The new Honda Prelude coupe has become a real market phenomenon in Japan, but the reason for its success is not only in hybrid technology. Demand for the car has exceeded all expectations – in the first month after its debut, the company received over 2,400 orders, which is eight times more than the initial forecasts.
The main intrigue lies in the profile of buyers. Although Honda has relied on attracting a younger audience, demand for the Prelude is dominated by buyers aged 50+. The reason for this is pure nostalgia. These customers remember the previous generations of the model well and buy the new coupe as a stylish second car or weekend car.
Honda has clearly managed to create an emotional product that evokes memories of the 80s and 90s, when the name Prelude was associated with engineering excellence and exciting driving. The price of the model in Japan is high – 6,179,800 yen (approximately 35,510 euros). For comparison, for the same amount in Japan you can buy a Nissan 400Z with 400 horsepower, while the Honda has a hybrid power unit with 200 horsepower and 315 Nm of torque. But apparently emotion prevails over raw power.
To cope with the huge number of orders, Honda is already increasing production, and some dealers have even temporarily stopped accepting new orders.
The new Prelude is built on the e:HEV hybrid platform, which combines a gasoline engine and two electric motors. The coupe does not have a traditional gearbox - the electric motors directly deliver power to the wheels, and the gasoline engine acts mainly as a generator. However, Honda engineers have developed the "S+ Shift" system, which creates "a sharp gearshift feeling similar to a traditional", while maintaining the sporty spirit. The chassis is also serious: Prelude has received a suspension derived from that of the Civic Type R, with double wishbones and adaptive dampers.
An interesting statistic is the choice of color, which also confirms the profile of the mature audience:
Moon White Pearl – 63%
Meteoroid Gray Metallic – 16%
Crystal Black Pearl – 11%
Fire Red – 10%
The fact that buyers overwhelmingly prefer white and gray shades to bright colors shows that the Prelude audience is mature, relaxed, and looking for elegance rather than ostentatiousness. The new Prelude is expected to go on sale outside Japan later this fall.