Honda Sold All 8,600 Units of Its S660 Roadster…To Buyers Over 40

Honda S660 3

Hot on the heels of new NSX and S2000 reports, Honda just dropped some pretty big news from its home country of Japan regarding the S660 roadster. On its first production run, the marque managed to sell all 8,600 units allotted to customers, which is great news.

But there’s a catch…(there’s always a catch). According to Bloomberg, four in five buyers of the S660 supermini were over the age of 40—which is a much older buyer demographic than anyone had initially expected.

Honda S660

The S660 was typically purchased by existing Honda owners, and as a second vehicle. You can expect they use it for track or weekend use only. But Honda’s older buyer base isn’t necessarily a positive, suggests some analysts.

“It will be a big challenge for Honda to lure younger buyers,” IHS Automotive analyst Yoshiaki Kawano told the publication. “If you compare the demographic feature and average income with 20 years ago, I would say the motivation for young people to buy such a car could be quite limited.”

Honda S660 2

That drop in younger buyers could spell trouble for Honda in its home market. As for the North American market; as Honda begins to roll out the new NSX and possibly an upcoming S2000 successor, it hopes that the younger crowd will take a liking to its latest creations.

Honda will begin taking orders for next year’s S660 beginning in October in Japan.

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