Sluggish Sales Prompt Honda to Halt e:Ny1 in Europe

JAKARTA, KOMPAS.com – Honda is reportedly set to halt sales of its only pure electric vehicle currently marketed in Europe, the Honda e:Ny1.

This move forms part of a reassessment of Honda’s electrification strategy in the region. Moreover, the e:Ny1 has been on the market for just around three years since its initial introduction in mid-2023.

Nevertheless, this decision does not signify a complete retreat by Honda from the electric vehicle segment. The manufacturer has already prepared a new model, the Honda Super-N, which will replace the e:Ny1 with a different market approach.

According to a Handelsblatt report, the e:Ny1 is no longer available in the configurator in several major countries such as Germany, Italy, and Spain.

Currently, the model is still being marketed on a limited basis in France and Austria, while remaining stock is being redirected to the UK and Nordic regions where demand is considered higher.

In terms of sales, the e:Ny1’s performance has indeed been underwhelming. In Germany, for instance, only 105 units were sold throughout last year, despite a price cut from 47,590 euros (approximately Rp 960 million) to 38,990 euros (approximately Rp 780 million).

Honda’s actions in Europe align with a shift in the company’s global strategy. Honda had previously cancelled several electric vehicle projects for the North American market, such as the Acura RSX EV, the 0 Series line, and the Afeela model resulting from collaboration with Sony Honda Mobility.

However, Honda continues to uphold its commitment to the electrification segment through alternative approaches. One such is the introduction of the Super-N, which will launch in Europe following its debut in Japan.

This model features a compact electric hatchback concept with a design inspired by the Honda City Turbo II. Equipped with a 94 hp electric motor, the Super-N is projected to arrive at a more affordable price, below 20,000 pounds sterling (approximately Rp 400 million).

At present, Honda’s entire product line in Europe has transitioned to hybrid and plug-in hybrid technology. Meanwhile, pure internal combustion engine (ICE) models have been discontinued since the end of 2022.

Honda’s Electric Vehicle Market in Indonesia

Honda Indonesia has also brought in the e:N1, which is essentially an electric vehicle based on the e:Ny1 concept.

The model, often referred to as the electric version of the HR-V, is not sold in Indonesia but is available under a subscription scheme at a rental cost of Rp 22 million per month.

Previously, Yusak Billy, Sales & Marketing and After Sales Director of PT HPM, stated that the total number of imported units has reached 120. The majority are used by fleet consumers or companies.