A car for women? At Honda, yes

Summary:A version of Honda's popular Fit subcompact targets young women in Japan with pink stitching and other stereotypical cues.

What does a car for women look like, exactly?

Does it look differently than a car for a man? What, pray tell, is a gender-specific car?

I don't know the answers to those questions but apparently Honda does. The Japanese automaker is offering a Honda Fit subcompact designed specifically for women -- it's badged "She's" -- that's pink on the outside (though it can also be had in "eyeliner brown," black or white), pink on the inside (yes, even the stitching) and in many ways a throwback to the 1950s.

Except it's not. The vehicle is being marketed directly to young women in Japan, a country that specializes in all things "cute." (This is, after all, land from which Hello Kitty hails.) Whether it's encouraging stereotypes or reflecting them, you tell me. (The folks at NBC's Today show seem to like it, despite the girly frills.)

Would it be well-received in the U.S. or Europe? I wager not.

A highly visible play for a specific demographic? Absolutely.

This post was originally published on Smartplanet.com

Topics: Innovation


Andrew Nusca is a former writer-editor for ZDNet and contributor to CNET. He is also the former editor of SmartPlanet, ZDNet's sister site about innovation. He writes about business, technology and design now but used to cover finance, fashion and culture. He was an intern at Money, Men's Vogue, Popular Mechanics and the New York Daily Ne... Full Bio

zdnet_core.socialButton.googleLabel Contact Disclosure

Kick off your day with ZDNet's daily email newsletter. It's the freshest tech news and opinion, served hot. Get it.

Related Stories

The best of ZDNet, delivered

You have been successfully signed up. To sign up for more newsletters or to manage your account, visit the Newsletter Subscription Center.
Subscription failed.