We've Got a Record of Dealer Markup for the Honda Prelude, Guys | Carscoops

      A Honda dealer in Virginia is pricing a new Prelude hybrid coupe at nearly $69,000 due to a significant markup.

      Reported 6 hours ago by Stephen Rivers

      The dealership has listed a 2026 Prelude for $68,850, which includes a $25,000 dealer-imposed market adjustment fee.

      This price positions the Honda in competition with models like the BMW M2 and Porsche 718.

      Despite the Honda Prelude not being widely available across the U.S. yet, dealers are attempting to overcharge customers. A particular listing in Virginia is notable, not for the vehicle itself, but for its steep price.

      Pohanka Honda of Fredericksburg, Virginia, has added a staggering $25,000 premium, labeled as a "market adjustment," to a new 2026 Honda Prelude, elevating the asking price to levels typically associated with high-performance vehicles such as the BMW M2.

      According to the dealership's sticker shared by Reddit user Newcargoat, the Prelude has an MSRP of $43,850, but with the added fees, the total climbs to $68,850, not including taxes, title, and additional costs. This represents an extraordinary increase for a car that Honda markets as a sporty, affordable, hybrid coupe focused on nostalgia rather than extreme performance.

      To provide context, the $68,850 price tag aligns with what buyers would typically spend on a BMW M2, Cadillac CT4-V Blackwing, or a moderately equipped Porsche 718 Cayman, all of which offer significantly more power and performance.

      While these alternatives may not provide hybrid efficiency, there are various options available that deliver better fuel economy, such as the Hyundai Ioniq 5 N, Honda Civic Si, or even the Type R.

      The listing fails to clarify the reason behind the markup, simply stating “Market Adjustment.” It claims the car is "trending" with hundreds of views and includes standard features like Apple CarPlay, Android Auto, navigation, heated seats, and driver-assistance technology. However, there’s nothing on the equipment list that justifies a 57% markup over the MSRP.

      Though this may seem like another complaint about outrageous pricing, the consequences of dealer markups like this can be lasting. At best, buyers are left unsatisfied; at worst, such pricing strategies can hinder a car's success before it even launches in the market.

      While the Prelude has strong potential on paper for Honda, if dealers continue to sell it for much more than suggested by the manufacturer, it may not achieve lasting success. VW’s experience with markups on the ID.Buzz serves as a cautionary tale.