Honda, which is slightly conservative in the field of electrification, is accelerating its transformation with an “all in” attitude.
On the evening of October 13, Honda China officially released a new pure electric vehicle brand-e:N. At the same time, the first production models of the e:N series, the e:NS1 (special edition) and e:NP1 (special edition), also ushered in the world premiere.
It is understood that the e:NS1 and e:NP1 pure electric vehicles will be put into production at Dongfeng Honda and Guangqi Honda respectively, and will be officially unveiled during this year’s Wuhan Auto Show and Guangzhou Auto Show respectively. They are planned to go on sale in the spring of 2022. In addition, three concept cars, e:N Coupe concept, e:N SUV concept, and e:N GT concept, also made their global debut on the same day, and their mass-produced models will be launched successively within five years.
Image source: Image courtesy of the company
Honda said that with the launch of new electric vehicle products, after 2030, all its new models launched in China will be electric vehicles such as pure electric vehicles and hybrid vehicles, and no new fuel vehicles will be introduced.
“China is the world‘s largest electric vehicle market, and the customer base is also very aware of electric vehicles, and various car companies are also very active in launching electric vehicles. The competition is fierce as the market is large.” Honda Motor Co., Ltd. In an interview with the “Daily Keizai Shimbun” reporter, Katsuhiro Inoue, the executive director of the company and the head of the China headquarters, the general manager of Honda Technology (China) Investment Co., Ltd., and the general manager of Honda Technology (China) Co., Ltd. believe that in this way In this environment, it is very important for Honda to establish the direction of electrification in the Chinese market. If Honda can gain a firm foothold in the Chinese electric vehicle market, it can gain a firm foothold in the global electric vehicle market.
The new pure electric vehicle plant in China will start production in 2024
It is understood that the “e” in the e:N brand name stands for energize (power) and electric (electricity), and “N” stands for New (new) and Next (evolution). Under the design concept of “dynamics, intelligence and beauty” as the core, the “e:N” series will use a new logo, with a luminous “H” logo on the front and a new “Honda” text on the rear. “H” mark.
In addition, e:N series products also adopt a brand-new pure electric architecture-e:N Architecture, and provide two different drive modes, e:N Architecture F and e:N Architecture W. Among them, e:N Architecture F is based on front-drive FWD and will be used in small and medium-sized cars; e:N Architecture W includes AWD and RWD versions and will be used in medium and large vehicles.
Katsushi Inoue believes that the e:N series products are pure electric vehicles built from the needs of Chinese consumers, centered on the Chinese team. “You may have an idea: EV models are more difficult to differentiate. But the e:N series products inherit Honda’s more than 70 years of vehicle R&D, manufacturing technology and experience, and are based on the Chinese team’s needs for Chinese customers and the Chinese market. Developed on the basis of sufficient understanding of the company. Therefore, we are very confident and hope to create Honda’s best electric models in China, thereby leading the development of Honda’s global electrification.” Inoue said.
Image source: Daily economic news data map
Inoue Katsushi revealed that in order to cope with the introduction of e:N series products, Guangqi Honda and Dongfeng Honda will build new pure electric vehicle factories respectively, and they plan to start production one after another from 2024. In the future, Honda’s pure electric vehicles produced in China will also be supplied to overseas markets.
In terms of sales channels, Honda will rely on 1,200 special stores in the Chinese market to create e:N exclusive space, and will set up e:N franchised stores in key cities. In addition, Honda will also build a new digital platform to create more online experiences for consumers.
“Cars themselves are relatively expensive consumer goods. We believe that it is the most basic idea to allow customers to contact and appreciate physical objects as much as possible. Therefore, we will establish online communication channels with customers, build a new digital platform, and further enrich the line. The communication channel of online and offline linkage, offline experience through special stores, so that users can truly experience the product.” Said Inoue Katsushi.
Stop launching new fuel vehicles in China after 2030
In fact, as early as this year’s Shanghai Auto Show, Honda released an electrification roadmap to achieve the goal of “carbon neutrality”, that is, in advanced markets including China, Honda’s pure electric vehicles and fuel cell vehicles accounted for sales. The ratio is planned to reach 40% in 2030, 80% in 2035, and 100% in 2040.
According to the above plan, Honda will further accelerate the launch of electrified models in China, quickly complete the transformation and upgrading of the brand for electrification, and continuously launch 10 new Honda brand pure electric models within 5 years, and all Honda launched in China after 2030 The new models are all electrified models such as pure electric vehicles and hybrid vehicles, and no new fuel vehicles will be introduced.
“After 2030, the currently marketed fuel vehicles will continue to be sold in the Chinese market, and the current fuel vehicles also have a corresponding product matrix. What we consider is the gradual transformation from fuel vehicles to hybrid vehicles. On this basis, we will build An overall plan for a pure electric vehicle.” Inoue Katsushi told reporters.
In addition, according to the executive deputy general manager of Honda Technology (China) Investment Co., Ltd. and the executive deputy general manager of Honda Technology (China) Co., Ltd. Qiuhe Riyou, Honda is also actively researching the application of solid-state battery technology. “Honda also believes that solid-state batteries are a very effective technology in the future.” Qiuhe Riyou said.
At present, hybrid models make a significant contribution to Honda’s overall sales. Taking the Chinese market as an example, data shows that from January to September this year, Honda’s cumulative sales of terminal vehicles were approximately 1,107,800, of which the sales of hybrid models were approximately 169,600, accounting for approximately 15.3% of the overall sales.
“Whether pure electric or hybrid vehicles are very important models for us. We believe that in the future, the proportion of pure electric vehicles will gradually increase. According to the sales plan for 2030, Honda pure electric and fuel cell models The sales accounted for 40%, and the remaining 60% will be hybrid models.” Inoue Katsushi said.
Image source: Daily economic news data map
In addition, Honda recently released the latest comprehensive safety driving assistance system-Honda SENSING 360. Compared with the original system, Honda SENSING 360’s perception range is extended from the front and rear of the vehicle to all directions. The system will be the first to be installed in models released in China in 2022, and it is planned to be installed in all models sold in advanced markets by 2030.
Faced with the current “core shortage” in the automotive industry, Honda is also actively responding. “Before September of this year, Honda’s sales could reach a level similar to that of last year, but after that it will go through a very difficult period. In the long run, we need to make strategic planning in terms of (chip) allocation; in the short term, , You need to make reasonable adjustments from the production of the model.” Inoue Katsushi said that although the overall supply of chips is difficult, Honda will not cause problems for customers in the delivery of vehicles, and will do its best to produce.
