Honda has unveiled its latest electric vehicle (EV) brand, “Ye” (烨in Chinese), in China, marking its third brand in the country aimed at targeting the booming EV market and regaining relevance in the world’s largest EV market.
The new Ye brand will cater to the specific needs of Chinese customers and will be based on the all-electric Architecture W architecture, Honda announced at a launch event. The company plans to introduce six models under the Ye brand in China by 2027, as part of its strategy to achieve a 100 percent electrification transition in the country by 2035.
Three new models were revealed during the event, including the Ye GT, set for mass production in 2025, the Ye P7, and the Ye S7, which are scheduled to go on sale by the end of this year. The Ye P7 will be manufactured by GAC Honda, a joint venture between Honda and GAC Group, while the Ye S7 will be produced by Dongfeng Honda, a joint venture between Honda and Dongfeng Motor.
Honda’s move to launch the Ye brand comes as Japanese automakers, including Honda, have faced challenges in keeping up with China’s rapidly growing EV market. Despite their efforts, Japanese brands have struggled to compete effectively in this segment.
Honda had previously introduced its all-electric brand e:N in China in October 2021, along with the e:N Architecture. The company had announced plans to launch 10 all-electric models in the country over the next five years, with the e:NS1, produced by Dongfeng Honda, being its first EV in China, launched in April 2022.
In addition to the Ye brand, Honda had also unveiled the Lingxi brand in China in September 2023, with a concept car, the Lingxi L, showcased. The Lingxi models will be based on a new all-electric platform, with the production version of the Lingxi L sedan set to go on sale in 2024, according to Dongfeng Honda.
Targeted primarily at younger consumers, the Lingxi brand will be positioned and priced separately from Honda’s e:NS lineup, reflecting Honda’s commitment to diversifying its offerings and capturing a wider share of China’s evolving EV market.
