Honda has dreamed the impossible dream to agree to do what established car companies have resisted for years: become a contract manufacturer.
The agreement between Honda and Sony to jointly work on a new electric-car brand “aligns the technological assets of both companies”, said Honda, as they work to launch their first car in 2025.
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I would say to Honda to look at what Sony did with respect to Nintendo and be wary of what you tell them about your business.
I know that this is a long way off in the planning and brand/company's development stages, but the question will have to be answered: Will these products: mainstream, premium or true luxury vehicles? Granted, as BEVs they, like Tesla's, they will be expensive but Tesla's aren't luxury vehicles. Add to that, if the the joint owned company does use one or, somehow, both of their names, it will have to start at the bottom in gaining credibility among a sea of other products that have had time prove themselves, as well as live up to whatever place they feel they should hold in the market place! Here is a thought though: What if they named the new joint automaker Acura?! Acura does not exist in Europe and onky has a small foot print in North America, its biggest matket! With a few styling changes, the vehicles could added to Europe little problem and be included in their NA line up as with their other ICE vehicles and the BEV that Honda is contracting from GM. I'm sure their would be issues with Acura going from being a wholly owned product brand of Honda's to being co-owned with Sony, or even if this could work. Yet, at least in NA, thus new company wouldn't be starting from scratch and potential Europe customers would have an idea of where these products sit in the automotive landscspe: An Asian Luxury brand, founded in the US! On second thought, maybe not?
This illustrates why Tesla was right to push on through the pain of ramping up without a legacy partner. It almost went catastrophically wrong, but they made it. If even Apple doesn't have the balls for it, it's another massive point of difference for Tesla. The learning being, if the OEMs say it can't be done, and your pockets are deep enough, do it. Unless your Dyson and guided purely by arrogance and ego, in which case you die on your arse.
Dyson was so condescending to the entire industry. Acting like he could simply breeze in and do it better than everyone else.
You make vacuum cleaners pal!