Honda's new sports car a hit with older customers

Tokyo

HONDA Motor Co has sold out all 8,600 of its new S660 roadsters slated for production this year and is fully booked through June. The only problem: four in five buyers of the US$16,000 sports car are over 40.

That is a much older demographic than other models in the lineup and many of these older buyers are repeat customers buying the coupe as a second car, according to Misato Fukushima, a company spokeswoman. It's also a contrast to the last sports car Honda introduced in 1999, the S2000. Back then, only one in five buyers were over 40 years of age.