Honda "Reverse Imports" Electric Vehicle from China, 535km Range, Priced at 4.2 Million Yen
Honda recently announced the official launch of its all-electric model "Insight" in Japan on April 17th. This marks the first time a Japanese automaker has imported an EV produced in China for sale in its domestic market, signifying a notable shift in the automotive industry landscape between China and Japan.
It is understood that the Insight is based on the e:NS2 all-electric model launched by Dongfeng Honda in 2024, modified for right-hand drive for the Japanese market, and with the charging port adjusted to Japanese standards.
The vehicle has a full-charge range of 535 kilometers, making it the longest-range model in Honda's lineup. The price is set at 5.5 million yen (approximately 235,500 yuan), but after a 1.3 million yen subsidy from the Japanese government, the actual price is 4.2 million yen (approximately 179,900 yuan). The first batch will be limited to 3,000 vehicles.
Oda Ken, Honda's product planning manager, stated that the limited quantity of 3,000 units was determined by considering the target customer base and Honda's market share in Japan. Development leader Koike Kunihiko emphasized that the vehicle was quality-managed to global standards, and that the company will continue to consider importing models produced overseas into the Japanese market in the future.
However, the launch of this "Made in China" EV also reflects Honda's current strategic dilemma. In March of this year, Honda announced the suspension of development and sales of three EV models, including its flagship sedan.
Honda's consolidated final profit for fiscal year 2025 (ending March 2026) may see a massive loss of up to 690 billion yen, compared to a profit of 835.8 billion yen in the previous fiscal year.
Honda will announce its new business strategy in May of this year. Whether the "reverse import" model of the Insight can become a breakthrough remains to be seen in the market.