Why Honda’s Midsize SUVs Are Gaining Market Share in 2025

Honda is many people’s favorite carmaker, and yet, in the age of mass marketing, it isn’t really known for making big marketing declarations or splashy segment takeovers. Instead, the company operates as it always has, chiseling away at its product lineup until the results do most of the marketing. In 2025, Honda’s midsize SUV segment — the CR-V, Passport, Pilot, and all-new Prologue — is climbing sales charts, drawing new buyers, and pulling attention away from rivals who traditionally dominate this class.

This isn’t the story of one model suddenly dethroning segment heavyweights. It’s a smarter, subtler shift. Each of Honda’s midsize SUVs has sharpened its purpose and improved usability, giving buyers more of what they want without asking for luxury-brand money, at least in most cases. It’s tough to call anything a bargain when the average new car price now circles the $50,000 mark like a predator looking for a weakness. Anywho, Honda has strengthened the entire lineup slowly and methodically with a few larger updates along the way, and shoppers notice. Dealers notice. Competitors definitely notice.

Honda CR-V: Honda’s Best Seller Keeps Getting Better

2025 MSRP: $30,100 (Base Before Fees)

The Honda CR-V isn’t just a good seller. It’s one of the most popular SUVs in America year-over-year, and in 2025, it continues to play the role of Honda’s volume monster. Calling it “midsize” is up for debate, but shoppers cross-shop it with midsize SUVs constantly, and the interior space backs that up well enough to play.

Honda’s latest hybrid system gives the CR-V an undeniable efficiency appeal. The hybrid model delivers smooth electric-assisted torque, excellent fuel economy, and a driving feel that might not be exciting, but it’s secure and planted. It’s about as non-offensive a setup as you can ask for. It disappears into your daily routine. Unless you don’t want it to.

Honda adding the TrailSport trim to the CR-V was a masterstroke. People love SUVs because they get to feel more capable and prepared for more circumstances, even in little crossovers. Adding an “off-road” trim to an otherwise very road-locked SUV platform gives buyers the option to make a practical choice but dress up in fun clothes. It’s like the banker who wears fun socks. In all seriousness, who doesn’t like an option for black wheels, green paint, taller suspension, and beefier tires?

The ride upholds Honda’s reputation for building comfortable vehicles with smooth, well-mannered rides that stay quiet enough for your kids or sleepy co-pilot to nap without a fuss.

– Nicole Wakelin, TopSpeed Journalist

The interior redesign was one of Honda’s best moves in recent years. The cabin looks and feels more expensive than the segment demands, with clean surfaces, a nicer infotainment setup, better seating comfort, and a more active driving position. Combine this with Honda’s reputation for reliability, and you have a suburban staple that can stop selling.

Honda Passport: The Surprise Hit That’s Having a Big Year

2026 MSRP: $44,750 (Base)

The Honda Passport has enjoyed one of the strongest year-over-year surges in the midsize two-row SUV segment. It’s been an underdog for years, but starting in 2025 and maturing in the 2026 model year, it finally steps into its rightful role as a proper Honda SUV. While many competitors have abandoned naturally aspirated V6 engines for smaller turbocharged setups, Honda stuck with the proven 3.5-liter V6. It’s smooth, torque-y, and more responsive than many four-cylinder turbos. Buyers who tow, travel, or simply want an engine that feels brawny without being complicated are increasingly drawn to it.

On-road, it’s quiet, comfortable, and composed, with a refined ride and precise steering. You can thrash it through the dirt on your day off and then cruise onto the pavement for your commute without missing a beat. It’s as suited to daily drives around town as it is to off-road exploration.

– Nicole Wakelin, TopSpeed Journalist

And just look at the thing. From every angle, the 2026 Passport is better looking than any Honda SUV ever made and safer, too. The Passport TrailSport takes it home with tougher tires, revised suspension tuning, and a sportier stance. It’s not a hardcore off-roader, but it gives the Passport personality that shoppers crave. Add roomy interior space and a practical two-row layout, and you have a vehicle that’s suddenly on more buyers’ lists.

2026 Honda Passport sales can show better than we can tell. Through the end of September, Honda sold 41,450 Passports, an increase of nearly 75 percent compared to the same time last year. Those numbers look even better through November.

Honda Pilot: The Family SUV That Finally Found Its Groove Again

MSRP: $42,300 (Base)

The Honda Pilot has always been a solid SUV, but the latest generation brought it completely back into form. Honda incorporated lessons learned from the Passport and Ridgeline — packaging, suspension tuning, and powertrain refinement — to make the Pilot feel modern and capable.

Along with its little brother, the Passport, the larger Pilot also got a major glow-up in the form of a wider stance and rethought proportions that not only translate to more interior space and a more commanding driving position, but an all-around more serious-looking vehicle. The same V6 engine remains smooth and dependable, making long drives easier while avoiding the stress of turbocharged four-cylinders in heavy SUVs.

Honda sticks to a big, simple V6. It’s a bit down on power compared to the 295-horsepower Telluride, but it’s also a much less complex motor…

– Chase Bierenkoven for TopSpeed

Inside, the Pilot finally feels premium without being pretentious. Better materials, intuitive tech, and supportive seats create a cabin that appeals to families upgrading from older models or even luxury-brand vehicles. It’s practical, refined, and quietly persuasive in a competitive segment. And if the 2025 model wasn’t good enough, Honda recently announced the 2026 model. It has loads of tech and features. Like the Passport and CR-V, the Pilot also gets the cool-guy off-road outfit with the TrailSport. Look, hate all you want, Honda is tough to deny

Honda Prologue: The Newcomer Bringing EV Buyers Into Honda Stores

MSRP: $47,400 (Base)

Honda’s newest all-electric SUV, the Prologue, is the brand’s first serious entry into the midsize electric SUV segment. Positioned against rivals like the Tesla Model Y, Hyundai Ioniq 5, and Chevy Blazer EV, it’s an understated but capable offering that’s already turning heads. It’s got competitive range (308 miles), smooth electric power, and a sleek, minimalist design that appeals to mainstream EV shoppers. It’s not flashy or experimental; it’s practical and ready for daily life. It’s a Honda.

One area where the Prologue doesn’t feel like a Honda is in the way it drives and performs. Don’t get me wrong, this is a very good EV… But Honda has accustomed us to nimble handling and overachieving powerplants that put down above-average performance.

– William Clavey for TopSpeed

The interior balances familiarity with modern tech. Physical controls remain where they matter, while digital interfaces handle the little jobs just fine. Honda’s same old approach makes EV newcomers feel like the Prologue is approachable and well-engineered.

Like all the other Honda SUVs we’re talking about, sales numbers are looking good. Better than good. How about up 52.2 percent over last year’s, which was the first year model.

Why Honda’s Midsize SUVs Are Gaining Momentum

Honda’s mid-size lineup is winning attention because it’s aimed at real buyers. They aren’t flashy or over-marketed, but they check boxes most buyers care about: reliability, comfort, practicality, and performance.

Honda Sales Numbers

The CR-V continues to dominate in volume thanks to its hybrid efficiency and spacious interior. The Passport surprises with strong V6 performance, TrailSport personality, and everyday usability. The Pilot reclaims relevance for families seeking three-row space without sacrificing drivability, even though it hasn’t caught up with the others just yet, but things are trending well. And the Prologue positions Honda for the EV future, offering a competitive electric alternative for 2025 buyers. Together, these SUVs demonstrate a deliberate strategy: give buyers quality, capability, and value without gimmicks. That’s how Honda’s midsize SUVs are quietly gaining market share.

TopSpeed’s Take: Honda’s Consistency Is Paying Off In Dividends

Honda’s midsize SUVs show that success in a crowded segment doesn’t always require aggressive marketing campaigns. It requires listening to buyers, refining core strengths, and delivering vehicles that make sense in the real world. This is what Honda has always done. For 2025, that means the CR-V, Passport, Pilot, and Prologue are not only competitive — they’re slowly winning over buyers who might otherwise have looked elsewhere.

Sources: Honda, The EPA, CarEdge