Rising from the Ashes – Honda’s Comeback Strategy
With the aim to reclaim the sparkle it lost as its badge slipped into the mass-market crowd, the Honda is rising again as a phoenix. As a part of 10-model strategy for the remaining half of this decade, Honda plans to import a trio of halo models—the Prelude coupe, the ZR-V hybrid and the all-electric 0 SUV—between 2026 and 2027, ahead of locally built 0 Alpha EV that is slated to be released in 2027. The move aims to reignite consumer aspiration while spotlighting Honda’s global engineering prowess, particularly in hybrids and next-generation EV technology.
Let’s have a look at a decade ago, Honda’s brand hierarchy was clear as well as aspirations – at the top they had Accord and CR-V, then they had Civic in the middle, with City as an entry point.
With the introduction of budget-leaning models like the Amaze, Brio, BR-V, Jazz and WR-V, their brand equity was diluted. Profit-driven rationalisation then led to the discontinuation of these models, the shutdown of the Greater Noida plant, and the exit of global nameplates such as the Civic and CR-V. With this, the brand got to be perceived as an overly mass-focused bran, with little to no awareness and acknowledgement of Honda’s international prowess
Halo Imports and the Road Ahead
To rekindle and pique the interest of consumers, Honda is now turning towards targeted imports. With Prelude hybrid couple, slated to arrive in early 2026, Honda is bringing back an iconic nameplate that shall come with a 200hp, 2.0-litre hybrid setup and simulated shifts. India-specific adaptations like E20 compliance are underway, though its modest performance and expected Rs 80-lakh pricing may limit its halo impact. The ZR-V hybrid, due end-2026, is the most practical import: a premium crossover with a 180hp hybrid powertrain and AWD. Priced at Rs 50-60 lakh, it will serve as a crucial hybrid showcase despite niche volumes.
Honda’s true flagship, the imported 0 SUV, arrives in mid-2027 on the new 0 Series EV platform, offering 80–100 kWh batteries, ~500 km range, and advanced tech. Positioned above the locally built 0 Alpha, it will lead Honda’s EV ambitions. The key challenge is consistency—these imports must reflect a sustained commitment to revive the brand’s emotional appeal in India.
Like a phoenix rising from familiar ashes, Honda is rekindling its spark in India, fusing global innovation with local ambition—but whether it will be greeted by clear skies or struggle through raging storms remains to be seen. Until then….
Summary
Honda is staging a comeback in India, aiming to reclaim its lost brand sparkle with targeted imports and a 10-model strategy. Iconic nameplates like the Prelude hybrid, ZR-V hybrid, and all-electric 0 SUV will showcase global engineering and EV technology. Success hinges on consistency, as Honda seeks to revive consumer aspiration and navigate the uncertain reception of its renewed ambitions.
