Honda’s US unit has killed off the boxy Element saying 2011 will be its last model year. First introduced in concept form as the Model X at the 2001 Detroit show, the Element was launched in 2002 as a 2003 model and became a favourite of small businesses, outdoor enthusiasts and pet owners. It never quite hit the spot with youthful surfers, as Honda has intended, and was more likely to be seen in the hands of a 40- or 50-something heading home from the big box store.
“After a long life cycle, utility-seeking customers have more recently embraced other vehicles in the Honda lineup like the versatile and comfortable CR-V,” the automaker said in a statement.
Go deeper with GlobalData
“The Element had become long in the tooth, having remained virtually the same with only powertrain and safety upgrades since it was introduced in December 2002 as a 2003 model. At the same time, its box-car competition increased with the introduction of the first- and second-generations of Toyota’s Scion xB, the new Kia Soul and the Nissan Cube,” Edmunds.com’s Michele Krebs said in an Autoobserver.com column.
According to Edmunds, Element sales have been dropping almost since it was introduced. It hit a high of 67,099 sold in its first full year on the market in 2003, and bumped along at over 50,000 units a year from 2004 to 2006. Then its sales dropped preciptiously at just over 14,885 sold in 2009.
On Wednesday, Honda’s November sales report showed the automaker sold a mere 939 Element models, a 12% decline from only 1,017 in the much worst market of November 2009. That brought this year’s total to 12,961, ensuring 2010 Element sales will be lower than those in 2009.
This at a time when the small SUV – or CUV – segment was booming. In 2003, the Element accounted for nearly 10% of its segment, a number that steadily dwindled to this year’s 2.5%.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData“Compact SUVs have been one of the strongest segments this decade, but the Element never proved to be a high-volume seller despite its low price. It probably suffered from too much competition – even from within its own showroom,” said Edmunds senior analyst Jessica Caldwell.
“The Element proved that ultimate functionality can often come from thinking inside the box,” said John Mendel, executive vice president of American Honda. “It made boxy vehicle designs cool, and Element owners continue to enjoy its unique styling and unmatched versatility.”
But the Element didn’t stay cool for long. “This vehicle was positioned as a ‘dorm room on wheels,’ but it never quite got the hip reputation it seeked,” said Edmunds’ Caldwell. “Instead of appealing to young people looking to haul surfboards and bikes, it turned out to be more popular with senior citizens who liked the Element’s interior space, versatility and relatively low price tag.”
Upgrades made through the years including more power and safety features in the 2007 model year. More recently, the Element embraced its long-held position as a pet-friendly vehicle by introducing the Dog Friendly Element accessory package in 2009.
