Honda wants to grab a share of China's booming electric vehicle market, which is dominated by local automakers such as BYD.
The company has launched its new Ye series of electric cars, designed specifically for Chinese consumers.
Honda hopes to increase its market share through its new electric car brand after sales in China fell by 10% last year.
Ye joins the existing Chinese electric car brand, making it Honda's third brand in China after e:N and Linxi.
Honda plans to launch six new Ye vehicles by 2027 to improve its prospects in key global electric vehicle markets.
The first three models of Ye were presented at its market launch. Honda plans to produce the Ye GT sports car in 2025.
Meanwhile, the Wild P7 and Wild S7 are gearing up to hit the Chinese market later this year.
The new branding features a new Honda logo associated with the next generation of electric vehicles.
Yeqi launches a new platform for customized electric vehicles. Honda has ambitious plans for the new brand: six Ye models are scheduled to be on the market by 2027.
The automaker wants to fully electrify its Chinese products by 2035.
The company is equipping the dashboard and door panels of its new electric cars with LED lights that change based on artificial intelligence.
The Ye GT electric car has a long-distance focusing screen, giving people a special theatrical feeling.
Honda and other Japanese automakers are facing a decline in their market shares as the Chinese market rapidly shifts toward electric cars.
Established automakers are struggling to cope with the rapid rise of local Chinese brands and new entrants to the electric vehicle sector.
Domestic car manufacturers such as BYD dominate sales in China and are crowding out popular brands from the market.
Honda's decision to diversify its electric vehicle strategy in China through the Ye brand shows that Honda has recognized the region's unique consumer preferences.
The company said its new Ye brand aims to accelerate its transformation in China as electric vehicles expand rapidly.