Honda's 'Prologue' Exits U.S. Market

Honda is discontinuing sales of its electric vehicle (EV) 'Prologue' in the United States. With this decision, the model joins the list of EV models that have disappeared from the U.S. market since 2025 began.

The U.S. EV market has seen growing expectations for wider adoption in recent years, while sluggish sales and difficulty in securing profitability have weighed heavily on automakers. Delays in charging infrastructure development and high vehicle prices have been cited as factors discouraging consumer purchases. For established major automakers in particular, the challenge of competing with dedicated EV manufacturers is compounded by the need to reconcile with their own revenue structures. Against this backdrop, multiple EV models have begun halting their U.S. market sales since the start of this year.

The Prologue was an SUV-type EV developed by Honda through a partnership with General Motors (GM), utilizing GM's Ultium platform. It was positioned and marketed as the first mass-produced EV launched by the Honda brand for the North American market, but the company's decision brings an end to its provision in the United States.

The withdrawal of the Prologue demonstrates the complex decision-making that major automakers must navigate in their transition to EVs. Despite entering the market through a collaborative model with another company, the company has been forced to abandon continuation in the face of harsh market conditions. This situation underscores anew that growth in the overall EV market is not uniform. Going forward, how each company modifies and reconstructs its EV strategy will be a key point to watch in determining the direction of the industry as a whole.