enforce those rights. Those rights may include seeking injunctive relief to restrain the breach, accepting a repudiation of the contract so as to terminate executory obligations and seeking damages, or keeping the contract on foot and merely seeking damages. There may be nothing offensive to conscience in a commercial participant taking such a commercial decision in given circumstances. Whether or not it amounts to unconscionable conduct does not simply flow from it being a deliberate breach; it must be evaluated in "all the circumstances".
The real question is what "more" is required than conscious breach to convert it into unconscionable conduct. The answer to that question must, at least in part, lie in the value judgment of the particular decision-maker. It means, of course, that minds can reasonably differ.
348 I consider Macaulay AJA's line of reasoning to be highly instructive in the present case. As per the evidence of McMahon and Collins, Honda Australia made the decision to terminate its dealer agreements after it had concluded that continuing to operate under the Dealership Model was going to be more costly than repudiating the dealer agreements and paying out damages in order to switch over to the Agency Model. As such, Brighton Automotive's submission that Honda Australia acted unconscionably by failing to discharge its obligations under the contract has no particular legal significance.
349 Second, as I have concluded in regard to the MDC Claim, Honda Australia did not at the time of entering into the Dealer Agreement believe that it would need to terminate the agreement early in order to implement the Agency Model. True it is that the Agency Model had been contemplated by senior executives at Honda Australia prior to entering into the Dealer Agreement. However, the strategy had been rejected in favour of maintaining the status quo under the Dealership Model for at least the duration of the Remaining Contract Period. As such, the fact that Honda Australia's executives understood that implementing the Agency Model might involve breaking existing contracts with dealers does not render their subsequent early termination of the Dealer Agreement unconscionable. Although Honda Australia eventually decided to switch to the Agency Model in response to growing financial pressures, this was not the company's agreed business strategy at the time of entering into the Dealer Agreement.
350 Third, even when Honda Australia did decide on 5 March 2020 to implement its new business model, which involved early termination of its dealer agreements, it did so by giving 15 months' notice to dealers.
351 Much was made during cross-examination, albeit with less emphasis in submissions, of the rather 'bald' content of the Termination Notice. That notice simply referred to the Dealer Agreement and stating that 'Honda Australia hereby provides written notice to' Brighton Automotive that the Dealer Agreement would be terminated 'with effect on and from 30 June 2021', and that 'Honda Australia reserves all rights' under the Dealer Agreement.
352 True it is that this Termination Notice did not mention compensation, express regret, or refer to Brighton Automotive's (as opposed to Honda Australia's) rights. However, this was not the only or even the first communication from Honda Australia about this topic. The Termination Notice was preceded by a phone call by Shimizu-san and McMahon to Avis and Klein where they were informed of Honda Australia's decision. The Termination Notice was followed by an information pack about the process for exiting dealers, which included their involvement in (including the ability to supply information to Honda Australia) establishing the amount of compensation to be paid.
353 Brighton Australia seemed to suggest, through their cross-examination of Honda Australia's witnesses, that there was insufficient time or opportunity given to dealers regarding the compensation process, however this was refuted by McMahon, who said that Honda Australia was always willing to, and frequently did, extend time.
354 I do not accept that the manner of Honda Australia's repudiation of its Dealer Agreement with Brighton Automotive constituted unconscionable conduct. Honda Australia gave a substantial period of notice and immediately acknowledged that it would be liable to compensate Brighton Automotive for its losses as a consequence.
355 Brighton Automotive alleges that Honda Australia has failed to comply with clauses of the Dealer Agreement and Franchising Code that regulate Honda Australia's termination rights.
356 Clause 36.3 of the Dealer Agreement provides that Honda Australia may immediately terminate the agreement by written notice if the dealer fails to abide by certain obligations or engages in certain illicit conduct. According to Brighton Automotive, Honda Australia has never contended that it was entitled to terminate the Dealer Agreement by reason of any breach of the Dealer Agreement by Brighton Automotive or pursuant to any other contractual termination right. However, I do not consider that anything turns on this. Honda Australia repudiated the Dealer Agreement and this repudiation was accepted by Brighton Automotive. Honda Australia never purported to terminate the contract under any particular clause of the Dealer Agreement, and certainly not in response to any breach by Brighton Automotive. I do not consider that this indicates any degree of unconscionability.
357 Clause 28 of the Franchising Code also regulates the termination rights of franchisors for breach of a franchise agreement, and in circumstances where the franchisor seeks to terminate a franchise agreement in the absence of breach. However, Brighton Automotive makes no specific submissions as to how Honda Australia is supposedly in breach of this clause. Assumedly, Brighton Automotive is alleging that Honda Australia, as the franchisor, failed to give reasonable written notice of the proposed termination, and reasons for it, to Brighton Automotive, as the franchisee, in breach of cl 28(3). However, without more from Brighton Automotive it is difficult for this submission to be taken any further. In any event, Honda Australia did provide Brighton Automotive with written notice of its proposed termination of the Dealer Agreement, with the stated reason being its move to the Agency Model. Honda Australia gave 15 months' notice, which I consider to be reasonable in the circumstances. Having found that cl 28 of the Franchising Code has not been breached here, Honda Australia's argument that this clause only arises where the franchise agreement is terminated by a franchisor in accordance with the agreement does not need to be addressed.
358 Brighton Automotive alleges that Honda Australia breached its obligation to act in good faith contained in both the terms of the Dealer Agreement and the provisions of the Franchising Code by:
(a) pursuing its own perceived commercial interests at the expense of destroying the substance of the contractual benefit to Brighton Automotive; and
(b) failing to give any proper consideration to the interests of Brighton Automotive before terminating the Dealer Agreement.
359 I do not accept these allegations for the reasons that follow.
360 First, it is not a breach of good faith for a company to, without more, pursue its own commercial interests at the expense of a second party to a contract. Something more is required for the conduct to constitute a breach of good faith. True it is that Honda Australia's early termination of the Dealer Agreement denied Brighton Automotive the contractual benefit it would have otherwise enjoyed during the Remaining Contract Period. However, this was not Honda Australia's intention in terminating the Dealer Agreement.
361 The evidence of McMahon and Collins, which I accept, is that Honda Australia's switch to the Agency Model was motivated by a pressing need for the company to address its declining profitability. As such, the fact that an early termination of the Dealer Agreement would prevent Brighton Automotive enjoying the benefit of its contracted bargain was, from Honda Australia's perspective, merely an unfortunate consequence of a decision based on business necessity. Furthermore, Honda Australia has accepted liability to compensate Brighton Automotive for any losses it has incurred as a result of the breach of contract. As such, it cannot truly be said that Honda Australia's pursuit of its own commercial interests in terminating the Dealer Agreement amounts to a breach of good faith.
362 Second, I do not accept that Honda Australia breached its obligation of good faith by failing to properly consider the interests of Brighton Automotive before terminating the Dealer Agreement.
363 I accept the submissions by Brighton Automotive that Honda Australia understood how valuable the Dealer Agreement was to Brighton Automotive and that Brighton Automotive had invested substantially in the development of the Honda franchise and its customer relationships. Furthermore, I accept that Honda Australia chose not to contact Brighton Automotive to inquire whether Brighton Automotive might agree to an early termination. However, I do not consider that this amounts to a failure to act in good faith.
364 The evidence shows that once the decision was made to change to the Agency Model, Honda Australia provided its dealers with early notice of its intention to terminate. According to McMahon, Honda Australia's decision to terminate the dealer agreements was not made lightly and the company fully intended to properly compensate its dealers. I do not consider that much turns on the fact that Honda Australia did not contact its dealers to ask if they might accept an early termination. Honda Australia was not required to do so under the terms of the Dealer Agreement and doing so would not have changed the fact that Honda Australia had decided to end the dealer agreements early, whether doing so was accepted by the dealers or not. I do not really see what end would have been served by doing so, or how it would have affected the analysis of good faith.
365 For these reasons, I do not consider that Honda Australia acted in breach of its obligation to act in good faith.
366 Brighton Automotive submits that Honda Australia was in a position of dominance vis-à-vis Brighton Automotive in connection with the Dealer Agreement.
367 In Paciocco v Australia and New Zealand Banking Group Ltd,[53] Allsop CJ stated that the inclusion of inequality of bargaining power in s 12CC of the Australian Securities and Investments Commission Act 2001 (Cth) (which provides for matters the court may have regard to for the purposes of establishing unconscionable conduct in connection with financial services) 'can be seen to be a recognition that in commerce there may arise circumstances of asymmetry of power; such asymmetries are sometimes ruthlessly exploited in a manner that may offend the commercial conscience'. The inclusion in s 22 of 'the relative strengths of the bargaining positions of the supplier and the customer' as a matter to which the court may have regard for the purpose of determining whether a contravention of s 21 has occurred indicates that the legislature intends to curtail the ruthless exploitation of commercial asymmetries. However, I do not consider that the evidence relied on by Brighton Automotive shows such an asymmetry.
368 Brighton Automotive submits that Honda vehicles represented more than 50% of its total revenue and that the dealership had invested substantially in marketing and advertising its Honda range. I accept that Brighton Automotive was heavily reliant on the supply and sale of Honda vehicles to maintain its business. However, reliance on a supplier by a vendor does not necessarily place the supplier in a position of dominance vis-à-vis the vendor.
369 Furthermore, Brighton Automotive's reliance on the supply of Honda vehicles does not classify as a special disadvantage that Honda Australia could be said to have taken advantage of in terminating the Dealer Agreement. In this regard, I accept the submission of Honda Australia that even if Honda Australia had been in a position of dominance vis-à-vis Brighton Automotive, Brighton Automotive has not described how Honda Australia supposedly took advantage of this position.
370 I accept Avis' evidence as to the value of Brighton Automotive's goodwill with its Honda customers. Fostering good relationships with customers undoubtedly contributes to the long term success and sustainability of a car dealership. As such, I accept that the customer database established and maintained by Brighton Automotive was of value to the company.
371 Honda Australia submits that, had it not repudiated the Dealer Agreement, it would nevertheless have transitioned to the Agency Model from 30 June 2023, and Brighton Automotive would not have been appointed as an agent. Therefore, no realistic counterfactual exists in which Brighton Automotive would have been able to sell its Honda business as a Honda dealer. Clearly, Brighton Automotive could not have sold its Honda business - it had no ongoing relationship with Honda Australia that it could have sold.
372 The evidence of Avis shows that JMG was appointed by Honda as an agent in the market area previously serviced by Brighton Automotive. As such, had Brighton Automotive not been appointed as an agent under the Agency Model, it may have been able to sell its customer database, to JMG or a similar Honda agent operating in the relevant service area. However, to regard its customer database as part of Brighton Automotive's goodwill presupposes that goodwill is not intimately tied up with the business, which is inconsistent with FCT v Murry and Mercedes Benz, and Brighton Automotive had no Honda business to sell as at 30 June 2023.
373 Brighton Automotive alleges that Honda Australia intended to acquire the goodwill of Brighton Automotive's business, including the value of their relationships with Honda customers, without compensation. Honda Australia submits that this allegation is not made out on the evidence.
374 According to Honda Australia, each entity had a separate customer database housed on a shared system and, as such, Honda Australia always had access to the details of Brighton Automotive's customers. I accept that this evidence indicates that Honda Australia did not illicitly gain access to Brighton Automotive's database. However, Brighton Automotive was undoubtedly the entity developing customer relationships and building up its database. As such, Honda Australia had access to the goodwill being generated by Brighton Automotive and was in a position to misappropriate it for its own use in transitioning to the Agency Model. The questions that remain are:
(a) Did Honda Australia use Brighton Automotive's customer database during its switch to the Agency Model such that it has misappropriated Brighton Automotive's goodwill?
(b) Did Brighton Automotive have any entitlement to the value of the goodwill in its Honda business?
375 McMahon gave evidence that Honda Australia contacted customers of Brighton Automotive whose details it had access to through the shared database system, but that Brighton Automotive's customer database was not used by JMG. Collins gave evidence that it had 'transpired' that information stored on Brighton Automotive's customer database was used by Honda Australia during its transition to the Agency Model. However, without more from these witnesses it is hard to know what to make of this evidence. Neither McMahon or Collins were questioned as to what information was used by Honda Australia or how exactly it was used. Furthermore, Brighton Automotive has adduced no evidence showing how Honda Australia used its customer database to capture revenue and profits from dealers. As such, the evidence does not establish that Honda Australia misappropriated Brighton Automotive's goodwill.
376 Even if I am wrong on the above, whether or not it was unconscionable within the meaning of s 21 of the ACL for Honda Australia to use information from Brighton Automotive's customer database in its transition to the Agency Model also turns on whether Brighton Automotive had any entitlement, upon termination of the Dealer Agreement, to be compensated for the goodwill it had generated with its Honda customers.
377 Pursuant to cl 37.6 of the Dealer Agreement, Brighton Automotive agreed that 'at the end of this Agreement, the Dealer will not receive any payment or compensation from Honda Australia for any goodwill in connection with the Dealership or the Premises or any reputation developed by the Dealer in connection with the Dealership or the Premises.' During cross-examination, Avis confirmed that he understood at the time of entering into the Dealer Agreement that cl 37.6 meant that Brighton Automotive never had any right to be compensated for goodwill.
378 Brighton Automotive submits that reference to 'the end of this Agreement' in cl 37.6 of the Dealer Agreement is limited to circumstances in which either the term of the Dealer Agreement has expired, or a party to the Dealer Agreement has validly exercised a contractual right to terminate the Dealer Agreement. According to Brighton Automotive, there is nothing in the text or context of the Dealer Agreement to support a construction of cl 37.6 under which Brighton Automotive could be deprived of its right to be compensated for the goodwill of its Honda business in circumstances where Honda Australia has unlawfully terminated the Dealer Agreement. I do not accept these submissions.
379 On a natural and proper interpretation of cl 37.6, there is no reference to the natural expiration or lawful termination of the Dealer Agreement. By seeking to limit the operation of cl 37.6 to the circumstances described, Brighton Automotive is reading in conditions that simply do not exist. Furthermore, cl 37.1 of the Dealer Agreement states that 'on expiry or termination of this Agreement . . . (c) this Agreement . . . is at end as to its future operation, except for the enforcement of any right or claim which arose on or before expiry or termination'. Nothing in cl 37.1 requires the termination of the Dealer Agreement to be performed pursuant to any particular contractual right. As such, the words 'the end of this Agreement' in cl 37.6 do not appear to limit the operation of the clause in the way submitted by Brighton Automotive.
380 It is somewhat nonsensical to suggest that Brighton Automotive, which is ordinarily not entitled to be compensated for the value of its goodwill, would suddenly become entitled to compensation as a result of the Dealer Agreement being terminated early. I consider it an insurmountable causative hurdle that Honda Australia could not have caused Brighton Automotive to lose the value of something it had no entitlement to in the first place. As Honda Australia submits, to allow Brighton Automotive to claim compensation for the value of its goodwill would be to rewrite the bargain.
381 I accept Honda Australia's submission that Beach J's ruling in Mercedes Benz supports the conclusion that any goodwill enjoyed by Brighton Australia with respect to the sale of new Honda vehicles was lost when the Dealer Agreement came to an end. Brighton Automotive submits that Mercedes Benz can be distinguished given that Mercedes Benz waited until the relevant dealership agreements had ended before switching to an agency model. However, based on my analysis at paragraphs 377 to 380 above, I considered that little turns on this factual distinction. Pursuant to cl 37.1, the Dealer Agreement came to an end when Brighton Automotive accepted Honda Australia's repudiation of the Dealer Agreement. As such, on a natural and proper interpretation of cl 37.6 Brighton Automotive is not entitled to be compensated for the value of its goodwill, despite Honda Australia's early termination of the Dealer Agreement.
382 That being the case, I also do not accept that Honda Australia's early termination of the Dealer Agreement, even if that constitutes unconscionable conduct, caused Brighton Automotive to lose the value of its goodwill in its Honda business as at 30 June 2023. If Honda Australia had not repudiated the Dealer Agreement and it had instead terminated at the end of its term, without being renewed, then Brighton Australia would have had no Honda business to sell, let alone any goodwill arising from it.
383 Further, it was never properly explained or established that the appropriate measure of damage for the UC Claim was the value of Brighton Automotive's goodwill in its Honda business as at 30 June 2023.
384 In summary, for the reasons set out above, I conclude the following in regard to the UC Claim:
(a) Honda Australia's conduct in repudiating the Dealer Agreement, thus leading to its termination before the end of its term, does not constitute unconscionable conduct; and
(b) even if it did amount to unconscionable conduct, that did not cause the loss claimed by Brighton Automotive, being the value of its goodwill as at 30 June 2023.
385 For the above reasons, the UC Claim is not made out.
386 Given the finding that the UC Claim is not made out, it is unnecessary for me to deal with the quantification of the damages claimed by Brighton Automotive as a consequence. In the circumstances of this case, especially those identified in paragraph 383 above, there is no utility in me expressing any view as to what that quantification may be.
387 My position that to attempt a quantification would be quite arbitrary is fortified by a matter discussed in Brighton Automotive's oral closing address. It was stated that the UC Claim was an alternative to the Further Contract Period Claim, which was how the case was opened. But it was conceded during closing address that because Brighton Automotive had quantified its loss and damage arising from the UC Claim in the way that it had, based on a premise that there was an agency contract in place, if the Court finds that there was no real chance that an agency contract would have been arrived at then the quantification evidence will necessarily fall away for unconscionable conduct. In other words, because of the way Brighton Automotive has quantified its UC Claim, if it fails on the Further Contract Period Claim, then it would fail on the damages claim for unconscionable conduct even if there is a finding of unconscionable conduct. This was how I understood the submission and I put it squarely in these terms to counsel, who confirmed that I had understood it correctly.
(a) the amount of Brighton Automotive's damages in respect of the Remaining Contract Period Claim should be calculated by the experts in the manner set out in paragraphs 218 and 220 above, to be presented to the Court;
(b) Brighton Automotive's Further Contract Period Claim is not made out, and therefore Brighton Automotive is not entitled to any damages for loss of an opportunity to derive revenue and earn profit from being a Honda agent from 1 July 2023;
(c) Honda Australia did not engage in misleading or deceptive conduct by not disclosing to Brighton Automotive before entering into the Dealer Agreement that it was considering or contemplating the early termination of dealer agreements with authorised Honda dealers in Australia. Thus, Brighton Automotive's MDC Claim has no role to play in its UC Claim;
(d) Brighton Automotive's UC Claim is not made out and will be dismissed.
389 I will list the proceeding for mention so as to hear from the parties as to the appropriate course for dealing with the matter referred to in paragraph 388(a) above, interest, costs and final orders.
[1] It is common ground that the effective termination date for Brighton Automotive's dealership agreement was 29 January 2021, which will be explained later.
[2] Brighton Automotive did not pursue this aspect of its breach of contract claim at trial.
[3] In the Dealer Agreement, PMA is defined as the geographical territory or territories specified in the schedule. Thus it means the geographical area assigned to that dealer.
[5] Robinson v Harman [1848] EngR 135; (1848) 1 Exch 850, 855. The applicability of the 'ruling principle' has been confirmed by the High Court of Australia on numerous occasions. Eg, Wenham v Ella [1972] HCA 43; (1972) 127 CLR 454, 460; Tabcorp Holdings Ltd v Bowen Investments Pty Ltd [2009] HCA 8; (2009) 236 CLR 272, 286.
[6] Placer (Granny Smith) Pty Ltd v Thiess Contractors Pty Ltd (2003) 196 ALR 257 (Placer), 266 [38] (Hayne J)
[8] Ibid, 774 [38]. To similar effect, in Amcor Ltd v Barnes [2016] VSC 707 Sloss J stated at [1046] that where the evidence is uncertain, the court is entitled to take a 'broad brush' approach.
[9] Fink v Fink [1946] HCA 54; (1946) 74 CLR 127, at 143 per Dixon and McTiernan JJ; Commonwealth v Amann Aviation Pty Ltd [1991] HCA 54; (1991) 174 CLR 64 (Amann Aviation), at 83 per Mason CJ and Dawson J; see also Jones v Schiffmann [1971] HCA 52; (1971) 124 CLR 303, at 308 per McTiernan J
[10] Euromark Limited v Smash Enterprises Pty Ltd & Ors (No 3) [2023] VSC 490 (Euromark).
[13] Ibid, [21]. See also: McCartney v Orica Investments Pty Ltd [2011] NSWCA 337.
[14] Corum Systems Pty Ltd v Fred IT Group Pty Ltd [2023] VSC 208 (Corum Systems).
[15] Ibid, [479]-[480], citations omitted.
[16] Where, in these reasons, a year is shown as 20XX/XX, this should be understood as a reference to the Ki year rather than the FY.
[17] These volumes relate to calendar years.
[18] Wright has also proceeded on the assumption that she was to use the Deloitte Dealership Benchmark reports for FY21, whereas Smith has used the actual gross profit per unit Brighton Automotive generated from the Honda vehicles it sold in FY21.
[19] This is calculated by taking a simple average of the figures shown in Table 15 of the Wright Report (at [5.5.13]) [CCB, Tab 4, p 127].
[20] Smith does not explain why he has used the period 1 July 2023 to 30 June 2028. I assume that it has something to do with that being the timeframe for the Further Contract Period, but the connection between that and this aspect of the damages calculation is unclear to me. I do not think anything turns on it, as the parties appeared to accept it, and it is likely a convenient end point in any event.
[21] It was not clear to me whether Smith had taken this into account or not.
[22] Malec v JC Hutton Pty Ltd (1990) 169 CLR 638 (Malec), at 643.
[23] Sellars v Adelaide Petroleum NL (1994) 179 CLR 332 at 355 (Mason CJ, Dawson, Toohey and Gaudron JJ) (Sellars).
[24] Ibid, at 355 (Mason CJ, Dawson, Toohey and Gaudron JJ).
[25] This being the counterfactual adopted by Mr Smith: see Smith Report at [17.3] [CB, Tab 13, p 404].
[26] Masters Home Improvement Pty Ltd v North East Solution Pty Ltd [2017] VSCA 88; (2017) 372 ALR 440 at [411] (Santamaria, Ferguson and Kaye JJA). See also: Corum Systems Pty Ltd v Fred IT Group Pty Ltd [2023] VSC 208 at [266]- [269] (M Osborne J).
[31] Relying on Lam v Ausintel Investments Australia Pty Ltd (1989) 97 FLR 458 at 475 (Gleeson CJ).
[32] Relying on Miller & Associates Insurance Broking Pty Ltd v BMW Australia Finance Ltd (2010) 241 CLR 357 at [22] (French CJ and Kiefel J).
[33] [2009] QCA 358, [35].
[34] [2004] FCA 1159, [318]-[327].
[35] Demagogue Pty Ltd v Ramensky [1992] FCA 557; (1992) 39 FCR 31 (Demagogue v Ramensky).
[38] (2010) 241 CLR 357 at [20].
[39] [2021] FCAFC 40 at [85] and [91].
[41] Relying on Macdonald v Australian Wool Innovation Ltd [2005] FCA 105 at [280] (Weinberg J); Body Bronze International Pty Ltd v Fehcorp Pty Ltd [2011] VSCA 196; (2011) 34 VR 536 at [91]- [94] (Macaulay AJA, with whom Harper and Hansen JJA agreed).
[42] Relying on Placer Dome [2018] HCA 59; (2018) 265 CLR 585 at [96]- [99] (Kiefel CJ, Bell, Nettle & Gordon JJ).
[43] Relying on Federal Commission of Taxation v Murry (1998) 193 CLR 605 at [23] (FCT v Murry).
[44] Relying on FCT v Murry at [36].
[45] [2023] FCA 1022 (Mercedes Benz).
[49] [2005] FCA 105 at [280].
[50] Attorney-General (NSW) v World Best Holdings Ltd (2005) 63 NSWLR 557 at 583, [121]; Canon Australia Pty Ltd v Patton [2007] NSWCA 246; (2007) 244 ALR 759 at 768, [43].
[51] Body Bronze International Pty Ltd v Fehcorp Pty Ltd [2011] VSCA 196; (2011) 34 VR 536 at [91] (Body Bronze v Fehcorp).
[53] (2015) 236 FCR 199 at [286].
Brighton Automotive Holdings Pty Ltd
Honda Australia Pty Ltd
(1994) 179 CLR 332
(1990) 169 CLR 638
(1959) 191 CLR 298
(1972) 127 CLR 454
(2009) 236 CLR 272
(2003) 196 ALR 257
(1946) 74 CLR 127
(1991) 174 CLR 64
(1971) 124 CLR 303
(2017) 372 ALR 440
(1989) 97 FLR 458
(2010) 241 CLR 357
(1992) 39 FCR 31
(2011) 34 VR 536
(2018) 265 CLR 585
(1998) 193 CLR 605
(2005) 63 NSWLR 557
(2007) 244 ALR 759
(2015) 236 FCR 199