Who Let the Dogs In?
It’s no small market. About 63% of U.S. households have a pet, the American Pet Products Association found in its 2007-2008 pet owners survey. More households, 44.8 million, own a dog than a cat, 38.4 million. The average owner spends $580 to $875 a year on food and care for their dog, the American Society for the Prevention of Cruelty to Animals says. Honda started thinking about a dog version of the Element after unveiling a concept vehicle focusing on the same theme at the Tokyo Motor Show in 2005, Jenkins says. The “WOW,” for “wonderful open-hearted wagon,” fit nicely into the nonsense that often defines the Tokyo show, says Jenkins, but Honda received a surprising barrage of support from fans. The Element, largely unchanged since it was developed as a youth-oriented, surf and camp funmobile in 2003, seemed well-suited to the dog-loving crowd. Besides its large, boxy space in back, Element has a relatively low floor for a crossover SUV and an interior designed to be easy to clean.
