![]() ![]() Our own informal survey of reactions to the Element was absolutely polarizing.Īnybody over the age of 50 just didn't get it. You might want the same kind of utility your parents' car offers-you just don't want to look like you're driving your parents' car. If your parents drive a minivan and a pickup, you don't worry about swoopy lines. (And if you're inside the car, you can't see the outside.) Moreover, a generation weaned on SUVs hardly cares about boxy. And it's about spending lots and lots of time inside the car. For them, it's not about going fast it's about going places. These are kids who like to cruise in their vehicles, who like to eat (and even sleep) in their vehicles and who live in their cars. The Element is what they wanted, right down to the funky shape. Honda surveyed hundreds of college-age folks and asked what they wanted in a car/SUV and even had them submit drawings and ideas. See, this vehicle was literally designed and sweated over by the target market-active, suburban twentysomethings. See, what we're telling you-what Honda is telling you-is that you clearly aren't "with it." Wanted a new vehicle targeted right at twentysomething buyers, they created the phenomenal Element.Īhh, and you think it's strange looking, do you? Then you're not in the target demographic. And function matters as well-they want the cupholders to be perfect for a Big Gulp as well as a single-shot cappuccino. Not-your-father's-Accord appearance draws squinting gawks and jeers from the AARP set and people not raised on the sounds of Moby.īut carmakers study colors and shapes very thoroughly, since they care very deeply if they get the interior schemes and exterior shapes just so. What other industry literally spends (on average) $1 billion every time it develops a new product? We can only think of aviation, aerospace, or military, and these industries don't generally perform many demographic studies to determine if you like the next "new" color scheme of their missiles or the shapes of their tanks.Ĭlever interior swallows piles of cargo whole stiff chassis and peppy engine make the going fun. ![]()
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