Delusional Honda Dealers Marking Up New Prelude To Over $60,000
- Some Honda dealers are adding huge markups on the new Prelude.
- Buyer says they paid nearly $15K in add-ons and market adjustment.
- A fully loaded Prelude costs about $51K, far below dealer listings.
Honda’s revival of the Prelude should have been a feel-good comeback story, but instead it’s turned into a lesson in how to alienate your fans. The starting MSRP of $42,000 for the hybrid coupe already had buyers questioning Honda’s grip on reality, yet some dealers seem determined to prove the point with markups inflating prices by thousands of dollars beyond that.
More: Even John Cena Can’t Save The New Honda Prelude From Its Price Tag
Photos of window stickers and online listings are now circulating across social media, revealing markups that, frankly, no one expected to see given how high the Prelude’s base price already is.
Markup Mania
One buyer claims to have paid $59,345 before tax for their Prelude, inflated by a “Protection Package & Market Adjustment” worth $14,995. The package bundles largely unnecessary extras such as wheel locks, a cargo tray, splash guards, paint protection, and window tint. The real culprit, of course, is the so-called market adjustment.
Another dealership lifted the total to $61,714 thanks to a $10,000 markup and an assortment of add-on fees. Meanwhile, one California retailer is asking $63,850 for the Japanese coupe, claiming it’s “1 of 60” in the state.
A quick tour through Honda’s official configurator shows just how inflated those listings are. Even after ticking every available accessory , such as car cover, door visors, protective films, front splitter, rear spoiler, illuminated interior trim, floor and cargo mats, and optional 19-inch wheels, the Prelude reaches only $50,926. That’s comically well below what some dealers are demanding.
More: Honda Prelude’s Canadian Price Will Leave US Buyers Feeling Duped
Even before these dealer premiums entered the picture, the Prelude’s $42,000 MSRP (plus $1,195 destination) felt steep for a Civic-based model with a 200-hp hybrid setup.
Outpriced by Reality
The price looks even harder to justify next to more enthusiast favorites like the Toyota GR86 at $30,800, and the Ford Mustang EcoBoost at $32,320, let alone the 400-hp V6-powered Nissan Z starting at $42,970.
Push past $60,000, and the reborn Prelude starts brushing shoulders with genuine premium coupes such as the 255-hp BMW 430i ($52,600) and Mercedes-Benz CLE Coupe ($59,550). It even surpasses the V8-powered Mustang GT ($46,560), creeping toward the $64,080 Dark Horse, though that one might be subject to a few markups of its own.
Buyers looking for electrified speed could instead opt for the quicker Tesla Model 3 Performance at $54,990. Sitting just beyond that price bracket is the mid-engined Corvette, which starts at $70,000.
Predictably, the markups have drawn immediate outrage online. One commenter likened the Prelude to “the iPhone Air of Honda cars,” insisting it should top out around $35,000.
Others pointed out that for roughly the same money, you could move into far more serious performance territory, like a fully loaded BMW M240i or even a Toyota GR Supra 3.0 Premium, both hovering around $62,000.
Wait it Out
If you’re genuinely interested in the Prelude, the best advice is the most obvious: shop around until you find a deal. This kind of dealer frenzy is nothing new. Early markups usually fade once the dust settles and cars start lingering on lots, at which point today’s “exclusive” Prelude might quietly become tomorrow’s discounted offer.
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