Honda has announced that it will be changing the naming of its electric cars after customers found the e:N badging too difficult to pronounce. The new naming system was unveiled at the Beijing motor show, starting with the Ye P7 large SUV that will go on sale in China later this year. This change in naming convention will also be applied to Honda’s sole EV in the UK, the e:Ny1 small SUV, when it receives a facelift next year.
The decision to change the naming convention was largely driven by customer feedback in China, where the e:N badging proved to be a challenge for many. According to a source close to Honda, “Customers in China just can’t pronounce it.” The upcoming update for the e:Ny1 in the UK will also incorporate design features from the P7, such as the illuminated Honda badge.
In China, Honda currently uses either the e:NS1 or e:NP1 name for its small electric SUV, depending on whether it is made by its joint venture with Dongfeng or GAC. In Europe, it uses e:Ny1. Under the new naming scheme, Honda in China has kept the P and S letters depending on which joint venture builds the car. This means that in Europe, the car could be renamed as the Y1. This decision to keep the Y element in the name also avoids any potential conflicts with other brands such as McLaren or Audi.
Audi has been known to be very protective of its naming system and has previously forced Chinese EV maker Nio to change the names of its ES6 and ES8 SUVs due to their similarity to Audi’s S6 and S8 models. By adopting a new naming convention, Honda can ensure that its electric cars have unique and distinguishable names in the market.
The new Ye Series cars, starting with the P7/S7, are based on a newly developed EV-specific platform. Honda has announced plans to launch a total of 10 new EVs in China by 2027, as part of its strategy to move its brand upmarket and better compete in the electric vehicle market.
Unfortunately, the switch to the new naming and design language came too late for the e:NS2 mid-size hatchback, which has just been released in China at a surprisingly low price of ¥159,800 (£17,700). According to the source, Honda is losing the equivalent of £5500 per car due to the low pricing. The e:NS2, which could potentially be introduced to Europe following the e:Ny1, features a 68.8kWh battery pack with a range of 339 miles on the CLTC cycle.
In the UK, Honda currently sells the e:Ny1 starting from £39,995. However, in an effort to meet its Zero-Emission Vehicle (ZEV) mandate target for 2024, Honda has been offering heavy discounts on the vehicle, currently at £3000 with finance at just 1.9% APR. This aggressive pricing strategy reflects Honda’s commitment to increasing its electric vehicle presence and meeting regulatory requirements.
In conclusion, Honda’s decision to change the naming convention for its electric cars is a response to customer feedback and a desire to simplify pronunciation for consumers. The new Ye Series cars, beginning with the P7/S7, will showcase Honda’s commitment to electric mobility and its efforts to compete in the growing market. While the switch comes with challenges, such as the low pricing of the e:NS2, Honda remains focused on its goal of launching 10 new EVs in China by 2027. By offering competitive pricing and attractive discounts, Honda aims to meet its ZEV mandate and establish itself as a key player in the electric vehicle industry.
