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Honda Element

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Submitted By anni91
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The Honda Element

Honda was very successful with launching a small SUV
It became small SUV of the year 2003 (voted by the Automobile Magazine). Impressive sales were made like in 2004, 75,000 cars were sold, which were more than they expected.
It definitely seams like that Honda invented a very good product, which went through an immaculate product process. You can see that the car is totally designed for a comfortable and universal use. While creating the vehicle Honda focused on customers´ needs. This is why they built relationships with their targeting customers to get to know what they really want and expect of a vehicle.
Honda offers enough space to go on vacations or for transporting any kind of bulky things. Despite it is not as huge as a Van and still well to use in the city. Moreover it has a remarkable engine with 160 horsepower at 5,500 RPM, provided 26 miles per gallon and met all emission standards (California).
It need to have a unique appearance and has also to provide a nice driving experience. The design team had 4 design themes in which the new “element” has to fit to, adaptability/modularity, authenticity, functionality, and attitude/expression.
Nevertheless a good marketing and advertisement had to be made. Honda built a whole new image for their “element”. They sponsored untypical events like surf events and tailgate parties at universities. Their TV commercial had a lifestyle subject in which groups of the young Gen Y going to the beach or to a party.
Regarding the PIC model Hando wanted to penetrate into a new target group. They already had a compact SUV but not for the young Gen Y. It is important to start selling cars to a younger age because that improves loyalty with makes it easier to sell them the more expensive vehicle of Honda later on.
What was very impressive is that they used ethnographic technology to target the new customer segment.
Furthermore Honda had already a similar vehicle in their portfolio, which makes it easier to create a new model. It had to be more cost-efficient but also needed to appear in a unique and trendy design.
From the customers point of view you can say that Honda really focused on what their target group really wants and like. Such as the cargo storage or the panels.
The advertisements were absolutely target to the right customers especially with sponsoring the parties. Also the observation of the each manufacture process, lead to the fact that it is always paid attention to for fill the customer needs.
All in all I can say that I learned it is really important to think about a target group first before inventing a new product.

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