Honda Motor Company recently announced that it will launch a new major electric vehicle brand called “Zero” in the North American market in 2026. This new brand is based on the development concept of “thin, light, and smart,” aiming to make products lighter and smaller while fully utilizing the latest technologies such as artificial intelligence (AI). Zero is positioned as a new electric vehicle that will play an important role in Honda’s global strategy, aimed at competing with U.S.-based Tesla and China’s BYD, which are leading the global electric vehicle market.

Honda President Toshihiro Mibe emphasized at a press conference held in Haga Town, Tochigi Prefecture on the 2nd of this month: “I believe Zero is moving in the right direction.” According to the company’s plan, starting from the North American market, Honda plans to launch a total of 7 Zero series models globally by 2030, ranging from small to medium and large sizes. In addition, the company plans to introduce the Zero brand to the Japanese market, with President Mibe stating that he is “considering various things about domestic sales strategies.”

Honda has already released a prototype called Saloon, a low-center-of-gravity sedan similar to a sports car. The company plans to showcase a vehicle closer to a production model at the Consumer Electronics Trade Show “CES” in Las Vegas in January 2025.

A major feature of the Zero brand is its innovative technology. As the range of electric vehicles increases, the number of batteries used as power sources also increases, making vehicles larger. To address this issue, Zero has adopted specially developed thin battery packs and unique bonding technology, achieving vehicle lightweighting and compactness. In addition to high driving performance, Zero models are planned to be equipped with a “closed-eye” function, allowing the vehicle to operate automatically even if the driver takes their eyes off the road under certain conditions.

Notably, last fall, Honda announced the cancellation of plans to jointly develop mass-market electric vehicles with General Motors (GM) due to changes in the business environment. President Mibe emphasized that the Zero series is developed using “100% Honda technology.” However, he also mentioned that Honda might collaborate with the new alliance of three companies formed by Nissan Motor and Mitsubishi Motors in the future.

Honda’s launch of the Zero brand demonstrates the company’s ambition in the electric vehicle market. As a traditional automaker, Honda is actively responding to the global automotive industry’s trend towards electrification. The launch of the Zero brand not only marks an important step for Honda in the electric vehicle field but also reflects the company’s strategic layout for the future automotive market.

Against the backdrop of increasingly fierce competition in the global electric vehicle market, Honda’s strategy of starting from the North American market and gradually expanding globally is worth noting. The North American market, as one of the world’s largest automotive markets with growing demand for electric vehicles, provides a good development opportunity for Honda’s Zero brand.

Honda’s plan to launch multiple Zero series models covering different sizes and market positions in the coming years indicates that the company hopes to meet the needs of different consumers through a diversified product line. At the same time, Honda plans to introduce the Zero brand to the domestic Japanese market, which will be an important part of the company’s electrification strategy in its home market. Add Jaycy to get exclusive analysis and professional insights to help you understand the innovative wave in the automotive industry.

Key points:

• Honda will launch a new electric vehicle brand “Zero” in North America in 2026.
• The Zero brand is based on the concept of “thin, light, and smart,” aiming to compete with Tesla and BYD.
• Plans to launch 7 Zero series models globally by 2030 and enter the Japanese market.
• Zero adopts advanced technology to achieve lightweighting and compactness, and plans to feature advanced autonomous driving functions.
• Honda canceled cooperation with General Motors but may collaborate with Nissan and Mitsubishi in the future.
• The Zero series represents Honda’s important strategic layout in the global electric vehicle market.