Can Honda turn things around in China? Domestic automakers like BYD are dominating the market. Meanwhile, Honda unveiled its next-gen EV brand “Ye” with the debut of the first set of models, including a pair of electric SUVs and a sporty GT model.
Honda unveils new Ye EV brand in China to boost sales
After sales fell 10% in China last year, Honda looks to jumpstart the brand with its new EV brand.
The new “Ye” series was unveiled in China on Tuesday, making it Honda’s third brand in the country after e:N and Lingxi. Honda plans to launch six new Ye vehicles by 2027.
Honda’s Ye brand will wear a new “H mark” to represent its next-gen EVs. The company said its new models are designed to offer more value to customers in China. They will be based on a newly developed dedicated EV platform tailored for the Chinese market.
The first two models are crossovers, the Ye P7 and Ye S7, which will go on sale by the end of the year. Based on its new platform, Honda’s next-gen EVs will be offered in single and dual-motor 4WD versions.
Honda Ye P7 (Source: Honda)
The RWD variant is designed to offer “sporty and crisp handling,” while the 4WD model packs more power and responsive handling.
Inside, Honda’s new EVs are equipped with LED lights on the instrument panel and door panels that change based on AI.
Honda Ye S7 (Source: Honda)
Honda’s Ye P7 “expresses a seamless, sophisticated and smart sense of the future,” while the S7 represents a “more emotional sense of the future that stimulates people who see the vehicle.”
The Ye P7 and Ye S7 are set to go on sale by the end of the year. Meanwhile, Honda’s new Ye GT Concept features a sleek low-riding silhouette. The interior is designed to immerse the driver like a race car.
Honda Ye GT Concept (Source: Honda)
For the first time on a Honda, the next-gen EV will feature a far-focus display, giving the sense of a private theater. The electric GT is set to go on sale by the end of 2025.
The automaker plans to introduce 10 Honda-branded EVs in China by 2027, aiming for electric models to account for 100% of its sales in the region by 2035.
Electrek’s Take
With the Chinese auto market quickly transitioning to electric, many legacy automakers, including Honda, were caught flat-footed.
Domestic automakers like BYD are dominating sales in China, squeezing joint venture brands out of the market.
Honda’s sales fell 10% in China last year, Nissan’s slid 16%, and Toyota’s were 1.7% lower than the year before.
With electric cars priced under gas-powered rivals, like the new Seagull, starting at $9,700 (69,800), BYD expects joint venture brands’ market share to shrink to around 10% from 40% over the next three to five years.
Like many legacy automakers, Honda is scrambling to turn things around in the world’s largest EV market.
The company said its new Ye brand is designed to “accelerate its transformation in China where the EV shift is proceeding rapidly.”
FTC: We use income earning auto affiliate links.More.
“Honda hydrogen is open for business,” says David Perzynski, assistant manager of hydrogen solutions development at American Honda. “(We have) the fuel cell technology, the expertise, and the supply chain to power a variety of zero-emissions products, including commercial trucking and stationary power generation.”
The company arrived with a more developed version of its Peterbilt 579EV-based HFC semi concept, which is based on one of that brand’s existing BEVs and uses the Honda fuel cell as a range-extending generator for its 120 kWh battery … or, rather, it would – if it was ever plugged into a charger.
On battery power alone, the big Pete is good for up to 150 miles of fully loaded range. With the fuel cell along for the piggyback ride, however, the truck’s range climbs to more than 500 miles at an 82,000 lb. combined vehicle weight.
Advertisement – scroll for more content
More than just a range-extender
Honda envisions a world where its hydrogen fuel cell is used in much more than transportation and logistics applications. At the ACT Expo, Honda had a scale mock-up of what a hospital-sized hydrogen backup generator could look like – and hinted that such an installation might soon become a reality.
This is all very normal for Honda
Honda FCX hydrogen fuel cell concept; via Honda.
If it seems weird that Honda is pushing hydrogen so hard these days, it shouldn’t. Honda’s been developing hydrogen fuel cells for nearly forty years, and put its first hydrogen fuel cell car (the FCX concept, above) all the way back in 1999.
Since then, it’s put a number of hydrogen fuel cell-powered vehicles into series production, including the innovative Honda CR-V HFC hybrid that lets you fill the car’s 17.7 kWh battery with electrons at home for up to 29 miles of all-electric driving, then fill up the hydrogen tank for another 241 miles of driving … and they’re not stopping there.
We had a chance to chat with David Perzynski on Quick Charge last year, where he talked us through some of Honda’s hydrogen plans in more detail. You can check it out, below.
Volkswagen of America is recalling nearly 5,700 2025 VW ID. Buzz vans because the NHTSA says the third-row bench seat is too spacious. (For real.)
According to the National Highway Traffic Safety Administration (NHTSA), the third-row bench is physically wide enough for three people, but it’s only designed to hold two, so it’s only equipped with two seat belts. That mismatch violates Federal Motor Vehicle Safety Standard number 208, which covers occupant crash protection. A bench that invites three passengers but only protects two isn’t just awkward – it’s a safety risk. It simply makes it too easy to squeeze that third person in the back “just that once” without a seatbelt, and that’s inviting trouble.
Volkswagen will fix the ID. Buzz issue by having dealers install “fixed unpadded trim parts” that adjust the seat’s usable width, and they’ll do it for free, because recall repairs are always free. It’ll probably be hard plastic on the seat to ensure a third person can’t squeeze in. Owner notification letters are expected to go out starting June 20, 2025.
Volkswagen has reported that, to date, there have been “no field claims known” of safety issues caused by the extra-wide third row bench seat.
If you live in an area that has frequent natural disaster events, and are interested in making your home more resilient to power outages, consider going solar and adding a battery storage system. To make sure you find a trusted, reliable solar installer near you that offers competitive pricing, check out EnergySage, a free service that makes it easy for you to go solar. They have hundreds of pre-vetted solar installers competing for your business, ensuring you get high quality solutions and save 20-30% compared to going it alone. Plus, it’s free to use and you won’t get sales calls until you select an installer and share your phone number with them.
Your personalized solar quotes are easy to compare online and you’ll get access to unbiased Energy Advisers to help you every step of the way. Get started here. –trusted affiliate link*
FTC: We use income earning auto affiliate links.More.
Electric vehicle charging and battery storage specialists Zenobē have inked a deal with Canadian leasing company 7Gen to fund more than 500 commercial EVs and their associated charging infrastructure.
Last week, Zenobē agreed to provide up to $48 million (Canadian) in debt financing to 7Gen to help expand its vehicle-as-a-service electric truck leasing program across Canada.
7Gen supports fleet operators with a comprehensive set of vehicle leasing and financing solutions that cover EV charger deployment, energy management systems, and ongoing operational support for Canadian fleet customers operating electric trucks, vans, and school buses.
Zenobē secured $1.6 billion in equity from its joint majority shareholders KKR and M&G Infracapital to fuel its global expansion into EVs and grid-scale batteries back in 2023. Since then, it’s grown to support more than 2,000 EVs and 120 charging depots across markets in the UK, Europe, Australia, and New Zealand.
Advertisement – scroll for more content
“We’re bringing our innovative funding approach to Canada and specifically to 7Gen,” says Steven Meersman, Co-Founder and Director of Zenobē. “We see momentum behind decarbonization in Canada’s supportive government policies and the clean, affordable power that will ensure a lower total cost of ownership for zero-emissions vehicles. We look forward to sharing our global experience electrifying over 120 depots to benefit 7Gen, its fleet customers and the wider electric fleet market in Canada.”
That innovative funding strategy is something Steven and I had a chance to discuss this week at the ACT Expo in Anaheim, California. “We’re being very careful in the way we approach the North American market,” he said (paraphrasing). “The market is fairly littered with the graves of other UK EV companies that have tried to find a foothold here and failed, so we’re being very careful about our partners.”
Despite living just a few minutes from his Chicago HQ, I’d never met Steven before this week. He’s a super-interesting guy and you will definitely learn a thing or two about how to build a multimillion dollar energy management company like Zenobē from our upcoming podcast (stay tuned for that). But the news here is 7Gen.
“Zenobē’s debt financing supports 7Gen’s next growth step and allows us to help our customers step up the pace of their EV adoption and benefit immediately from operational cost savings,” says Frans Tjallingii, CEO, 7Gen. “Zenobē’s team is well aligned with ours and we are thrilled to partner to scale our impact in Canada together.”
The company will begin rolling out its Zenobē-funded electric trucks in the coming weeks, with new partners and projects set to be announced shortly.
If you’re considering going solar, it’s always a good idea to get quotes from a few installers. To make sure you find a trusted, reliable solar installer near you that offers competitive pricing, check out EnergySage, a free service that makes it easy for you to go solar. It has hundreds of pre-vetted solar installers competing for your business, ensuring you get high-quality solutions and save 20-30% compared to going it alone. Plus, it’s free to use, and you won’t get sales calls until you select an installer and share your phone number with them.
Your personalized solar quotes are easy to compare online and you’ll get access to unbiased Energy Advisors to help you every step of the way. Get started here.
FTC: We use income earning auto affiliate links.More.