The brand-new Honda Prelude is being sold at a markup in North America. Is this car really that popular?

【PCauto】For many car enthusiasts, the return of the Honda Prelude carries strong emotional value.

This two-door sports car, which once dominated the 1990s, returns to the market in a new form after a 24-year hiatus, evolving with the times into a hybrid model.

Currently, the 2026 Prelude has only about 30 deliveries in North America

The 2026 Prelude began its gradual delivery in North America at the end of 2025 and has made the shortlist for the 2026 North American Car of the Year (NACTOY), attracting considerable attention with its comeback.

However, if we look solely at sales figures, the Prelude’s debut appears exceptionally low-key. Based on non-official statistics circulating in car communities and forums, approximately 30 units were actually sold or delivered in the U.S. market during the initial weeks after its launch.

This figure is clearly not comparable to mainstream models, and even falls short of the first-month performance of most niche sports cars.

However, it must be emphasized that Honda has not yet released any official North American sales report. These numbers reflect more of the early delivery situation rather than the complete market performance.

The Prelude has indeed been sold at a markup

Dealers in various North American locations have reported that the number of Preludes arriving at dealerships is actually not high, with some receiving only one or two units.

In other words, tight inventory has led to the phenomenon of dealerships selling at a markup. Some dealers have added several thousand to tens of thousands of U.S. dollars to the Manufacturer's Suggested Retail Price (MSRP), with one extreme case even showing a price tag of as high as US$174,600 (approximately RM 713,000).

However, it was soon confirmed to be an error in the price tag. The actual markup was "only" about US$15,000 (approximately RM62,000), but related screenshots had already widely circulated on social media, causing considerable damage to the brand's image.

In more typical cases, most Preludes have an actual transaction price ranging from US$53,000 to US$56,000, equivalent to about MYR 217,000 to MYR 229,000, which is still higher than its starting price of US$43,000 (approximately 176,000 MYR).

These additional fees are often packaged as "market adjustments" or dealer-added accessories, including wheel locks, trunk trays, nitrogen tire kits, and various administrative fees. Even if some accessories are optional, the room for price negotiation is quite limited.

Interestingly, the price markup phenomenon does not necessarily mean that the Prelude has become a true bestseller.

More indications suggest that this is a short-term result of the combination of "limited supply" and "high buzz." As a sporty hybrid coupe from Honda in recent years, the Prelude is inherently positioned as a niche model. Coupled with controlled allocation during its initial launch, it is naturally viewed by some dealers as a product suitable for markups.

The Prelude Is Faring Better in the Japanese Market

On one hand, supporters believe that the Prelude's design, hybrid setup, and daily usability perfectly fill the gap between the Civic and higher-performance models.

On the other hand, some voices question whether its performance is aggressive enough to justify transaction prices above fifty thousand dollars. This polarized evaluation keeps the Prelude in the spotlight within communities but has yet to translate into stable orders.

By contrast, the performance in the Japanese market provides an interesting point of reference. Within about a month of its release in Japan, the Prelude has accumulated approximately 2,400 orders, exceeding initial expectations by about eight times.

Currently, the sales and pricing performance of the Prelude in North America may not be sufficient to draw conclusions about its success or failure.

Before official data is fully released, it remains a model in a "test phase."

As production gradually increases and the initial hype fades, dealer markup opportunities are expected to narrow, and genuine demand will gradually become clear.