For years, Japan’s automakers have charted a different path through the global shift to electric vehicles. While American and European brands rushed to flood the market with battery-powered options, companies like Honda and Toyota took a more measured approach — exploring hybrids, fuel cells, and now, a renewed interest in hydrogen. It’s a philosophy rooted in long-term engineering bets rather than short-term gains, one that’s starting to look bolder as EV hype cools and infrastructure gaps persist.
Japan is at the forefront of innovation
But bold doesn’t always mean fast for Japan-based companies. As competition stiffens and once-dominant players recalibrate, Japan’s slow-burn strategy is entering a critical phase. Consumers are watching timelines. Investors are watching execution. And with global emissions goals tightening, governments are watching everything. For Honda, once seen as trailing behind in the electric race, the clock is ticking louder — and each product delay raises new questions about where the company is really headed.
Now, another Japanese automaker is signaling a reset. After scrapping a planned electric SUV and returning to the drawing board, the company is betting on a different blueprint altogether — one that fuses next-gen design with a hydrogen/hybrid future. And it’s this pivot, wrapped in new promises and a new platform, that marks the beginning of the 0 Series.
Honda is putting its electric car plans on hold
Honda is putting its electric car plans on hold. Earlier this year, the company laid out a 10-year roadmap focused on hybrids. However, one of the three electric SUVs they had in the pipeline has been dropped, according to a new report out of Tokyo.
Only the large electric SUV meant for the U.S. market was canceled. The other two, a midsize SUV and a low-slung sedan shown in the 0 Series Concepts, are still moving ahead. The sedan is expected to arrive first, in 2026. Honda even gave fans a sneak peek at the midsize model during the Japanese Grand Prix back in April.
The now-canceled SUV was intended to compete in America, where most of Honda’s sales come from bigger vehicles. However, the high cost of making it, paired with slowing demand for EVs, raised questions about how well it would sell. Honda had already reduced its EV investment from 10 trillion yen ($69 billion) to 7 trillion yen ($48 billion) through the end of the decade.
The focus has shifted
The focus has shifted. Honda is expected to double down on hybrids — possibly adding versions of the Pilot, Passport, and Odyssey to that list. This is a safer bet for now, helping the company stay on track financially while getting ready for the next EV wave.
And Honda isn’t alone. Another Japan-based company, Toyota, has hit pause on its new electric SUVs made in the U.S., thanks to strong demand for the Grand Highlander. Those launches are now pushed to 2026 and 2028. Ford, meanwhile, is allowing Nissan to use part of its battery factory in Kentucky after making some changes to its own EV rollout.
Toyota is also focusing on other projects beyond electric powertrains
Toyota currently powers the Supra with a turbocharged 2.0-liter engine, created in partnership with BMW. However, this version is approaching the end of its production run. Although details about its successor remain undisclosed, one thing is clear: the Supra nameplate will continue.
Despite the automotive industry’s strong shift toward SUVs and tightening emissions standards, Toyota remains committed to keeping the sports car segment alive. Hydrogen continues to play a key role in Toyota’s plan for carbon neutrality. The company is actively pushing forward projects covering the full hydrogen ecosystem—from generating and transporting to storing and utilizing the fuel—by collaborating with a range of partners across the industry.
AloJapan.com