Honda wants loyal buyers to stick with the brand as it moves through the launch of its 0 Series electric vehicles.

Jessika Laudermilk, assistant vice president of national auto sales for Honda, told Automotive News on Jan. 24 that the brand’s strong hybrid offerings are designed to be a customer’s first step before making the leap to a Prologue EV or the 0 Series SUV that will go on sale in the first half of 2026.

Laudermilk planned to discuss electric vehicles, among other topics, at Honda’s franchise meeting at the NADA Show last week, but a winter storm prevented leadership from traveling to New Orleans for the annual convention.

Honda’s meeting with dealers was scheduled for Jan. 25, but the automaker opted to a host a virtual meeting at a future time still being determined.

Sign up for our daily First Shift morning newscast email for a quick video to start your day.

“When we rolled out the CR-V hybrid and Accord hybrid — we ramped up production to be about 50 percent of the mix on both models to help bridge our customers to electrification,” Laudermilk said.

“We came out with a two-year lease strategy on the CR-V hybrid thinking that those customers would be well-positioned to get into a Prologue,” she said.

Honda is now developing CPO strategies to support Prologues when they come back to dealers, especially since a high percentage of customers are leasing, Laudermik said.

When Prologue leases are up, she said consumers will be able move into the 0 Series SUV or another Prologue. The Prologue is expected to go through one complete life cycle before being retired early in the next decade. A midcycle refresh in 2027 is likely.

“We see all of these models as a stair-step approach to get customers ready for electrification and prepare our dealers to sell things like software defined vehicles with HondaLink, especially knowing 0 Series will be a lot higher tech,” she said.

Matthew Phillips, CEO of Car Pros, said Honda is trying to be deliberate in bridging customers to EVs.

“Honda was very innovative in the way they positioned their hybrids to get people comfortable with electrification,” Phillips said.

Car Pros operates nine dealerships spanning California and Washington, including a Honda store in El Monte, Calif., where it’s a top seller of the Prologue, according to Phillips.

But he noted that consideration when buying an EV is different than the predictable way customers typically progress through gasoline-powered vehicles.

“In the past, you move someone up a trim level or up a model, but electric vehicles are a little different in that they really have to work with your lifestyle and driving habits,” Phillip said.

Chris Zamora, chairman of the Honda National Dealer Advisory Board, said consumers will be harder to predict in the electric vehicle market despite Honda having some of the strongest brand loyalty in the industry.

“All bets are off when it comes to EVs,” said Zamora, who is executive manager of Zamora Automotive Group, which operates 18 dealerships representing multiple brands in California, Texas and Arizona.

“I think Honda customers will give Honda the first shot,” he said. “But before the final decision is made, they’re probably going to see what else is out there because now you’re changing the game a little bit.”

Zamora said that given the lofty price point of the Prologue, customers would also likely consider an Acura ZDX or even a Tesla, because “it’s had a big name for a long time.”

He agrees that lifestyle is a major factor.

“People want to know where they’re going to charge and what they’re going to do if there’s no range and the kids have to get to school,” Zamora said.

“There’s a lot of thought that goes into it.”