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 < 25 mLliq·gcat-1·h-1, GHSV = 4·102 h-1) was remarkably high, whereas that obtained over the noble metal-based catalytic honeycombs was much superior at high loads (F/W = 25–150 mLliq·gcat-1·h-1, GHSV = 4·102–2.4·103 h-1). At higher reactant loads the overall hydrogen production was limited by heat transfer from the exhaust heat to the reformer inside the housing of the exhaust gas pipe of the ICE. Extensive carbon deposition occurred over the cobalt-based honeycomb, making its use impractical. In contrast, stability runs (>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.