Honda To Launch Second Generation Element

Despite the microscopic sales figures of the Element, Honda has decided to launch the second generation of the car. No specific details of the car have been released yet.

The Honda Element is a crossover model based on the CR-V platform, marketed only in the U.S. and Canada. It was launched in 2003 and a facelift was offered in 2007. The initial sales target of 75,000 units per year were only reached in the first year of production, after which sales plummeted, finally reaching a figure of 13,458 units this year (through November).
The CR-V, on the other hand, is the segment leader with 220,000 units sold at the peak of 2007.

However, the company has targeted a very specific audience with the development of this second generation. ”The company is hitting a key demographic with the Element that it does not reach with the vehicle's platform sibling, the CR-V” declared John Mendel, American Honda Motor Co. executive vice president.

One of the strongest arguments for creating this second generation was the result of an internal company study, which showed that the CR-V and the Element do not cannibalize each other. "In the showroom you couldn't get most Element buyers to even sit in a CR-V," Mendel said.

As a resulf of all this, Honda will create another unconventional vehicle on CR-V underpinnings to replace the Element. Happy Holidays for the Honda Element Owner’s Club then.