Honda’s Strategic Turn
Honda is preparing to discontinue sales of its only currently fully electric model available in Europe. As part of a review of its electric vehicle strategy, the automaker is pulling the e:Ny1 crossover from sale just three years after its debut. This is a drastic step, but it does not mean a complete abandonment of the electric direction. A newcomer is already waiting to replace the e:Ny1 — the compact Super-N hatchback, which, however, belongs to a completely different segment.
Origin and Path of the e:Ny1 Model
The e:Ny1 is a product of Honda’s joint venture with the Chinese company Dongfeng. It arrived in Europe in mid-2023 as the electric “brother” of the HR-V hybrid crossover, adapted for the European market. Despite a strong external resemblance, this model was initially developed for China, where it has been sold since 2022 under the names e:NS1 and e:NP1.
The German newspaper Handelsblatt reports that the e:Ny1 has already been removed from online configurators in several key countries, including Germany, Italy, and Spain.
The model can still be ordered in France and Austria, but according to sources, Honda is directing remaining inventory to the markets of the UK and Northern European countries, where demand is higher.
Sales Problems and Price Reduction
Overall, the electric crossover failed to gain traction against the backdrop of more modern and affordable competitors from European and Chinese brands. Even after a significant price reduction in Germany from 47,590 euros to 38,990 euros, Honda managed to sell only 105 units of the e:Ny1 last year.
Technical Specifications of the e:Ny1
The e:Ny1 is built on the “e:N Architecture F” platform and is equipped with a single electric motor producing 201 hp. The 68.8 kWh battery provides a range of 412 km according to the WLTP international cycle. Differences from the European version of the HR-V include a redesigned front end with a charging port on the grille, transparent rear lights, and a 15.1-inch portrait touchscreen in the interior.
Global Consequences of the Decision
The reduction in presence in Europe mirrors a broader global shift in course. Honda recently confirmed the cancellation of various planned electric models originally intended for North America. Among them are the Acura RSX, 0 Series Saloon and SUV, as well as the Afeela sedan and SUV from the Sony Honda Mobility joint venture.
Hopes Pinned on the New Model
Despite the gloomy prospects for larger electric models, Honda is not abandoning electric vehicles entirely. The compact Super-N hatchback will appear in the UK and Europe shortly after sales start in Japan. This small model is inspired by the iconic Honda City Turbo II, features sporty body kits, and has an electric motor with 94 hp. Its main advantage is expected to be an affordable price — starting from 20,000 pounds sterling in Europe, which the company hopes will attract buyers.
The rest of Honda’s model range in Europe is currently available exclusively with hybrid and plug-in hybrid powertrains, as all models with only internal combustion engines were discontinued at the end of 2022.
This step by Honda clearly illustrates the challenges faced by traditional automakers in the fast-changing electric vehicle market. The quick discontinuation of the e:Ny1, which did not find sufficient demand, indicates fierce competition, especially from Chinese brands offering technologically advanced and affordable models. The focus on the compact and budget-friendly Super-N could be a strategically more successful move for the European market, where demand for small city cars remains stable. The success of this model could become a way for Honda to maintain a presence in the electric segment by refocusing on a niche where it has a historical reputation and fewer direct competitors.