On April 16, Honda China's new electric brand was grandly announced at the press conference, officially named "Ye". At the same time, the company's first electric vehicle, the Ye GT, is still in the concept car stage, and is expected to enter mass production and be officially launched in the next year.
It is understood that the new car will adopt a new brand identity and electrification architecture, emphasizing its R&D and intelligent manufacturing capabilities in China. In addition, Honda has established partnerships with a number of well-known companies, including CATL, Huawei, iFLYTEK and Hangsheng.
According to official sources, the model was designed by a local Chinese R&D team with an average age of only 32 years. The concept car "Ye GT" is full of dynamic exterior design, especially the front face adopts a coherent light strip design, and the newly launched H-shaped vehicle logo symbolizes the unique identity of the "Ye" brand.
In terms of interior design, the new car presents a very combative style, equipped with a new multi-function steering wheel, and equipped with a dashboard, central control screen and passenger screen, and the interior with a red theme style is particularly bold, regardless of the aesthetics, showing the innovation of the design. It is worth mentioning that the co-pilot position is also specially equipped with a light field screen provided by Huawei, which is undoubtedly a highlight of its market competitiveness.
In April last year, Huawei led the global trend of in-vehicle display technology innovation with the launch of its first in-vehicle light field display, HUAWEIx Scene. This product uses a core technology similar to that of AR-HUD and realizes a visual viewing experience similar to that of VR.
Specifically, it offers a significant advantage over traditional LCDs in the field of automotive displays by providing large formats, depth sensations, and long-range viewing in a confined space.
The three advantages of HUAWEIx Scene are as follows: first, the screen is based on a cutting-edge spatial optical system that can display a 40-inch ultra-large format, second, it breaks through the space constraints of the vehicle's interior and achieves 3-meter long-range imaging, effectively reducing the user's visual fatigue during driving, and finally, relying on Huawei's self-developed precision optical engine, it achieves a Super Retina resolution of 90PPD, making the image quality clearer and more detailed.
The light field screen also takes into account the diversity of configuration needs of different models, and can provide three different installation forms, including seatback type, headrest type and passenger type, to adapt to the specific needs of most models.
In the increasingly fierce competition in the field of new energy vehicles, Honda is constantly seeking innovation and actively adapting to market development. The company's latest move shows the leadership of the China team and the close working relationships it has established with its Chinese suppliers, which is undoubtedly a positive signal. However, in terms of brand strategy, the use of the evocative meaning "Ye" as the naming choice of the EV brand may not have fully taken into account the cultural taboo of Chinese consumers against the term.