Latest news with #RobThorp
The Advertiser
2 days ago
- Automotive
- The Advertiser
Honda Australia to stick with agency model despite costs, sales drop
Honda Australia is 'comfortable' with its agency sales model, despite lower sales and legal action from former dealers. The Japanese brand introduced the sales model in Australia in 2021, and faced heavy criticism from dealers, customers and automotive bodies. It also posted its two worst annual sales results on record in Australia in 2022 and 2023. Despite lower sales – and a ruling from the Victorian Supreme Court against Honda Australia, ordering it to pay $13.6 million in damages after cancelling a Melbourne dealer's contract to introduce the agency model – the automaker says it has no plans to ditch the model. CarExpert can save you thousands on a new car. Click here to get a great deal. "When we look at our customer feedback, a lot of customer feedback suggests that they appreciate the fact that it's just clear, simple and transparent," said Honda Australia managing director Rob Thorp. The agency model set new-vehicle prices nationally, meaning customers pay a set price with no negotiation or bargaining apart from the value of a trade-in, if there is one. Honda said the model would also see it sell fewer cars, which then director Stephen Collins – now at BYD Australia – said the company was willing to accept. Despite facing its best result since the agency model was introduced – with 16,136 sales projected this year – the automaker is still short of the forecast 18,000 target it set when the model was announced. Yet Mr Thorp said there won't be a move away from the agency model. "We're very comfortable with the business model," said Mr Thorp. "Like anybody, we're always open to a review or optimisation – we'll continue to work on it, but the fundamental premise we've had, and One Price Promise [servicing plan] in market [comes] with a clear value proposition." The plan was criticised as forcing higher prices onto buyers, while dealers lost autonomy when it came to profit margins, with a lack of discounting making it potentially harder to offload slower-selling models. It also saw the typical practice of franchise dealers buying the cars in showrooms before selling them to customers scrapped, with Honda Australia owning all stock instead. Honda Australia has 87 dealers, down from around 100 before the agency model was introduced, which Mr Thorp said the company is happy with. "We changed the ownership model and we changed a few key footprints and locations, but it's still quite wide and diverse – dealers, we want them to be happy, too."MORE: Explore the Honda Australia showroom Content originally sourced from: Honda Australia is 'comfortable' with its agency sales model, despite lower sales and legal action from former dealers. The Japanese brand introduced the sales model in Australia in 2021, and faced heavy criticism from dealers, customers and automotive bodies. It also posted its two worst annual sales results on record in Australia in 2022 and 2023. Despite lower sales – and a ruling from the Victorian Supreme Court against Honda Australia, ordering it to pay $13.6 million in damages after cancelling a Melbourne dealer's contract to introduce the agency model – the automaker says it has no plans to ditch the model. CarExpert can save you thousands on a new car. Click here to get a great deal. "When we look at our customer feedback, a lot of customer feedback suggests that they appreciate the fact that it's just clear, simple and transparent," said Honda Australia managing director Rob Thorp. The agency model set new-vehicle prices nationally, meaning customers pay a set price with no negotiation or bargaining apart from the value of a trade-in, if there is one. Honda said the model would also see it sell fewer cars, which then director Stephen Collins – now at BYD Australia – said the company was willing to accept. Despite facing its best result since the agency model was introduced – with 16,136 sales projected this year – the automaker is still short of the forecast 18,000 target it set when the model was announced. Yet Mr Thorp said there won't be a move away from the agency model. "We're very comfortable with the business model," said Mr Thorp. "Like anybody, we're always open to a review or optimisation – we'll continue to work on it, but the fundamental premise we've had, and One Price Promise [servicing plan] in market [comes] with a clear value proposition." The plan was criticised as forcing higher prices onto buyers, while dealers lost autonomy when it came to profit margins, with a lack of discounting making it potentially harder to offload slower-selling models. It also saw the typical practice of franchise dealers buying the cars in showrooms before selling them to customers scrapped, with Honda Australia owning all stock instead. Honda Australia has 87 dealers, down from around 100 before the agency model was introduced, which Mr Thorp said the company is happy with. "We changed the ownership model and we changed a few key footprints and locations, but it's still quite wide and diverse – dealers, we want them to be happy, too."MORE: Explore the Honda Australia showroom Content originally sourced from: Honda Australia is 'comfortable' with its agency sales model, despite lower sales and legal action from former dealers. The Japanese brand introduced the sales model in Australia in 2021, and faced heavy criticism from dealers, customers and automotive bodies. It also posted its two worst annual sales results on record in Australia in 2022 and 2023. Despite lower sales – and a ruling from the Victorian Supreme Court against Honda Australia, ordering it to pay $13.6 million in damages after cancelling a Melbourne dealer's contract to introduce the agency model – the automaker says it has no plans to ditch the model. CarExpert can save you thousands on a new car. Click here to get a great deal. "When we look at our customer feedback, a lot of customer feedback suggests that they appreciate the fact that it's just clear, simple and transparent," said Honda Australia managing director Rob Thorp. The agency model set new-vehicle prices nationally, meaning customers pay a set price with no negotiation or bargaining apart from the value of a trade-in, if there is one. Honda said the model would also see it sell fewer cars, which then director Stephen Collins – now at BYD Australia – said the company was willing to accept. Despite facing its best result since the agency model was introduced – with 16,136 sales projected this year – the automaker is still short of the forecast 18,000 target it set when the model was announced. Yet Mr Thorp said there won't be a move away from the agency model. "We're very comfortable with the business model," said Mr Thorp. "Like anybody, we're always open to a review or optimisation – we'll continue to work on it, but the fundamental premise we've had, and One Price Promise [servicing plan] in market [comes] with a clear value proposition." The plan was criticised as forcing higher prices onto buyers, while dealers lost autonomy when it came to profit margins, with a lack of discounting making it potentially harder to offload slower-selling models. It also saw the typical practice of franchise dealers buying the cars in showrooms before selling them to customers scrapped, with Honda Australia owning all stock instead. Honda Australia has 87 dealers, down from around 100 before the agency model was introduced, which Mr Thorp said the company is happy with. "We changed the ownership model and we changed a few key footprints and locations, but it's still quite wide and diverse – dealers, we want them to be happy, too."MORE: Explore the Honda Australia showroom Content originally sourced from: Honda Australia is 'comfortable' with its agency sales model, despite lower sales and legal action from former dealers. The Japanese brand introduced the sales model in Australia in 2021, and faced heavy criticism from dealers, customers and automotive bodies. It also posted its two worst annual sales results on record in Australia in 2022 and 2023. Despite lower sales – and a ruling from the Victorian Supreme Court against Honda Australia, ordering it to pay $13.6 million in damages after cancelling a Melbourne dealer's contract to introduce the agency model – the automaker says it has no plans to ditch the model. CarExpert can save you thousands on a new car. Click here to get a great deal. "When we look at our customer feedback, a lot of customer feedback suggests that they appreciate the fact that it's just clear, simple and transparent," said Honda Australia managing director Rob Thorp. The agency model set new-vehicle prices nationally, meaning customers pay a set price with no negotiation or bargaining apart from the value of a trade-in, if there is one. Honda said the model would also see it sell fewer cars, which then director Stephen Collins – now at BYD Australia – said the company was willing to accept. Despite facing its best result since the agency model was introduced – with 16,136 sales projected this year – the automaker is still short of the forecast 18,000 target it set when the model was announced. Yet Mr Thorp said there won't be a move away from the agency model. "We're very comfortable with the business model," said Mr Thorp. "Like anybody, we're always open to a review or optimisation – we'll continue to work on it, but the fundamental premise we've had, and One Price Promise [servicing plan] in market [comes] with a clear value proposition." The plan was criticised as forcing higher prices onto buyers, while dealers lost autonomy when it came to profit margins, with a lack of discounting making it potentially harder to offload slower-selling models. It also saw the typical practice of franchise dealers buying the cars in showrooms before selling them to customers scrapped, with Honda Australia owning all stock instead. Honda Australia has 87 dealers, down from around 100 before the agency model was introduced, which Mr Thorp said the company is happy with. "We changed the ownership model and we changed a few key footprints and locations, but it's still quite wide and diverse – dealers, we want them to be happy, too."MORE: Explore the Honda Australia showroom Content originally sourced from:
The Advertiser
04-08-2025
- Automotive
- The Advertiser
Honda confirms futuristic 0 Series EVs for Australia
Honda Australiahas confirmed plans to bring the futuristic 0 Series electric vehicle (EV) lineup to Australian showrooms, which will follow the launch of the brand's first EV Down Under in the second half of 2026. Speaking to media in Melbourne, including CarExpert, Honda Australia managing director Rob Thorp said the 0 Series EV range was being looked at among plans to launch its first EV in local showrooms. "Beyond 2026 and into 2027 … New products, new nameplates, new segments are what we'll be looking to [for sales growth]," said Mr Thorp. "We have a real premium plan to expand the product growth and the offering we have … within that, is the Honda 0 Series … we are intending to bring that to market." CarExpert can save you thousands on a new car. Click here to get a great deal. It's a reverse of the previous stance from Honda Australia, which told CarExpert earlier this year it had no plans to bring 0 Series models here. Both Mr Thorp and Honda Australia CEO Jay Joseph started their current leadership roles on April 1, 2025. The 0 Series was first shown in a computer-animated digital concept form in 2024 – with sedan and people mover models previewed – before physical concept cars were revealed at the Consumer Electronics Show (CES) in Las Vegas, United States (US), in January. The two CES cars showed a 0 Series sedan alongside a "near production" 0 Series SUV, both due on sale in the US and Europe in 2026. When asked by CarExpert which of the 0 Series Honda Australia intends to offer here, Mr Thorp replied: "At the moment, we are looking at all of them – we haven't been able to lock in or confirm anything yet, but we want them all." "We want them all because it's going to be – they are going to be – the best of breed within the global Honda portfolio." "Timing and availability of the [0 Series] product is not yet confirmed, and we're working our way through that, but it is basically an innovation of technology all centred around a theme-like design concept and iconic nameplates." "The [0 Series] brand is going to sit within the Honda portfolio and those are the vehicles we intend to bring to market." While full details are yet to be released, Honda has confirmed the 0 Series will debut a new 'ASIMO' (Advanced Step in Innovative Mobility) software. It will also use artificial intelligence (AI) and LiDAR-based systems for advanced driver assist systems, which will include Level 3 semi-autonomous technology. Level 3 is not yet able to be used on Australian roads, with Tesla officially confirming testing its Full Self-Driving (FSD), a Level 2 system, on Australian roads earlier this year. Honda doesn't currently offer an EV in Australia, with the company instead focusing on expanding its hybrid lineup here. This hybrid expansion will continue, with the return of the Honda Prelude next year after a 25-year absence. Mr Thorp told media the local lineup will be 80 per cent hybrid once the Prelude arrives in mid-2026. While no Honda EVs have been introduced here yet, the Japanese brand has an array of different EVs for different markets. These include the Afeela 1 electric sedan (pictured, above) developed with Sony as a low-volume, luxury flagship, while it also showed the city-sized Super EV Concept at the 2025 Goodwood Festival of Speed in July. Others include the Prologue for North America, based on a General Motors platform; the e:N1/e:Ny1 small SUV offered in markets like Europe and New Zealand; and kei cars for Japan like the N-Van e. Yet while the local arm is set to add EVs, the company recently pulled back from its 2030 target for 30 per cent of global sales to be EVs. It also cut 30 per cent off its previous 10 trillion yen ($103.1 billion) budget for EV development, focusing on hybrid powertrain technology instead. MORE: Everything Honda MORE: Honda's future EVs could be tuned to feel like an S2000 or NSX Content originally sourced from: Honda Australiahas confirmed plans to bring the futuristic 0 Series electric vehicle (EV) lineup to Australian showrooms, which will follow the launch of the brand's first EV Down Under in the second half of 2026. Speaking to media in Melbourne, including CarExpert, Honda Australia managing director Rob Thorp said the 0 Series EV range was being looked at among plans to launch its first EV in local showrooms. "Beyond 2026 and into 2027 … New products, new nameplates, new segments are what we'll be looking to [for sales growth]," said Mr Thorp. "We have a real premium plan to expand the product growth and the offering we have … within that, is the Honda 0 Series … we are intending to bring that to market." CarExpert can save you thousands on a new car. Click here to get a great deal. It's a reverse of the previous stance from Honda Australia, which told CarExpert earlier this year it had no plans to bring 0 Series models here. Both Mr Thorp and Honda Australia CEO Jay Joseph started their current leadership roles on April 1, 2025. The 0 Series was first shown in a computer-animated digital concept form in 2024 – with sedan and people mover models previewed – before physical concept cars were revealed at the Consumer Electronics Show (CES) in Las Vegas, United States (US), in January. The two CES cars showed a 0 Series sedan alongside a "near production" 0 Series SUV, both due on sale in the US and Europe in 2026. When asked by CarExpert which of the 0 Series Honda Australia intends to offer here, Mr Thorp replied: "At the moment, we are looking at all of them – we haven't been able to lock in or confirm anything yet, but we want them all." "We want them all because it's going to be – they are going to be – the best of breed within the global Honda portfolio." "Timing and availability of the [0 Series] product is not yet confirmed, and we're working our way through that, but it is basically an innovation of technology all centred around a theme-like design concept and iconic nameplates." "The [0 Series] brand is going to sit within the Honda portfolio and those are the vehicles we intend to bring to market." While full details are yet to be released, Honda has confirmed the 0 Series will debut a new 'ASIMO' (Advanced Step in Innovative Mobility) software. It will also use artificial intelligence (AI) and LiDAR-based systems for advanced driver assist systems, which will include Level 3 semi-autonomous technology. Level 3 is not yet able to be used on Australian roads, with Tesla officially confirming testing its Full Self-Driving (FSD), a Level 2 system, on Australian roads earlier this year. Honda doesn't currently offer an EV in Australia, with the company instead focusing on expanding its hybrid lineup here. This hybrid expansion will continue, with the return of the Honda Prelude next year after a 25-year absence. Mr Thorp told media the local lineup will be 80 per cent hybrid once the Prelude arrives in mid-2026. While no Honda EVs have been introduced here yet, the Japanese brand has an array of different EVs for different markets. These include the Afeela 1 electric sedan (pictured, above) developed with Sony as a low-volume, luxury flagship, while it also showed the city-sized Super EV Concept at the 2025 Goodwood Festival of Speed in July. Others include the Prologue for North America, based on a General Motors platform; the e:N1/e:Ny1 small SUV offered in markets like Europe and New Zealand; and kei cars for Japan like the N-Van e. Yet while the local arm is set to add EVs, the company recently pulled back from its 2030 target for 30 per cent of global sales to be EVs. It also cut 30 per cent off its previous 10 trillion yen ($103.1 billion) budget for EV development, focusing on hybrid powertrain technology instead. MORE: Everything Honda MORE: Honda's future EVs could be tuned to feel like an S2000 or NSX Content originally sourced from: Honda Australiahas confirmed plans to bring the futuristic 0 Series electric vehicle (EV) lineup to Australian showrooms, which will follow the launch of the brand's first EV Down Under in the second half of 2026. Speaking to media in Melbourne, including CarExpert, Honda Australia managing director Rob Thorp said the 0 Series EV range was being looked at among plans to launch its first EV in local showrooms. "Beyond 2026 and into 2027 … New products, new nameplates, new segments are what we'll be looking to [for sales growth]," said Mr Thorp. "We have a real premium plan to expand the product growth and the offering we have … within that, is the Honda 0 Series … we are intending to bring that to market." CarExpert can save you thousands on a new car. Click here to get a great deal. It's a reverse of the previous stance from Honda Australia, which told CarExpert earlier this year it had no plans to bring 0 Series models here. Both Mr Thorp and Honda Australia CEO Jay Joseph started their current leadership roles on April 1, 2025. The 0 Series was first shown in a computer-animated digital concept form in 2024 – with sedan and people mover models previewed – before physical concept cars were revealed at the Consumer Electronics Show (CES) in Las Vegas, United States (US), in January. The two CES cars showed a 0 Series sedan alongside a "near production" 0 Series SUV, both due on sale in the US and Europe in 2026. When asked by CarExpert which of the 0 Series Honda Australia intends to offer here, Mr Thorp replied: "At the moment, we are looking at all of them – we haven't been able to lock in or confirm anything yet, but we want them all." "We want them all because it's going to be – they are going to be – the best of breed within the global Honda portfolio." "Timing and availability of the [0 Series] product is not yet confirmed, and we're working our way through that, but it is basically an innovation of technology all centred around a theme-like design concept and iconic nameplates." "The [0 Series] brand is going to sit within the Honda portfolio and those are the vehicles we intend to bring to market." While full details are yet to be released, Honda has confirmed the 0 Series will debut a new 'ASIMO' (Advanced Step in Innovative Mobility) software. It will also use artificial intelligence (AI) and LiDAR-based systems for advanced driver assist systems, which will include Level 3 semi-autonomous technology. Level 3 is not yet able to be used on Australian roads, with Tesla officially confirming testing its Full Self-Driving (FSD), a Level 2 system, on Australian roads earlier this year. Honda doesn't currently offer an EV in Australia, with the company instead focusing on expanding its hybrid lineup here. This hybrid expansion will continue, with the return of the Honda Prelude next year after a 25-year absence. Mr Thorp told media the local lineup will be 80 per cent hybrid once the Prelude arrives in mid-2026. While no Honda EVs have been introduced here yet, the Japanese brand has an array of different EVs for different markets. These include the Afeela 1 electric sedan (pictured, above) developed with Sony as a low-volume, luxury flagship, while it also showed the city-sized Super EV Concept at the 2025 Goodwood Festival of Speed in July. Others include the Prologue for North America, based on a General Motors platform; the e:N1/e:Ny1 small SUV offered in markets like Europe and New Zealand; and kei cars for Japan like the N-Van e. Yet while the local arm is set to add EVs, the company recently pulled back from its 2030 target for 30 per cent of global sales to be EVs. It also cut 30 per cent off its previous 10 trillion yen ($103.1 billion) budget for EV development, focusing on hybrid powertrain technology instead. MORE: Everything Honda MORE: Honda's future EVs could be tuned to feel like an S2000 or NSX Content originally sourced from: Honda Australiahas confirmed plans to bring the futuristic 0 Series electric vehicle (EV) lineup to Australian showrooms, which will follow the launch of the brand's first EV Down Under in the second half of 2026. Speaking to media in Melbourne, including CarExpert, Honda Australia managing director Rob Thorp said the 0 Series EV range was being looked at among plans to launch its first EV in local showrooms. "Beyond 2026 and into 2027 … New products, new nameplates, new segments are what we'll be looking to [for sales growth]," said Mr Thorp. "We have a real premium plan to expand the product growth and the offering we have … within that, is the Honda 0 Series … we are intending to bring that to market." CarExpert can save you thousands on a new car. Click here to get a great deal. It's a reverse of the previous stance from Honda Australia, which told CarExpert earlier this year it had no plans to bring 0 Series models here. Both Mr Thorp and Honda Australia CEO Jay Joseph started their current leadership roles on April 1, 2025. The 0 Series was first shown in a computer-animated digital concept form in 2024 – with sedan and people mover models previewed – before physical concept cars were revealed at the Consumer Electronics Show (CES) in Las Vegas, United States (US), in January. The two CES cars showed a 0 Series sedan alongside a "near production" 0 Series SUV, both due on sale in the US and Europe in 2026. When asked by CarExpert which of the 0 Series Honda Australia intends to offer here, Mr Thorp replied: "At the moment, we are looking at all of them – we haven't been able to lock in or confirm anything yet, but we want them all." "We want them all because it's going to be – they are going to be – the best of breed within the global Honda portfolio." "Timing and availability of the [0 Series] product is not yet confirmed, and we're working our way through that, but it is basically an innovation of technology all centred around a theme-like design concept and iconic nameplates." "The [0 Series] brand is going to sit within the Honda portfolio and those are the vehicles we intend to bring to market." While full details are yet to be released, Honda has confirmed the 0 Series will debut a new 'ASIMO' (Advanced Step in Innovative Mobility) software. It will also use artificial intelligence (AI) and LiDAR-based systems for advanced driver assist systems, which will include Level 3 semi-autonomous technology. Level 3 is not yet able to be used on Australian roads, with Tesla officially confirming testing its Full Self-Driving (FSD), a Level 2 system, on Australian roads earlier this year. Honda doesn't currently offer an EV in Australia, with the company instead focusing on expanding its hybrid lineup here. This hybrid expansion will continue, with the return of the Honda Prelude next year after a 25-year absence. Mr Thorp told media the local lineup will be 80 per cent hybrid once the Prelude arrives in mid-2026. While no Honda EVs have been introduced here yet, the Japanese brand has an array of different EVs for different markets. These include the Afeela 1 electric sedan (pictured, above) developed with Sony as a low-volume, luxury flagship, while it also showed the city-sized Super EV Concept at the 2025 Goodwood Festival of Speed in July. Others include the Prologue for North America, based on a General Motors platform; the e:N1/e:Ny1 small SUV offered in markets like Europe and New Zealand; and kei cars for Japan like the N-Van e. Yet while the local arm is set to add EVs, the company recently pulled back from its 2030 target for 30 per cent of global sales to be EVs. It also cut 30 per cent off its previous 10 trillion yen ($103.1 billion) budget for EV development, focusing on hybrid powertrain technology instead. MORE: Everything Honda MORE: Honda's future EVs could be tuned to feel like an S2000 or NSX Content originally sourced from:
The Advertiser
04-08-2025
- Automotive
- The Advertiser
Honda Australia sets tight deadline for hybrids to account for 90 per cent of its sales
Honda Australia said 90 per cent of its local sales will consist of hybrid vehicles by mid-2026 – when the Prelude coupe is scheduled to return as a hybrid – compared to roughly half of its current volume. Hybrid models made up 53 per cent of Honda sales here across May and June 2025, despite its best-selling model – the CR-V – only offering hybrid power in its top trim level. That percentage is even better than market-leader Toyota Australia, which saw hybrids make up 46 per cent of its sales in the first six months of 2025. "That [roughly half hybrid sales] trend will continue for the balance of this year," said Honda Australia managing director Rob Thorp during a media event in Melbourne. "But as we go into next year, there are going to be a number of changes to our lineup which I think will accelerate that even more." CarExpert can save you thousands on a new car. Click here to get a great deal. Mr Thorp confirmed updated versions of both the CR-V and ZR-V are set for arrival in Australia in the second quarter (April-June) 2026 and will offer a hybrid powertrain across more model grades. "Those models will expand a hybrid offering quite significantly and will see us introduce a new four-wheel drive hybrid powertrain to the lineup," the Honda boss said. "It means over 80 per cent of our products will be hybrid … and nearly 90 per cent of our sales will be hybrid in nature by this time next year." Honda's hybrids – which it calls e:HEVs – in Australia are currently all front-wheel drive. That's pretty standard in the small SUV segment, but in the mid-size SUV segment – where the CR-V and ZR-V sit – rivals such as the Toyota RAV4 and Nissan X-Trail e-Power offer hybrid power combined with all-wheel drive systems. The growing ranks of Honda hybrids will include the reborn Prelude sports car, which will make its return to Australian showrooms after a 25-year absence, using an electrified powertrain. It'll be sportier than the standard Civic and Accord, sharing components including suspension, brakes and other parts with the petrol-powered Civic Type R hot hatch. Yet Honda Australia said the Prelude is "not a volume model", with 94 per cent of its total sales in the first half of 2025 made up of its SUVs – the CR-V, ZR-V and smaller HR-V. "If you look at the market year-on-year, while it is down, growth of SUVs where we [Honda] play in most of the time, the growth of SUVs is all in hybrid," said Mr Thorp. "BEV [battery-electric vehicles] is pretty flat, ICE [internal combustion engines] is declining, but all the growth is in hybrid technology … I think it's a reflection of what customers want." "For a long time [at Honda Australia] it's been a strategy built on hybrid before a transition to BEV – and fundamentally, that strategy we've held out for a number of years has not ultimately changed. "We think that even right now, while BEVs are penetrating the market – there's a lot of noise about – in reality the hybrids are the choice for consumers."MORE: Explore the Honda showroom Content originally sourced from: Honda Australia said 90 per cent of its local sales will consist of hybrid vehicles by mid-2026 – when the Prelude coupe is scheduled to return as a hybrid – compared to roughly half of its current volume. Hybrid models made up 53 per cent of Honda sales here across May and June 2025, despite its best-selling model – the CR-V – only offering hybrid power in its top trim level. That percentage is even better than market-leader Toyota Australia, which saw hybrids make up 46 per cent of its sales in the first six months of 2025. "That [roughly half hybrid sales] trend will continue for the balance of this year," said Honda Australia managing director Rob Thorp during a media event in Melbourne. "But as we go into next year, there are going to be a number of changes to our lineup which I think will accelerate that even more." CarExpert can save you thousands on a new car. Click here to get a great deal. Mr Thorp confirmed updated versions of both the CR-V and ZR-V are set for arrival in Australia in the second quarter (April-June) 2026 and will offer a hybrid powertrain across more model grades. "Those models will expand a hybrid offering quite significantly and will see us introduce a new four-wheel drive hybrid powertrain to the lineup," the Honda boss said. "It means over 80 per cent of our products will be hybrid … and nearly 90 per cent of our sales will be hybrid in nature by this time next year." Honda's hybrids – which it calls e:HEVs – in Australia are currently all front-wheel drive. That's pretty standard in the small SUV segment, but in the mid-size SUV segment – where the CR-V and ZR-V sit – rivals such as the Toyota RAV4 and Nissan X-Trail e-Power offer hybrid power combined with all-wheel drive systems. The growing ranks of Honda hybrids will include the reborn Prelude sports car, which will make its return to Australian showrooms after a 25-year absence, using an electrified powertrain. It'll be sportier than the standard Civic and Accord, sharing components including suspension, brakes and other parts with the petrol-powered Civic Type R hot hatch. Yet Honda Australia said the Prelude is "not a volume model", with 94 per cent of its total sales in the first half of 2025 made up of its SUVs – the CR-V, ZR-V and smaller HR-V. "If you look at the market year-on-year, while it is down, growth of SUVs where we [Honda] play in most of the time, the growth of SUVs is all in hybrid," said Mr Thorp. "BEV [battery-electric vehicles] is pretty flat, ICE [internal combustion engines] is declining, but all the growth is in hybrid technology … I think it's a reflection of what customers want." "For a long time [at Honda Australia] it's been a strategy built on hybrid before a transition to BEV – and fundamentally, that strategy we've held out for a number of years has not ultimately changed. "We think that even right now, while BEVs are penetrating the market – there's a lot of noise about – in reality the hybrids are the choice for consumers."MORE: Explore the Honda showroom Content originally sourced from: Honda Australia said 90 per cent of its local sales will consist of hybrid vehicles by mid-2026 – when the Prelude coupe is scheduled to return as a hybrid – compared to roughly half of its current volume. Hybrid models made up 53 per cent of Honda sales here across May and June 2025, despite its best-selling model – the CR-V – only offering hybrid power in its top trim level. That percentage is even better than market-leader Toyota Australia, which saw hybrids make up 46 per cent of its sales in the first six months of 2025. "That [roughly half hybrid sales] trend will continue for the balance of this year," said Honda Australia managing director Rob Thorp during a media event in Melbourne. "But as we go into next year, there are going to be a number of changes to our lineup which I think will accelerate that even more." CarExpert can save you thousands on a new car. Click here to get a great deal. Mr Thorp confirmed updated versions of both the CR-V and ZR-V are set for arrival in Australia in the second quarter (April-June) 2026 and will offer a hybrid powertrain across more model grades. "Those models will expand a hybrid offering quite significantly and will see us introduce a new four-wheel drive hybrid powertrain to the lineup," the Honda boss said. "It means over 80 per cent of our products will be hybrid … and nearly 90 per cent of our sales will be hybrid in nature by this time next year." Honda's hybrids – which it calls e:HEVs – in Australia are currently all front-wheel drive. That's pretty standard in the small SUV segment, but in the mid-size SUV segment – where the CR-V and ZR-V sit – rivals such as the Toyota RAV4 and Nissan X-Trail e-Power offer hybrid power combined with all-wheel drive systems. The growing ranks of Honda hybrids will include the reborn Prelude sports car, which will make its return to Australian showrooms after a 25-year absence, using an electrified powertrain. It'll be sportier than the standard Civic and Accord, sharing components including suspension, brakes and other parts with the petrol-powered Civic Type R hot hatch. Yet Honda Australia said the Prelude is "not a volume model", with 94 per cent of its total sales in the first half of 2025 made up of its SUVs – the CR-V, ZR-V and smaller HR-V. "If you look at the market year-on-year, while it is down, growth of SUVs where we [Honda] play in most of the time, the growth of SUVs is all in hybrid," said Mr Thorp. "BEV [battery-electric vehicles] is pretty flat, ICE [internal combustion engines] is declining, but all the growth is in hybrid technology … I think it's a reflection of what customers want." "For a long time [at Honda Australia] it's been a strategy built on hybrid before a transition to BEV – and fundamentally, that strategy we've held out for a number of years has not ultimately changed. "We think that even right now, while BEVs are penetrating the market – there's a lot of noise about – in reality the hybrids are the choice for consumers."MORE: Explore the Honda showroom Content originally sourced from: Honda Australia said 90 per cent of its local sales will consist of hybrid vehicles by mid-2026 – when the Prelude coupe is scheduled to return as a hybrid – compared to roughly half of its current volume. Hybrid models made up 53 per cent of Honda sales here across May and June 2025, despite its best-selling model – the CR-V – only offering hybrid power in its top trim level. That percentage is even better than market-leader Toyota Australia, which saw hybrids make up 46 per cent of its sales in the first six months of 2025. "That [roughly half hybrid sales] trend will continue for the balance of this year," said Honda Australia managing director Rob Thorp during a media event in Melbourne. "But as we go into next year, there are going to be a number of changes to our lineup which I think will accelerate that even more." CarExpert can save you thousands on a new car. Click here to get a great deal. Mr Thorp confirmed updated versions of both the CR-V and ZR-V are set for arrival in Australia in the second quarter (April-June) 2026 and will offer a hybrid powertrain across more model grades. "Those models will expand a hybrid offering quite significantly and will see us introduce a new four-wheel drive hybrid powertrain to the lineup," the Honda boss said. "It means over 80 per cent of our products will be hybrid … and nearly 90 per cent of our sales will be hybrid in nature by this time next year." Honda's hybrids – which it calls e:HEVs – in Australia are currently all front-wheel drive. That's pretty standard in the small SUV segment, but in the mid-size SUV segment – where the CR-V and ZR-V sit – rivals such as the Toyota RAV4 and Nissan X-Trail e-Power offer hybrid power combined with all-wheel drive systems. The growing ranks of Honda hybrids will include the reborn Prelude sports car, which will make its return to Australian showrooms after a 25-year absence, using an electrified powertrain. It'll be sportier than the standard Civic and Accord, sharing components including suspension, brakes and other parts with the petrol-powered Civic Type R hot hatch. Yet Honda Australia said the Prelude is "not a volume model", with 94 per cent of its total sales in the first half of 2025 made up of its SUVs – the CR-V, ZR-V and smaller HR-V. "If you look at the market year-on-year, while it is down, growth of SUVs where we [Honda] play in most of the time, the growth of SUVs is all in hybrid," said Mr Thorp. "BEV [battery-electric vehicles] is pretty flat, ICE [internal combustion engines] is declining, but all the growth is in hybrid technology … I think it's a reflection of what customers want." "For a long time [at Honda Australia] it's been a strategy built on hybrid before a transition to BEV – and fundamentally, that strategy we've held out for a number of years has not ultimately changed. "We think that even right now, while BEVs are penetrating the market – there's a lot of noise about – in reality the hybrids are the choice for consumers."MORE: Explore the Honda showroom Content originally sourced from:
The Advertiser
04-08-2025
- Automotive
- The Advertiser
2026 Honda CR-V and ZR-V facelifts confirmed for Australia, PHEV on the cards
The Honda CR-V and ZR-V mid-size SUVs will be facelifted and given a new hybrid system – and perhaps their first plug-in hybrid (PHEV) powertrain – plus Google artificial intelligence in early 2026. Honda Australia shared the news at a recent media event where it announced a range of product news, including the model update – internally known an MMC or 'Minor Model Change' – for the two popular models, which accounted for two-thirds of its sales in the first half of 2025. Set to arrive around March/April 2026, the facelift for the CR-V and ZR-V will be the first major change for both model since the current generation of each model was launched in Australia in 2023. The five-seat and seven-seat CR-V is the brand's top-seller, ahead of the HR-V small SUV, while the ZR-V is its third most popular model. CarExpert can save you thousands on a new car. Click here to get a great deal. While mild cosmetic changes are expected, the most significant changes will be underneath the skin, with Honda Australia looking to expand its hybrid offering. In the current CR-V and ZR-V, a hybrid powertrain is available only in the top-spec variants – the ZR-V e:HEV LX (priced from $54,900 plus on-road costs) and the CR-V e:HEV RS ($59,900 plus on-roads). The hybrid CR-V and ZR-V are only available in front-wheel drive form, but broader availability of hybrid power will allow both mid-size SUVs to better compete with the top-selling Toyota RAV4 – Australia's favourite SUV. "[The update] will see us introduce a new all-wheel drive hybrid powertrain to the lineup," said Honda Australia managing director Rob Thorp. "We have an all-wheel drive ICE [internal combustion-engined] model, which sells quite strongly at the moment, [so] converting to a hybrid powertrain we think is where the market is going." In fact, Honda expects hybrid vehicles to account for around 90 per cent of its total sales – compared to 53 per cent currently – by mid-2026. While he didn't confirm specific details, Mr Thorp also said a PHEV version of the CR-V – currently offered in the UK – is also being looked at, but it may arrive after the early-2026 update. "There will be a suite of other safety and model enhancements as well," the Honda boss added. The 2026 CR-V and ZR-V will also bring the second-generation Google built-in system, which is already offered in the Civic hatchback and the Accord flagship sedan. The current version includes the ability to unlock, start and drive a vehicle without a physical key – among many other features – with owners capable of accessing these controls through the Honda Connect smartphone application. MORE: 2026 Honda Prelude: Reborn coupe confirmed for AustraliaMORE: Honda's future EVs could be tuned to feel like an S2000 or NSX Content originally sourced from: The Honda CR-V and ZR-V mid-size SUVs will be facelifted and given a new hybrid system – and perhaps their first plug-in hybrid (PHEV) powertrain – plus Google artificial intelligence in early 2026. Honda Australia shared the news at a recent media event where it announced a range of product news, including the model update – internally known an MMC or 'Minor Model Change' – for the two popular models, which accounted for two-thirds of its sales in the first half of 2025. Set to arrive around March/April 2026, the facelift for the CR-V and ZR-V will be the first major change for both model since the current generation of each model was launched in Australia in 2023. The five-seat and seven-seat CR-V is the brand's top-seller, ahead of the HR-V small SUV, while the ZR-V is its third most popular model. CarExpert can save you thousands on a new car. Click here to get a great deal. While mild cosmetic changes are expected, the most significant changes will be underneath the skin, with Honda Australia looking to expand its hybrid offering. In the current CR-V and ZR-V, a hybrid powertrain is available only in the top-spec variants – the ZR-V e:HEV LX (priced from $54,900 plus on-road costs) and the CR-V e:HEV RS ($59,900 plus on-roads). The hybrid CR-V and ZR-V are only available in front-wheel drive form, but broader availability of hybrid power will allow both mid-size SUVs to better compete with the top-selling Toyota RAV4 – Australia's favourite SUV. "[The update] will see us introduce a new all-wheel drive hybrid powertrain to the lineup," said Honda Australia managing director Rob Thorp. "We have an all-wheel drive ICE [internal combustion-engined] model, which sells quite strongly at the moment, [so] converting to a hybrid powertrain we think is where the market is going." In fact, Honda expects hybrid vehicles to account for around 90 per cent of its total sales – compared to 53 per cent currently – by mid-2026. While he didn't confirm specific details, Mr Thorp also said a PHEV version of the CR-V – currently offered in the UK – is also being looked at, but it may arrive after the early-2026 update. "There will be a suite of other safety and model enhancements as well," the Honda boss added. The 2026 CR-V and ZR-V will also bring the second-generation Google built-in system, which is already offered in the Civic hatchback and the Accord flagship sedan. The current version includes the ability to unlock, start and drive a vehicle without a physical key – among many other features – with owners capable of accessing these controls through the Honda Connect smartphone application. MORE: 2026 Honda Prelude: Reborn coupe confirmed for AustraliaMORE: Honda's future EVs could be tuned to feel like an S2000 or NSX Content originally sourced from: The Honda CR-V and ZR-V mid-size SUVs will be facelifted and given a new hybrid system – and perhaps their first plug-in hybrid (PHEV) powertrain – plus Google artificial intelligence in early 2026. Honda Australia shared the news at a recent media event where it announced a range of product news, including the model update – internally known an MMC or 'Minor Model Change' – for the two popular models, which accounted for two-thirds of its sales in the first half of 2025. Set to arrive around March/April 2026, the facelift for the CR-V and ZR-V will be the first major change for both model since the current generation of each model was launched in Australia in 2023. The five-seat and seven-seat CR-V is the brand's top-seller, ahead of the HR-V small SUV, while the ZR-V is its third most popular model. CarExpert can save you thousands on a new car. Click here to get a great deal. While mild cosmetic changes are expected, the most significant changes will be underneath the skin, with Honda Australia looking to expand its hybrid offering. In the current CR-V and ZR-V, a hybrid powertrain is available only in the top-spec variants – the ZR-V e:HEV LX (priced from $54,900 plus on-road costs) and the CR-V e:HEV RS ($59,900 plus on-roads). The hybrid CR-V and ZR-V are only available in front-wheel drive form, but broader availability of hybrid power will allow both mid-size SUVs to better compete with the top-selling Toyota RAV4 – Australia's favourite SUV. "[The update] will see us introduce a new all-wheel drive hybrid powertrain to the lineup," said Honda Australia managing director Rob Thorp. "We have an all-wheel drive ICE [internal combustion-engined] model, which sells quite strongly at the moment, [so] converting to a hybrid powertrain we think is where the market is going." In fact, Honda expects hybrid vehicles to account for around 90 per cent of its total sales – compared to 53 per cent currently – by mid-2026. While he didn't confirm specific details, Mr Thorp also said a PHEV version of the CR-V – currently offered in the UK – is also being looked at, but it may arrive after the early-2026 update. "There will be a suite of other safety and model enhancements as well," the Honda boss added. The 2026 CR-V and ZR-V will also bring the second-generation Google built-in system, which is already offered in the Civic hatchback and the Accord flagship sedan. The current version includes the ability to unlock, start and drive a vehicle without a physical key – among many other features – with owners capable of accessing these controls through the Honda Connect smartphone application. MORE: 2026 Honda Prelude: Reborn coupe confirmed for AustraliaMORE: Honda's future EVs could be tuned to feel like an S2000 or NSX Content originally sourced from: The Honda CR-V and ZR-V mid-size SUVs will be facelifted and given a new hybrid system – and perhaps their first plug-in hybrid (PHEV) powertrain – plus Google artificial intelligence in early 2026. Honda Australia shared the news at a recent media event where it announced a range of product news, including the model update – internally known an MMC or 'Minor Model Change' – for the two popular models, which accounted for two-thirds of its sales in the first half of 2025. Set to arrive around March/April 2026, the facelift for the CR-V and ZR-V will be the first major change for both model since the current generation of each model was launched in Australia in 2023. The five-seat and seven-seat CR-V is the brand's top-seller, ahead of the HR-V small SUV, while the ZR-V is its third most popular model. CarExpert can save you thousands on a new car. Click here to get a great deal. While mild cosmetic changes are expected, the most significant changes will be underneath the skin, with Honda Australia looking to expand its hybrid offering. In the current CR-V and ZR-V, a hybrid powertrain is available only in the top-spec variants – the ZR-V e:HEV LX (priced from $54,900 plus on-road costs) and the CR-V e:HEV RS ($59,900 plus on-roads). The hybrid CR-V and ZR-V are only available in front-wheel drive form, but broader availability of hybrid power will allow both mid-size SUVs to better compete with the top-selling Toyota RAV4 – Australia's favourite SUV. "[The update] will see us introduce a new all-wheel drive hybrid powertrain to the lineup," said Honda Australia managing director Rob Thorp. "We have an all-wheel drive ICE [internal combustion-engined] model, which sells quite strongly at the moment, [so] converting to a hybrid powertrain we think is where the market is going." In fact, Honda expects hybrid vehicles to account for around 90 per cent of its total sales – compared to 53 per cent currently – by mid-2026. While he didn't confirm specific details, Mr Thorp also said a PHEV version of the CR-V – currently offered in the UK – is also being looked at, but it may arrive after the early-2026 update. "There will be a suite of other safety and model enhancements as well," the Honda boss added. The 2026 CR-V and ZR-V will also bring the second-generation Google built-in system, which is already offered in the Civic hatchback and the Accord flagship sedan. The current version includes the ability to unlock, start and drive a vehicle without a physical key – among many other features – with owners capable of accessing these controls through the Honda Connect smartphone application. MORE: 2026 Honda Prelude: Reborn coupe confirmed for AustraliaMORE: Honda's future EVs could be tuned to feel like an S2000 or NSX Content originally sourced from:
The Advertiser
31-07-2025
- Automotive
- The Advertiser
2026 Honda Prelude has no direct competition, say Australian bosses
The Honda Prelude name will return to Australian showrooms for the first time in 25 years with its planned arrival in mid-2026, but it won't sit alongside any direct rivals nor set sales charts on fire, according to the brand. The Prelude was previously a mainstay in a highly competitive sports car market which has shrunk to a handful of models, including the Subaru BRZ and Toyota GR86, Ford Mustang, Nissan Z and Toyota Supra. According to Honda, none of these are direct rivals to the 2026 Prelude, which will be the first to offer a hybrid powertrain. "By the nature of it, it's going to be a little bit in the market. There isn't going to be anything you can neatly say, it's a direct competitor of that – it's just seen in a lot of different spaces," said Honda Australia managing director, Rob Thorp. CarExpert can save you thousands on a new car. Click here to get a great deal. The sentiment is backed up by Honda Australia CEO Jay Joseph, who told CarExpert: "Prelude is a really fun car, but it's not a high-volume car. "It's a bit of a Swiss Army Knife – it really doesn't fit neatly into a segment and I think that's the opportunity that we get to leverage." In the Prelude's final year in Australia, 2001, total sales across the 'Sports' segment were 8820 across all makes, making up 1.14 per cent of all the 772,681 new vehicles sold that year. In 2024, the same Sports segment saw 10,633 sales, making up an even smaller 0.87 per cent share of all new cars sold (not including brands like Mahindra, Tesla and Polestar brands, which don't report to the official VFACTS figures, and would reduce this number further). While the price of the Prelude in Australia is yet to be announced, it will enter a dramatically different battleground when it returns in mid-2026 – but does the sports car market have room for another competitor in Prelude? "Yes, we think it does," Honda Australia managing director Ron Thorp told CarExpert. "We've actually been planning this for a little while, and … the nature of the model is it doesn't fit a market segment easily. "It will, from a VFACTS perspective and pricing, but the customer who we think will be interested, it's going to be quite a wide, broad base." "If you look at [Civic] Type R, we know who wants to buy Type R," Mr Thorp said. "Looking at the Prelude, it could be a sports cars person, but you could sort of see, to be honest, older males who used to own them back in the 90s buying them again – I think it's going to reattract a lot of consumers back to the Honda brand. "You can see it opening up to a female audience as well because of the way it looks and drives and handles. "We sort of think that this is where the customer segment group might be," Mr Thorp said, with the Prelude potentially able to "attract a lot of different people from a lot of different areas". "It's also going to provide an opportunity to actually conquest and speak to new customers at the same time, and the combination of the two will allow us to generate great [brand] awareness and start to put Honda on a consideration list." More: Everything Honda Content originally sourced from: The Honda Prelude name will return to Australian showrooms for the first time in 25 years with its planned arrival in mid-2026, but it won't sit alongside any direct rivals nor set sales charts on fire, according to the brand. The Prelude was previously a mainstay in a highly competitive sports car market which has shrunk to a handful of models, including the Subaru BRZ and Toyota GR86, Ford Mustang, Nissan Z and Toyota Supra. According to Honda, none of these are direct rivals to the 2026 Prelude, which will be the first to offer a hybrid powertrain. "By the nature of it, it's going to be a little bit in the market. There isn't going to be anything you can neatly say, it's a direct competitor of that – it's just seen in a lot of different spaces," said Honda Australia managing director, Rob Thorp. CarExpert can save you thousands on a new car. Click here to get a great deal. The sentiment is backed up by Honda Australia CEO Jay Joseph, who told CarExpert: "Prelude is a really fun car, but it's not a high-volume car. "It's a bit of a Swiss Army Knife – it really doesn't fit neatly into a segment and I think that's the opportunity that we get to leverage." In the Prelude's final year in Australia, 2001, total sales across the 'Sports' segment were 8820 across all makes, making up 1.14 per cent of all the 772,681 new vehicles sold that year. In 2024, the same Sports segment saw 10,633 sales, making up an even smaller 0.87 per cent share of all new cars sold (not including brands like Mahindra, Tesla and Polestar brands, which don't report to the official VFACTS figures, and would reduce this number further). While the price of the Prelude in Australia is yet to be announced, it will enter a dramatically different battleground when it returns in mid-2026 – but does the sports car market have room for another competitor in Prelude? "Yes, we think it does," Honda Australia managing director Ron Thorp told CarExpert. "We've actually been planning this for a little while, and … the nature of the model is it doesn't fit a market segment easily. "It will, from a VFACTS perspective and pricing, but the customer who we think will be interested, it's going to be quite a wide, broad base." "If you look at [Civic] Type R, we know who wants to buy Type R," Mr Thorp said. "Looking at the Prelude, it could be a sports cars person, but you could sort of see, to be honest, older males who used to own them back in the 90s buying them again – I think it's going to reattract a lot of consumers back to the Honda brand. "You can see it opening up to a female audience as well because of the way it looks and drives and handles. "We sort of think that this is where the customer segment group might be," Mr Thorp said, with the Prelude potentially able to "attract a lot of different people from a lot of different areas". "It's also going to provide an opportunity to actually conquest and speak to new customers at the same time, and the combination of the two will allow us to generate great [brand] awareness and start to put Honda on a consideration list." More: Everything Honda Content originally sourced from: The Honda Prelude name will return to Australian showrooms for the first time in 25 years with its planned arrival in mid-2026, but it won't sit alongside any direct rivals nor set sales charts on fire, according to the brand. The Prelude was previously a mainstay in a highly competitive sports car market which has shrunk to a handful of models, including the Subaru BRZ and Toyota GR86, Ford Mustang, Nissan Z and Toyota Supra. According to Honda, none of these are direct rivals to the 2026 Prelude, which will be the first to offer a hybrid powertrain. "By the nature of it, it's going to be a little bit in the market. There isn't going to be anything you can neatly say, it's a direct competitor of that – it's just seen in a lot of different spaces," said Honda Australia managing director, Rob Thorp. CarExpert can save you thousands on a new car. Click here to get a great deal. The sentiment is backed up by Honda Australia CEO Jay Joseph, who told CarExpert: "Prelude is a really fun car, but it's not a high-volume car. "It's a bit of a Swiss Army Knife – it really doesn't fit neatly into a segment and I think that's the opportunity that we get to leverage." In the Prelude's final year in Australia, 2001, total sales across the 'Sports' segment were 8820 across all makes, making up 1.14 per cent of all the 772,681 new vehicles sold that year. In 2024, the same Sports segment saw 10,633 sales, making up an even smaller 0.87 per cent share of all new cars sold (not including brands like Mahindra, Tesla and Polestar brands, which don't report to the official VFACTS figures, and would reduce this number further). While the price of the Prelude in Australia is yet to be announced, it will enter a dramatically different battleground when it returns in mid-2026 – but does the sports car market have room for another competitor in Prelude? "Yes, we think it does," Honda Australia managing director Ron Thorp told CarExpert. "We've actually been planning this for a little while, and … the nature of the model is it doesn't fit a market segment easily. "It will, from a VFACTS perspective and pricing, but the customer who we think will be interested, it's going to be quite a wide, broad base." "If you look at [Civic] Type R, we know who wants to buy Type R," Mr Thorp said. "Looking at the Prelude, it could be a sports cars person, but you could sort of see, to be honest, older males who used to own them back in the 90s buying them again – I think it's going to reattract a lot of consumers back to the Honda brand. "You can see it opening up to a female audience as well because of the way it looks and drives and handles. "We sort of think that this is where the customer segment group might be," Mr Thorp said, with the Prelude potentially able to "attract a lot of different people from a lot of different areas". "It's also going to provide an opportunity to actually conquest and speak to new customers at the same time, and the combination of the two will allow us to generate great [brand] awareness and start to put Honda on a consideration list." More: Everything Honda Content originally sourced from: The Honda Prelude name will return to Australian showrooms for the first time in 25 years with its planned arrival in mid-2026, but it won't sit alongside any direct rivals nor set sales charts on fire, according to the brand. The Prelude was previously a mainstay in a highly competitive sports car market which has shrunk to a handful of models, including the Subaru BRZ and Toyota GR86, Ford Mustang, Nissan Z and Toyota Supra. According to Honda, none of these are direct rivals to the 2026 Prelude, which will be the first to offer a hybrid powertrain. "By the nature of it, it's going to be a little bit in the market. There isn't going to be anything you can neatly say, it's a direct competitor of that – it's just seen in a lot of different spaces," said Honda Australia managing director, Rob Thorp. CarExpert can save you thousands on a new car. Click here to get a great deal. The sentiment is backed up by Honda Australia CEO Jay Joseph, who told CarExpert: "Prelude is a really fun car, but it's not a high-volume car. "It's a bit of a Swiss Army Knife – it really doesn't fit neatly into a segment and I think that's the opportunity that we get to leverage." In the Prelude's final year in Australia, 2001, total sales across the 'Sports' segment were 8820 across all makes, making up 1.14 per cent of all the 772,681 new vehicles sold that year. In 2024, the same Sports segment saw 10,633 sales, making up an even smaller 0.87 per cent share of all new cars sold (not including brands like Mahindra, Tesla and Polestar brands, which don't report to the official VFACTS figures, and would reduce this number further). While the price of the Prelude in Australia is yet to be announced, it will enter a dramatically different battleground when it returns in mid-2026 – but does the sports car market have room for another competitor in Prelude? "Yes, we think it does," Honda Australia managing director Ron Thorp told CarExpert. "We've actually been planning this for a little while, and … the nature of the model is it doesn't fit a market segment easily. "It will, from a VFACTS perspective and pricing, but the customer who we think will be interested, it's going to be quite a wide, broad base." "If you look at [Civic] Type R, we know who wants to buy Type R," Mr Thorp said. "Looking at the Prelude, it could be a sports cars person, but you could sort of see, to be honest, older males who used to own them back in the 90s buying them again – I think it's going to reattract a lot of consumers back to the Honda brand. "You can see it opening up to a female audience as well because of the way it looks and drives and handles. "We sort of think that this is where the customer segment group might be," Mr Thorp said, with the Prelude potentially able to "attract a lot of different people from a lot of different areas". "It's also going to provide an opportunity to actually conquest and speak to new customers at the same time, and the combination of the two will allow us to generate great [brand] awareness and start to put Honda on a consideration list." More: Everything Honda Content originally sourced from:
