Honda commits to going out of business by pulling back on EVs as sales rise
Honda said it will reduce its planned EV investments by $21 billion, claiming that it’s doing so due to a slowdown in EV sales which isn’t actually happening.
Instead, it will focus on hybrids, which get 100% of their energy from fossil fuels, and which cause climate change and poison the air you breathe.
Honda’s announcement came earlier today in Japan, stating that it will scrap its plan for EVs to be 30% of its global vehicle sales by 2030, citing a “slowdown in the expansion of the EV market due to several factors, including changes in environmental regulations.” It will reduce planned investment from 10 trillion yen ($69 billion) to 7 trillion ($48 billion).
However, as we have pointed out many times here at Electrek, EV sales have not fallen, cooled, slowed or slumped. In fact, last year, in 2024, EV sales grew more than they did in 2023. Meanwhile, global gas car sales hit their peak in 2017, and have been trending down since.
Honda didn’t precisely state its new timeline, but said that EVs would fall below the previously-announced target of 30% by 2030.
It instead said it would focus on hybrids, which get 100% of their energy from fossil fuels, and thus pollute the air you breathe and cause climate change with every stroke of their outdated, inefficient engines.
(*Note: Honda’s chart says “HEV,” not “PHEV” – it’s possible they’re including plug-ins here, and thus some of these vehicles will get some of their energy from something other than fossil fuels, but HEV typically means conventional hybrids which get all of their energy from gas)
Honda said that these gas-guzzling hybrids will “be introduced to market in 2027 onward,” which means they will continue driving on roads and polluting the Earth for decades, including after Honda’s 2050 carbon-neutrality target.
Honda’s previous plan for 30% by 2030 was already quite low compared to other global automakers, even after many of these companies have walked back their EV plans. Most of these other companies also cited the nonexistent slowdown in EV sales.
Honda said that its future hybrid models will “play a key role during the transition period toward the popularization of EVs.” In some of the world’s more profitable countries for auto sales, EVs are already at or nearing majority market share.
Electrek’s Take
It’s estimated that this year – not 2030 – 25% of cars sold globally will be EVs. So, any company that sells less than that is lagging behind the curve, losing ground to companies that are ready for the transition that is already happening. When you are behind, the way to catch up is to speed up, not to slow down.
This 25% EV sales projection shouldn’t be a surprise, because EV sales have been rising globally for many years now, and haven’t stopped doing so, as we keep having to point out. In fact, the opposite is happening.
Honda also mentioned changes in environmental regulations, stating that these regulations were “the premise for the widespread adoption of EVs.” In the same statement, it mentioned its “ambitious goal to ‘achieve carbon neutrality for all products and corporate activities’” – so I guess the mention of regulations as the actual premise means all that carbon neutrality stuff was just greenwashing, after all.
But as for regulations, currently, US regulations target ~50% market share for EVs by 2030, and California targets 68%. 30% is a far cry from either of these, so one would think that Honda should increase that number, not lower it.
Further, those regulations are likely not changing nearly enough to make up for Honda’s change in strategy here. Despite the protests of a former reality TV host and convicted felon (who is Constitutionally barred from holding office in the US, by the way), it is unlikely that already-filed regulations, which cover the period from 2027-2032, will be changed.
But the US isn’t the world – maybe Honda was talking about other major markets?
Well, Europe isn’t changing its regulations, either – the bloc recently said it will give automakers “breathing room”, allowing them to use the average of their emissions from 2025-2027 to comply with new emissions regulations, but this will still require a steeper ramp-up by the end of that period if automakers are not in compliance today. In other words, those regulations have not been softened on a 2030 timeline, only on a 2025 one.
And in China, well, new regulations went into effect a couple years ago, but they almost didn’t need to, because ICE cars are virtually unsellable there these days. EV adoption is rising incredibly rapidly in China, driven by local brands which Chinese customers trust more, and which have more nifty features than the models global automakers are offering there.
In fact, Honda’s profit is slipping precisely because of the rapid advancement of the Chinese auto market. AP reports that Honda’s Q1 profits slipped by 24.5%, driven largely by sliding sales in China in the face of local EV competition. How’s that for “slowing demand.”
Honda does sell one EV in the US market, the Prologue, which is selling like gangbusters. It’s the fifth-best-selling EV in the country, and was a large part of what drove US EV sales into growth in April. It’s also Honda’s fastest-growing model – though, to be fair, that does count from a very low baseline, as the model was only trickling out onto the market a year ago.
So, there seems to be no real justification for Honda’s change in strategy here. Unless they seem to enjoy that China is now beating Japan in terms of auto exports, and are excited to see Japan lose 14% of GDP and millions of jobs by stalling on EVs.
I guess if you want to go out of business and bring your country and the planet down with you, this is the way to do it.
To reduce your carbon footprint and live more sustainably, consider going solar. EnergySage is a free service that connects you with trusted, reputable installers in your area – without having to give up your phone number until you select an installer. 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 through EnergySage. Get started today! – ad*
FTC: We use income earning auto affiliate links. More.
Ford is jumping into the battery energy storage business, betting that booming demand from data centers and the electric grid can absorb the EV battery capacity it says it’s not using.
To achieve this, Ford plans to repurpose its existing EV battery manufacturing capacity in Glendale, Kentucky, into a dedicated hub for manufacturing battery energy storage systems.
Ford pivots from EVs to battery storage for data centers
Ford says it will invest about $2 billion over the next two years to scale the new business. The Kentucky site will be converted to build advanced battery energy storage systems larger than 5 megawatt-hours, including LFP prismatic cells, BESS modules, and 20-foot DC container systems — the kind of hardware increasingly used by data centers, utilities, and large-scale industrial companies.
The company plans to bring initial production online within 18 months, leaning on its manufacturing experience and licensed battery technology. By late 2027, Ford expects the business to deploy at least 20 gigawatt-hours of energy storage annually.
The move follows a joint venture disposition agreement reached last week between Ford, SK On, SK Battery America, and BlueOval SK. Under the agreement, a Ford subsidiary will independently own and operate the Kentucky battery plants, while SK On will fully own and operate the Tennessee battery plant.
Ford is also planning a separate energy storage play in Michigan. At BlueOval Battery Park Michigan in Marshall, the company will produce smaller amp-hour LFP prismatic cells for residential energy storage systems. That plant is on track to begin manufacturing in 2026, and it will also supply batteries for Ford’s upcoming midsize electric truck — the first model built on the company’s new Universal EV Platform.
Electrek’s Take
Overall, the shift reflects Ford’s broader push toward what it calls “higher-return opportunities.” Alongside taking a step backward to add more gas-powered trucks and vans to its US manufacturing footprint, Ford says it will no longer produce some larger EVs, such as the Lightning F-150, where softer demand and higher costs are resulting from the lack of support for EVs by the Trump administration. (Batteries produced at the Glendale plant were for the all-electric Ford F-150 Lightning. The best-selling electric truck in the US in Q3, before the federal tax credit expired, was the Ford F-150 Lightning, with 10,005 EVs sold, a 39.7% year-over-year increase.)
With tax credits eliminated and regulatory uncertainty, Ford is pivoting to adjacent markets, including grid-scale and residential energy storage, to keep its battery plants running and justify billions in sunk investment.
If you’re looking to replace your old HVAC equipment, it’s always a good idea to get quotes from a few installers. To make sure you’re finding a trusted, reliable HVAC installer near you that offers competitive pricing on heat pumps, check out EnergySage. EnergySage is a free service that makes it easy for you to get a heat pump. They have pre-vetted heat pump installers competing for your business, ensuring you get high quality solutions. Plus, it’s free to use!
Your personalized heat pump 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. – *ad
FTC: We use income earning auto affiliate links. More.
Stellantis may have backed away from planned EVs like the all-electric Ram REV and range-topping Dodge Charger Daytona R/T EV, but the company isn’t standing still. A newly awarded patent outlines an innovative, foam-based thermal runaway suppression system that’s built into an EV’s battery pack.
The indisputable fact of the matter is that electric vehicles catch fire far less often — and far less frequently — than their combustion-powered brethren. Still, a number of highly-publicized early Tesla fires and poorly managed recall on the first-gen Chevy Bolt have linked “electric car” and “fire” in the minds of many Americans, and the ones who have been waiting to test the EV waters until a better safety solution came along are going to absolutely love this latest setup from Chrysler parent company Stellantis.
MoparInsiders is reporting on a new Stellantis patent awarded on a proactive battery safety system that’s designed to stop thermal runaway (read: fire) before it can cascade through an entire EV battery pack.
Rather than relying solely on passive barriers or post-event containment, Stellantis’ freshly patented system uses strategically placed foam channels and deployment mechanisms that can flood the affected cells with high insulation foam when abnormal heat is detected in a cell, isolating the problem area and dramatically slowing (if not outright stopping) the chain reaction that leads to catastrophic battery failure.
The patent describes an electric car battery that, on the outside, will look familiar to EV enthusiasts, but there are some key differences “layered in” around the familiar bits. These include:
- A bladder filled with a fire-retardant chemical; located close to the battery cells, typically between the cells and the top of the pack. It’s made from a flexible polymer, so it can be punctured when needed
- Two sets of blades; the first aimed at the bladder, ready to pierce it and release the fire-retardant chemical while the second targets specific points on the coolant inlet line, outlet line, or heat sinks to rupture them and release cooling foam directly where it’s needed
- Special coolant line sections; designed with small sealed apertures that closed off with a soft plug material that’s easy for the blades to pierce but strong enough to maintain pressure during normal operation
- Actuation devices tied to a controller; that push the blades into the bladder and coolant components when a thermal event is detected
Special coolant lines
The system relies on a suite of existing temperature sensors throughout the battery pack, and seems like a viable enough solution to a problem that, while rare, certainly exists — and which looms large over America’s Early Majority tech adopters.
As for me, I think Stellantis should focus on bringing more compelling products to market and stop looking for ways to blame the customer, market, and government for its inability to sell Jeep products that, apparently, have enough markup to cover nearly $30,000 in discounts to help dealers move their metal. I look forward to hearing about your take in the comments.
SOURCE | IMAGES: US Patent Office, via MoparInsiders.
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.
It’s official. The all-electric pickup is dead, but Ford is promising the F-150 Lightning EREV will be “every bit as revolutionary” as it shakes up EV plans once again.
Ford reveals next-gen F-150 Lightning EREV
Ford confirmed production of the current F-150 Lightning has ended as part of its updated Ford+ plan, which the company revealed on Monday.
The changes come as part of a broader shift from larger EVs, like the Lightning, to smaller, more affordable models.
While Ford still plans to launch lower-cost EVs based on its Universal EV Platform, the company is expanding its hybrid and extended range electric vehicle (EREV) lineup. By 2030, Ford expects 50% of its global volume to be hybrids, EREVs, and EVs, up from 17% in 2025.
As part of its new plans, Ford said the next-generation F-150 Lightning will switch to an EREV powertrain. It will be assembled at the Rouge EV Center in Dearborn, Michigan, replacing the current all-electric pickup.
With production of the current-generation Lightning now concluded, Ford is sending workers from the Rouge EV Center to its Dearborn Truck Plant as it doubles down on gas and hybrids.
During its Q3 earnings call last month, Ford said the electric pickup would remain paused following a fire at Novelis’ plant in New York that disrupted aluminum supply.
The F-150 Lightning is a “groundbreaking” vehicle, according to Doug Field, Ford’s chief EV, digital, and design officer, that showed an electric pickup can be a great F-Series.
Field claims the “next-generation Lightning EREV is every bit as revolutionary.” It will still offer 100% electric power delivery, sub-5-second acceleration, an estimated combined range of 700+ miles, and it “tows like a locomotive.”
Ford also plans to replace its electric commercial van for North America with affordable gas- and hybrid-powered versions. It will be assembled at Ford’s Ohio Assembly Plant.
The move comes as part of Ford’s plans to launch five new affordable vehicles by the end of the decade, four of which will be assembled in the US. Ford also plans to offer gas, hybrid, and EREV options across nearly every vehicle in its lineup by then.
The first vehicle based on Ford’s new Universal EV Platform will be a midsize electric pickup, starting at around $30,000. It’s expected to be about the size of the Ranger or Maverick.
The news comes after SK On announced last week that it planned to end its joint venture with Ford to build EV batteries at three US gigafactories.
Ford is now planning to use the wholly owned EV battery plants in Kentucky and Michigan to launch a new battery energy storage business. The company plans to begin shipping BESS systems in 2027, with an annual capacity of 20 GWh.
“The operating reality has changed, and we are redeploying capital into higher-return growth opportunities: Ford Pro, our market-leading trucks and vans, hybrids, and high-margin opportunities like our new battery energy storage business,” CEO Jim Farley said on Monday.
The changes are designed to improve profitability and returns. Ford’s EV business, Model e, is now expected to reach profitability by 2029 with improvements in 2026.
Model e lost another $1.4 billion in Q3, bringing the total to $3.6 billion through September. Around $3 billion was due to its current EVs, while the other $600 million was spent on its next-gen models.
Although sales of the F-150 Lightning dropped 60.8% last month following the expiration of the $7,500 federal EV tax credit, Ford’s electric pickup remained the best-selling pickup in the US through September.
FTC: We use income earning auto affiliate links. More.
-
Sports2 years agoStory injured on diving stop, exits Red Sox game
-
Sports3 years ago‘Storybook stuff’: Inside the night Bryce Harper sent the Phillies to the World Series
-
Sports2 years agoGame 1 of WS least-watched in recorded history
-
Sports3 years agoButton battles heat exhaustion in NASCAR debut
-
Sports3 years agoMLB Rank 2023: Ranking baseball’s top 100 players
-
Sports4 years ago
Team Europe easily wins 4th straight Laver Cup
-
Environment3 years agoJapan and South Korea have a lot at stake in a free and open South China Sea
-
Environment1 year agoHere are the best electric bikes you can buy at every price level in October 2024