Honda Doubts Chinese Consumers Want “Green” Cars

The Shanghai auto show is awash in new environmentally friendly vehicles. But CEO Takanobu Ito says Honda Motor Co. doesn't think electric and hybrid vehicles are a high priority for Chinese car buyers.

Ito tells reporters that most of the country's consumers simply want to buy a good quality, affordable vehicle that meets their needs. For that reason, he says, Honda is taking a cautious approach to marketing electrified models.

In 2012 the company debuted three gasoline-electric models in China: the hybrid-only Honda Insight hatchback and CR-Z sport compact, plus a hybrid version of its Fit subcompact. Of the 598,600 vehicles Honda sold in the country last year, 540 were hybrids.