Honda has encountered a wall called the electric car. One that has carried out the development of three of its own electric cars, another that was underway with Sony and that will have an impact on its accounts of about 22.5 billion dollars. The situation, it seems, is not the best.
Honda’s jump to the electric car It seemed like an immutable reality just seven years ago. Seven years may seem like a long time but in automotive industry terms it is just the usual jump between two generations of cars. Perhaps that is why the plans, in addition to being immovable, seemed risky.
In October 2019, the company announced that From 2022 it would only sell electric cars in Europe. Our continent seemed to be moving towards the electric car under pressure from regulations. Tesla was booming and the companies thought that this was the best path for our market. Today, Honda’s catalog for our country does not have a single electric car.
In these years, the Honda e has obtained a very discreet result, victim of a very high price. He e:Ny1, a sort of electric HR-V, is also no longer available after selling an almost negligible number of cars in our country. Along the way, they announced the development of three new electric cars for the US market, all with a groundbreaking and futuristic aesthetic. Also a car that would arrive together with a collaboration with Sony.
All of this has been cancelled.
The Chinese surprise
Much has changed in recent years so that Honda has gone from targeting only the electric market in Europe, developing three new cars with this technology for the United States and another with Sony, to canceling everything.
And the company confirmed a few days ago that he reversed his electrical project. First with the cancellation of cars designed only for the American public. The move almost seems logical. The country still does not clearly embrace the electric car and Donald Trump is giving wings to keep every combustion car alive and without any effort. With a country of enormous distances and a charging network that remains insufficientthe electric car continues to have significant pitfalls.
This cancellation has had two clear consequences. The first is an impact on Honda’s accounts of more than 20,000 million dollars. How we have the case of Stellantisthis money is not a direct loss, it is the sum of the investments already made, the fines to be paid to suppliers for unfulfilled agreements and the money that is not received from the sales that had been estimated, among other items.
The second impact is that Afeela 1 has also been cancelled. This car was born from a collaboration between Sony and Honda. At CES 2023 It was already announced that it would arrive in 2026. Last year, at the same fair, the car was priced for the US market: $89,900 for the “cheap” version and more than $100,000 for the “face.” This year, at CES, we had no news. Less than three months later we know that the project has been canceled because, among other things, it rode the same platform as Honda’s other three electric cars. Once this was cancelled, producing a single car with a single platform was economically unviable.
Sony’s car was sold as a leap forward for Hondaa preview of where the market was going to go. The intention was that Honda would provide the hardware and its knowledge making cars, Sony would provide the software and its experience getting the most out of elements such as cameras or sensors. Qualcomm and Epic Games were also supporting the project, the latter company creating an on-demand mobility service for the vehicle.
The evolution of the automobile industry has attracted various technology companies. First it was Dyson the company that surprised us by announcing its own electric car. We know that Apple has tried to bring its own car forward and along the way he has left 10,000 million dollars. Microsoft was an investor in Cruise before its closure. Google is making efforts with autonomous cars. This company also wants Android Automotive be an essential part of the future of the electric car.
Of all these companies that have been involved in the development of electric cars, all of them have failed. Only Google with Android Automotive seems to be building a long-term ecosystem, which Apple doesn’t seem to be getting it with CarPlay either.
We are not talking about companies that supply hardware to automotive companies like Qualcomm or Nvidia, we are talking about companies that also they get involved in the development of a car through their software services or their knowledge to take advantage of that hardware. And, here, China is leading the market.
What Sony and Honda intended was to demonstrate that two leading Japanese companies still had enough muscle and knowledge to produce a ground-breaking and competitive electric car. At that time, Xiaomi has built it itself. And Huawei is giving a lesson in China on how to take advantage of these collaborations.
Right now, this last company collaborates with Toyota on the latest electric vehicles they have launched for the Chinese market. Its cars have their own ecosystem developed by Huawei that relies on, among other things, the electric motors that Huawei also develops. That is, the Chinese company is in charge of providing its parts and its software knowledge for the ultimate control of them.
Huawei and Xiaomi are taking over the operating systems of Chinese electric cars with HarmonyOS and HyperOS. Both companies have extensive experience designing interfaces and digital experiences for the user, an essential service in China to sell electric cars and where Europe, Japan and the United States are still in their infancy, if we compare ourselves to what we see there.
Specifically, Huawei has spread its tentacles in the industry until getting its hands on Toyota developments and having cars on the street that will rival Porsche, like the Aistaland GT7sedans that directly attack Tesla like the Luxeed S7 or, simply, one of the most luxurious vehicles in the world like the Master S800.
When Sony and Honda wanted to arrive, Huawei and Xiaomi were already there. And not only that, Sony and Honda have fallen by the wayside but also Apple, Microsoft and, in part, Google. On the other hand, Huawei and Xiaomi have managed to change the paradigm of what a car is as we understand it.
Photo | Afeela
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