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 |  Dec 14 2009, 2:45 PM

2010_Element_EX_004.jpg

The Element, the ugly duckling of the Honda lineup, will live on for a second generation. According to a report by Automotive News, Honda VP John Mendel has confirmed that despite the car’s underachieving sales numbers there are good reasons to introduce a modernized version of the functional box.

The largest argument for keeping the Element around is that it attracts a certain type of customer to Honda dealerships that wouldn’t otherwise be interested in a Honda. Surprisingly, despite the fact that the Element shares its platform with the high-volume CR-V, almost no one cross-shops the two. Element owners also tend to be a loyal bunch, so presumably Honda is hoping to move original owners into a new model.

For the most part, many had assume the Element was slated for the scrap heap of history after its seven year production cycle (two longer than the average) hadn’t produced a single second generation concept.

Originally Honda had targeted the Element at 75,000 units sold on an annual basis. This year it is on track for just 15,000.

There is no word on when the second generation Element could arrive, although it could be as early as the 2011 model year.

[Source: Automotive News via Autoblog]