Quietly catching up to Tesla! High user loyalty, Honda's electric vehicle sales are rapidly increasing

According to Zhitong Finance, Honda Motor (HMC.US) sold approximately 13,000 units of its mid-size electric SUV, Prologue, in the three months ending September 30. Although this model still lags behind Tesla's Model Y (the best-selling electric SUV) in market share, Prologue ranks fifth among electric vehicles in the United States. This model has attracted a wave of drivers curious about electric vehicles who have been waiting for their favorite car brand to launch an affordable alternative to Tesla.

In the United States, two-thirds of Honda SUV owners have traded their vehicles for another Honda. This kind of loyalty, akin to that of iPhone users, is rare in the brutal automotive manufacturing and sales industry, allowing the automaker's first electric vehicle to quickly undermine Tesla's dominance.

The appeal of Prologue mainly lies in its classic practicality. Data shows that the starting price of this vehicle is $47,400, excluding incentives or options like more luxurious all-wheel drive, which is only $400 less than the average market value of all vehicles in the U.S. in September. Unlike many electric vehicles, Prologue's performance won't set your hair on fire, but it does feature thoughtful and noble details that Honda devotees have come to love. For example, there is a huge storage compartment under the center console, a large sunroof, an oversized smartphone charging pad, and a plethora of buttons and knobs to avoid the typical touchscreen search and click experience found in Tesla.

However, unlike most Hondas, Prologue does not require refueling and does not need certain configurations replaced. According to the American Automobile Association (AAA), electric vehicles that do not require oil changes or air filter replacements have annual maintenance costs nearly $1,000 less than comparable gasoline-powered models. Honda is already one of the most reliable automotive brands, and adding a new, more reliable vehicle to its lineup is a clever engineering move.

When asked why they chose Prologue, Honda buyers cited brand trust as their primary reason, followed by value, according to Honda spokesperson Natalie Kumaratne. More importantly, nearly two-thirds of Prologue buyers previously owned a Honda, and nearly 80% had never owned an electric vehicle.

Despite discussions about the slowdown in electric vehicle growth in the United States, sales data for the third quarter indicates that a large group of drivers is simply waiting for more affordable options or new electric vehicles from well-known brands. Data from Cox Automotive shows that American drivers purchased a total of 346,309 electric vehicles and trucks in July, August, and September, a 5% increase from the previous quarter and an 11% increase from the same period last year. In the third quarter of this year, electric vehicles accounted for 9% of new car sales in the U.S., reaching an all-time high. Cox believes that the goal of having one in ten cars be electric is "entirely achievable."

Tesla maintained its champion reputation in electric vehicles, delivering nearly 167,000 cars, including nearly 17,000 Cybertrucks. However, as more affordable models from brands like Cadillac, Chevrolet, and Honda attract customers interested in electric vehicles, its market share continues to fall below 50%. Notably, Chevrolet's Equinox and Blazer attracted nearly 18,000 buyers this quarter, showing strong momentum. While the Prologue is more affordable than the average American car, both new Chevrolet models are cheaper