Honda CR-V: The social activity vehicle

Honda wanted to create an aspirational image for its CR-V model in the US that would appeal to a new generation of younger SUV buyers.

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...

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