![]() ![]() Honda quickly discovered that instead of eager Gen Y buyers, "The Elementīut as any parent knows, 22-year-olds don't have a lot of money and often don't like what older adults say is good for them. "Consumer interest is high for new and functional approaches to exterior and interior designs, Dick Colliver, American Honda's executive vice president, said at the time. Honda officials like to say the Element was designed "from the inside out" with utility being one There was no carpeting inside theįloor was coated with textured urethane so the Element could be hosed out between trips. With rear side doors that opened outwards from the front to create unobstructed access for side loading, the Element had the capacity of a moving van. ![]() Honda's chief product boss Tom Elliott called it a dorm room on wheels. Headrests, and the front seats did likewise. The rear seats reclined absolutely flat after you removed the With them and needed a vehicle that would enable them to do so.Ġ:00 / 2:38 Porsche Cayenne Hybrid: almost thereīased on the popular CR-V, the Element was designed to haul just about anything. They conducted focus groups at colleges, beaches, camp sites, and in the mountains and concluded that young men, in particular, liked to carry their stuff around The Element was based on a concept vehicle called Model X, developed by a small group of young R&D engineers in 1998 and first shown at theĢ001 Detroit Auto Show. Honda had studied the concept intensively. Target was the 22-year-old single male who was hip, social, well-traveled, and loved extreme sports such as surfing and snowboarding It could be used to carry surfboards, haul dirt-bikes, or provide a place to just hang out. The Element combined the attributes of a sport-utility vehicle, pickup-truck, and RV. ![]() Honda sold fewer than 14,000 Elements in the U.S. Element sales peaked at more than 84,000 in 2003 when it was introduced and have fallen steadily since then. For one of the first times in its storied history, Honda had created a vehicle not conceived by engineers to provide affordable transportation but by Their verdict didn't line up with Honda's, and the Element never Honda decided the Element was cool before its customers had a chance to weigh in. "The Element proved that ultimate functionality can often come from thinking inside the box," John Mendel, executive vice president of American Honda, declared in December. ![]()
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