Honda hounds hot on the trail of dog lovers
By Keith Turner
April 25, 2008
The annual gathering of Western Automotive Journalists and automotive public relations professionals usually stirs up some exciting news about what’s on the horizon for four-wheel enthusiasts.
And this year’s just completed conclave in Monterrey, California, also brought some interesting news for lovers of our four-legged friends when Honda’s West Coast PR guru Chris Martin hinted that the Japanese manufacturers may have more DogCar news in store in the not-so-distant future.
You’ll recall that Honda has already gained DogCar fame by being honored as the first-ever DogCar of the Year “Best In Show” for its wonderfully versatile Honda Element. The squarish cargo space, fold-flat seats and easy-to-clean interior all add up to the perfect combination for owners of multiple big dogs who take their canine traveling very seriously.
After the award was announced, Honda’s marketing department sprung into action by creating an advertising campaign geared specifically for the dog-loving car buyer. They’ve even included the DogCars.com logo on their Element website to power home the point.
During a lunch break in the Carmel Valley, Martin said the powers that be are very excited about the U.S. DogCar market and may be planning some additional enhancements to the Honda lineup that will make canine lovers sit up and take notice.
One wonders if perhaps Honda is considering a U.S. launch of the “Wow” (short for “Wonderful Open-Hearted Wagon”) concept car that was introduced at the 2005 Tokyo Auto Show. Martin said that while the Japanese loved the little car with a small dog crate built into the glove box, the concept never got off the drawing board for U.S. distribution.
“Automakers are always targeting niche markets, like young buyers, sports lovers or even surfers or skiers, where there’s a huge demand for a very specific vehicle,” Martin said. “So creating a vehicle for dog owners only makes sense.”
Like a bloodhound hot on the trail of its target, Honda appears to be zeroing in on the needs, wants and desires of the dog lover. Stay tuned . . .
(Crossposted from the DogCars.com blog.)
When/if Honda launches the “Wow” in the U.S., they would be very smart from a marketing standpoint to call it the BowWow, or, even, BowWowWow.
Comment by Nadine L. — April 25, 2008 @ 3:00 pm
Good for Honda! I love it…now only if it was a hybrid. :)
Comment by WolfGirl — April 25, 2008 @ 3:35 pm
What a shame that an American auto maker couldn’t do this. I’d rather buy an American made car.
Comment by Mary — April 25, 2008 @ 3:50 pm
Honda does make many of its vehicles in the United States, actually — they have since 1979.
Comment by Christie Keith — April 25, 2008 @ 4:04 pm
You’re right about Honda being an American car in all but name. We bought a Honda Fit in November, and couldn’t be happier with all the cargo area because of the great design. It gets 34 mpg and will fit into all the tightest parking spaces here in Chicago.
Comment by Mark Bullock — April 28, 2008 @ 7:43 pm