Honda will import its China‑built electric models to Japan as the new Insight, expanding its EV range and sharpening its market edge. Learn more.
Japanese carmaker Honda announced that it will start selling electric vehicles (EVs) produced in China to Japanese customers as early as the first quarter of 2026. The move makes Honda the first Japanese automaker to bring a China‑manufactured EV directly to its home market.
Adapting the Model for Japan
The Chinese‑built model, originally launched in China in 2022 under the Honda e:N badge, will be tweaked to meet Japan’s technical and safety standards. While the vehicle shares a design language with the upcoming Honda e:NS2, production is handled by the Dongfeng Honda joint venture in China.
For the Japanese launch, the car will carry the historic name Honda Insight. The Insight nameplate first appeared in 1999; its third generation ended production in 2022. Reviving the name signals Honda’s ambition to broaden its EV portfolio and give local buyers more choices.
Current EV Landscape in Japan
Japan’s EV selection remains limited. Honda currently offers only two pure‑electric mini‑cars – the Honda N‑One e: and the Honda N‑Van e:. The company’s first full‑size EV, the Honda e, was discontinued in 2024 after delivering a modest 259 km range per charge.
Meanwhile, foreign players such as Tesla are accelerating sales, and domestic rivals Toyota and Suzuki are rolling out new EV models to stay competitive.
What the New Insight Brings
- Range: Approximately 500 km on a single charge, the longest offered by Honda in Japan.
- Positioning: Targets midsize‑car buyers looking for a practical, long‑range EV.
- Production Efficiency: Utilises existing capacity at Dongfeng Honda’s Chinese factories, helping to offset recent sales declines in the country.
Strategic Rationale
Honda’s sales in China fell 24% in 2025, slipping to 645,345 units – the fifth consecutive year of decline. Intense price competition from local brands like BYD and Geely has squeezed margins. Exporting Chinese‑built EVs to Japan not only diversifies Honda’s product mix at home but also improves utilisation of its Chinese manufacturing base.
By expanding the domestic EV lineup, Honda aims to capture a larger share of Japan’s growing electric‑vehicle market, which is being reshaped by stricter emissions regulations and rising consumer demand for greener mobility.
Industry Trend: Reverse Imports
Honda is not alone in this “reverse import” strategy. Toyota and Suzuki have begun importing electric versions of models such as the Urban Cruiser and e‑Vitara, taking advantage of lower assembly costs in India. Japanese regulators are also easing type‑approval rules for vehicles built abroad, helping manufacturers introduce overseas‑produced models more quickly.
These developments hint at a broader shift: Japanese automakers are increasingly looking beyond domestic factories to stay competitive in the fast‑evolving EV era.