Honda’s new 2026 Prelude is facing immediate price gouging from dealerships, with some listings exceeding $60,000 before taxes and fees. The issue highlights how quickly dealer markups can undermine a manufacturer’s pricing strategy, especially on highly anticipated models.
Virginia Dealership Adds $25,000 “Market Adjustment”
Pohanka Honda of Fredericksburg, Virginia, is currently listing a new Prelude at $68,850 – a $25,000 premium over the manufacturer’s suggested retail price (MSRP) of $43,850. This 57% markup, labeled as a “market adjustment,” places the car in the price range of higher-performance vehicles like the BMW M2, Cadillac CT4-V Blackwing, and Porsche 718 Cayman.
The inflated price doesn’t reflect any substantial upgrades or additional features. The vehicle includes standard modern amenities such as Apple CarPlay, Android Auto, and driver-assistance systems, but none justify such a dramatic increase over MSRP.
The Broader Impact of Dealer Markups
Dealer markups like these have several consequences:
- Financial Burden: Buyers pay significantly more than intended, especially on sought-after models.
- Brand Perception: Aggressive pricing can damage a brand’s image and erode trust.
- Sales Potential: High prices may deter buyers, slowing sales and undermining the vehicle’s market success.
The Prelude, marketed as an affordable, sporty coupe with hybrid technology, is positioned to appeal to nostalgia and efficiency. However, markups of this magnitude negate those benefits, forcing customers to question whether the car is worth the inflated cost.
Despite the markup, the listing has already garnered hundreds of views, suggesting some buyers may be willing to pay the premium. This behavior reinforces the practice, as dealerships see demand as justification for further price increases.
Ultimately, aggressive dealer markups undermine both consumer value and the manufacturer’s pricing strategy. Without intervention, these practices could hinder the Prelude’s long-term market viability.
