WE Think The Honda Freed eHEV Should Be Launched In Malaysia

“Should Honda Malaysia launch the latest Freed eHEV in Malaysia as the only rivals will be Mitsubishi Xpander and Hyundai Stargazer and there are no Chinese brand rivals? “

The compact multi-purpose vehicle (MPV) landscape in Malaysia is shifting. As urban family lifestyles demand greater fuel efficiency, superior safety, and clever cabin packaging, the question arises: Should Honda Malaysia re-introduce the Honda Freed, specifically the 3rd-generation Freed e:HEV hybrid?

In April 2010 the early model Freed was launched in Malaysia for RM112,980. Some years later in 2013 a facelift Freed arrived priced from RM99,800. Then in March 2020 Honda retired their compact MPV from Malaysian showrooms.

At first glance, entering a non-national B-segment MPV category dominated primarily by traditional, naturally aspirated petrol rivals like the Mitsubishi Xpander and Hyundai Stargazer with zero direct Chinese brand competitors currently in this specific compact MPV sub-segment presents a golden opportunity.

Malaysia’s B-segment MPV market is historically strong, split between budget national models (Perodua Alza, Proton Ertiga) and premium-leaning non-national alternatives (Toyota Veloz, Mitsubishi Xpander, Hyundai Stargazer).

While Chinese OEMs (BYD, Chery, Jaecoo, GWM, Geely) are aggressively capturing the B-segment/C-segment SUV and EV markets, they have largely bypassed compact 7-seater hybrid MPVs in ASEAN. The sub-RM140,000 family MPV space remains dominated by Japanese and Korean powertrains.

The Mitsubishi Xpander relies on a proven but aging 1.5L naturally aspirated (NA) 4-speed automatic, while the Hyundai Stargazer utilizes a 1.5L Smartstream NA engine paired with an IVT (CVT). Neither offers a hybrid variant in Malaysia.

With EV adoption in Malaysia growing steadily but limited by highway charging infrastructure, self-charging hybrids (HEVs) represent the immediate sweet spot for urban families needing hassle-free efficiency.

To succeed, the Freed e:HEV must offer tangible product advantages over the Mitsubishi Xpander and Hyundai Stargazer.

The e:HEV system delivers immediate electric motor torque (253 Nm) from a standstill, outclassing the modest 141 to 144 Nm produced by the Xpander and Stargazer. Neither Xpander nor Stargazer features dual power sliding doors. This feature alone bridges the gap to premium MPVs like the Honda StepWGN or Toyota Alphard at a fraction of the cost.

Honda’s ultra-low floor packaging makes entering and exiting effortless for young children and elderly family members. Honda lacks a 7-seater/6-seater option in Malaysia below the RM150k mark (following the discontinuation of the BR-V). The Freed e:HEV fills a gap in Honda’s lineup.

Honda Malaysia has established strong brand affinity for its e:HEV lineup across the City, Civic, HR-V, and CR-V. Adding the Freed reinforces Honda’s identity as a leader in hybrid technology.

Neither Mitsubishi nor Hyundai currently offers hybrid options in this price bracket locally. Honda would capture 100% of the eco-conscious family MPV market segment.

If Honda imports the Freed e:HEV as a CBU (Completely Built Up) unit from Japan, import duties and excise taxes could push its price tag above RM135,000 to RM145,000. If CKD (Completely Knocked Down) which is local assembly at the Pegoh plant in Melaka its pricing should be within the RM120,000 to RM130,000 sweet spot.

The Freed e:HEV is a compact seven-seater hybrid MPV designed for both daily commuting and family use. It combines a 1.5-litre DOHC i-VTEC Atkinson-cycle engine with Honda’s e:HEV two-motor hybrid system and an electric continuously variable transmission (e-CVT).

The petrol engine produces 78 kW (106 PS) and 127 Nm of torque, while the electric motor delivers 90 kW (122 PS) and 253 Nm of torque. The hybrid system automatically switches between Electric Vehicle Drive, Hybrid Drive, and Engine Drive modes to optimise efficiency without requiring external charging. Fuel consumption is rated at up to 5.1 litres per 100 kilometres.

Measuring 4,311 mm in length, 1,695 mm in width, and 1,754 mm in height, with a 2,740 mm wheelbase, the MPV offers a spacious cabin within a compact footprint. The seating layout includes 60/40 split second-row seats and 50/50 flip-up third-row seats, allowing flexible use of passenger and cargo space.

By acting before Chinese competitors introduce hybrid or EV MPVs in this segment, Honda can capture urban family buyers seeking efficiency, convenience, and safety without upgrading to larger, significantly more expensive MPVs.

So ….. Honda Malaysia in our humble opinion should launch the latest Freed e:HEV compact MPV in Malaysia because it addresses an unserved niche which is a premium, fuel-efficient compact MPV with power sliding doors.