This year, Honda surprised us by announcing that it would invest $14 billion in a new electric vehicle and battery factory in Canada. Coming from a company that has so far treated electric cars as a curiosity at best and an expensive nuisance at worst, we have to wonder what exactly the company is up to when it comes to transitioning to vehicles that don't have traditional hell Internal combustion engines.
If what the company showcased at CES 2024 is any indication, Honda isn't planning electric versions of its Accord and Civic models, nor its CR-V, Passport and Pilot SUVs. In fact, the two show cars – the sedan and the space hub – look like no other vehicle that has ever worn the Honda badge. In fact, they resemble no production car ever made, although some older readers may see an echo of a 1969 Dodge Charger's grille in the front of the sedan.
Honda and the power of dreams
Japanese companies like to delve deep into legends and culture to describe their view of the world. This symbolism is important to their sense of identity. Honda says its latest global brand slogan is “The Power of Dreams – How we move you,” which conveys the message that Honda will develop mobility products and services that enable people to “overcome various limitations such as time and place.” and to “expand their skills and opportunities.” With such mobility products and services, Honda will help realize the dreams of more people and become the driving force that moves society forward.” Here is more philosophy from Honda:
The Honda 0 Series is a new EV series that symbolizes how Honda is undergoing a major transformation in line with its global brand slogan and electrification policy. The series name represents Honda's determination to meet this challenge of developing new EV series by returning to Honda's starting point as an automaker and developing completely new electric vehicles from “zero”. With this new EV series, Honda will strive to further advance its “M/M concept” and the “joy of driving” that Honda values in producing its automobiles and the “joy and freedom of mobility” to an even higher level to lift.
In 2026, the company will begin rolling out the first Honda 0-series model globally, first in North America, then in Japan, Asia, Europe, Africa, the Middle East and South America. For those curious, in Honda-speak, the M/M concept stands for “Man Maximum/Machine Minimum” – which aims to increase the efficiency of vehicle interiors by maximizing space for people and minimizing space required for mechanical components .”
It says the three words that best describe its new approach to electric vehicles are thin, light and smart. If so, it's certainly a departure from the rest of the industry. With the exception of the Aptera, most electric vehicles are bulky and heavy. We assume that wisdom lies in the mind of the beholder.
This is all very new-age stuff, and it's possible that some senior Honda executives wake up every morning with these ideas on their lips. But they don't tell us much about the cars they want to build. Here's what we know so far.
Honda 0 sedan
Courtesy of Honda
In many parts of the world, a four-door passenger car is called a saloon, not to be confused with a place where cowboys in the Wild West met to drink cheap whiskey and gamble. Since Honda didn't see fit to reveal technical details about the car, we're left with the rather breathless description in the press materials.
The sedan is the flagship concept model of the Honda 0 series, which embodies the “Thin, Light, and Wise” approach. The dedicated EV architecture expands the degree of design freedom and takes the M/M concept to a new level in the era of electric vehicles. The low, sporty design that distinguishes the sedan from other electric vehicles at first glance realizes both an intriguing design and an interior that is more spacious than one would imagine based on external appearance. In addition, the instrument panel features a human-machine interface that allows for easy and intuitive operation, enabling a sophisticated and seamless user interface. With exhilarating visibility and an intuitive interface, the sedan strives to provide an entertaining driving experience that appeals to the driver's sensibilities.
Courtesy of Honda
With the introduction of steer-by-wire and the further development of the motion management system, including posture control, which Honda has built through the development of original robotic technologies, the sedan aims to realize control at the driver's will in a variety of driving situations . As the flagship model of the Honda 0 series, the sedan pursues the ultimate “driving pleasure” in the era of electric vehicles. In addition, including the use of sustainable materials for the interior and exterior, the sedan is developed as a unique model that resonates with users and the natural environment.
What else could we add to this glowing description? Maybe this highly stylized video will tell us more.
Honda 0 Space Hub
Courtesy of Honda
What can we say about the Honda 0 Space-Hub other than the fact that it looks a little like the GM minivans from Chevrolet, Pontiac and Oldsmobile of 40 years ago, with an added hubbub at the rear? That's how Honda describes it.
Using the common design language of the Honda 0 series, the Space Hub was developed under the motto “Augmenting People's Daily Life”. By realizing a spacious cabin and excellent visibility based on the “Thin, Light, and Wise” development approach, the Space hub provides a flexible space that instantly adapts to users' desires, becoming a hub that connects people with People and people connect to society and create mutual resonance with each other.
Courtesy of Honda
A new era requires a new logo
The current “H” logo has a long history, dating back to 1981. To commemorate the development of next-generation electric vehicles, Honda decided to design a new logo to express Honda's determination to drive transformation, as well as Honda's corporate attitude to go beyond the company's origins and the constant pursuit of new ones Challenges and further developments. This design expression, which looks like two outstretched hands, represents the company's commitment to expanding the possibilities of mobility and sincerely meeting the needs of Honda electric vehicle users. This new logo will be used on Honda's next generation electric vehicles, including the 0 Series models.
Courtesy of Honda
Taking that away
Overall, Honda is targeting 30 new electric vehicles with 2 million units sold by 2030, 100 percent zero-emission car sales by 2040 and carbon neutrality “for all products and company activities” by 2050. That's a lofty goal for a company that has so far largely ignored the transition to electric cars. The company's presentation at CES 2024 should clearly indicate the direction it plans to take as it joins the EV revolution in 2026 and beyond.
The fact that there is talk of the sedan being a driver's car at a time when everyone else is focused on automated driving is interesting and goes against conventional wisdom in the industry. We can't wait to see what Honda's electric cars are all about.
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