Author: Honda Publish Time: 2024-11-15 Origin: Honda Global
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Honda is launching its first mass-produced EV for the North American market, the 'PROLOGUE.' Unlike previous models, this one was developed through a joint effort with GM. Honda, which has traditionally aimed to handle development in-house as much as possible, faced a range of challenges in this collaborative process. We spoke with two key figures in the development to learn about the appeal of the PROLOGUE and the hurdles they overcame along the way.
Interviewee | |
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PROLOGUE Development Lead John Hwang (ジョン・ウォン) | As the Interior Project Leader, he has gained experience in developing various vehicle models. For the PROLOGUE, he serves as the Development Leader (LPL). |
PROLOGUE Body Design Lead Hirokazu Matsuura (松浦 広和) | He has been responsible for body design on models such as the CIVIC, FIT, CITY, and N-BOX. During the full model change of the NSX, he was stationed in Ohio as a Technical Advisor and oversaw the styling technology strategy as LPL. For the PROLOGUE development, he is in charge of body design. |
Honda is set to launch the new EV 'PROLOGUE' in the North American market in early 2024. The PROLOGUE is an electric vehicle in the popular midsize SUV category in North America. It is a joint development model with General Motors (GM), featuring an EV platform developed by GM and equipped with the 'Ultium' battery. With sustainability being a major focus and the shift toward electric vehicles accelerating in the North American market, the PROLOGUE marks Honda's first mass-produced EV model and is an extremely important vehicle for the company.
The PROLOGUE is sized as a midsize vehicle, a category that is quite popular in North America. John Hwang, who served as the Large Project Leader (LPL) and was in charge of development, discusses the characteristics of the North American market, stating the following:
John Hwang: When launching an SUV-type EV in North America, the first important factors are unique styling and the right size. With the PROLOGUE, we focused specifically on the needs of North American customers, creating a rugged (RUGGED = sturdy, robust) styling that gives a strong, bold impression.
Additionally, considering it's an EV, driving range is also a key factor. In this regard, partnering with GM, who handled the platform including the motor and battery, was extremely effective.
In the joint development, Honda took charge of the styling areas, including the exterior and interior, known as the 'top hat.' Hirokazu Matsuura, who served as the acting LPL and was mainly responsible for design, reflects on the collaboration with GM, stating the following:
Hirokazu Matsuura: Honda has traditionally excelled in developing compact and midsize vehicles. However, when developing the larger midsize SUV, which is more popular in North America compared to models sold in Japan, GM's expertise in large vehicle development was extremely valuable and insightful.
On the other hand, there were also challenges unique to joint development. One of the biggest hurdles was balancing Honda's ingrained mindset of 'try everything first and aim to complete everything internally' with the need for collaboration. According to Matsuura, the joint development with GM required more division of labor and communication than ever before, and at first, it was somewhat confusing.
Hirokazu Matsuura: Naturally, car development involves many people, and progress is made across various areas such as 'exterior' and 'motor' development. In each of these areas, specialists are responsible. However, Honda, for better or worse, tends to think beyond its own assigned areas and strives to improve things across the board. This is part of the company culture. On the other hand, GM strictly adheres to the boundaries of each person’s assigned area. It was a great opportunity to experience a different culture and approach to development.
There were also geographical challenges. Honda's development base is in Japan, GM's base is in the U.S., and the design studio was located in a different area altogether. Additionally, when the project kicked off in 2020, the world was grappling with the COVID-19 pandemic, making face-to-face discussions difficult.
Hirokazu Matsuura: For the first 1–2 years, we could only hold meetings remotely, and it was difficult to have discussions while looking at the actual products. As a result, we had to rely more on VR and CG to move development forward. While it was challenging, looking back, the trial and error we experienced by utilizing these new methods has been a valuable experience that will benefit us in the future.
At the same time, I also came to appreciate the importance and value of face-to-face discussions. Of course, we were still communicating remotely, but when the COVID-19 situation started to ease and I was able to travel for in-person meetings, it really helped to break the ice, and the discussions that followed became much smoother.
After overcoming various challenges, such as cultural differences between the two companies and being forced to communicate remotely across multiple locations in the early stages, the PROLOGUE is finally here. The name 'PROLOGUE,' which means 'beginning' in Japanese, conveys its significance as an important milestone in Honda's North American EV strategy and reflects the strong determination behind it.
The primary target for the vehicle is young families. The goal was not only to appeal to early adopters, who have traditionally been the main customers of EVs, but to create a car that would be loved by a broad range of users. The PROLOGUE offers both a single-motor front-wheel drive (FWD) version and a dual-motor all-wheel drive (AWD) option, designed to deliver the sporty, powerful driving performance that is highly valued in North America.
John Hwang: With the PROLOGUE, we drew inspiration from the advanced and stylish design of the 'Honda e,' which is a predecessor in the EV lineup, while also prioritizing ease of use and a sense of familiarity, much like traditional gasoline-powered vehicles. The name 'PROLOGUE' not only represents the beginning of Honda's EV journey, but it also reflects our desire to make this vehicle the first step for customers in smoothly transitioning from internal combustion engine (ICE) vehicles to electric vehicles.
In terms of connectivity, the PROLOGUE supports Apple CarPlay and Android Auto™. It also addresses a key challenge of EVs: charging. The vehicle includes features that help drivers determine the best places to charge along their route and optimize battery conditioning to ensure quicker charging when they arrive at charging stations.
However, the PROLOGUE is not just about cramming in the latest technologies. One example, as mentioned by Matsuura, is the interior switchgear. Rather than completely eliminating physical switches, they deliberately kept those used during driving. Unlike touch panels, physical switches provide immediate feedback, which is crucial for safety when driving, as touch panels can make it difficult to assess whether the operation was successful in real time. The PROLOGUE was developed with a sincere focus on the user's perspective, meticulously pursuing safety, convenience, and usability.
The PROLOGUE is not only appealing in terms of functionality and interior, but also boasts an attractive exterior design.
John Hwang: The PROLOGUE features a styling that combines a rugged impression with a sense of simplicity and cleanliness. One distinctive aspect is the rear end, where Honda's traditional 'H' emblem has been replaced with the 'Honda' inscription. This not only conveys a fresh image for an EV but also gives the vehicle a more prominent and wide stance, enhancing its eye-catching proportions.
Hirokazu Matsuura: At the Japan Mobility Show, we were frequently asked, 'Is this an EV?' We designed it not just for early adopters but as a 'neo-rugged EV' for the general public, so I believe we've achieved the intended result. The proportion of the vehicle is very appealing, and we've even been asked, 'Won’t this be sold in Japan?' which makes me very happy.
For the Japanese market, Honda plans to launch several EV models in the coming years: a light commercial EV based on the 'N-VAN' in 2024, an EV based on the 'N-ONE' in 2025, and two small EVs, including an SUV-type, in 2026. More diverse models are expected to follow in the future.
Hirokazu Matsuura: The PROLOGUE, due to its size and the specific driving performance requirements, cannot be directly introduced to Japan. Moving forward, we will focus on optimizing the battery and platform, while carefully assessing market characteristics in the EV era. We will continue to pursue development that is uniquely Honda.
John Hwang: As we shift to EVs, there will inevitably be differences in architecture, but we want to ensure that the 'Honda-ness' is still felt in the development. For this, I have high expectations for the PROLOGUE as a stepping stone.
How will Honda leverage the experience gained from the development of the PROLOGUE? The PROLOGUE embodies Honda's enduring strength of 'driving pleasure' while paving the way for Honda's future in the EV era. It is positioned as the beginning of people's shift to electric vehicles, and we invite you to watch closely how it makes its mark.