Honda Prelude's return at odds with shrinking coupe market
Honda Motor Co. unveils a prototype of its new Prelude at the Osaka Auto Messe on Feb. 7. (Yukio Hashimoto)
In a bold move against market trends, Honda Motor Co. is set to bring back its iconic two-door coupe, the Prelude, this fall after 24 years off the lot.
Once a symbol of youthful aspiration and sleek design, the revived model aims to recapture hearts in a world now dominated by SUVs and compact cars.
First launched in 1978, the Prelude gained widespread popularity in the 1980s with its retractable headlights, low profile and sporty styling. It became a quintessential "date car" among Japanese youth.
Production ceased in 2001, but the sixth-generation Prelude is now poised for a comeback as a front-wheel-drive hybrid with Honda making promises of both performance and fuel efficiency.
However, the revival comes at a time when coupes have nearly vanished from the new car market.
According to a 2024 ranking by the Japan Automobile Dealers Association, coupes are almost entirely absent from the top-selling models, which are dominated instead by compact cars, minivans and SUVs.
The only coupe to appear in the top 50 was Toyota Motor Corp.'s GR86, ranking 44th with 8,802 units sold. That figure pales in comparison to the market-leading Toyota Corolla that sold approximately 167,000 units.
This stands in stark contrast to the golden era of coupes. At the height of Japan's asset bubble in 1989, Nissan Motor Co.'s Silvia sold 81,000 units, Honda's Prelude reached 42,000 and Toyota's Soarer followed with 26,000.
SIDELINED BY SUV
Mobility journalist Masayuki Moriguchi notes that economic downturns after the bubble era made luxurious, nonessential vehicles like coupes less appealing in Japan.
Globally, the SUV boom from the 2000s onward further sidelined the category.
"There was once a fascination with speed and sleek design," Moriguchi said. "Today, practical, higher-riding SUVs have taken over, offering ample cargo space and an outdoor-ready image that resonates with consumers around the world."
Nevertheless, Honda is betting on emotion and heritage.
Company President Toshihiro Mibe described the new Prelude at the 2023 Japan Mobility Show as 'a pioneer model that embodies Honda's unchanging sports spirit and the joy of driving.'
Japanese automakers are under increasing strain amid growing competition from Chinese electric vehicle makers and new U.S. tariff pressures.
In this climate, the new Prelude may be more than a nod to nostalgia; it could help rekindle enthusiasm for the Japanese auto industry and inspire driving passion among a new generation of car buyers.
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