The All-New, All-Electric Honda Prologue is on display at the 2023 Los Angeles Auto Show at the Los Angeles Convention Center on November 24, 2023 in Los Angeles, California. While missing a host of brands, this year’s edition of the Los Angeles Auto Show debuted a range of new models.
Josh Lefkowitz | Getty Images News | Getty Images
As the auto industry attempts to time its years-long, sprawling shift away from combustible engines to electric vehicles, some legacy car makers are playing up hybrids as a waystation along what is now more likely to be framed as a decades-long path. But at least one automaker says it is ramping up its North American EV strategy in 2024: Honda Motor Company.
This spring, there has been a flurry of announcements from the Japanese company, including an $11 billion investment in a Canadian EV hub — the company calls it a “comprehensive EV value chain” — and an EV transformation of Ohio operations.
“Each manufacturer has their reasons for their direction,” said Bob Nelson, executive vice president of American Honda Motor Co.
Even as Honda commits more to EVs, its investment approach implies a hedging of bets. Nelson says a $700 million investment in creating the EV operations in Ohio gives the company latitude to tailor production to market conditions.
“The $700 million investment gives us the flexibility to produce ICE [internal combustible engine] and BEV [battery electric vehicle] on the same line. We think that is a smart strategy as the market continues to grow,” Nelson said.
It’s also being designed to build expertise, efficiencies and knowledge that can be shared across all of Honda’s North American operations, including engineering and purchasing, and potentially around the world. “Having all of those functions and experience here gives us the ability to develop the capabilities, standards, and profits for EVs, which we will use throughout the world as we expand our EV footprint,” Nelson said.
He added that Honda is on track to achieve its goal of having 80% of its vehicle lineup be EVs by 2035 and 100% by 2040.
Critics say Honda already late to EV transition
Some industry analysts say that Honda’s more aggressive short-term EV plan is simply a reflection of its need to play catch-up.
“They are catching up and getting into the game for sure,” said Cliff Banks, founder of the Banks Report, which analyzes automotive trends.
Other automakers, meanwhile, are pulling back because of limited customer engagement and cost.
“Auto manufacturers have seen that the costs are really expensive in trying to bring viable EVs to the market,” Banks said. “Basically, what they are doing is rebuilding the airplane while still flying it. Honda will feel that same cost pressure moving forward; I’d not be surprised to see them back off.”
It’s a confusing market for automakers to time perfectly.
“As we make this transformation, it’s going to happen over decades. And that’s why I couldn’t be more proud of our gas-powered fleet as well,” GM CEO Mary Barra recently told NBC News. A GM spokesman quickly followed up to say the company is actually aiming to exclusively sell electric vehicles by 2035. GM recently began shipping its first mass-market, all-electric crossover, a version of its popular Equinox model, to dealers.
As the EV market stalled, and prices dropped, recent sales have improved. Sales of Ford’s lineup of EVs, and also hybrids, surged in May, showing how tough it is for automakers to forecast this evolving, and high investment cost, market in the short-term.
Banks noted Honda has made splashy announcements in the past that have not come to fruition, pointing to a planned roll out of EVs with GM that never got off the ground. Regarding Honda’s plans to produce 240,000 EV units in Canada, Banks said, “We’ll see.”
“I think there will be some short-term changes along the way, but we are still early into this transition to battery-powered electric vehicles,” Nelson said. Honda is talking up hybrids, too, with Nelson, adding that hybrid models like its CR-V is a good “transition car” to get consumers into the EV world.
An unsettled, if not chaotic, electric vehicle market
Some industry analysts view Honda’s EV strategy as more than just cosmetic, if maybe more opportunistic than unique in its long-term plan.
Cars.com editor Jenni Newman said Honda can fill a void as other automakers scale back.
According to Kelley Blue Book’s latest survey, Tesla, long the EV market leader, saw its market share fall to 51.3% during the first quarter, down from 61.71% last year.
The arrival of competitors has left the market unsettled. “It is not chaos, but it is close. Tesla has decreased prices on their new cars, which has impacted the used car side,” Newman said.
Meanwhile, well-established OEMs like Honda are coming in with their own EVs, along with upstarts like Rivian, which just redesigned its all-electric R1 pickup and SUV models to improve range, performance and computing power using Nvidia chips.
“We do not know how it will all shake out,” Newman said.
GM itself is playing a key role in the first mass-market EV Honda is introducing, the Prologue. It uses the Chevy Blazer design, while Honda’s luxury brand, Acura, is basing its first EV on a Cadillac — both with added Honda-centric styles and features.
“This is not unusual in the automotive space; it is a way for them to jump in,” Newman says, likening it to Toyota’s collaboration with Subaru. Honda’s investment in Ohio will allow for ramping up of Prologue production.
The All-Electric Acura ZDX is displayed during the 2023 Los Angeles Auto Show at the Los Angeles Convention Center on November 24, 2023 in Los Angeles, California.
Josh Lefkowitz | Getty Images News | Getty Images
It’s difficult for automakers to make quick pivots because of the complex supply chains that feed into the entire automotive ecosystem. For Honda, being fully EV by 2040 is in line with other automaker transitions, which Newman described as “fairly fast” for all. “That is a long time for you and me, but for an automaker, that is the planning they have to do because of the scope of the industry and the globalization of the industry,” she said.
Honda’s plan to get to 100% zero emissions by 2040 relies on more than just EVs, too, with fuel cells in the mix as well. In a separate shift away from traditional auto technology, Honda and GM began to jointly produce hydrogen fuel cells as a diesel alternative this year. Honda has also ben ramping its hiring and construction at an Ohio plant formed by a $3.5 billion joint venture with LG Energy Solution in 2022, which will provide batteries for Honda and Acura EVs.
Honda could have a brand advantage
Honda has a trusted name with consumers to capitalize on at a time of doubts about EVs, among both consumers and carmakers. A survey this year conducted by Edmunds asked customers which brands they trust to make the best EV. Tesla finished first at 23%, followed by BMW at 13%, Toyota at 12%, and Honda at 8%. Ford rounded out the top 5.
Hyundai and Kia have done much more in the EV space but didn’t make it into the top five, noted Jessica Caldwell, Head of Insights at Edmunds. Toyota and Honda, meanwhile, made the cut among consumers even though they produce just one fully EV model (BMW produces five). “This sets Honda up well,” she said.
In April, Honda was the second fastest-selling mass-market car brand on Cars.com.
The market downturn, coupled with government incentives, are bringing EV prices into striking distance of traditional cars, but consumer sentiment over EVs still seems to have soured, or at least stalled. A Gallup poll of Americans in April found ownership of EVs increasing by 3% annually, but an equal percentage decline in consumers who indicated serious interest in buying an EV, down from 12% to 9%. Overall, 35% of Americans said they might consider buying an EV in the future, down from 43% last year.
Roadblocks will remain, even for EV manufacturers like Honda that score high in surveys, and not only the tangible issues of affordability, improving battery life, range, and charging station availability. Another big hurdle is political. “There is a portion of the public that has decided that EVs are just not for them,” Caldwell said. “They have made their mind up, they don’t support it. It is almost like a political standpoint, so it doesn’t matter how good the vehicles are.” Edmunds surveys show a partisan divide, with Republicans less inclined than Democrats to buy an EV or support the transition more broadly. “Automakers have to overcome this,” Caldwell said.
For Honda, brand is an advantage it would not want to wait too long to attempt to capitalize on in EVs. In the least, “they need to get into the conversation,” Newman said.
US President-elect Donald Trump speaks during a meeting with House Republicans at the Hyatt Regency hotel in Washington, DC on November 13, 2024.
Allison Robbert | AFP | Getty Images
President-elect Donald Trump on Saturday selected Liberty Energy CEO Chris Wright to serve as the next energy secretary of the United States.
Liberty Energy is an oilfield services company headquartered in Denver with a $2.7 billion market capitalization. The company’s stock gained nearly 9% on Nov. 6 after Trump won the U.S. presidential election, but its shares have since pulled back.
Wright serves on the board of Oklo, a nuclear power startup backed by OpenAI CEO Sam Altman that is developing micro reactors.
Wright will also serve on Trump’s Council of National Energy, the president-elect said Saturday. The council will be led by Trump’s pick for Interior Secretary, North Dakota Gov. Doug Burgum.
Wright has denied that climate change presents a global crisis that needs to be addressed through a transition away from fossil fuels.
“There is no climate crisis and we’re not in the midst of an energy transition either,” Wright said in a video posted on his LinkedIn page last year. “Humans and all complex life on earth is simply impossible without carbon dioxide. Hence the term carbon pollution is outrageous.”
“There is no such thing as clean energy or dirty energy,” Wright said. “All energy sources have impacts on the world both positive and negative.”
Trump described Wright as a “leading technologist and entrepreneur in the energy sector.”
“He has worked in Nuclear, Solar, Geothermal, and Oil and Gas,” the president-elect said in a statement Saturday.
“Most significantly, Chris was one of the pioneers who helped launch the American Shale Revolution that fueled American Energy Independence, and transformed the Global Energy Markets and Geopolitics,” Trump said.
The U.S. has produced more crude oil than any other country in history, including Russia and Saudi Arabia, since 2018, according to the Energy Information Administration.
Kubota says its new KATR farm tractor concept raises the bar in autonomous, zero-emission farming – and it looks like they’ve convinced others, too. The robot just won “Best of Innovation” at the CES Innovation Awards.
Built as a follow-up to last year’s New Agri Concept electric autonomous farm tractor, the new Kubota KATR is a first of its kind, compact, four-wheeled robot with a stable cargo deck platform and stability control features that allow it to conduct work in demanding off-road agricultural and construction work environments, even on extreme hills and slopes.
The KATR was named best in the Industrial Equipment and Machinery product category by a panel of industry expert judges, including media, designers, and engineers who reviewed submissions based on innovation, engineering, aesthetics, and design.
Kubota seems pretty proud of themselves – and rightly so. “We have a long-standing philosophy that our products must be technically excellent, be productive and enjoyable for our customers, and also ensure the sustainability of limited resources. Ultimately, our goal is to improve the quality of life for individuals and society,” said Brett McMickell, Kubota North America Chief Technology Officer. “Given the versatility of the KATR, it has a wide range of applications specifically designed to enhance productivity in the agriculture and construction sectors.”
The KATR is designed to be powertrain agnostic – meaning it can be configured with either an electric or combustion engine, “reflecting Kubota’s commitment to customer choice without compromise.” As shown, it offers a load capacity of approx. 285 lbs. (just under 130 kg) and can be operated either remotely or with an onboard controller.
The CES Innovation Awards program is owned and produced by CTA, the host and organizer of the Consumer Electronics Show (CES), which is recognized worldwide for its innovation awards as it is the most influential tech event on a global stage. CES 2025 is set to run from January 7-10, 2025, in Las Vegas, Nevada – and, of course, we’ll be there (again).
Electrek’s Take
Population growth, while slowing, is still very much a thing that is happening – and fewer and fewer people seem to be willing to do the work of growing the food that more and more people need to eat and live.
We got to ride a pre-production model of a striking new e-bike/e-moped, the Owlet One, with lots of power in a small package.
We first met Owlet at Electrify Expo in Long Beach, CA, where we only had a couple minutes on its bike. But since the company is headquartered nearby in Los Angeles, they emailed us asking if we’d like a longer test ride, and delivered a bike to us for to spend a few hours on this time.
Just to set the stage for this ride: Owlet is a new brand, preparing to ship its first bike. So to start off, we rode a prototype, not the finished version. This means it may come with different features, and we’re not entirely sure when it will ship, either.
The first thing to notice about the Owlet One is its design, which certainly stands out immediately. The bike is made of aviation-grade aluminum, though is still quite hefty, tipping the scales at 84 lbs (but it felt even heavier in our hands).
On top of Owlet’s striking design, the bike is also somewhat of a unique shape and size. Despite offering a format that looks similar to an e-bike at first glance, it rides more like a small moped. This actually puts its 84lb weight into a different perspective – rather than being heavy for a bike, it can be thought of as light for a moped.
But photographs can’t encapsulate everything about the design of the Owlet, because it has one totally unique feature: an adjustable wheelbase.
This can be done by one person in under a minute, though requires a socket wrench and a small amount of elbow grease.
In practice, I found that the adjustable wheelbase probably won’t come up much for riding purposes. The longest wheelbase (or close to it) was the most comfortable and stable to me, and shorter wheelbases were a bit more of a novelty, especially on this powerful bike which can get a little squirrelly on the shorter settings.
Another issue is that it changes the angle of the kickstand, which means you can’t really use the kickstand outside of a narrow wheelbase range. The final bike will supposedly have a different kickstand design, but this will likely be an issue regardless of how it’s redesigned.
But it was good for making the bike small enough to fit into places you might not normally be able to fit a moped-style bike. Between its narrow handlebars and shrunk down to its smallest 44-inch-long setting, it fit into the back of both a Tesla Model Y and an Audi A3 wagon (both with seats down), but not quite into a Model 3 – which I’ve fit multiple normal-sized bikes into the back of, though with the front wheel removed. Though its hefty weight does mean it can be awkward to lift the bike in there in the first place.
And it’s got more power than you’d expect out of most e-bikes too. With a 750W motor (3000W peak), there’s plenty of get up and go, and plenty to keep you going even as you reach closer to its 30mph top speed. This top speed can be lowered through the bike’s computer, to fit your local regulations.
Speaking of regulations, the bike is officially categorized as a motorized scooter, rather than an actual e-bike, as it doesn’t have pedals. It’s in a similar category to electric kick scooters, so you need to have any class of driver’s license to ride it, though it can be used either on or off public roads (but check your area’s regulations for sidewalk use, helmet requirements, and so on).
The shrouding on the front fork does restrict turning radius, but only when walking the bike in tight corners
The throttle we tested was a thumb throttle, though we would have preferred a twist throttle. The thumb throttle is just too twitchy, and on a bike with such peaky acceleration, it could get jumpy. This was especially true with shorter wheelbase settings. Owlet says there will be an option for a twist throttle when the bike ships, but we’d also like to see the software moderate acceleration on the very low end even with the thumb throttle.
And the bike is fully throttle-driven – there are no pedals, only pegs. Owlet plans to offer an option for pegs attached to the front to allow a different, more laid-back seating position.
The motor, kickstand and pegs. This is the final wheel design, rather than the traditional spoked design in Owlet’s press photos above
I tested the bike with a few accessories I had laying around, but because of the Owlet’s unique design, not all of them would fit (the handlebar cupholder seen in some of my photos doesn’t come with the bike, for example, which has no bottle cage mount). You’ll probably want a backpack if you’re planning to carry things on this bike, rather than saddlebags or the like.
The bike’s owl-like headlights fit well with the brand name. The charging outlet is in the “beak”
Owlet says the bike’s 1500Wh battery (made with 2170-format cells) can take you around 40-60 miles, and comes with a 350W charger for a ~5 hour charge. Based on our test ride, we think this range is reasonable or perhaps even conservative – but I’m also a pretty lightweight rider at 155lbs, and always remember that e-bike ranges vary widely depending on terrain and rider.
The seat has a very cool look to it and is comfortable to sit on, partially due to integrated seat suspension. The front fork also has 3.5 inches of suspension travel. I’d have liked for both suspensions to be a little looser, but that is again likely due to my relatively light weight.
All of this comes with a caveat: we rode a prototype here, not a final bike. So the bike was missing some final features, some features weren’t working (like the headlight), and so on. Owlet says that specifically the LCD and foot stands will be changed, but we imagine other tweaks are possible (we hope one of the LCD changes makes it easier to read with polarized sunglasses – it was a bit tough, which is true of many, but not all, bike computer screens).
Owlet also has plans for a future bike, the Owlet 2, which is more solidly in the moped category, with a less wild design and higher range and top speed. Owlet shared an early prototype fact sheet with us, but given the One is already a bit of a ways out from delivery, don’t hold your breath for the 2 yet.
In short, the Owlet is a fun, quirky ride with a very design-forward ethos. If you’re looking for a bike that doesn’t look like any other, it could be worth looking into. Though it’s definitely on the unorthodox side and you have to be willing to accept its eccentricities when compared to more conventional two-wheeled devices.
The company is taking $50 refundable deposits for its bike, which it has said it wants to ship around March – but it also says that it’s waiting for a minimum batch quantity of preorders first, and that shipments would take 3-6 months after that, so we imagine March could be optimistic. If you want to get in line, you can reserve one here.
The bike will cost $3,995, though early reservers can get it for $2,995, along with an engraved serial number and a 1 year warranty/service package. Owlet wants to have service locations around LA and possibly one in New York, to begin with. It will distribute the bikes by shipping them directly to customers.
If you’re an e-bike/motorcycle/scooter owner, charge them up at home with rooftop solar panels. To make sure you find a trusted, reliable solar installer near you that offers competitive pricing on solar, 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. – ad*
FTC: We use income earning auto affiliate links.More.