Honda Motor’s new electric vehicle strategy took center stage in Tokyo as F1 champion Max Verstappen drove the company’s pivotal 0 Series SUV prototype before 12,000 spectators. The all-electric SUV, first unveiled at CES 2025, is expected to begin production at Honda’s EV Hub in Ohio in 2026 for North American markets before launching in Japan and Europe.
The Japanese automaker is betting heavily on its “Thin, Light, and Wise” design philosophy for the 0 Series, which represents Honda’s crucial transition toward its goal of selling only electric and fuel cell vehicles by 2040. While specifics remain limited, industry reports suggest the vehicle may offer between 241 to 480 horsepower with both rear and all-wheel drive configurations.
Honda faces significant challenges in the competitive EV landscape, ranking just 24th globally by volume in late 2024. Despite tripling its year-on-year EV sales to 27,000 units, industry leader Tesla sold 17 times more vehicles during the same period.
The F1 connection isn’t accidental. “F1 is popular in the U.S., so we have high hopes,” said an unnamed Honda executive, referring to the crucial North American market. Honda plans to return to Formula 1 in 2026 as a power unit supplier after its successful partnership with Red Bull Racing yielded four consecutive driver championships for Verstappen.
Pricing remains unannounced but analysts expect premium positioning, raising questions about Honda’s strategy. “F1 can make an impression on potential customers who wouldn’t otherwise go for Honda,” noted Seiji Sugiura from Tokai Tokyo Intelligence Laboratory. “The question is whether it can do the marketing well.”
