Honda dealers have already started inflating prices for the new Prelude
The new Honda Prelude hasn’t even fully appeared in dealerships across the United States yet, and some dealers are already trying to charge buyers an excessive premium. One listing in Virginia is drawing attention not for the car, but for its incredibly high price.
Record markup in Virginia
The Pohanka Honda dealership in Fredericksburg, Virginia, has added a so-called “market adjustment” of $25,000 to the manufacturer’s suggested retail price (MSRP) of the new 2026 Honda Prelude. This raises the total asking price to a level typically associated with genuine sports cars.
According to the price tag shared by a Reddit user, the Prelude’s MSRP is $43,850. However, due to the dealer markup, the total price rises to $68,850, and that’s before taxes, registration, and other fees. Such a jump looks particularly odd for a car that Honda positions as an affordable, nostalgia-appealing sports coupe with a hybrid setup, not focused on absolute performance.
This raises the total asking price to a level typically associated with genuine sports cars.
Price context: Prelude in the same league as Porsche and BMW
To better understand the scale, the $68,850 figure falls in the same range as the cost of a BMW M2, Cadillac CT4-V Blackwing, or even a base Porsche 718 Cayman with minimal options. All these cars offer significantly more power and a heritage of high performance.
Of course, they may not offer the fuel efficiency of a hybrid, but if that’s the main priority, there are more efficient offerings on the market, such as the Hyundai Ioniq 5 N or even the Honda Civic Type R.
Consequences of inflated prices for the model
The dealer’s listing provides no explanation for such a markup, other than the phrase “market adjustment.” This may seem like another example of strange pricing, but the consequences of such dealer actions can be long-term. At best, buyers overpay. At worst, such price games can harm the model’s success before it even fully hits the market.
The Prelude is a major success on paper for Honda, but if dealers don’t start selling it at the manufacturer’s set price, this success could prove short-lived, not long-term. The story of the Volkswagen ID.Buzz price gouging is a clear warning of how such actions can affect a car’s perception. This practice creates a toxic atmosphere around the new model, repelling the most loyal brand enthusiasts who were waiting for the return of the legendary name. Trust in the dealer network and transaction transparency become factors no less important in the purchase than the technical specifications of the car itself.