Ethanol steam reforming with pure ethanol and commercial bioethanol (S/C = 3) was carried out inside the housing of the exhaust gas pipe of a gasoline internal combustion engine (ICE) by using exhaust heat (610–620 °C). Various catalytic honeycombs loaded with potassium-promoted cobalt hydrotalcite and with ceria-based rhodium–palladium catalysts were tested under different reactant loads. The hydrogen yield obtained over the cobalt-based catalytic honeycomb at low load (F/W 200 h) at high load (F/W = 150 mLliq·gcat-1·h-1, GHSV = 2.4·103 h-1) showed that promotion of the ceria-supported noble metal catalyst with alumina and zirconia is a key element for practical application using commercial bioethanol. HRTEM analysis of post mortem honeycombs loaded with RhPd/Ce0.5Zr0.5O2–Al2O3 showed no carbon formation and no metal agglomeration.Postprint (author's final draft