by The Price Problem
The revival of the Honda Prelude was supposed to be a successful comeback story, but instead it has turned into a lesson on how to alienate fans. The base price of $42,000 for a hybrid coupe already raised questions about the company’s rationale, and some dealers are exacerbating this problem by adding thousands of dollars in markups.
Photos of price tags and online listings are circulating on social media, showing markups that no one expected to see, given the already high starting price of the car.
Excessive Markups
One buyer claims to have paid $59,345 before taxes for their Prelude, which included a “Protection Package and Market Adjustment Fee” costing $14,995. This package mostly contains unnecessary add-ons such as wheel locks, a cargo tray, protective screens, paint protection, and window tinting. The real reason, of course, is the so-called market adjustment fee.
Literally no reason for it to be 63K byu/Commercial_Ad157 inHonda
Another dealership increased the total amount to $61,714 thanks to a $10,000 markup and various additional fees. Meanwhile, one dealer in California is asking $63,850 for the Japanese coupe, claiming it is “1 of 60” in the state.
The Real Cost
A quick look at the official Honda configurator shows how inflated these offers are. Even after selecting all available accessories, such as a car cover, door visors, protective films, a front spoiler, a rear spoiler, interior lighting, floor mats, and additional 19-inch wheels, the cost of the Prelude reaches only $50,926. This is significantly lower than the prices demanded by some dealers.
Comparison with Competitors
Even before dealer markups, the Prelude’s base price of $42,000 seemed inflated for a model based on the Civic, with a 200 hp hybrid system. The price looks even less justified compared to enthusiast favorites like the $30,800 Toyota GR86 and the $32,320 Ford Mustang EcoBoost, not to mention the Nissan Z with a 400 hp V6 engine, which starts at $42,970.
Exceeding the $60,000 mark, the revived Prelude begins to compete with true premium coupes like the 255 hp BMW 430i for $52,600 and the Mercedes-Benz CLE Coupe for $59,550. It even surpasses the price of the V8-powered Mustang GT at $46,560, approaching the Dark Horse at $64,080, although the latter may also have additional markups.
Alternatives
Buyers looking for high-speed electric vehicles can opt for the faster Tesla Model 3 Performance at $54,990. Slightly above this category is the mid-engine Corvette, which starts at around $70,000.
Predictably, the markups caused immediate outrage online. One commenter compared the Prelude to an “iPhone Air among Honda cars,” insisting that its price should not exceed $35,000.
Others noted that for approximately the same money, one could purchase cars with significantly better performance, such as a fully equipped BMW M240i or even a Toyota GR Supra 3.0 Premium, both of which cost around $62,000.
Recommendations for Buyers
If you are truly interested in the Prelude, the best advice is to carefully search for good deals. This kind of dealer frenzy is not new. Initial markups usually disappear when the hype dies down and cars start sitting on lots, after which today’s “exclusive” Prelude could become tomorrow’s discounted offer.
Dealers’ pricing policies can significantly impact consumer trust in the brand, especially when it comes to reviving an iconic model. Many buyers expect fairness and transparency, and such actions can lead to the loss of potential customers to competitors who offer more balanced terms. In the long run, this could harm Honda’s reputation among car enthusiasts.
