Honda First to Reverse-Import China-Made EVs to Japan

Honda will launch its all-electric Insight model in Japan on April 17, 2024. The vehicle is based on the e:NS2 produced by Dongfeng Honda and marks the first time a Japanese automaker has imported a China-made battery electric vehicle (BEV) for sale in the Japanese domestic market. The Insight has been modified for right-hand drive to suit Japanese market requirements and features a charging port compliant with Japanese standards. With a full charge, it offers a range of 535 kilometers, making it Honda’s longest-range electric vehicle to date. Priced at ¥5.5 million (approximately RMB 235,500) in Japan, the Insight will cost ¥4.2 million (around RMB 179,900) after applying the Japanese government’s ¥1.3 million subsidy. Initial sales will be limited to 3,000 units. A Honda product planning executive stated that the limited quantity was determined based on target customer size and the company’s market share in Japan. Meanwhile, the development lead noted that the vehicle adheres to global quality standards and did not rule out the possibility of introducing more overseas-produced models to the Japanese market in the future. This move comes amid Honda’s ongoing reassessment of its electrification strategy. In March 2024, the company announced it would halt development and sales of three EV models, including its flagship sedan. Honda now forecasts a consolidated net loss of up to ¥690 billion for fiscal year 2025 (ending March 2026), compared to a profit of ¥835.8 billion in the previous fiscal year. The company plans to unveil a new business strategy in May 2024, and the market response to this “reverse import” approach—bringing a China-built EV back to Japan—remains to be seen.