Automaker Honda has created controversy among current owners of its electric vehicle, the Prologue, by including messaging in recent customer statements that advises them to “consider a hybrid” for their next purchase. This suggestion comes despite the company having marketed the Prologue as part of an all-electric future.
Discontinuation and Strategic Pivot
The message has been noted by owners who purchased the Prologue, which Honda’s only electric model, is set to discontinue after the 2026 model year. The company will not feature any fully-electric vehicles in its lineup starting next year.
A section titled “Consider What’s Next” appears on all Honda auto statements issued in July, promoting the brand’s hybrid models and recommending that customers consider transitioning to a hybrid vehicle. This message was received poorly by some Prologue owners.
“The ‘consider a hybrid’ note on our statements is somewhat laughable,” stated Benjamin Crabtree, an Oklahoma resident who has owned a Prologue for one year. “With very few exceptions, anyone who has gone fully electric would never want to downgrade to a gas or hybrid vehicle going forward.”
Honda explained that the promotion was part of its strategy to maintain customer loyalty and encourage existing Prologue owners to stay with the brand by moving them into other new Honda models. The company stated, “Our focus is on Customer Lifetime Loyalty and retaining all of our existing customers by moving them into new Honda models. We believe these would be great options for our returning Prologue customers.”
The Prologue had originally been intended to guide Honda into its next generation of electric vehicles, forming part of a joint venture with General Motors that also developed the Cadillac Lyriq, Chevy Blazer EV, and Chevy Equinox EV. However, this automakers’ partnership was dissolved in 2023 due to rising operational costs and expectations for EV sales that were not met.
Reassessing Electrification Ambitions
Honda has since undergone a major reassessment of its electric strategy. The company confirmed mid-July that Prologue production would end after the 2026 model year, although sales utilizing existing inventory would continue into early 2027.
Furthermore, Honda scrapped its planned US-built 0 Series EVs in March. Separately, its joint venture with Sony concluded before the development of the Afeela sedan, which was estimated to cost roughly $90,000.
This broader strategic pivot could lead to write-downs for the company amounting to $15.7 billion. Instead, Honda has indicated a new commitment: focusing on hybrid vehicles and establishing a 15-vehicle global lineup by 2030.
The shift disappointed some Prologue drivers. Kevin Simpson, a lessee of a 2025 Prologue in California, had been expecting to purchase one of the planned 0 Series EVs. He described the hybrid pitch as “mildly annoying and sadly ironic.” Mr. Simpson noted, “I was following the development of the 0 Series Honda EVs, and intended one of those to be my next car. When Honda pulled the rug out from under me and other Prologue owners, I felt very let down by a company I have long admired.” As a result of this change, he is reportedly looking into the Rivian R2 or electric vehicles developed through collaboration between Toyota and Subaru.
The Broader US EV Market
Honda’s difficulties are mirrored across the automotive industry. Multiple manufacturers—including Ford, Stellantis (Jeep-maker), Volkswagen, and General Motors—have either delayed projects, canceled models, or recorded charges in the billions of dollars as they adjust to slower demand, high development costs, and the expiration of federal incentives.
It is worth noting that the federal tax credit, which previously amounted to up to $7,500, was no longer available for vehicles purchased after September 30, 2025. Despite industry headwinds, early signs suggest stabilization in the US EV market, partially driven by high gas prices.
According to Kelley Blue Book, American consumers purchased an estimated 247,226 new EVs during the second quarter of 2026. This represented a 14.7% increase compared to the first three months of 2026, although sales figures remained lower than those recorded in the same period the previous year.
