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Honda’s 0 Series Shows How to Rebrand Without Losing Identity

Honda 0 Saloon and 0 SUV prototypes side by side
Credit: Honda

Summary

  • Honda unveiled the 0 Series in January, a new EV sub-brand with the 0 Saloon and 0 SUV prototype set for 2026.
  • The 0 Series features a redesigned “H” logo, hinting at a potential broader rebranding.
  • Honda aims for 100% BEV and FCEV sales by 2040, taking a gradual approach to EV adoption.
  • The 0 Series emphasizes “Thin, Light, and Wise” design principles and advanced technology like Level 3 autonomous driving.
  • Honda is partnering with Renesas for a high-performance SoC to power the 0 Series and is involved in the IONNA charging network.

Last month, Honda unveiled two new prototypes for its next-generation EV lineup, a sub-brand called the 0 Series, comprising the 0 Saloon and 0 SUV, slated for 2026 production. The Japanese automaker also introduced a redesigned H logo exclusive for the 0 Series, meaning its 2025 offering keeps the current H mark.

But what’s more compelling about Honda’s new electric sub-brand is that this might be the beginning of a gradual and more subtle rebrand (unlike Jaguar) to go along with the company’s full EV plans. Last April, Honda announced its goal to make BEVs and FCEVs represent 100% of vehicle sales by 2040.

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