Honda Motor revealed that it plans to discontinue sales of its battery-powered Prologue SUV at the end of the 2026 model year, following disappointing sales in the US. The decision will leave the Japanese automaker without a battery electric vehicle (BEV) model in its US line-up, after the company announced earlier this year that it was abandoning its US BEV programme with the cancellation of three models.
The Prologue was co-developed by Honda and General Motors (GM), and has been in production at GM’s Ramos Arizpe Assembly Plant in Mexico since 2024. It is based on GM’s Ultium platform and BEV3 architecture, with the body and interior designed by the Honda Design Studio in Los Angeles, California.
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Since its launch in 2024, retail sales of the Prologue in the US have amounted to just 80,000 units, according to local reports. Honda’s overall sales in the US in the first half of 2026 rose by 2.5% to 687,205 vehicles, driven primarily by hybrid-electric models.
Overall BEV sales in the US have declined sharply since the US government discontinued purchase incentives in September 2025, prompting automakers operating in the US to substantially cut back their BEV programmes. The imposition of import tariffs by the US last year has also prompted automakers to relocate production from Mexico to the US.
Honda confirmed that it will focus exclusively on traditional internal combustion engine (ICE) and hybrid-electric models in the US. Lance Woelfer, in charge of Honda’s US sales operations, told local reporters: “Right now, the key for the US market is a balance of ICE and hybrid.”
Honda said it plans to launch 15 new hybrid models globally by 2030, with a heavy focus on the North American market, the first of which is scheduled to be launched next year.
