Honda’s return of the Prelude as a hybrid coupe was meant to be a nostalgic and thrilling moment for car enthusiasts. Instead, it has become a cautionary tale about excessive markups from some dealerships that are pricing the vehicle out of reach for many buyers.
One recent buyer reported paying nearly $15,000 in add-ons and market adjustments on top of the already high MSRP of $42,000, pushing their total cost to a staggering $59,345 before tax. This includes extras like wheel locks and paint protection that most would consider unnecessary.
Such markups are not isolated incidents but seem to be widespread. Another customer found a price tag of $61,714 at a different dealership in the area, with yet another listing hitting an astounding $63,850 claimed as one of only 60 available units statewide.
According to Honda’s official configurator, even when selecting every optional accessory available, like car covers and interior trim enhancements, the vehicle’s total comes out to just over $50,926. This discrepancy reveals a significant gap between what dealers are charging and what the actual costs should be based on standard configurations.
These inflated prices place the Prelude in an uncompetitive position compared to rivals like the Toyota GR86 ($30,800), Ford Mustang EcoBoost ($32,320), or even the Nissan Z with its 400-hp V6 starting at $42,970. Honda’s own luxury division offers models such as the BMW 430i and Mercedes-Benz CLE Coupe that begin around $52,600 and $59,550 respectively, making the Prelude look even more overpriced.
It’s disheartening to see such a historic nameplate struggle with market realities. As we reported earlier this year, Honda had already faced criticism for its initial pricing strategy on this model (‘Honda revives Integra Name for Targa-Style Civic Coupe’). Now, with these aggressive markups, it risks alienating not just its fan base but also potential buyers who might prefer more reasonably priced alternatives.
