New Honda Prelude with a Huge Markup at the Dealer
It would seem that the time of inflated prices for the Honda Prelude should have already passed, but another dealer demonstrates the opposite. In Arizona, a dealership is offering the 2026 model for almost the price of a new Chevrolet Corvette Stingray. If Honda hopes to compete with Subaru BRZ sales, such actions by dealers certainly won’t help.
What Does Germain Honda of Surprise Offer?
The Germain Honda of Surprise dealership has placed the only 2026 Prelude in its showroom. The Rallye Red car with a black interior could attract buyers looking for a sporty yet economical option. However, the $20,000 markup, indicated right on the windshield, makes the offer unattractive.
No sugarcoating here.
The only positive point is the dealer’s transparency. In a photo published by a Reddit user, a sticker with the wording “dealer markup” is clearly visible, without any embellishments.
Base Price and Additional Markups
Even without dealer markups, the Prelude’s starting MSRP of $43,195 sparked controversy. However, this dealer decided to add more. Besides the $20,000 markup, the bill includes a $495 window tint package and a $1,295 exterior protection package, which includes interior protectant and ceramic coating. The final price is $64,985.
Comparison with Competitors
At $65,000, this Civic Hybrid-based Prelude costs over $22,000 more than a Nissan Z with a 400-horsepower twin-turbo V6, which starts at $42,970. It is also approximately $3,000 more expensive than a top-trim Toyota Supra 3.0 Premium and only $5,000 cheaper than a base Chevrolet Corvette Stingray.
Model Sales Prospects
You need to be a true fanatic or not care about money at all to pay such an amount for a new Prelude. Perhaps the cold reaction from buyers will force the dealer to reconsider the price and bring it closer to the MSRP. In the first full month of sales in the US, only 174 Prelude units were sold. A company representative noted that the goal is to sell 300 cars per month, considering an annual delivery volume for the US of about 4,000 units.
Such cases of inflated prices at dealers are not uncommon for new or anticipated models, especially in the first months after the sales start. However, they can significantly impact the market’s perception of the car and hinder its commercial success. The success of the Prelude will depend not only on the manufacturer’s marketing plans but also on the sensible pricing policy of the dealer network, which must balance profit and accessibility for the target audience.