Japanese legacy automaker Honda has just announced plans to launch its next-gen electric vehicle models under the new “Ye” brand in the Chinese market as it seeks to catch up in the rapidly growing market.
Honda Unveils Ye Brand in China
Honda proudly announced Tuesday the introduction of its Ye Series in China. According to the press release, it is an electric vehicle series the company plans to launch in the world’s largest auto market. It uses the Chinese letter “烨,” which means “shine brilliantly” in English.
As mentioned, the Japanese company plans to roll out a total of six electric vehicle models under the Ye Series in China by 2027. It initially unveiled a couple of electric SUVs and a sporty GT model. As of now, Honda is marketing its e:N Series models in the country.
The Ye Series Models
The initial lineup of the Ye Series includes the electric crossovers Ye P7 and Ye S7. These two models will hit the market as early as the end of the year. It will ride on Honda’s new platform, offering single and dual-motor 4WD configurations.
The Ye P7 “expresses a seamless, sophisticated, and smart sense of the future.” Meanwhile, the Ye S7 signifies a “more emotional sense of the future that stimulates people who see the vehicle.”
The unveiling also featured the first concept in the Ye Series’ second set of models, the Ye GT Concept. It sports an elegant low-riding silhouette. Inside, it apparently engages the driver like a race car. It will officially become available by the end of 2025.
Honda plans to display these three newly introduced EV models at the upcoming 18th Beijing International Automotive Exhibition (Auto China 2024) in late April in Beijing.
Honda Pushes to Catch Up with EV rivals
Honda aims to revitalize the brand with its next-gen EV models after reporting a 10% sales drop in the Chinese market in 2023. This sales decline is unsurprising, considering that the Chinese auto market is rapidly shifting to electric vehicles. Many legacy automakers, such as Honda, Nissan, and Toyota, were left behind.
Meanwhile, Chinese giant BYD continues to dominate its home turf and even beyond. Its new BYD Seagull only costs $9,700 (69,800), undercutting its gas-powered counterparts.
Therefore, Honda’s intensified push in China is indeed crucial for the company to secure its existence in the world’s largest auto market. As indicated in the press release, the new brand will “accelerate its transformation in China where the EV shift is proceeding rapidly.”
Apart from the Ye Series EVs, the Japanese automaker also plans to roll out 10 Honda-branded electric vehicle models in China by 2027. These efforts are part of the brand’s strategy to achieve its target of 100% EV sales in the region by 2035.
