Honda today announced an initial annual sales target of 70,000 units for the Prologue SUV, Honda’s first new volume battery-electric vehicle (BEV), when it goes on sale in 2024. Following the launch of Prologue, Honda brand electrified vehicle sales will be boosted by the introduction of additional vehicles based on its new e-Architecture now being developed. This will take Honda to anticipated sales of 500,000 BEVs by 2030, and ultimately leading to 100 percent zero emission vehicles sales in North America by 2040.
As with other automakers, Honda’s initial zero emission vehicle sales goals of 40 percent by 2030 are contingent upon fair and equitable access to state and federal EV incentives intended to encourage American consumers to purchase electric vehicles. Honda has urged Congress to ensure that all vehicles made in America are treated equally.
“Launching our first volume BEV in 2024 is the start of an exciting new direction for Honda,” said Dave Gardner, executive vice president of National Operations at American Honda Motor Co., Inc. “We are working with our dealers to plan the transition from sales of primarily gasoline-powered vehicles to selling 100-percent electric vehicles by 2040.”
Honda’s initial approach to selling the Prologue will be regional, focusing on California and the ZEV states, including the BEV-friendly sunbelt states of Texas and Florida. Honda anticipates these regions will represent the bulk of sales at the onset of launch due to higher customer acceptance and regulatory requirements. As EV infrastructure expands and customer interest grows nationwide, the company will rapidly expand sales and marketing efforts to other areas of the country.
In April 2021, Honda global CEO Toshihiro Mibe outlined the company’s vision for global sales of electrified vehicles as part of Honda’s strategy to achieve carbon-neutrality for its products and corporate activities by 2050. This vision calls for the sales ratio of battery-electric and fuel cell electric vehicles in North America to progress from 40 percent by 2030 and 80 percent by 2035 to 100 percent by 2040. More details about that announcement, are available here.
Following the 2024 introduction of Honda Prologue, co-developed with GM and based on the Ultium platform, Honda will introduce a series of electrified vehicles in the second half of the decade based on the Honda developed e-Architecture and production of BEVs beginning at Honda plants in North America.
Honda Electrified Vehicle History
Honda has a long history of leadership in bringing electrified vehicles to market in the U.S., beginning almost a quarter century ago with the EV Plus electric vehicle (1997); to America’s first mass-produced hybrid, the Honda Insight (1999); the Honda FCX (2002), the industry’s first fuel cell vehicle in the hands of individual customers, and the Clarity series (2017). As Honda prepares for the launch of Prologue, the company will introduce hybrid-electric systems to more core models to continue to reduce CO2 emissions and bridge customers to the volume battery-electric vehicles now in development.
“We know customers who have a good experience with a hybrid vehicle are more likely to buy a battery electric vehicle in the future,” said Gardner. “Our strategy is focused on introducing a higher percentage of hybrids in core models in the near term, making a committed effort to achieve higher volume leading to the introduction of our Honda Prologue.”
Honda achieved record sales of electrified vehicles in each of the past three years, with sales momentum continuing in 2021. Led by CR-V Hybrid and Accord Hybrid, Honda just recorded its best-ever first-half year of electrified vehicle sales.
Honda offers a full line of clean, safe, fun and connected vehicles sold through more than 1,000 independent U.S. Honda dealers. Honda has the highest fleet average fuel economy and lowest CO2 emissions of any major full-line automaker in America, according to the latest data from the U.S. Environmental Protection Agency (EPA). The Honda lineup includes the Civic, Insight, Accord and Clarity series passenger cars, along with the HR-V, CR-V, Passport and Pilot sport utility vehicles, the Ridgeline pickup and the Odyssey minivan.
Honda has been producing automobiles in America for 38 years and currently operates 18 major manufacturing facilities in North America. In 2020, more than 95 percent of all Honda vehicles sold in the U.S. were made in North America, using domestic and globally sourced parts.