In Japan, One in Five Honda Sales Will Be Hybrids by 2011
Honda plans for hybrids to account for about 23 percent of its Japanese sales in fiscal year 2011, according to a report from Japan’s Nikkei over the weekend. The new target represents an increase to nearly 150,000 annual domestic hybrid sales—supported by the introduction of a new hybrid gas-electric wagon, based on the Honda Fit, and the company’s first hybrid minivan.
Honda appears determined to reclaim its leading position on hybrids by introducing these new models—and developing a full range of electric-drive technology including full hybrids, plug-in hybrids and pure electric cars. At the recent 2010 Los Angeles Auto Show, the company announced its intentions to produce an all-electric Fit, as well as a two-motor hybrid system with plug-in capability, both by 2012.
Honda’s current hybrid system, known as Integrated Motor Assist (IMA), is considered a mild hybrid with limited capability to directly power the wheels. Most analysts believe Honda’s reliance on IMA has limited its ability to fully enter the market for competitive hybrids and electric cars. Honda’s new technology and models, and its aggressive sales targets for Japan, reveal a more comprehensive vehicle electrification strategy. “We have an IMA system for our smaller cars, the Insight, the CR-Z, and the Civic [Hybrid], and this new [plug-in] platform, which we’ll be able to utilize on larger vehicles,” said William Walton, manager of product planning at Honda.
In February, Reuters reported that Honda is developing a hybrid system suitable for larger cars such as the Odyssey minivan the Pilot sports utility vehicle. At that time, Tomohiko Kawanabe, Honda’s chief operating officer for automobile research and development, said, “We’ve left the research stage and entered the field of development.” He said these vehicles could hit the U.S. market around 2013.
Honda launched the Fit Hybrid in Japan last month—at a price below all other available hybrids—but it’s uncertain if it will be sold in the United States. A wagon version of the Fit Hybrid, roughly 20 inches longer than the standard Fit platform, will be launched in March 2011. Later in the year, Honda plans to introduce a hybrid version of the Freed small minivan. At that point, Honda will have five hybrids on the market in Japan. The company is expecting to discontinue domestic sales of the Civic Hybrid.
Honda Goes Back to the Future
The new Honda two-motor system opens the possibility for full hybrids (with or without a plug), but so far Honda is only talking in general terms about a mid-size plug-in hybrid and the Fit EV. “Plug-in hybrid technology is a bridge technology leading us to ultimately CO2-free vehicles,” Walton said. The Honda two-motor system continuously shifts between three different modes to maximize efficiency: all-electric, gasoline-electric and a “engine direct-drive mode,” in which only the engine drives the wheels during high-speed driving.
The plug-in hybrid uses a 6 kWh lithium-ion battery, a 120 kW electric motor, and a 2.0-liter 4-cylinder Atkinson cycle engine with a Continuously Variable Transmission (E-CVT). The all-electric mode achieves a range of approximately 10-15 miles in city driving and a top all-electric speed of 62 miles per hour. Fully recharging the battery will take 2 to 2.5 hours using a 120-volt outlet and 1 to 1.5 hours using a 240-volt outlet.
Japanese subsidies for fuel-efficient cars, as well as high gas prices, have invigorated domestic hybrid sales and have helped make the Toyota Prius the top-selling car in Japan for nearly two years. In 2009, hybrid sales in Japan surpassed the United States to become the largest hybrid market in the world—despite Japan selling about one-third as many total vehicles per year.