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.”
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The tire-blistering SU7 Ultra has been the Xiaomi brand’s flagship super sedan since its launch, but a controversial software setting has limited the car to “just” 900 hp in regular driving – resulting in an outcry from owners who ponied up for the big boy numbers. With its latest software update, that missing 648 hp is back on tap!
The SU7 Ultra made waves throughout the performance car world when a bright yellow striped example lined up alongside a white quarter mile king, the 1,000+ hp Tesla Model S Plaid, and promptly smoked it.
That wasn’t all. A preproduction SU7 Ultra prototype lapped the legendary Nürburgring circuit in just 6 minutes and 46.874 seconds, firmly stamping the 1,500+ hp Xiaomi’s alphanumeric into the track’s record books with a time nearly fifteen seconds quicker than a Rimac Nevera or, on the ICE front, either a Corvette ZR1, Viper ACR, or Porsche 918 (take your pick).
It’s hardly any wonder, then, that the customers who signed up – in droves, too – were disappointed to learn that the SU7 they were allowed to buy had been neutered by the safety nannies to the tune of nearly 650 hp. (!)
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We’re so back
The outrage from SU7 Ultra owners was immediate. And, facing mounting pressure online and on social media, Xiaomi ultimately decided to withdraw the performance-limiting features while acknowledging the need for more transparent communication about future software updates they messed up, saying in a statement, “we appreciate the passionate feedback from our community and will ensure better transparency moving forward.”
So, rich people can rocket themselves down the road in 9 second hypercars again and all is right with the world. A happy ending – but one that sort of illuminates a fresh set challenges for automakers peddling “software-defined vehicles” to a market that still thinks of their cars as very much hardware defined products.
The new reality is playing out in real time now, and the Jeff Bezos-backed $20,000 electric compact pickup from Slate Auto is going the other way entirely – time will tell whether more, or less tech is the answer.
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Tesla (TSLA) has started offering reduced interest rates on the new Model Y in the US — this equates to a direct discount on the brand new vehicle that was supposed to spark Tesla’s demand back.
The automaker has announced “1.99% APR or $0 Due at Signing available for well-qualified buyers” on the new Model Y in the US for the first time:
This amounts to a direct discount worth a few thousand dollars. It is the first widely available discount on the new Model Y coming just weeks after the cheaper non-Launch Edition launched in the US.
These discounts and subsidized financing point to soft demand for the updated best-selling vehicle in the US. Tesla just delivered a disastrous first quarter, which it mostly blamed on the Model Y changeover, resulting in lower inventory.
However, industry watchers, including Electrek, noted many signs that the Model Y changeover was not the only issue. Tesla added significantly to its inventory in the first quarter, and the wait times for the new Model Y were extremely short.
Now, the discount weeks after launching the new Model Y confirm the soft demand in the US.
I think it’s clear by now: the new Model Y is not coming to save Tesla.
Let’s be honest: It will still be a significant vehicle program by volume. It just won’t help Tesla return to growth this year.
The RWD Model Y is still coming and has a chance to help in the US. It is already available in China, and it’s not helping Tesla much there, but that’s in a hyper-competitive market, especially at lower prices where the RWD Model Y operates.
Tesla’s performance in Q2 in China will be interesting since it is basically back to its regular lineup for the whole quarter.
The US appears to have been Tesla’s least affected market, but Q3 will be the real test with the full lineup and no backlog of demand for new Model Y.
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One of the largest electric bike brands in the US, Aventon, has recently shared several details about the company’s response to US tariffs on imported goods. The details reveal insight into how large e-bike makers are coping with the major disruption caused by the trade war launched by the Trump administration.
In a comprehensive post, Aventon covered the company’s response to several issues, from supply chain disruptions to manufacturing shifts to pricing policy.
Shift in manufacturing away from China
Like many e-bike brands, as Trump’s threats to cripple US imports from China grew, the company began focusing on alternative manufacturing locations. Despite being based in China and enjoying something of a home field advantage, the impact of potentially heavy tariffs threatened to offset the benefits of China’s lower-cost manufacturing and close proximity to the e-bike component supply chain.
Other Southeast Asian countries like Vietnam, Cambodia, and Thailand are seen as prime locations to shift e-bike manufacturing outside of China. Ironically, many of the new bicycle factories opened in these countries are actually Chinese-owned, built as investments by the very factory owners who anticipated a manufacturing shift brought on by tariffs initiated during the first Trump administration and increasingly hostile American rhetoric towards China.
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However, moving manufacturing outside of China comes with increasing costs and complexities beyond mere labor and investment in local manufacturing expertise. “The lack of localized suppliers means critical parts (e.g., motors, batteries) still often come from China,” explained Aventon. “This creates a logistical puzzle: components are shipped to Southeast Asia for assembly, then transported to the U.S. This multi-step process adds 50+ days to shipment times compared to direct manufacturing in China.”
Pricing could still take a hit
While the tariffs on other countries pale in comparison to the current 170% tariffs on Chinese e-bikes (145% retaliatory tariffs on top of 25% Section 301 tariffs), there’s no guarantee that tariffs on e-bikes from countries like Vietnam and Thailand will remain comparatively low. The current tariff on e-bikes from countries other than China sits at a minimum of 10%, but those could rise this summer after a 90-day pause granted by the Trump administration ends without a new negotiated deal or backtrack from the administration.
Those tariffs, Aventon made clear, are not paid by the countries who produce the goods, but rather by the companies who import them, and then ultimately by American consumers. “Tariffs are paid by importers during customs clearance before products reach the U.S. soil. These costs typically trickle down to consumers through price adjustments,” Aventon explained.
For now, Aventon has committed to keeping costs as low as possible by absorbing the increase in costs. “In early 2025, we proactively shifted 100% of our production to Thailand, investing in factory partnerships by sending Aventon key stakeholders from the production, quality control, and industrial engineering teams. While this transition increased our manufacturing and logistics costs by 10-15%, we’ve chosen to absorb many of these expenses.”
The brand cited sensitivity to inflation in the US causing an increase in living costs as one of the key reasons it intends to absorb the current price increases, which Aventon says aligns with its long-term vision of “keeping electric bikes accessible to everyone, not just those who can afford premium pricing.”
Can e-bikes be produced in the US?
For its part, Aventon won’t be bringing production of its electric bikes to the US anytime soon, citing a lack of domestic supply for critical components and the heavy tariffs applied to those components.
However, the company doesn’t rule out the possibility for e-bike assembly to occur on a smaller scale if tariffs are lifted, potentially as a precursor to true manufacturing in the future.
“Unfortunately, there is no supply chain of e-bike components here in the US and all key components are imposed with significant tariffs coming from China. Having e-bikes made in the US is not practical unless the parts tariffs are lifted. Then assembly first, followed by key components manufacturing in the long run, is possible.”
Electrek’s Take
There are a few things to unpack here. First of all, Aventon is right. Electric bike manufacturing isn’t coming to the US. While the company correctly cited the lack of a domestic supply chain as a key issue, what they perhaps wisely left unsaid is that the world experts on building bicycles currently live in China. Unless someone is going to invest millions in infrastructure to build factories and then pay the millions more it will take to train and payroll a new bicycle-building workforce, then it just isn’t going to happen.
Yes, small-scale bicycle building is happening in the US. Electric Bike Company in Newport Beach, California, is a prime example. They deserve all the respect in the world for building e-bikes in the US for years, long before tariffs were an issue. However, the most important components for their e-bikes come from China, and I don’t see how they can survive without raising prices substantially to cover the near-tripling cost of the most important components. And if they raise prices, then that’s another threat to their future.
Next, there’s something ironic about a Chinese-owned e-bike company telling Americans that it will keep prices lower because it knows Americans are already hurting financially. If the Murica crowd were ever to do some reflecting, this might be the time. There’s nothing wrong with being patriotic and wanting your country to succeed, but if the other country you’re trying to spite feels sympathy for you and thinks you need help, perhaps the “America First” policies aren’t working the way it was hoped.
And lastly, keep in mind that this is all extremely volatile and fluid. There is absolutely no stability in the e-bike market right now, nor larger global trade. This entire global financial tailspin was sent into action by the whims of one geriatric firebrand, and it can change just as quickly. Trump could decide to reduce tariffs on China tomorrow to prevent supply crises in the US, or he could double down and put similar embargo-level tariffs on countries like Vietnam, Cambodia, and Thailand. It could literally go either way in a single day, or it could stagnate for months, with recent events showing us that both possibilities could be just as likely. The point being, this is the situation today, but no one knows what could come tomorrow.
Ooof – I need to go for a bike ride.
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