Honda confirms it continues to develop electric vehicles, including HEVs, after halting development of the Honda Zero Alpha in the U.S. Meanwhile, the Honda e:N2 electric vehicle in Thailand has over 2,500 preorders, believed to appeal to the Premium Mass segment.
Mr. Koji Iwanami, President and CEO of Honda Automobile (Thailand) Co., Ltd., stated that following Honda Motor Japan's announcement to end development plans for the Honda 0 SUV, Honda 0 Saloon, and Acura RSX in the United States,
Honda Japan recorded expenses due to losses from canceling the sale and production of three major electric vehicle models developed for the American market. This cancellation required impairment charges and development costs to be recorded within the current fiscal year. This is a charge that has already been incurred, but the loss does not affect the company’s current cash flow or financial situation.
"Although we have canceled the development plans for the Honda 0 SUV, Honda 0 Saloon, and Acura RSX models in the U.S., Honda continues to develop electric vehicles for other countries, with plans for over 20 models globally, including Thailand,"
Mr. Koji added that recently they officially announced the price and launched sales of the latest 100% electric SUV, the Honda e:N2, priced at 1,429,000 baht at the 2026 Motor Show. It has received an excellent response with over 2,500 preorders (as of 22 March 2026). They also exhibited the Honda Prelude and Honda Super EV Concept. Honda plans to continuously introduce new product lineups to keep the market excited.
However, Honda is aware of the intense price competition in the EV market, especially from Chinese brands. Honda is currently studying the market, competitors, costs, and customer service to build comprehensive competitiveness.
"The launch price of the e:N2 is not yet competitive for high-volume sales. Therefore, the target customers are the Premium Mass segment. In the future, Honda will release electric vehicles only when confident in full competitiveness, including price and other factors,"
Additionally, at the 2026 Motor Show, Honda showcased the legendary sixth-generation Honda Prelude sports coupe equipped with a full hybrid e:HEV powertrain and the latest S+ Shift technology, allowing Honda fans a close-up experience.
They also displayed the Honda Super EV Concept, a small EV prototype designed to deliver driving enjoyment, available for viewing only at this event. Alongside this, the full hybrid e:HEV lineup—The EXCITING Hybrid—was fully presented, covering every segment to meet customer needs.
Meanwhile, Honda's booth also featured Modulo, Honda’s genuine accessory brand, offering a variety of items catering to both sporty design enthusiasts and versatile function seekers. The highlight was the first-ever collaboration, Honda x HOMEBOY DREAMS UNBOXED, which brings iconic Honda models beloved by generations—such as the NSX, Prelude, and Civic Type R—into cool fashion apparel, available exclusively at the event.