It's hip to be square

By John Rogers

Honda Element

Scion bbX

Nissan Chappo

Mazda Secret Hideaway

Nissan Ideo

Honda Unibox

April 24, 2002 - It's not too hard to figure out, you see it everyday And those that were the farthest out have gone the other way You see them on the freeway, It don't look like a lot of fun But don't you try to fight it; "An idea whose time has come." - Huey Lewis and the News

The twin announcements of Honda's Element and Toyota's new Scion branded bbX at the recent New York Auto Show only galvanized what I've been fearing and loathing for far too long: I am no longer "hip."

"There is a whole new generation of buyers, 71 million strong, entering the automotive market," said American Honda's Tom Elliott at the Element's launch. "The Element is designed for those who surf, snowboard, mountain bike and just about anything else. Right now they're trying to adapt to cars, trucks and SUVs, but there is no one vehicle that meets their needs."

If the gaggle of recently seen concepts resembling kitchen appliances is any indication, soon there will be plenty of vehicles to meet the perceived active needs of this upcoming demographic.

When I first saw the Element's conceptual progenitor, the Model X, at Detroit in 2001, I was fearful. Fearful that if Honda ever got the nerve and built this damn box, not only would it be a sales success, but it would be another reminder of my lack of hipness.

This is exactly the same demographic targeted by Toyota's new Scion line of vehicles. Toyota, never a company to miss an opportunity to collect a few more Yen, and recognizing that their stodgy Corolla can barely hold a snowboard, let alone a pair of mountain bikes as well, have been attempting to connect with generation Y for awhile. Although the refrigerator-like bbX is based on a vehicle in Japan called, ironically, the "Black Box," if you saw the enormous subwoofers in the backend of the bbX, where the mountain bikes should be, you would be more inclined to call it the "Boom Box."

I guess I should have seen this cubist trend coming. At last year's Geneva show, Nissan displayed its Chappo concept and defended the boxy shape as a car not just for driving, but as a "social space" where young people will want to "meet and relax." How would you feel if your sixteen-year-old daughter ran out the door as Jimmy pulled up in his wheeled "social space" to "meet" and "relax" with her?

A direct quote from Nissan: "The Chappo is designed to reflect the fact that across the world, youth demands increasingly personal and diverse solutions to lifestyle and recreational needs."

Sure Nissan... We're talking Japanese shaggin' wagons here folks.

In Tokyo last fall, the cubes were out in force, and most of the manufacturers had a "square on wheels" of their own. Mazda made no bones as to the intentions of potential owners for their square-boxed Secret Hideaway. Designed for those carefree kids of today who want to have a "personal environment in which to travel or relax," the Secret Hideaway combined VW Microbus aesthetics with Tokyo hotel room proportions. Nissan's Ideo concept attempted to copy the cold, sterile emotions from Ford's failed 24/7 concept cars of last year. We say let Apple design iMacs, OK?

Now what hopefully will be the concept to break this trend's back is Honda's Unibox, a truly eccentric and revolutionary design. It looks more like a California Closet on wheels than something you would actually enjoy driving (I haven't delved into the research garnered on this burgeoning generation Y bunch, but a high percentage of these kids must be exhibitionists).

Honda has realized that the Unibox is going to be about as much fun to drive as an electric washing machine, as it comes with two Honda motorbikes strapped on. With a side mounted Nintendo-like joystick as the only means to drive the car, this is an obviously non-automotive interior that can be seen through the transparent panels from streetside gawkers. Furthering the notion that these concepts are alternatives to an expensive Tokyo apartment, the Unibox has a powered shopping cart and features real-time navigation aids for shopping.

I guess the malls are bigger in Japan.