Honda's message to current EV owners: 'Consider a hybrid'
Honda is discontinuing its Prologue EV and encouraging owners to consider hybrids, a move that has frustrated some customers who invested in the brand's electric future. The decision follows the collapse of a partnership with GM and a broader industry shift in EV sales expectations.
Why it matters
The pivot highlights the volatility of the automotive industry's transition to electric vehicles and the challenges of maintaining customer loyalty during strategic reversals.
Honda is discontinuing its Prologue. Owners noticed their recent monthly statement told them to "consider a hybrid." Honda Honda's July monthly statement included a pitch to "consider a hybrid." Several Prologue EV owners and lessees told BI the pitch felt frustrating. Honda will end Prologue production after the 2026 model year as it scales back near-term EV plans. Honda sold Prologue owners on going electric. Now, it wants them to consider a hybrid. A blurb at the bottom of all Honda auto statements in July includes a section titled "Consider What's Next," which promotes the automaker's hybrid lineup and tells customers to "consider a hybrid" for their next vehicle. The message landed awkwardly for Prologue owners. The SUV, Honda's only EV, was discontinued for 2027 . The car company will have no fully-electric cars in its lineup next year.
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