Honda

When Honda announced the 2026 Prelude, we were among many interested parties who were disappointed with its pricing. The starting MSRP of $42,000 before tax, title, and destination charges makes it noticeably more expensive than similar models like the  Subaru BRZ, Toyota GR86, and Mazda MX-5 Miata. While these three rivals aren’t equally enticing to every potential buyer, they are all driver-focused machines that can be had for several thousand dollars less than the Prelude.

Honda’s hybrid coupe first arrived at dealerships in September 2025, and December is the first full month for which sales numbers are available. In a press release Honda announced that it sold more than 1.4 million vehicles in the U.S. in 2025, but only 204 were Preludes. 174 of those sales came in December, but the short window of availability is inadequate to fully assess demand for the model. Sales numbers for the aforementioned competitors were a bit stronger in the closing weeks of 2025, and two of those had solid sales over the course of the year. Subaru sold 229 BRZs in December to bring the yearly total to 2,882 units. sold 482 MX-5 Miatas in December and 8,727 units over the course of the year. Toyota did reasonably well with the GR86, selling in December 2025 and 8,090 for the calendar year. 

Honda relies heavily on facilities in  the U.S. to produce many of its most popular models, but the Prelude is manufactured exclusively in Japan. On top of the cost of shipping to the United States and other overseas markets, Preludes sold in the U.S are subject to 25% tariffs applied to all Japanese auto imports. Prior to increases introduced by the Trump administration, Japanese cars were taxed at rates between 2.5 and 15%. Canadian buyers have it a little easier when the exchange rate is taken into consideration, though. The Prelude’s MSRP north of the border starts at $49,990 Canadian, which as of this writing equals about $36,500 USD. Passenger cars imported from Canada to the U.S. are currently subject to just a 2.5% import duty, meaning it’s still worth it to head north if you want to save on a Prelude. 

It’s anyone’s guess how long the 25% tariffs on Japanese imports will stay in place, but until then the Prelude finds itself in an awkward position. It is priced closer to higher-performance sports cars but offers a hybrid powertrain and a driving experience that prioritizes efficiency and refinement over flat-out performance. While there is nothing inherently wrong with that combination, this makes the Prelude a tougher sell to the entire spectrum of potential buyers. If pricing remains unchanged, it won’t be surprising to see Prelude sales stay in the neighborhood of a couple hundred units monthly. It’s still too early to label the new Prelude a complete failure, though. A  full year on the market will give us a clearer picture of its appeal, but Honda’s decision to price the Prelude so high may have seriously limited its potential right from the start.