The Element was unlike any other Honda ever produced. After nine years with a vehicle known for its multi-functional cargo area, innovative and versatile seating, durable and dirt-friendly interior and a popular 2006 ad campaign, production of the Element concluded on Monday at Honda's East Liberty Auto Plant in Ohio. But the Element's legacy is evident on the road and in Honda's flexible manufacturing capabilities.
Launched during the 2003 model year, the Element created its own functional class and became a favorite for small businesses, outdoor enthusiasts and pet owners. But as utility-seeking customers have moved on to other vehicles in the Honda lineup -- such as the CR-V -- the Element's time has come to an end.
"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."
The Element was also the subject of a very popular ad campaign. The "Element and Friends" campaign featured conversations between the Element and various animal friends. But one friend stood out from the rest due to his addiction to pinching.
Through an innovative and viral campaign launched by Honda's Interactive Marketing Department, the insistent pincher Gil the Crab became an instant celebrity with more than 100,000 friends on MySpace.com (remember that site?) and his face appearing on a variety of clothing items.
Canine-lovers took note of the Element when a special "dog-friendly" version went on sale in 2009. The pet accommodation system, which was designed to improve safety, comfort and convenience for dogs and their owners alike, featured a cushioned pet bed, ventilation fan, all-season rubber floor mats with a toy bone pattern, a spill-resistant water bowl, ramp and more for customers' four-legged friends.
The Element also had a profound affect on Honda's manufacturing operations at the East Liberty Auto Plant (ELP), where the Element was produced. The Element, which went into production in 2002 at ELP, brought a host of firsts to Honda's manufacturing operations at Honda of America Mfg. (HAM).
Before the Element, HAM had produced a variety of passenger cars for Honda customers. ELP itself was the primary manufacturing site for the Civic over the years, and also produced the Honda Accord and Acura CL before the Element changed the plant's characteristics.
As the first light truck model ever produced at HAM, the Element brought challenges to ELP. It was approximately nine inches taller than the Civic, and modifications were made at the plant to handle the Element's additional weight and larger body and door panels.
The changes brought with them a new term - flexibility, a mainstay for Honda facilities in the years to come. It meant that the facility could build a wider variety of vehicles. In fact, ELP's flexibility in building the Element was key to the introduction of the CR-V and Accord Crosstour.
The idea of building a light truck on the same line as a passenger car was completely new to Honda plants in North America as more customers were seeking a greater variety of light truck SUV and crossover vehicles. Today plants in Marysville, East Liberty, Alabama, Canada and Mexico combine production or can flex between cars and light trucks.
The 2003 Element went on sale in December 2002 and the associates at ELP went on to build more than 350,000 of the unique model before the last one rolled off the line in East Liberty, Ohio on Monday, April 18.
