Honda is also taking the unconventional design approach, much like Kia did with the EV9. This signals a broader shift in the mobility industry toward EVs and fresh design philosophies. The seeds of this change were sown back in 2019, but now it feels as if automakers are collectively telling the world, “Let’s embrace the new, the unconventional, and a bold paradigm shift.”

The tectonic shift in the automotive industry lies in the rapid rise of electric vehicles (EVs), led predominantly by China. The story began with China’s strategic capture of battery technology, gaining control over crucial resources like lithium, cobalt, and rare earth metals. This control has fueled the growth of Chinese automakers and battery suppliers. Companies like BYD, CATL, and SAIC, alongside government-backed initiatives, have aggressively positioned China as a leader in the EV race.

Chinese firms, both state-owned and private, have focused intensely on battery electric vehicles (BEVs), leveraging government subsidies and scaling production to dominate the global market. The result? A challenge that has forced legacy automakers to rethink their strategies. Now, brands like Honda, Volkswagen, and others face the stark reality: adapt to this EV wave or risk irrelevance.

At CES 2025, Honda’s unveiling of the 0 Series prototypes represents its response to this challenge. The industry-wide shift is a call to arms—embrace the electrified future and counter China’s dominance, or face being sidelined in a rapidly evolving market.

Honda 0 Saloon

The Honda 0 SALOON, showcased as the flagship prototype of the Honda 0 Series, represents a bold statement of the company's “Thin, Light, and Wise” design philosophy. This futuristic EV takes a radical approach, signaling not only a design overhaul but also a shift in the paradigm of automotive styling. Its sharp, geometric cues and low-slung profile bring to mind the daring lines of the first-generation Lamborghini Gallardo.

In a similar vein, Jaguar is also trying to forge a new identity through bold, unconventional design. It’s reminiscent of the design of the Tesla Cybertruck, which caused a stir when it was first revealed for all the wrong reasons. Both the Type 00 and the Cybertruck come off as odd experiments that seem more like a conceptual leap than a polished product. However, both are polished products.

Honda 0 SUV

The Honda 0 SUV has a solid overall presence, with proportions that work well and a design that feels futuristic. However, the rear and rear side of the vehicle seem to miss the mark. There's something off about the way the car tapers and the overall rear treatment, which makes it look more like a concept car from the 2010s, rather than a fully refined production vehicle. It’s reminiscent of the wild, experimental designs that automakers showcased in that era, where the focus was more on attention-grabbing shapes than practical aesthetics.

That said, the interior of the 0 SUV is a different story. It's absolutely stunning—modern, minimalistic, and focused on embracing advanced technology. Honda is clearly leaning into the unconventional, much like other brands attempting to push boundaries in the EV space. While the exterior may feel a bit strange in places, the interior reflects Honda’s commitment to innovation and a more visionary approach to car design.

What is CES 2025

CES 2025, short for the Consumer Electronics Show 2025, is a major technology trade event that brings together the latest innovations from industries like consumer electronics, automotive, robotics, and more. Held annually in Las Vegas, it’s known for showcasing cutting-edge products and futuristic technologies. For the automotive industry, CES has become an important platform where companies unveil their latest electric vehicles, autonomous driving technologies, and smart mobility solutions.