# SEMA Honda Coupe Builds Idemitsu and Throtl Rebuild a Revived Honda Coupe for SEMA 2026 By Adam Harrie | Written with AI assistance | Published 2026-10-28 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/sema-honda-coupe-builds References: [prnewswire](https://www.prnewswire.com/news-releases/idemitsu-lubricants-america--throtl-rev-up-a-radical-honda-build-that-will-leave-jdm-fans-roaring-302920542.html)  Idemitsu Lubricants America and Throtl are bringing a [rebuilt Honda coupe](https://www.trendhunter.com/trends/lotus-esprit) to SEMA 2026, recasting the brand's newly revived icon for enthusiasts who wanted a more performance-focused version. The exact model and engine remain hidden until the reveal, but the project directly addresses the debate over the [hybrid-only coupe](https://www.trendhunter.com/trends/hybrid-coupe-special-editions) and the missing manual gearbox. The unveiling is set for Nov. 3 at 10 a.m. at the Las Vegas Convention Center. Idemitsu will display it at booth #23753 in the Racing & Performance area, where Honda fans and Japanese car enthusiasts can inspect a [one-off build](https://www.trendhunter.com/trends/1970-plymouth-cuda) alongside other tuning and race-prep projects. The secret model and undisclosed engine setup make the car itself the attraction, giving Idemitsu a direct way to connect its oils for Japanese engines to a hard-use build instead of a broad performance claim. A second year with Throtl keeps the lubricant brand tied to creator-led car culture, where credibility comes from the vehicle on display and the stress it is built to handle. Image Credit: Idemitsu Lubricants & Throtl Partnership ## Trend Insights (Trend Hunter) - Score: 8.1/10 - Popularity: 63% | Activity: 80% | Freshness: 99% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### Why This Trend Is Growing - **Creator-led Performance Builds:** Automotive credibility is shifting toward influencer-backed project cars that validate products through visible engineering, hard-use testing, and enthusiast community engagement. - **Manual Gearbox Nostalgia:** Renewed demand for driver-focused features creates space for brands to reinterpret modern hybrid or revived models with tactile, analog performance cues. - **Secret Reveal Marketing:** Concealed specifications and event-based unveilings are turning custom builds into suspense-driven content moments that sustain attention before and after trade shows. ### Industries Being Reshaped - **Automotive Aftermarket:** Specialty parts, tuning, and race-prep companies can benefit from one-off showcase vehicles that translate enthusiast debate into measurable product relevance. - **Lubricants and Fluids:** Performance oil brands are gaining differentiation by attaching formulations to demanding builds that demonstrate durability within specific engine communities. - **Experiential Marketing:** Trade show activations built around mystery vehicles and creator partnerships offer immersive brand storytelling for audiences seeking authenticity over conventional advertising. ## Related on Trend Hunter - [Factory-Enhanced Adventure SUVs](https://www.trendhunter.com/trends/passport-trailsport.md) - [Automotive Graphic Tees](https://www.trendhunter.com/trends/honda-civic-history-tshirt.md) - [Race-Engineered Vehicle Upgrades](https://www.trendhunter.com/trends/race-engineered-vehicle-upgrades.md) - [AI-Integrated Performance Cars](https://www.trendhunter.com/trends/heated-hot-hatches.md) - [Subcompact Sport Utility Vehicles](https://www.trendhunter.com/trends/2026-honda-hrv.md) - [High-Performance Electric Hypercar Prototypes](https://www.trendhunter.com/trends/electric-hypercar-prototype.md) - [Customized Vehicle Builds](https://www.trendhunter.com/trends/dude-ram.md) - [Auto Customization Initiatives](https://www.trendhunter.com/trends/smokescreen-concept.md) - [Educational Vehicle Retail Campaigns](https://www.trendhunter.com/trends/2026-honda-pilot.md)