The Honda Element deserves a comeback tour

Good morning, folks, and happy New Year! I was out and about running errands this past weekend, and while sitting waiting for a painfully long red light to change...a Honda Element appeared in my rearview mirror. The particular example was decked out, too, with far-from-stock all-terrain tires wrapped around bronze wheels. It looked absolutely fantastic, and the driver behind the wheel, from what I could gather, was living a life probably equally as fantastic. You just don't see many Honda Elements bopping around these days, at least here in the rust-inviting Midwest. 

And then it got me thinking...a revamped, revived Element would be a smash hit for today's Honda brand. Admittedly, I've possessed this thought before, many times, but I feel as if with each passing year, I'm convinced a product like the original Element would thrive and flourish in our current automotive market, where consumers are hungry for boxy, rugged-esque crossovers and SUVs.

The Element was brilliant when it launched way back in the early 2000s. It was fun, youthful, and welcomed those with active lifestyles (a target just about every modern automaker is taking aim at and eager to cash in on). It was ridiculously recognizable, like a tall toaster with plastic cladding and suicide doors that swung open wide to reveal rubber, durable floormats and an interior that begged to be transformed into a dormitory or mobile campsite. Snowboarders, surfers, rock climbers, mountain bikers, DJs, dog owners (yes, Honda briefly sold a special "Pet Friendly" trim as it was adorably badged), artists, and aspiring dirtbags. The Element had people dreaming about freedom and adventures, near and afar. There was an endless list of available accessories, a clamshell tailgate, and you could even buy an Element with three pedals. Print ads and model brochures were pretty much styled and designed to resemble indie album covers.

It was just so, so frickin' cool. 

Like I mentioned above, consumers right now are hungry for boxy crossovers and SUVs. Our firm's research has data also pointing to a growing desirability for all-things rugged, both perceived (style-focused) and actual (capability-focused). The industry in recent years has grasped onto this idea of "soft off-roaders" and it's proven to be a lucrative strategy for many, many automakers. These are vehicles that aren't true burly 4x4s...but do still promise enough off-road capability, features, and protection to enable access to a trailhead or for "light" off-roading, which in all honesty, is probably the perfect amount of beyond-pavement prowess most of us need. Subaru has found success well with its Wilderness subbrand, as have Hyundai (XTR), Kia (X-Pro), and Nissan (Rock Creek). Mazda, perhaps more cautiously, has dipped its toes into the fad with its CX-50 Meridian Edition, and BMW now sells an xOffroad Package for its X5. 

Honda could (and should) bring back the Element, and quite frankly, I think it's been a massively missed opportunity and a gaping hole in their lineup. A bit of wizardry could make it happen using the brand's current Global Light Truck Platform roots underpining the Pilot, Passport, and Ridgeline. Or, and perhaps a better pathway, if Honda wants a smaller, more compact-sized and affordable Element...build it atop the platform found below the latest CR-V and Civic, the latter a seriously excellent vehicle. That way, hybridization is guaranteed, and Honda is a master at efficient, fuel-sipping hybrids. Hell, an Element with an EV drivetrain would be incredible, too.

With the return of the Prelude to the lineup, Honda could try, and likely have better luck via an Element, selling nostalgia to Millennial shoppers and Gen Xers who, I'm sure, would love the ability to once again fold all the seats down flat into a bed and peer up through a rear sunroof at the stars.

To me, it's a product decision that's a no-brainer. The Element never should have faded away after 2011.

Enjoy your Monday.

~Robby

➡️ What I'm listening to: "Good Vibrations" by Marky Mark and The Funky Bunch
➡️ What I'm drinking: Great Lakes Brewing Company's Cookie Exchange Milk Stout
➡️ An auction I'm watching: https://bringatrailer.com/listing/1995-ferrari-f355-spider-47/
➡️ A story you should peep: https://www.thedrive.com/features/feder-cars-can-keep-us-connected
📰 Where I'm quoted: Before the long holiday break I spoke to ABC News about which new vehicles I'm most excited for in 2026 and some of the best new vehicles on sale that offer great value for consumers.