When Honda launched the new Prelude in Japan, it conservatively estimated the local demand at 300 units per month, but ended up sweeping up whopping 2,400 reservations in several days, overshooting its own forecast by 800%.
Despite being marketed as a coupe for the younger and more active audiences, the middle-aged and the elderly took no less interest in the new Prelude. In fact, Honda admits that 50- and 60-year-old men were the biggest target audience. Some of them were buying the coupe as a second car for their family, while others still were getting it as their first Honda ever. That’s a surprising development, the automaker says.
Most of the buyers polled pointed out dynamic exterior design, sporty suspension settings and a comfortable cabin as the main reasons for choosing the new Prelude. Some specifically emphasized the spacious trunk conveniently accessible via a large tailgate frame. 63% of the orders were for a Moon White car, with the remaining 37% spread among grey, black and red.
Considering the unexpected demand, Honda is now promising to “ramp up the production volumes”, but several dealerships in Japan have stopped taking new orders for an indefinite time. It looks like some time will pass before the car gets back on the list.
Prices for the 2026 Honda Prelude coupe start from ¥6,179,800, which roughly corresponds to U.S. $40,500. It’s by far the most expensive Honda ever to run on Civic underpinnings.
