The Honda Element, a unique crossover that debuted in 2003, was officially discontinued in 2011 after struggling to attract its intended youthful audience. Designed to cater to “young, active buyers,” the Element featured a distinctive blocky shape, rear-hinged doors, and an interior that could adapt to various needs with up to 64 configurations. Despite its innovative design, the vehicle’s pricing and target demographic challenges ultimately led to its decline.
The Element was built on the successful Honda CR-V platform but took a bolder approach, aiming to appeal to adventurous individuals in their twenties. Tom Elliott, then the executive vice president of American Honda, remarked before its launch that the Element was tailored for a generation of buyers who enjoyed activities like surfing and mountain biking. With an initial Manufacturer’s Suggested Retail Price (MSRP) of $16,100—equivalent to over $28,000 in 2025—many of these young consumers found the vehicle financially out of reach.
As the Element began to hit the market, it became apparent that it was not resonating with its intended audience. Data from Autoweek indicated that the average age of Element owners was around 41 years, significantly older than the target demographic. Despite marketing efforts that showcased the vehicle’s adventurous spirit, the Element attracted fewer buyers under 25 than competing models like the Nissan Xterra.
Sales figures reflected this disconnect. The Element initially sold over 50,000 units annually, but the numbers fell short of Honda’s goal of 75,000 units. By 2007, sales dropped to 35,000 units, and further declines followed, with only 11,000 units sold by 2011. The decline in sales despite a major 2009 facelift pointed to an ongoing misalignment with market expectations.
In 2011, Honda made the decision to discontinue the Element, marking the end of an era for a vehicle that was once viewed as a daring take on the crossover segment. Although its production ended, the Element has gained a new appreciation in recent years. As of 2025, enthusiasts are willing to pay upwards of $40,000 for well-maintained examples, indicating a resurgence of interest in this unconventional vehicle.
The Honda Element remains a symbol of innovative design and adaptability, demonstrating how a unique approach can carve out a niche in the automotive landscape, even if it initially fell short of its commercial expectations.
