Honda Element Case Analysis

ID: 0856135
Name: Yinong Li
Case: Honda Element
Why Success?
  1. The design team really focused on customers’ need, after they targeting the customer segment, they began to built relationship with customers, asked what they want and finally applied those ideas.
  2. Technology support. They used their existing technologies such as the Power Train parts, combined with new element such as the exterior and interior design and the new suspension system.
  3. Approval from top management and executives.
  4. Good Advertisement and activities.
Platform Strategy and PIC (Product Innovation Charter)
  1. Background
Already had some light truck, but no one for the male at the age segment between 19 and 20. Getting loyalty at an early age is important for Honda and sales of other product. Honda needs a new cost-efficient light truck to attract new customers.
  2. Focus
They use Ethnographic technology to target customer segment.
They already have an excellent power train system to support the new product.
  3. Goals-objectives
The new product will be built with mass of new ideas which come from their potential customer.
The flexibility of the design included seven themes: adaptability and modularity, authenticity, functionality, attitude and expression, performance, safety and value.
  4. Guidelines
Honda broken down the new product development into subsystems, they are exterior, interior, suspension and power train. For each of the subsystem, a design strategy was created and work progressed with periodic review by top management.
Tangible Benefits from Customers’ Voice
  1. It had provided design team a lot of new ideas that customer really like and want, such as the tailgate, cargo storage, panels and so on.
  2. It was a good material when they advertising the new product. For example, the universities parties.
  3. Track the manufacture process and make sure the new product always be the one that customer want.
What I Learned for...