Betting that Gen Y car buyers are r

Betting that Gen Y car buyers are ready to try something new Toyota, Honda, and other companies are using a variety of product strategies. In spring 2003, Honda launched Element, a boxy sport utility vehicle that is manufactured in the United States. With a base price of $18,300, the vehicle is targeted at 24-year-old males. Toyota responded by launching the Scion x8 miniwagon in the United States; the vehicle was already avait able in Japan, where it is known as a youthmobile.