Honda is suffering the worst crisis in its history, after the automotive division registered losses exceeding 4.2 billion euros during the Japanese fiscal year, which ends on March 31st each year. This is the first time in the Japanese brand's 70-year history that a fiscal year has closed with financial losses, causing a real earthquake that has shaken the foundations of the Nipponese brand. In fact, one of the first measures taken by the company's management has been to rethink the brand's industrial roadmap, oriented towards a total electrification of its range.The poor results of a historically profitable and sound brand like Honda's automotive division (which includes the high-performance subsidiary Acura) are mainly due to the involution of the North American market because of the trade tariffs imposed by the Trump administration and the transition process towards electric cars, which is not progressing at the pace foreseen by the brand.Let's take it step by step, though. To grasp the magnitude of the tragedy, one must first understand that Honda is a brand with a large commercial presence in the United States, a country where it also has several production plants such as those in the state of Ohio, where the Honda CR-V is manufactured, or the factories in Lincoln and Greenwood, in the states of Indiana and Alabama respectively, where Honda Civics and various Acura models for the North American market are produced. However, since 2010 Honda has also opened new plants in Mexico and Canada, taking advantage of the free trade agreements between the countries of North America, where the HR-V, the brand's best-selling car worldwide, is manufactured. The new trade tariffs approved by the Trump administration have made models manufactured in Canada or Mexico no longer competitive in the North American market, with a consequent drop in sales. As Honda manufactures some of its best-selling models in Mexico or Canada, its product has become exponentially more expensive due to trade tariffs, causing the price of cars to become uncompetitive in the United States market. To try to compensate for the increase in the final price of its product, Honda has had to cut the commercial margin for each unit sold of the Honda and Acura divisions, and if to this factor we add that sales have not grown in volume, the reason for the brand's crisis is perfectly understood. And it is that during the year 2025 Honda sold a total of 3,312,000 cars, 10% less than the previous year. Fewer cars sold, and with a smaller margin: the key to the brand's financial storms.A rather uninspiring electricity demand

The second factor that has contributed to Honda's poor economic result has been the low demand for electric vehicles worldwide and the sizing and investments that the brand had made since the launch of the Honda e, a magnificent electric car that we were able to test six years ago and that was supposed to be the spearhead of the Japanese brand's electric strategy. In reality, however, the Honda e and the rest of the brand's electric models have turned out to be a great commercial failure for the Japanese brand.

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Chinese manufacturer BYD sold 2.26 million electric cars during 2025, far surpassing the 1.66 million electric cars that Tesla sold during the last twelve months across five continents.

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Throughout 2025, a total of 118,562 Chinese cars were registered in Spain, a figure that represents a market share of 10.32% of a total that reaches 1,148,650 passenger cars registered in the same period.

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Porsche is the crown jewel of the Volkswagen Group. The brand, founded in Stuttgart by Ferdinand Porsche, has historically been the most profitable and highest-earning within the Volkswagen Group, especially since 2000, with the introduction of models like the Cayenne and Cayman, cars that went beyond the nine, the flagship product of the German brand.

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2025 was a year of growth and consolidation for the automotive industry in Spain, with 1,148,650 passenger cars registered between January and December, representing a 12.9% increase over the previous year. In Catalonia, a total of 136,142 new vehicles were registered, an 11.8% increase compared to 2024 figures, while in the Balearic Islands, 25,647 new passenger cars were registered, a 13.8% increase. However, the Valencian Community saw the most significant growth nationwide, with 128,321 vehicles registered (almost as many as in Catalonia) and a 36.1% increase compared to 2024 figures. The Valencian data should be considered within the exceptional context of the impact of women's economic growth and the increased demand for vehicles in the south and other areas of the Valencian Community.

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The change of course in European guidelines on combustion engine vehicles from 2035 onwards and that They eliminate the ban on diesel and gasoline vehicles. It has generated quite a few doubts about what new cars Europeans will be able to buy in a horizon of just ten years.

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Diesel vehicle registrations have bottomed out in 2025, with a market share of just 5.2% in Spain during the first six months of the year. Diesel engines have practically disappeared from the market, due to a drop in supply—the main car manufacturers are opting for conventional hybrid, plug-in hybrid, or mild hybrid engines as an alternative to diesel engines—and almost nonexistent demand.

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Tesla is unable to recover. The American brand continues its free fall in Europe after seeing its sales fall by 52.6% in April compared to the same month in 2024: it sold only 5,475 cars in the Old Continent, compared to 11,540 twelve months earlier. The drama for the brand is enormous if we consider that the Model Y led the list of best-selling cars worldwide in 2023 and 2024, ahead of the Toyota Corolla and Toyota Rav4, which are not pure electric like Tesla.

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It's no secret that the automotive sector is still highly masculinized and pays little attention to gender inequalities. new Citroën study In the United Kingdom, it goes further and highlights the difficulties and hostility that many women encounter when buying a new car.

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According to data fromAnfaco, the Spanish automotive industry association, three out of every five plug-in hybrid cars registered between January and May 2025 in Spain are from Chinese brands. This surprising leadership is based on the commercial strength of models such as the BYD Seal U DM-i, with almost 4,000 units registered during the first months of the year, the also Chinese MG HS, with 1,900 units delivered, and the plug-in hybrid version of the Jaecoo 7, with 1. No European car can keep up with the commercial pace of the Chinese. Only the Toyota C-HR has been able to face the challenge posed by Chinese manufacturers.

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Since before the outbreak of the COVID-19 pandemic, new car sales and registrations in Spain had not surpassed 100,000 units. This year, the total stands at 112,820 cars, 18.6% more than the previous year and representing a cumulative annual increase of 14% compared to sales figures for 2025.

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Spain is one of the European Union states with the lowest percentage of electric car registrations, around 5% of the total for several years now. To encourage electric vehicle registrations, the Spanish government has developed the Moves program, a plan of aid and incentives for electric car buyers. This program has caused headaches for many users and results in a waiting period of around a year and a half between the purchase of the vehicle and the receipt of aid and subsidies.

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The offensive of Chinese brands in our market is unstoppable. About a year ago, on February 22, 2024, the Omoda brand, a Chinese manufacturer that launched its Omoda 5, was officially launched. It was a really important car for Catalonia because it began to be manufactured at the Nissan plant in Barcelona., along with others such as the vehicles of the reborn Ebro brand or the Jaecoo 7, which hit the market a little later (on September 17).

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