Honda CR-V: The social activity vehicle
RPA
Summary
From sport utility vehicle to social activity vehicle
Can a car tell you that life is worth living? The sport utility vehicle did for Boomers, back when muddy hoods and thick steel bumpers sent a signal that you weren't a washed-up suburbanite. But over time the category lost its aspiration as the SUV image moved away from the outdoors. CR-V wanted to bring it back, but we knew it had to be a new interpretation in order to appeal to the next generation of younger SUV buyers.
Leveraging a specific life stage...