Japanese automakers have been global leaders in automotive technology for decades, but the transition to electric vehicles (EVs) has revealed significant gaps.
I am very surprised that you did not at all mention by far the most interesting part of Honda's EV strategy.......Sony Honda Mobility. This is a JV that increasingly looks next generation, and like they have something special on their hands if they market and sell it well. Aside from anything else.....it has the potential to totally reinvent Sony as a mobility technology company and see them get a big second act. And since we now know that Honda's new EVs (O series) and the Sony EV (Afeela) will share the platform its clear that Honda is going to lean heavily on Sony's tech prowess.
Thanks for the comment, and you do make a good point about Sony Honda Mobility and the Afeela concept. It's indeed an intriguing part of Honda's strategy, especially with the potential to redefine Sony as a mobility tech player. However, my focus was on Honda's broader EV strategy rather than any single model.
While the Afeela boasts impressive features and tech partnerships, it still feels like a concept car. The massive array of sensors and AI integration sound promising but also resemble a hype machine more than a near-term reality, especially considering the challenges of achieving full self-driving capabilities. Remember, Sony's expertise in gaming and consumer electronics doesn't necessarily translate to automotive excellence. Their track record in software development isn't as robust as American or Chinese counterparts, which raises questions about their ability to deliver on these ambitious promises.
Moreover, Honda’s future success in the EV market hinges on their ability to scale and produce reliable, affordable electric vehicles, not just on standout models. The integration of Sony’s tech is exciting, but it won't be the silver bullet. Honda must leverage their extensive manufacturing experience and global infrastructure to transition to a fully electric lineup effectively.
In essence, the Afeela is a fascinating step, but Honda's overall capacity to make EVs mainstream is what will determine their future success in this rapidly evolving market.
You make several very salient points. Especially regarding Honda's need to produce good quality EVs at an affordable price to be competitive with the Chinese brands. And you equally make good points that there can be no gaurantee about Afeela's success.
However, I think that there are several points that are the counter weight to some of your concerns raised.
1) Afeela has a totally native operating system/user interface. One which Sony did not develop by themselves, but in conjunction with Electrofit (the software division of Continental), Blackberry, Epic games, and Microsoft (especially on the A.I side of the car). These are all companies with very robust experience in developing software. And by this point a lot of journalists have experienced the interior of the Afeela and all describe it as very robust, intuitive, and immersive.
2) I think they stand a fairly good chance of them pulling off the development of the car which lets remember does go on sale next year. The two guys spearheading the project are impressive. The CEO Mizuno is a ten year veteran of Honda China (I am sure this is no accident regarding why Honda chose him). And in several interviews he has talked about his experience and knowledge of the Chinese EV makers having toured their facilities. He intends to implement many of their methods. And from Sony's side is Kawanishi who is one of the guys that helped spearhead Playstation in the 90s (again...i am sure this is no accident). These are guys who seem to have the necessary knowledge and experience to pull something like this off.
3) Sony is certainly taking this very seriously. And are clearly starting to spend actual money on it. This month the Afeela will be displayed at a big LA Dodgers game to the public as part of the pre game event featuring a Sony Japanese artist Creepy Nuts in their first ever US concert.
and of course we must remember that Sony is aiming this at the luxury market. And all this tech development will trickle down to Honda's EVs. Which certainly has the potential to help Honda catch up.
Either way I think its going to be a fascinating project to follow and see how it develops. I do think that Sony is now being presented with an opportunity to get that big 2nd act if they can successfully re-invent themselves as a mobility technology brand. And it has the potential to be a gold mine for them if they can pull off what Apple failed to do with the Apple car.
Your knowledge about this topic is impressive! As you point out, it's still very much a luxury bet that might compete with the likes of lucid air and perhaps Rivian, but yeah, I can definitely see it trickle down if successful. Yeah, Honda definitely knows they need to learn from the Chinese when it comes to EVs, but question still stands if they're willing to put up the money for EV exclusive production lines and even full EV factories like BYD and XPENG has done. If so, and if soon, I am quite bullish they'll survive too. Another thing I forgot to mention is that Nissan is actually having the best selling EV in Japan, the Nissan Sakura, and the leadership was apparently taken by surprise of how popular it became, so perhaps they also know how to make great EVs and can catch up too
Thanks for the comment, and sorry for the late reply! I've actually done some reading on Nissan Sakura after reading your comment and wow, apparently Nissan's leadership was also shocked by the popularity of the car, so they might finally put some more money on the cheap EV segment, something they dominated in the Leaf era. Toyota has for the longest time been saying that they wouldn't enter the EV market seriously until solid state batteries became viable. Maybe they're still waiting for that, but then I think 2027-28 is a bit optimistic. I think we'll see incremental incremental innovations until then, but nothing major until 5-10 years from now, especially when it comes to mass market products. So, if you want an EV in the coming years, buying a used Tesla now or in 2 years will likely give you a similar range, price and experience.
I think this may underestimate the deliberate nature of Toyota's choice to delay full entry to the EV market, particularly also considering that hybrid vehicles are for the time being significantly more environmentally friendly than EVs taken as a whole. I don't think it is necessarily a strategic error or the result of conservatism on Toyota's part - I think they realise they actually have time to come to the EV market and keeping up Hybrids while they slowly expand has a number of benefits.
I think you have a good point, but am scared that you are incorrect. Car manufacturing is a slow process where incremental improvements over many years is key to success, and I think it speaks volumes that American and European companies have invested billions in EVs and their cars are still lagging behind Chinese brands because they exclusively make EVs. I think companies like BYD and XPENG will continue to incrementally improve their cars quicker than the likes of VW and Ford, and when Japanese companies join the game, I don't see why they'd have an edge, do you?
Thank you for a well researched, clearly written and concise summary of how Japanese automakers are positioning themselves in the global BEV market. In the long run, many of these brands will most likely succeed.
A few weeks ago, I took a test drive of Nissan's Sakura, which was impressive. The salesman from a dealership in Kyushu described himself as a BEV geek and, curiously, advocated waiting to buy a BEV until sometime around 2027 or 2028, when Japanese manufacturers expect to be able to produce next-generation BEVs with a significant improvement in battery size and weight reduction, which should result in a substantial increase in range-even when using the air conditioner in the summer and the heater in the winter. Charging time will also be reduced to a fraction of the time it currently takes to get a full charge. He explained that current BEV technology is really only good for city driving, with an effective range of no more than 200 km. Another friend of mine who imports two European brands of cars from Europe to the Kansai region confirmed this report and strongly suggested sticking with a hybrid until later this decade.
Is this information true? Should I delay buying a BEV in Japan until the technology can support a mini-SUV or minivan (e.g., the size of a Honda Freed) with a range of at least 400 km, even during the winter when we would rely on the car's heater to keep us warm while driving?
I am very surprised that you did not at all mention by far the most interesting part of Honda's EV strategy.......Sony Honda Mobility. This is a JV that increasingly looks next generation, and like they have something special on their hands if they market and sell it well. Aside from anything else.....it has the potential to totally reinvent Sony as a mobility technology company and see them get a big second act. And since we now know that Honda's new EVs (O series) and the Sony EV (Afeela) will share the platform its clear that Honda is going to lean heavily on Sony's tech prowess.
Thanks for the comment, and you do make a good point about Sony Honda Mobility and the Afeela concept. It's indeed an intriguing part of Honda's strategy, especially with the potential to redefine Sony as a mobility tech player. However, my focus was on Honda's broader EV strategy rather than any single model.
While the Afeela boasts impressive features and tech partnerships, it still feels like a concept car. The massive array of sensors and AI integration sound promising but also resemble a hype machine more than a near-term reality, especially considering the challenges of achieving full self-driving capabilities. Remember, Sony's expertise in gaming and consumer electronics doesn't necessarily translate to automotive excellence. Their track record in software development isn't as robust as American or Chinese counterparts, which raises questions about their ability to deliver on these ambitious promises.
Moreover, Honda’s future success in the EV market hinges on their ability to scale and produce reliable, affordable electric vehicles, not just on standout models. The integration of Sony’s tech is exciting, but it won't be the silver bullet. Honda must leverage their extensive manufacturing experience and global infrastructure to transition to a fully electric lineup effectively.
In essence, the Afeela is a fascinating step, but Honda's overall capacity to make EVs mainstream is what will determine their future success in this rapidly evolving market.
You make several very salient points. Especially regarding Honda's need to produce good quality EVs at an affordable price to be competitive with the Chinese brands. And you equally make good points that there can be no gaurantee about Afeela's success.
However, I think that there are several points that are the counter weight to some of your concerns raised.
1) Afeela has a totally native operating system/user interface. One which Sony did not develop by themselves, but in conjunction with Electrofit (the software division of Continental), Blackberry, Epic games, and Microsoft (especially on the A.I side of the car). These are all companies with very robust experience in developing software. And by this point a lot of journalists have experienced the interior of the Afeela and all describe it as very robust, intuitive, and immersive.
2) I think they stand a fairly good chance of them pulling off the development of the car which lets remember does go on sale next year. The two guys spearheading the project are impressive. The CEO Mizuno is a ten year veteran of Honda China (I am sure this is no accident regarding why Honda chose him). And in several interviews he has talked about his experience and knowledge of the Chinese EV makers having toured their facilities. He intends to implement many of their methods. And from Sony's side is Kawanishi who is one of the guys that helped spearhead Playstation in the 90s (again...i am sure this is no accident). These are guys who seem to have the necessary knowledge and experience to pull something like this off.
3) Sony is certainly taking this very seriously. And are clearly starting to spend actual money on it. This month the Afeela will be displayed at a big LA Dodgers game to the public as part of the pre game event featuring a Sony Japanese artist Creepy Nuts in their first ever US concert.
and of course we must remember that Sony is aiming this at the luxury market. And all this tech development will trickle down to Honda's EVs. Which certainly has the potential to help Honda catch up.
Either way I think its going to be a fascinating project to follow and see how it develops. I do think that Sony is now being presented with an opportunity to get that big 2nd act if they can successfully re-invent themselves as a mobility technology brand. And it has the potential to be a gold mine for them if they can pull off what Apple failed to do with the Apple car.
Your knowledge about this topic is impressive! As you point out, it's still very much a luxury bet that might compete with the likes of lucid air and perhaps Rivian, but yeah, I can definitely see it trickle down if successful. Yeah, Honda definitely knows they need to learn from the Chinese when it comes to EVs, but question still stands if they're willing to put up the money for EV exclusive production lines and even full EV factories like BYD and XPENG has done. If so, and if soon, I am quite bullish they'll survive too. Another thing I forgot to mention is that Nissan is actually having the best selling EV in Japan, the Nissan Sakura, and the leadership was apparently taken by surprise of how popular it became, so perhaps they also know how to make great EVs and can catch up too
Thanks for the comment, and sorry for the late reply! I've actually done some reading on Nissan Sakura after reading your comment and wow, apparently Nissan's leadership was also shocked by the popularity of the car, so they might finally put some more money on the cheap EV segment, something they dominated in the Leaf era. Toyota has for the longest time been saying that they wouldn't enter the EV market seriously until solid state batteries became viable. Maybe they're still waiting for that, but then I think 2027-28 is a bit optimistic. I think we'll see incremental incremental innovations until then, but nothing major until 5-10 years from now, especially when it comes to mass market products. So, if you want an EV in the coming years, buying a used Tesla now or in 2 years will likely give you a similar range, price and experience.
I think this may underestimate the deliberate nature of Toyota's choice to delay full entry to the EV market, particularly also considering that hybrid vehicles are for the time being significantly more environmentally friendly than EVs taken as a whole. I don't think it is necessarily a strategic error or the result of conservatism on Toyota's part - I think they realise they actually have time to come to the EV market and keeping up Hybrids while they slowly expand has a number of benefits.
I think you have a good point, but am scared that you are incorrect. Car manufacturing is a slow process where incremental improvements over many years is key to success, and I think it speaks volumes that American and European companies have invested billions in EVs and their cars are still lagging behind Chinese brands because they exclusively make EVs. I think companies like BYD and XPENG will continue to incrementally improve their cars quicker than the likes of VW and Ford, and when Japanese companies join the game, I don't see why they'd have an edge, do you?
Thank you for a well researched, clearly written and concise summary of how Japanese automakers are positioning themselves in the global BEV market. In the long run, many of these brands will most likely succeed.
A few weeks ago, I took a test drive of Nissan's Sakura, which was impressive. The salesman from a dealership in Kyushu described himself as a BEV geek and, curiously, advocated waiting to buy a BEV until sometime around 2027 or 2028, when Japanese manufacturers expect to be able to produce next-generation BEVs with a significant improvement in battery size and weight reduction, which should result in a substantial increase in range-even when using the air conditioner in the summer and the heater in the winter. Charging time will also be reduced to a fraction of the time it currently takes to get a full charge. He explained that current BEV technology is really only good for city driving, with an effective range of no more than 200 km. Another friend of mine who imports two European brands of cars from Europe to the Kansai region confirmed this report and strongly suggested sticking with a hybrid until later this decade.
Is this information true? Should I delay buying a BEV in Japan until the technology can support a mini-SUV or minivan (e.g., the size of a Honda Freed) with a range of at least 400 km, even during the winter when we would rely on the car's heater to keep us warm while driving?