Idemitsu Lubricants America & Throtl Rev Up a Radical Honda Build That Will Leave JDM Fans Roaring

World Premiere Model Debut at SEMA 2026

NOVI, Mich., Oct. 27, 2026 /PRNewswire/ -- Idemitsu Lubricants America Corporation, the U.S. arm of the world's top 10 lubricant manufacturers and the trusted OEM factory-fill choice of leading Japanese automakers, today announced the second year of its partnership with automotive builder and influencer Throtl.

This year's collaboration debuts a special Honda model vehicle fully reimagined, with an unveiling at the 2026 SEMA Show at Idemitsu booth #23753, November 3rd @ 10am in the Racing & Performance section at the Las Vegas Convention Center.

When Honda revived one of its most iconic nameplates for 2026, enthusiasts had plenty to say. The hybrid-only coupe and lack of a manual transmission left many wondering what could have been. Idemitsu and Throtl took that challenge, spending the past year creating a one-of-a-kind Honda build that reimagines the icon with the performance, power, and driver-focused spirit enthusiasts have been craving.

Exactly what the model is, and what lies beneath the hood, remains a secret until its official reveal. Throtl promises the wait will be worth it for anyone who has ever wondered what Honda could have achieved by pushing the limits even further.

"Our partnership with Throtl has become one of the most anticipated parts of our SEMA presence," said Alex Moreira, Marketing Manager at Idemitsu. "Last year's reveal drew huge crowds and media attention, and this year we are topping it by tackling a car that's on Honda fans' minds right now. Idemitsu engineering lubricants are purpose-built for Japanese engines and this build is a perfect showcase of what our oils can do when a car is pushed to its absolute limit," added Moreira.

"Last year we showed up and showed out at SEMA," said Throtl Co-Founder Evan Beckerman. "This year, we're taking on the build every Honda fan has been arguing about for months and people will be absolutely amazed! Idemitsu's been with us every step of the way, and without them, this build wouldn't survive what we're putting it through," Beckerman added.

A Partnership Built for JDM Fans

Idemitsu and Throtl first joined forces at SEMA 2025 to bring bold Japanese builds to an audience that lives and breathes car culture. The debut collaboration was met with an enthusiastic response, cementing the partnership as a fixture of Idemitsu's Racing & Performance presence.

This year's one-of-a-kind project raises the stakes, tapping into one of the most talked-about controversies in Honda's recent history and turning it into a showcase for both brands.

About Idemitsu Lubricants America

Idemitsu Lubricants America Corporation is the U.S. lubricants business of Idemitsu Kosan Co., Ltd. Headquartered in Jeffersonville, Indiana, with a packaging facility and sales office in Novi, Michigan, Idemitsu has served as a trusted factory-fill supplier to Japanese automakers for more than 65 years and has been engineering premium engine oils since 1911. Idemitsu's full line of synthetic motor oils is formulated specifically for the demands of Japanese engines, from daily drivers to high-performance builds.

About Throtl

Throtl is a San Diego-based automotive e-commerce platform and media brand founded in 2015 by brothers Evan Beckerman, Rick Beckerman and Erol Erturk in 2015. The company offers a massive catalog of over 400,000 performance and aftermarket parts for cars and trucks and is widely known for its popular automotive YouTube channel with more than 4 million followers.

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SOURCE Idemitsu Lubricants