In the first two months of 2022, the sales of new energy vehicles increased by 1.5 times year-on-year, accounting for 17.9% of new car sales, helping the "double carbon" goal to reach a general consensus in the automotive industry. At the two sessions of the National People's Congress this year, the relevant policies to support the development of new energy vehicles continued to be introduced, and some people believed that "the acceleration point of electrification penetration has emerged, and 2022 will become a key year for the new pattern of the automobile industry."
Without the blessing of the internal combustion engine, can the anecdotal story of "one Japanese field, lifelong Honda" continue? In 2022, Honda gave the answer to the era of electrification. On April 25, Honda Giken Industries (China) Investment Co., Ltd. held a Honda e:N brand night with the theme of "Reinventing EV Driving". At the same time, Honda China announced the first mass production model of the e:N brand, the Dongfeng Honda e:NS1 was officially launched on April 26, and the GAC Honda e:NP1 will start pre-sale in May.
Among multinational car companies, the Japanese are not active in embracing electrification. When Volkswagen, General Motors, Hyundai and other giants sing and Sing and continue to release forward-looking technologies and strategic planning in the electrification battlefield, the Japanese seem to survive on another world line that does not need electrification.
Honda, like other Japanese car companies, was once accused of being slow in the transformation of new energy. Judging from honda's recent moves, Honda, which has slowed down in the era of electrification, is now driving a Type-R down on the floor oil on the way to catch up.
Honda is following suit, especially after Mibuhiro took over the Honda seal in April last year. At the beginning of his term of office, the three toshihiro announced electrification targets, and the proportion of sales of electric vehicles and fuel cell vehicles increased to 40% in 2030, further increased to 80% in 2035, and reached 100% in 2040. These models range from commercial to civilian, and can range from mini cars, SUVs, cars, MPVs to high-performance vehicles.
In terms of market segments, Honda plans to launch a commercial mini-EV model with a price of 1 million yen in early 2024 for the Japanese mainland. Then ,at the right time" will be the launch of micro-electric vehicles and electric SUVs for personal use.
For the North American market, Honda plans to launch two medium- and large-sized pure electric SUV models jointly developed with GM by 2024, namely Honda's new Prologue SUV and an Acura brand pure electric SUV model. And that's what Honda and GM agreed to in April 2020: to jointly develop two new electric models that belong to Honda.
However, whether it is in Japan or the North American market, it can be seen that Honda's output is rare and insufficient in the first five years of the "Ten Year Plan", and the output of 30 models is very few and insufficient. Because Honda left the big dish to the weight runner - China.
In view of the extremely hot new energy market in the Chinese market, Honda will not only promote the mass production of the first generation of the e:N series e:N S1 and e:N P1 this year, but also plans to launch 10 pure electric vehicle models in China by 2027. Considering that Honda has reached joint venture agreements with GAC and Dongfeng in China, this 10 model number should have practical significance of halving. But this is enough to show the importance of the Chinese market to Honda.
It can be seen that the rhythm of the entire Japanese automobile industry has been completely wrapped up in the Competition between the Chinese and American markets and the extremely inward-volume competition, and The three toshihiro are aware of Honda's shortcomings in intelligence and entertainment, so they also have to cooperate with vertical and horizontal to resist the changes, but in the face of the changes, they are not passively advancing, but identify with the changes, and take the initiative to seek changes, the inherent risks of transformation, but "waiting for death and death in battle" is essentially different, so Honda began to invest wildly.
Honda has prepared a lot of money to support this "ten-year plan": Honda has come up with a research and development budget of 8 trillion yen (about 406.4 billion yuan), of which about 5 trillion yen is invested in electrification and software, and about 3.5 trillion yen and 1.5 trillion yen are spent on research and development; in order to cope with new technology fields, Honda will invest about 1 trillion yen in the next 10 years; and 10 billion yen per year, actively investing in startups with high-potential advanced technologies and business models.
In the battery field, Honda will invest about 43 billion yen (about $334.93 million) to build an all-solid-state battery production demonstration line and further accelerate research, aiming to start demonstration production in the spring of 2024 and apply its next-generation battery products to models in the second half of the ten-year plan.
As for the production platform for electric vehicle models, in addition to the e:N Architecture F and e:N Architecture W pure electric architecture announced at Honda's China strategy conference last October, Honda will launch the combination of soft and hard pure electric platform e: Architecture in 2026.
Honda's goal of spending money is clear, in a limited time with a large-scale pile of funds, shorten the gap with Tesla and China's new cars, although the entire volume, Honda has an absolute advantage, but Honda has the same problem as other traditional brands, that is, in the era of the rise of new pure electric brands, users have faith in "a Honda brand electric vehicle" and whether Honda has it.
Speaking of brand appeal, it also leads to the key to Honda's transformation, where is the new anchor of brand belief? With the advent of the era of electrification, the power core of the car is converted from the engine and gearbox to the battery, motor, and electronic control, and intelligence is to transform the car into the world's most complex scientific and technological products. "Buying an engine and delivering a car" will eventually become history, and Honda needs to tell a new story.
With the release of the Honda e:N brand and the first launch of two new electric vehicles, e:NS1 and e:NP1, Honda will open a new scene in china's electrification market. However, in terms of timing, Japanese cars, including Honda, must face the offensive of new forces with first-mover advantages and independent brands, and also face the "counterattack war" of joint ventures such as Volkswagen and even BBA luxury brands.
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