Honda evaluates future of the electric brand Afeela

Media reports – including those from the renowned US publication Automotive News – suggested that production of the electric SUV Prologue would be discontinued in December. However, Honda has since denied these reports. “The Prologue remains in our lineup,” a spokesperson stated. Like the already discontinued Acura ZDX, the Prologue is based on General Motors’ Ultium platform, a model that was dropped due to ‘market conditions’.

However, the outlook for the Prologue is currently far from promising following the expiration of the US tax credit for electric vehicles. According to Motor1, Honda sold only 1,731 units in January and February combined, nearly 75 per cent fewer than in the same period last year. The model only launched in 2024 and achieved a total of 39,164 units in its first full sales year in 2025. If demand remains as sluggish as it was in the first two months, the Prologue may only just reach a five-figure sales total for the year.

But what does the future hold for Afeela, the battery-electric vehicle brand co-founded by Honda and Sony? According to Akiko Itoga, PR Director of Sony Honda Mobility (SHM), this remains unclear: “Our parent companies, Sony Group Corporation and Honda, will hold discussions on how this affects SHM, therefore there is no more information that we can speak to at this moment. We are operating as usual. We will keep you informed when we have more news.”

While the Honda Prologue is entirely separate from the discontinuation of Honda’s 0 Series, the situation is different for Afeela. The model named Afeela 1 by SHM was set to share the same platform as the 0 Series. The e:Architecture platform is expected to launch in the second half of the decade. It was intended to underpin the three now-cancelled models, as well as additional model ranges – though work on the platform itself appears to be continuing. This means the launch of the Afeela 1 still seems possible, even if the conditions for it have become more challenging.

Honda and Acura vehicles were to be produced at the Marysville plant in the US state of Ohio. However, SHM’s production is planned for the Honda plant in East Liberty, also in Ohio. Another point in favour of Afeela’s future is that the vehicle is already significantly closer to series production than the Honda concept studies first presented in 2025.

motor1.com (Prologue), thedrive.com (Afeela)