It’s truthful to say Honda’s been behind the ball on the subject of electrical automobiles. Chevrolet launched the Bolt EV in 2016, Ford launched the Mustang Mach-E in 2020 and Tesla’s been doing its factor for a lot longer than that. Other than compliance-car experiments just like the Honda Match EV, any Individuals who wished a battery-powered Honda needed to wait till final 12 months when the Prologue burst onto the scene.
And because it seems, there have been lots of Individuals ready for simply that. Honda moved over 33,000 Prologues final 12 months, touchdown it the No.7 spot among the many best-selling electrical fashions and No.4 amongst non-Teslas. This got here as a shock to most of us who watch this {industry} intently. In any case, the Prologue is absolutely a Normal Motors EV beneath—hardly a severe electrical effort from Honda. And it did not even actually go on sale till the center of 2024.
Honda is now taking some classes from this example, one in all its executives advised InsideEVs in a media briefing this week. Prologue patrons report “belief within the Honda model” as the highest cause for his or her purchases, American Honda vp of vehicle gross sales Lance Woelfer stated.
It additionally helps that Honda patrons already affiliate the model with greener vehicles, Woelfer stated. Though the Toyota Prius has successfully turn into the iPhone of hybrids, it was really Honda that launched America’s first hybrid automobile in 1999, the Perception.
“We have had a hybrid technique for fairly a while to develop that client base that may have the chance to maneuver in that path,” he stated, that means in direction of all-electric vehicles. “We wished to guarantee that we had an possibility for them. We do not need them going outdoors the model.”
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So, the Prologue’s gangbusters success should not have been a shock in any respect. It additional proves one thing we already knew: Individuals are hungry for electrical vehicles from the Japanese manufacturers they know, belief and consider to be dependable—the precise manufacturers that folks look to for nice gas financial system and but have been slowest to impress.
Woelfer stated he isn’t shocked at how rapidly the Prologue took off final 12 months, particularly since Honda sellers had been asking for an EV to promote. (Though America’s automobile sellers have been among the loudest voices pushing towards speedy uptake of EVs, apparently a good chunk help this transition.)
Picture by: Jeff Perez / Motor1
“One thing else that gave us confidence is the sellers have been letting us know they have been listening to from customers, ‘We want an EV car,’” he stated. “It actually sort of met the wants of these customers and the requests we have been getting from sellers to have an EV product.”
The Prologue can be coaching Honda’s sellers to promote and repair its future EVs, Woelfer stated in an e mail. They’re getting apply promoting to first-time EV patrons and explaining issues they’ve by no means needed to earlier than, like dwelling charging choices, he stated. Optimistically, by the point Honda’s futuristic 0-Sequence EVs hit the market—vehicles which might be rather more superior than the Prologue, thoughts you—it will not be sellers’ first rodeo.
This goes to point out the facility of branding within the EV transition. The shift to EVs has given aggressive early movers like Tesla and Hyundai-Kia a gap to steal clients from rival manufacturers to a level they wouldn’t have been capable of in any other case. Many automakers say their EVs are successful extra “conquests,” industry-speak for patrons who are available from different manufacturers. And that is smart. As a result of electrical choices are nonetheless restricted, folks intent on ditching fuel could also be extra open to contemplating new makes.
But many automobile patrons nonetheless have a deep loyalty to, and powerful associations with, sure manufacturers. They don’t need an EV from simply anyone. They need a Honda. Or a Toyota. Taking the plunge into an EV is an enormous way of life change, and it stands to cause that many patrons will need to go along with what they know.
Picture by: Honda
Research bear this out. A Yahoo Finance-Ipsos ballot from 2023 requested Individuals which automobile manufacturers they’d be almost definitely to purchase an EV or a plug-in hybrid (PHEV) from. Honda got here in third place, regardless of not having any PHEVs or EVs on the U.S. market at the moment. Toyota claimed first, despite the fact that it solely had one EV with somewhat lackluster specs, the bZ4X. Tesla, by far the highest vendor of EVs on this nation, wound up in second.
EV gross sales progress slowed within the U.S. in 2024. And an enormous a part of which may be that EV-curious patrons simply don’t see sufficient choices available on the market that talk to them. The subsequent wave of EV adoption rests on common automobile patrons with sensible issues—not early adopters. In different phrases, Individuals who most likely lean extra towards Toyota or Honda than Tesla.
Luckily for them, each automakers are getting their acts collectively. Toyota, which has stubbornly caught to hybrids and never put a lot firepower behind EVs, says it’s discovered from the complaints folks had in regards to the bZ4X. A three-row Toyota EV is coming in 2026.
Picture by: InsideEVs
The Honda 0-Sequence SUV and Saloon.
Honda’s subsequent EV, the Acura RSX, goes into manufacturing late this 12 months in Ohio, debuting the automaker’s next-generation {hardware} and software program. It’ll be adopted by Honda’s 0-Sequence sedan and SUV, and the Sony Honda Afeela 1.
Within the coming 12 months, Woelfer expects the Prologue to maintain chugging alongside and be a frontrunner within the phase, though he says there are “a couple of issues happening now which might be slightly outdoors of our management that will have some influence.” Honda, like different automakers, says it’s conserving a detailed eye on whether or not the incoming Trump administration will remove the $7,500 federal EV tax credit score, a transfer that would depress EV demand.
“Affordability is one thing that’s key, and that influence is one thing that we’ll have to deal with because it comes ahead,” he stated.
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