Honda is bearing the brunt of a seismic shift in China's automotive landscape as the country accelerates its transition to an electric vehicle (EV) future.
As Nikkei Asia reports, the repercussions have prompted Honda to make tough decisions, with the recent announcement of cutting 900 jobs at its joint venture in China, GAC Honda Automobile.
This move comes in the wake of an 18.5% sales drop, marking a tumultuous period for the Japanese giant in one of its key markets.
The logo for Japanese automaker Honda is pictured outside a showroom in Tokyo on February 8, 2023.
China Pivots to Massive EV Adoption
The automotive industry is witnessing a seismic shift, especially in China, where EVs are gaining ground at an unprecedented pace. GAC Honda's sales, totaling approximately 490,000 vehicles in the first 10 months of 2023, reflect the stark reality of this transition.
With China aspiring for an all-electric vehicle market by 2035, automakers heavily reliant on traditional gasoline-powered vehicles face an uphill battle. Honda, predominantly offering gasoline-powered and plug-in hybrid models in China, is feeling the heat from competitors like the Chinese EV powerhouse, BYD.
Read Also: Detroit Pioneers Future Mobility with First-Ever Wireless Charging Roadway for Electric Vehicles
Similar Moves from Industry Players
This predicament mirrors the challenges faced by other Japanese automakers in China. Toyota Motor and Mitsubishi Motors have grappled with similar setbacks, witnessing production cuts and sales plunges.
Toyota's recent halt in production at some aging lines and Mitsubishi's decision to exit automobile production in China underline the broader industry struggle amid this EV surge.
Meanwhile, Honda recently announced a colossal investment of 500 billion yen ($3.4 billion) in the production of electric motorcycles and mopeds throughout this decade.
They plan to introduce 30 new electric models by 2030 while slashing the cost of electric motorcycles by 50%. This forward-looking strategy aims to adapt to evolving consumer preferences and align with global trends steering towards electrification.
The Growing Electric Motorcycle Market
The global electric motorcycle market, valued at $30 billion in 2022, is anticipated to witness a remarkable surge. Experts forecast an annual growth rate of almost 19% between 2023 and 2030, propelled by concerns over fuel costs and climate change.
Honda's substantial investment and revised sales targets, aiming for four million units by 2030, indicate their intent to not only survive but thrive in this evolving landscape.
However, Honda's transition is not immediate. The company plans to leverage existing infrastructure for internal combustion engine models before establishing dedicated electric motorcycle production plants around 2027.
Additionally, initiatives like offering online sales to enhance customer convenience signify Honda's commitment to adapt to the changing consumer landscape.
In Other News
BYD, China's largest electric vehicle (EV) maker, reached a sales record in November and surpassed Nissan.
The EV firm, headquartered in Shenzhen, Guangdong, sold over 170,000 EV units in November, demonstrating its strong performance in the fast-growing EV sector.
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Related Article: BYD's November Milestone: 170,000+ Fully Electric Vehicles Sold, Beats Nissan
