Element My Dear Honda

EAST LIBERTY, Ohio November 27, 2002; James Hannah writing for the AP reported that Honda of America Motor Co. began mass production of the Element on Tuesday, hoping the light-duty truck that looks like an SUV will appeal to young surfers, skiers and outdoor enthusiasts.

The first Element, a silver one, rolled off the production line at the plant in this western Ohio village early Tuesday evening.

The company is awaiting car buyers' reception of the vehicle, which will go on sale Dec. 19.

"We've never built anything like this," said Rick Wilgus, an assistant vice president. "It's all new for us."

The Element is shaped like an SUV, with an enclosed rear area. But the hard plastic floor inside is like the bed of a pickup truck. The vehicle has removable seats and is designed to make loading and unloading through the side doors easy. It has both a hatchback and a tailgate.

David Cole, director of Altarum's Center for Automotive Research in Ann Arbor, expects the vehicle to be directed at young adults who may not be able to afford more expensive sport-utility vehicles.

"It might be attractive to young people," Cole said. "It's kind of quirky, funky, but very practical. It's very creative, very functional and very inexpensive."

A 160-horsepower, four-cylinder engine used in the Honda Accord powers the Element. It has optional four-wheel drive, seats four passengers, gets up to 26 miles per gallon on its automatic-transmission models and has a base price of $16,100.

Cole said the only similar vehicle is the Pontiac Aztek, a big-bumpered, 185-horsepower SUV that sells for $20,500 to $23,500.

Ron Pinelli, president of New Jersey-based Autodata Corp., which tracks vehicle sales, likes the look of the Element.

"I think they're going to be very successful," he said. "I think it will hit the target market."

Pinelli said the Element may strike a chord with young people or with middle-age people who think young.

"The Element has a fresh look to it," he said. "I think it's either something you love or hate. It could take on a cult-like following because it is unique."