The Honda Element, a unique crossover that debuted in 2003, was officially discontinued in 2011 due to declining sales and a mismatch with its target demographic. Designed to appeal to “young, active buyers,” the Element featured a distinctive boxy shape, rear-hinged doors, and a customizable interior that allowed for up to 64 configurations, including a flat bed layout. Despite its innovative design, the Element struggled to capture the youthful audience Honda intended.
Honda initially aimed the Element at adventurous individuals in their twenties, with a starting price of $16,100—equivalent to over $28,000 in 2025. This pricing, however, proved to be a significant barrier for its intended market. While the promotional material showcased vibrant lifestyles involving surfing and snowboarding, the reality was that the average age of an Element owner was 41, far older than the target demographic. Honda’s former executive vice president, Tom Elliott, noted the company’s intention to cater to a new generation of buyers entering the automotive market, but the Element ultimately attracted a different audience.
Sales figures during the Element’s early years were promising, with more than 50,000 units sold annually. Despite this, Honda had set a target of 75,000 units per year, which proved to be overly optimistic. Sales began to decline significantly after 2007, with numbers dropping to 35,000 in 2007, 26,000 in 2008, and plummeting to just 11,000 by 2011. This decline prompted Honda to discontinue the Element, even after a major facelift in 2009 aimed at revitalizing interest.
Interestingly, the Element has seen a resurgence in popularity in recent years, evolving into something of a modern classic. Collectors and enthusiasts are now willing to pay upwards of $40,000 for well-maintained examples, highlighting a newfound appreciation for its versatility and practicality. Today, the Honda Element stands as a testament to a bold design choice that, while perhaps not commercially successful during its production run, has garnered a loyal following over time.
The story of the Honda Element illustrates the complexities of automotive marketing and consumer preferences. What was once considered a misstep in Honda’s lineup has transformed into a celebrated icon, revealing the unpredictable nature of the automotive market.