Honda targets European comeback with radical Prelude concept after 77% sales drop

Honda’s passenger‑car sales in Europe have fallen 77% to just 72,000 units in 2025, down from a record 313,000 in 2007. President Hans De Jaeger said the company is no longer a major player in the region and will pursue a gradual, sustainable growth strategy focused on cars with distinct personalities. The company showcased the Prelude HRC Concept, an extreme, race‑inspired hybrid sports coupe unveiled at the Goodwood Festival of Speed, as a flagship of this new direction.

While European demand for the Prelude has been modest – only 30 units sold in Spain – the model has attracted strong interest in Japan, where 2,400 reservations were logged a month after launch. Honda responded by releasing a Japan‑only Special Edition costing €1,500 more, featuring premium crystal garnet metallic paint, 19‑inch bi‑tone wheels and upgraded interior materials, but retaining the same 2.0‑litre hybrid powertrain (184 hp, 315 Nm). Honda does not plan to double or triple volumes quickly, aiming instead to increase its share in the EU, UK and Turkey to about 100,000 units per year.