Honda Motor Co. is making a bold move by reviving its iconic two-door coupe, the Prelude, after a 24-year hiatus. The Prelude was first launched in 1978 and gained popularity in the 1980s for its sleek design and sporty styling. It became a symbol of youthful aspiration and was often referred to as a “date car” among Japanese youth. However, production ceased in 2001 as the market shifted towards SUVs and compact cars. Despite the current market trends, Honda is bringing back the Prelude as a front-wheel-drive hybrid, promising both performance and fuel efficiency.
The revival of the Prelude comes at a time when coupes have nearly disappeared from the new car market. According to the Japan Automobile Dealers Association, coupes are almost entirely absent from the top-selling models, with the only exception being the Toyota GR86, which ranked 44th in sales. This is a stark contrast to the golden era of coupes in the 1980s, when models like the Nissan Silvia, Honda Prelude, and Toyota Soarer were extremely popular.
Industry experts attribute the decline of coupes to economic downturns and the rise of SUVs, which offer practicality and a higher-riding design that resonates with consumers. However, Honda is betting on the emotional appeal of the Prelude, with Company President Toshihiro Mibe describing the new model as a “pioneer model that embodies Honda’s unchanging sports spirit and the joy of driving.”
The revival of the Prelude may be more than just a nod to nostalgia; it could help rekindle enthusiasm for the Japanese auto industry, which is facing increasing competition from Chinese electric vehicle makers and new US tariff pressures. By bringing back a iconic model, Honda may be able to inspire a new generation of car buyers and create a sense of excitement around driving. The new Prelude is set to launch this fall, and it will be interesting to see how it will be received in a market dominated by SUVs and compact cars.