TOKYO, April 17 – Honda Motor Co. said it will start selling a China-built electric vehicle in Japan for the first time Friday, as the company turns to the reverse-import of models produced overseas to enhance its product lineup for domestic customers.
The new EV Insight is based on an SUV manufactured by a joint venture between Honda and Chinese automaker Dongfeng Motor Corp., with specifications changed for the Japanese market, Honda said Thursday. The company will sell up to 3,000 units, with a suggested retail price of 5.5 million yen ($35,000).
The launch comes as Honda rethinks its EV strategy, announcing last year that it would slash its investment in the sector through fiscal 2030 from 10 trillion yen to 7 trillion yen, citing pressure from high U.S. tariffs and weak demand for EVs globally. It has also suspended the development of three EV models for production in North America.
The Japanese automaker, however, is still seeking to meet the needs of domestic buyers of the environmentally friendly cars to address the limited lineup.
An official in charge of product development said the Chinese-made Insight clears “globally set standards” for safety and offers high-quality interior and driving performance.
The Insight, the fourth generation of its kind, will be the second China-manufactured model that Honda has sold in Japan, after the Odyssey minivan.
Honda currently sells only two EV models in Japan — both mini-vehicles. The company recently announced that it will roll out the “Super-ONE” compact EV in late May.
The new Insight has a cruise range of 535 kilometers per charge, while offering a wide range of interior comfort features such as an intelligent heating system and aroma diffuser, according to Honda.
The first-generation Insight was introduced in 1999 as Honda’s first mass-production hybrid model.
The automaker said that the reverse-import move is also expected to help lift the factory utilization rate, albeit not significantly, in China, where sales have been sluggish.
Honda said in March that it will import two of its U.S.-manufactured models for sale in Japan from the second half of 2026, also to enhance the lineup of products.
