The Honda Prologue has quietly made waves in the U.S. EV market, now ranking as the fifth best-selling EV in the country. This impressive development might be surprising, especially given Honda’s cautious approach to EVs. While others like Ford and GM have invested billions into their EV lineups and leveraged some of their most cherished brands in Mustang and Blazer, Honda’s understated entry seems to have struck a chord with American buyers. The Prologue is essentially a badge-engineered Chevrolet Blazer EV, but for some reason the all-new model has catapulted ahead of both of them in just a few months on the market.
So, what’s behind the Prologue’s unexpected success?
1. Honda’s Brand Image: A Legacy of Trust (Sorry, Chevy)
Let’s be honest: Honda’s brand is like that dependable friend who always shows up on time, brings snacks, and gives you a lift without complaining about gas money. Honda’s rock-solid reputation for reliability, efficiency, and value in set in stone. For a lot of people, driving a Honda is like having an unshakable trust fund in your garage. Honda’s customers are famously loyal, and as they dip their toes into the EV waters, it makes sense that they are choosing to do it with a brand they know will get them home without drama.
Chevy, on the other hand, is a bit like the fun-but-wild friend who’s known for showing up in big, noisy trucks and going off-road at the drop of a hat. They do exceptionally well with big pickups and large SUVs—a big part of why Chevy is more popular in places where horsepower and towing capacity take priority over compact, efficient models. This presents less of an ideal fit for the key selling propositions of EVs. Chevy customers are big on Silverados and Tahoes, so sleek, electrified crossovers are a big change for them.
With the Prologue, Honda seems to have tapped into the “quietly confident” vibe that people expect from their brand, while the Blazer EV styling offers some muscle-car flashiness that resonates with a different crowd. Honda’s brand is all about dependability, and when they promise an EV that’s efficient and no-nonsense, their audience listens. This brand trust factor, built over decades, is proving to be an invaluable asset as Honda moves into the EV world.
2. The Prologue’s Conventional, Handsome Design
The Prologue stands out by not standing out—it has a conventional and attractive design, which, ironically, may give it an edge in an EV landscape where many manufacturers have opted for futuristic or unconventional looks. Honda’s designers have created a vehicle that feels approachable, familiar, and practical, appealing to those who want to blend in rather than make a statement.
The Blazer — which, again, rides on the same platform — features a muscle-car-inspired design. I find it a bit overdone and maybe too aggressive for a family hauler. The Prologue’s clean lines and solid stance give it a broader market reach, appealing to buyers who want an EV that fits in with their Accords and CR-Vs.
3. In-Car Tech That Consumers Want: CarPlay and Android Auto
One notable differentiator between the Prologue and the Blazer: CarPlay. Honda has it, but Chevy doesn’t. Smartphone integration is almost a must-have for many buyers, and GM’s decision to drop it has been very controversial. Many surveys have shown buyers are not interested in cars without it. Is GM paying a big price for this missing feature?
Honda Prologue Gallery
A Strategic Slow Roll in the EV Race?
Honda has faced criticism for being slow to enter the EV market, especially as rivals have invested heavily and expanded their EV offerings. But with the Prologue’s early success, it seems like Honda’s cautious approach may have been a brilliant maneuver. While Ford has been bleeding billions in their Model e business, and GM likewise has poured billions into their Ultium platform and plant, the Prologue outsold the Mach E and Blazer in the 3rd quarter.
Honda’s restrained investment in the Prologue—essentially a badge-engineered Chevrolet Blazer EV—means that its capital costs are lower compared to the massive outlays that Ford and GM have put into developing new platforms, production lines, and battery technology. By working with GM to create the Prologue, Honda has been able to enter the EV market with a compelling product without incurring the same high risks. As of October, the Prologue is outselling the Mach-E, showing that a well-executed, mainstream crossover can capture attention even without a flashy rollout or unique platform.
Chevrolet Blazer EV Gallery
What Does the Prologue’s Success Signal for the Future?
The Honda Prologue’s success raises interesting questions about the evolving EV market. Does this mean that consumers may prefer a more cautious, less disruptive approach to electrification? Are brand loyalty and familiar styling more important than technological novelty? Honda’s success suggests that mainstream acceptance of EVs may not require radical changes; rather, it may hinge on integrating electric options seamlessly into the existing landscape of popular vehicles.
As legacy automakers consider their next moves in the EV market, the Prologue may serve as a case study in how to address the market without overextending on investment. Also, ironically, it probably also says a lot about the fundamental appeal of the Ultium platform. Right now GM’s offerings collectively are doing well. In fact, GM achieved a record quarter of EV sales with 32,095 total deliveries, up 60% year-over-year and up 46% compared to the second quarter of this year.
Still, Honda’s early success could indicate that there’s till a chance for trusted brands and more-familiar designs to lead the transition to electric drivetrains. Will other companies follow Honda’s lead, or will new brands and unconventional design remain the norm for new EV models?
The Prologue’s quiet but significant success may just reshape how we think about electric vehicles and pave the way for a more incremental, customer-centered evolution in the EV space.