Management
The Story Behind the Birth of New "GT Model" in the EV "Ye Series" for China: Honda’s Intelligentization and Electrification Challenges
POINTWhat you can learn from this article
- In the Chinese market, the world’s largest automobile market, new energy vehicles (NEVs)*1 now account for over 40% of sales, and intelligentization is progressing
- The GT, the second model in Honda’s Ye Series, aims to provide an “extraordinary mobility experience”
- With the GT, Honda's development philosophies of “human-centric” and the “Joy of Driving” have been evolved for the Chinese market
*1: In China, electric vehicles (EVs), plug-in hybrid vehicles (PHEVs), and fuel cell vehicles (FCEVs) are defined as new energy vehicles (NEVs), which are eligible for government’s subsidies and sales are growing rapidly.
Honda aims to make all its vehicles sold in China hybrid or electric vehicles beyond 2030. As the first step of its vision, Honda unveiled the e:N Series EV in 2021, and has since released four models in the series. In April 2024, Honda unveiled the Ye P7 and Ye S7, the first models in its new EV Ye Series, followed by the second model, the GT, which made its world debut at the Auto Shanghai in April 2025.
China is the world’s largest automobile market, and is rapidly advancing in intelligentization*2 and electrification. To create unique value in China, Honda is collaborating with leading Chinese companies to advance intelligentization and electrification technologies. In this article, Yoshiki Hirose, project leader (LPL) of the GT shares behind-the-scene stories during the development, and a future vision.
*2: Intelligentization: the process of incorporating artificial intelligence (AI) and communication technologies to support such as automobile driving, enable software updates, and enhance the driving experience.
GT Large Project Leader (LPL), Product Strategy Division, Automobile R&D Center, Honda Motor Technology (China) Co., Ltd. View More Close Yoshinori Hirose
Read MoreChina: the world’s largest automobile market, where half the domestic sales are NEVs
In 2009, China surpassed the US to become the world’s largest automobile market*3. In 2024, automobile sales in China, excluding exports and commercial vehicles, reached 22,608,000 units (up 3.1% year-on-year)*4. Driven by the Chinese government’s vehicle replacement subsidies, the sales share of new energy vehicles (NEVs), including electric vehicles (EVs), plug-in hybrid vehicles (PHEVs), and fuel cell vehicles (FCEVs), have already surpassed 40%*5 in 2024.
*3: S&P Global Mobility
*4: China Association of Automobile Manufacturers (CAAM) January 2025 announcement
*5: NEVs sales ratio based on Honda survey
China domestic sales trend
The evolution of Intelligentization in Chinese vehicles is also noteworthy. For example, the NOA (Navigation on Autopilot), which automatically assists with operations such as accelerating and steering when a destination is set on the car navigation system, is becoming increasingly common. Additionally, driverless taxis capable of autonomous driving under specific conditions have already been put into practical use in certain areas.
Yoshinori Hirose, the project leader for developing the GT, a model in the second installment of the Ye Series, discusses the attractiveness of the new model, in terms of the rapidly evolving Chinese market, where intelligentization and electrification are advancing at a rapid pace.
GAC Honda GT, flagship model of the second installment of the Ye Series
The aim was to create an “extraordinary mobility experience.” - Why the focus was the passenger seat
GT is the flagship model of the Ye Series. What kind of car is it?
What were the reasons behind the focus on the passenger seat space, and the key focus points?
In China, the passenger seat is considered a “seat for entertaining special guests.” We paid particular attention to the materials and texture of every surface the passengers touch to create a more premium space. In addition, compared to a pure sports car, we focused on ensuring that the passenger seat occupants enjoy a more comfortable ride.
In the digital realm, we adopted a far-focus display that reduces motion sickness, is easy on the eyes, and provides a large-screen viewing experience, among other features, to make the time spent in the passenger seat comfortable and enjoyable.
The most important design aspect is the low and wide silhouette that evokes the feel of high performance, ensuring that people immediately feel the “coolness” and want to drive it.
Why aim for an “extraordinary” experience?
The target demographic, in their 30s, likely lead very busy lives.We identified a need there. We wanted to create a car that could reset the tension from work the moment they got behind the wheel.
Some people might drive the GT to unwind after work, while others might take a weekend trip with their partners. We wanted to create a car that provides mobility that is stress-free and without fatigue, while also enjoying a luxurious experience. Through this car, we hope to support people switch from everyday work life to an extraordinary world, and live richer, more fulfilling lives.
GT driver and passenger seats
GT was developed based on Honda’s “human-centric” development philosophy
How was Honda’s development philosophy incorporated in the GT?
We placed particular emphasis on Honda’s long-standing “human-centric” development philosophy, which prioritizes customer satisfaction, and thoroughly pursued basic performance such as safety and reliability.
We also aimed to realize the “Joy of Driving,” which is part of Honda’s DNA and a core value of the Honda brand. I worked diligently with the development team to refine the GT to a level where we could confidently say it is a first-class product, and present it to customers with pride. The GT is the result of combining Honda’s universal development philosophy with elements unique to China, such as the importance of the passenger seat and the latest intelligentization technologies.
What were the challenges during development?
The evolution of intelligentization, which enhances functionality and comfort through advanced AI, was a series of new challenges for us. China’s pace of technological evolution is the fastest in the world. We struggled with how to prepare and reflect the values and needs of Chinese customers in the GT.
To incorporate cutting-edge technology in a timely manner, we often had to make decisions to adopt technologies that were not in the original plans, which required convincing others. Continuously pursuing new innovations was particularly difficult with this project.
The importance of delivering a one-and-only experience
How did you overcome the difficulty in continuously pursuing the newest developments?
To ensure that both internal and external stakeholders understood what was required in the Chinese market, we made a conscious effort to clearly communicate the significance and necessity of developments.
For example, the passenger-side long-focus display. We initially considered using a standard LCD display like those adopted by other companies. However, that would have resulted in an ordinary product, which would not provide a compelling reason to choose the GT.
I believed there must be a clue somewhere, so I visited the showroom of a major telecommunications equipment manufacturer during development. When I saw their latest far-focus display, I was shocked. It was an advanced display I had never seen before, and I intuitively felt that it would be a reason to buy this car. So, we adopted it.
In this age, while there are differences in performance and functionality, most things can be achieved by other manufacturers’ vehicles. That is why we needed to create something that could only be experienced in the GT. By incorporating the latest technology from around the world, we believed we could attract Chinese customers. We have developed the GT by repeatedly explaining this necessity to everyone involved and gaining their understanding.
Passenger-side long-focus display
What can we expect in the future?
We aim to establish the GT as the flagship model of the Ye series. It embodies Honda’s DNA of the “Joy of Driving” and the Ye series’ brand concept of “enhancing customers’ individuality.” We want to deliver happiness and joy to customers through the GT, and we have confidence that it will evoke these emotions.
Furthermore, we plan to further evolve our products by leveraging the strengths of our Chinese partner companies, and continue to provide Honda’s unique value to our customers.
Honda booth at the Auto Shanghai in April, 2025.
The GT was designed to provide an “extraordinary mobility experience.” The driver’s seat offers a space which is immersive in the “Joy of Driving,” while the passenger seat was created to provide a comfortable “hospitality space” for the special passenger.