Honda Prelude attracting Gen X-ers and their kids

The sixth-generation Honda Prelude – which revives the iconic sports car nameplate after a 24-year absence – is bringing in an interesting mix of buyers in Japan, says the model’s product lead.

Speaking via interpreter with Australian media at the Japan Mobility Show in Tokyo, the Honda Motor Co. ‘Large Product Lead’ for Prelude said the hybrid sports coupe – which just launched in the Japanese domestic market – is being bought by Gen X and their children.

“Generation X knows Prelude very well, and the kids’ generation [want to] share memories of their parents,” the product lead said.

“We assumed both ‘Gen X’ and ‘Gen Z’ [would be] the target owner, but currently Gen X is the main buyer. And of course, in the future, the younger generation can watch and see the Prelude, and come to love it. We already [have] had the feedback from the younger generation that they love the [Prelude’s] style and design.”

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Honda’s product lead also noted initial feedback from Japanese customers were critical of the Prelude’s premium price point in the domestic market, though the bespoke nature of the model’s development, as well as factors like materials and exchange rates have hindered Honda’s ability to make it cheaper.

The 2026 Honda Prelude is positioned as a more premium product than the likes of the Toyota GR86 and Subaru BRZ, kicking off from 6,179,800 yen (A$61,520) in Japan, which is quite a bit more than base pricing of the Civic Type R (4,997,300 yen or A$49,748).

For MY25, Honda Australia jacked up the price of the local-spec Civic Type R to $79,000 drive-away, up $4900 from the previous model year. It’s unclear whether the Prelude will offer similar positioning relative to the Type R to Japan when it arrives Down Under in 2026.

The Prelude has been confirmed for an Australian launch in mid-2026, following the Japanese and North American markets. It will likely be offered in a single variant, given the second variant in Japan was a special launch edition which is now sold out.

Power comes from a version of the hybrid system used in the related Civic e:HEV, teaming a 104kW/182Nm 2.0L petrol engine with a 135kW/315Nm electric drive motor. Drive is sent exclusively to the front wheels via what Honda labels an ‘electric continuously variable transmission’ – or e-CVT.