Pink gold and plasmaclusters: What Japanese women want in a car

The Japanese auto market is all about specificity, where products are tailored towards discrete niche markets. With a UV coating on the windshield to prevent premature skin aging, a “Plasmacluster” air filtration system to improve skin quality, and a pink gold paint job, Honda’s “Fit She’s” is a car made for the female motorist.

Honda understands Japanese women and their love for all things “kawaii.” When translated, kawaii means “lovable” and “cute.” Think: pink wigs, Hello Kitty, cartoon graphics, hearts, stars, rainbows and all things bubbly and adorable. It isn’t for everyone—but those who like it, really like it.

This isn’t the first time a Japanese company has designed a car with women in mind. In 2005, Suzuki came up with a concept called “Mom’s Personal Wagon,” which had fold-out snack trays for hungry kids and rear doors that opened wide to shuttle young ones in and out more efficiently. Unfortunately, it never went into production.

Which means that Honda is the first company to release a car designed for the Japanese woman. It’s cute, but it also happens to be a very sensible and efficient four door hatchback. Not surprisingly “She’s” selling well.

And in the spirit of kawaii, I say: (ノ°ο°)ノ ☆彡 ★彡