It's the latest marketing ploy in car-crazed Japan....a car made specifically for women. The color, an almost too predictable, pink. This is a new version of the Honda Fit...a model named, not Hers, but She's. The car's designer Eri Tomonari took us for a spin.
"Female drivers told us they were concerned about the summer fun," she says, "As well as getting dry skin from the air conditioning."
According to the carmaker, the windshield cuts 99% of the UV rays and the Plasma Cluster AC won't leave you with cracked hands.
There are also subtle tweaks, like pink features on the dashboard, stitching in the seats. If you don't like pink there's also black, brown or white...that, in other words of one Honda executive..can match a woman's eyeshadow. Yes, some women might find this all offensive...condescending...sexist...a step backwards perhaps.
But Eri tells us, yes, everybody's taste is different. But many women in Japan love something cute, or kawaii.
She's not wrong. (reporter: "Would you buy a pink car?")
"Ahhh! Kawaie! Cute-o!"
(reporter: "I see you're wearing pink shoes, what do you think of a pink car?")
We only found one woman...from Mexico...who voiced any concerns. "It doesn't bother me, but maybe it's a little bit sexist?"
And yes, this has been tried before. The Dodge Femme from the 1950's lasted only a few short years. Ford's Windstar 'Solutions' minivan- complete with microwave and washing machine- never made it past the concept stage. But as for the sales with this latest effort in Japan, Honda says, so far, "She's" exceeding their sales expectations.