Exciting news for car enthusiasts! Honda Motors has officially announced the return of a beloved nameplate: the Prelude. Making its comeback in the U.S. market in late 2024, the sixth-generation Prelude is set to advance the joy of driving into the electrified future with Honda’s award-winning two-motor hybrid powertrain.

The Honda Prelude

Originally introduced in November 1978, the Prelude quickly became a favorite among driving enthusiasts, known for its sporty looks and dynamic performance. Honda is set to honor this legacy by integrating innovative features into the new model, including the revolutionary Honda S+ Shift. This sophisticated drive mode enhances Linear Shift Control to ensure an engaging and responsive driving experience—perfect for both longtime fans and new drivers.

Jessika Laudermilk, Assistant Vice President of Honda Auto Sales, stated, “The return of the Honda Prelude as a hybrid-electric sports model demonstrates our continued commitment to offer a variety of exhilarating products to meet the needs of our customers.” With the Prelude joining the ranks of the iconic Civic and Accord, Honda is reuniting its classic lineup, all backed by hybrid technology.

This news arrives at a momentous time, as Honda celebrates 25 years of hybrid sales in America, proudly introducing the nation’s first hybrid-electric model, the Honda Insight, in 1999. Today, Honda is pushing further on its electrification strategy, striving for all battery-electric and fuel cell electric vehicles to make up 100% of their sales by 2040. Hybrids are a crucial part of this journey, and Honda has already achieved impressive milestones, with electrified vehicles accounting for over a quarter of their total sales in 2024.

The Prelude will make its North American debut following its global unveiling at the 2023 Japan Mobility Show, where it captured the hearts of many. Honda’s commitment to innovation is clear in the Prelude’s design and features, from introducing groundbreaking technologies like four-wheel steering and torque vectoring systems in its earlier iterations to the hybrid-electric capabilities of this new generation.

As Honda continues to pave the way for its electrified future with products like the Honda Prologue electric SUV and the forthcoming Honda 0 Series models, the return of the Prelude signifies not just a nostalgic revival but also a new era of exhilarating driving experiences.

Fair warning to enthusiasts: excitement is building as the Prelude prepares to hit the roads again, promising a blend of classic sports coupe design and the cutting-edge technology that defines Honda’s future. Keep your eyes peeled for more updates and prepare to embrace the joy of driving like never before!

Stay tuned for more updates and feel free to share your thoughts on the return of the Prelude below!

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For more information on Honda next-generation technologies, click here.

About Honda
Honda offers a full line of clean, safe, fun and connected vehicles sold through more than 1,000 independent U.S. Honda dealers. The award-winning Honda lineup includes the Civic and Accord, along with the HR-V, CR-V, Passport, Prologue and Pilot sport utility vehicles, the Ridgeline pickup and the Odyssey minivan. The Honda electrified vehicle lineup, representing more than a quarter of total sales in 2024, includes the all-electric Prologue SUV, hybrid-electric Accord, CR-V, and Civic, and Fuel-Cell-electric CR-V e:FCEV, with a hybrid Prelude set to join the lineup in late 2025.

Honda has been producing automobiles in America for over 40 years and currently operates 18 major manufacturing facilities in North America. In 2023, more than 99% of all Honda vehicles sold in the U.S. were made in North America, with about two-thirds made in America, using domestic and globally sourced parts.

More information about Honda is available in the Digital FactBook. 

Welcome to the Consumer Corner section of STM Daily News, your ultimate destination for savvy shopping and informed decision-making! Dive into a treasure trove of insights and reviews covering everything from the hottest toys that spark joy in your little ones to the latest electronic gadgets that simplify your life. Explore our comprehensive guides on stylish home furnishings, discover smart tips for buying a home or enhancing your living space with creative improvement ideas, and get the lowdown on the best cars through our detailed auto reviews. Whether you’re making a major purchase or simply seeking inspiration, the Consumer Corner is here to empower you every step of the way—unlock the keys to becoming a smarter consumer today!

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Sara Hanson, University of Richmond and Nathan B. Warren, BI Norwegian Business School

Have you ever hesitated at the register, uncomfortable as an employee watched you choose a tip? It’s not just you. The rise of digital tipping systems – from point-of-sale devices held by employees to countertop screens that clearly display your selection – is changing the dynamics of tipping, often in ways that make customers feel scrutinized.

As marketing professors who study digital tipping, we wanted to find out how customers respond to this sort of “tip surveillance.” So we conducted a field study analyzing 36,000 transactions and did four controlled experiments with more than 1,100 participants.

We compared tipping setups with less privacy – such as when firms use handheld payment systems, when employees are facing customers, and when apps immediately show tips to employees – with setups with more privacy, such as countertop payment systems, employees who face away from customers, and apps that disclose tips only after the service.

Our results were clear: High levels of surveillance are bad for business. Customers who felt watched while tipping were less likely to make a return visit or recommend a business. While privacy often made customers feel more generous and in control of their decisions, feeling scrutinized led to resentment and reduced loyalty.

Interestingly, research shows that people enjoy being watched when they donate to charity. So why does tipping feel different? Perhaps because tipping isn’t entirely voluntary – it’s often seen as an expectation. When customers feel pressured, they lose the sense of control that makes tipping a positive experience.

Welcome to the payment panopticon

While digital tipping can be convenient, it can also contribute to “tipflation” – the feeling that tipping expectations have gotten out of hand. If companies want to make sure customers keep coming back, our research indicates they would do well to give customers privacy to tip.

One issue might be that some employees think watching customers closely encourages them to tip generously. We didn’t find a straightforward relationship, however, between tipping privacy and tip amounts. While privacy empowers customers to tip less if they choose, we found it also often encourages them to feel more generous. These effects mean that customers tip similar amounts whether they have privacy or not.

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For companies, striking the right balance between giving customers control and fostering generosity is crucial. A business that trains its employees to give customers privacy to tip – and makes sure to pay those employees fairly, so they don’t need to pressure customers in the first place – will likely develop a better reputation and a more loyal customer base.

The next horizons of tipping

Tipping can be a feel-good experience, enhancing feelings of generosity and social status. It can also be a source of anxiety. And for better or worse, digital technology is changing the way we tip. Today, people tip more money, for more services, and in more places than ever before.

As businesses, customers and even politicians debate how to best integrate digital tipping into our world, our research shows the importance of thinking holistically. In our view, the focus shouldn’t just be on boosting tipping revenue for employees but also on creating a positive experience for customers.

More broadly, customers, workers, businesses and society may want to consider how to create a system of tipping that protects workers’ rights and dignity while guaranteeing fair pay, and that allows customers and business owners to reward employees who contribute by providing great service.

Sara Hanson, Associate Professor of Marketing, University of Richmond and Nathan B. Warren, Associate Professor of Marketing, BI Norwegian Business School

This article is republished from The Conversation under a Creative Commons license. Read the original article.

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Kia EV9

Irvine, California – December 6, 2024 – Kia’s all-electric, three-row flagship SUV, the EV9, has made a significant mark in the automotive world, earning the esteemed title of “2024-2025 Electric SUV of Texas” at the recent Texas Auto Writers Association (TAWA) “Truck Rodeo.” This prestigious award highlights Kia’s ongoing commitment to innovation and excellence in the electric vehicle segment, proving once again that in Texas, bigger often means better.

The annual Truck Rodeo is a highly anticipated event in the automotive calendar, attracting over 40 TAWA journalist members who meticulously evaluate the top contenders among trucks, EVs, SUVs, and CUVs. This year’s competition featured an impressive lineup of 28 vehicles, all put through their paces across more than 260 rigorous driver and vehicle excursions. Journalists assessed each vehicle’s performance, comfort, technology, and overall driving experience, ensuring that the results accurately reflect the best-performing vehicles on the market.

“Kia has a long history with TAWA, and we’re thrilled that the EV9 has been named ‘2024-2025 Electric SUV of Texas’ by this distinguished group of journalists,” remarked Steven Center, COO and EVP of Kia America. “This award is further evidence that Kia builds vehicles held in high regard by the press and desired by consumers. Texans love their SUVs, and the EV9 resonates with TAWA members for its design, interior space, range, technology, and dynamic driving performance. Winning this award adds to the EV9’s long list of accolades and demonstrates its success as the first mainstream three-row fully electric SUV.”

The Kia EV9 SUV

During the event, TAWA members drove the EV9 on both predetermined off-road and street courses, simulating real-world driving experiences to evaluate how well the vehicle meets the needs of consumers. The journalists praised the EV9 for its spacious interior, advanced technology features, impressive range, and overall driveability. The acknowledgment from such a respected group underscores Kia’s growing influence in the electric vehicle arena and reinforces the EV9’s position as a leader in the evolving SUV market.

As the automotive industry continues to shift towards electrification, Kia’s EV9 stands out not just for its innovative design and functionality but also for its ability to cater to the diverse needs of modern drivers. With the recognition from TAWA, the Kia EV9 is poised to capture more hearts and minds in Texas and beyond, solidifying its place in the future of electric SUVs.

More information on the 2024 TAWA Truck Rodeo, including the full list of participating vehicles, can be found at www.texasautowriters.org.

Kia America – about us

Headquartered in Irvine, California, Kia America continues to top automotive quality surveys. Kia is recognized as one of the TIME World’s Most Sustainable Companies of 2024. Kia serves as the “Official Automotive Partner” of the NBA and WNBA and offers a range of gasoline, hybrid, plug-in hybrid and electric vehicles sold through a network of over 775 dealers in the U.S., including several cars and SUVs proudly assembled in America*.

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Source: Kia America

Welcome to the Consumer Corner section of STM Daily News, your ultimate destination for savvy shopping and informed decision-making! Dive into a treasure trove of insights and reviews covering everything from the hottest toys that spark joy in your little ones to the latest electronic gadgets that simplify your life. Explore our comprehensive guides on stylish home furnishings, discover smart tips for buying a home or enhancing your living space with creative improvement ideas, and get the lowdown on the best cars through our detailed auto reviews. Whether you’re making a major purchase or simply seeking inspiration, the Consumer Corner is here to empower you every step of the way—unlock the keys to becoming a smarter consumer today!

https://stmdailynews.com/category/consumer-corner