Six 2015 Honda Fits will be customized for the 2014 SEMA show in Las Vegas and the projects will be tracked on Tumblr.
Honda is looking to strengthen the bond between young buyers and its subcompact Fit: a demographic that wants to personalize its vehicles. The Japanese maker is going to show them what can be done and give them a running look at process via social media.
Honda enlisted six groups to produce customized cars for the 2014 SEMA show in Las Vegas. They’re going to post updates on Tumblr between Aug. 21 and Oct. 22 to allow some early glimpses at what will show up in Sin City in November.
Followers of the project will get to vote on their favorites during the process.
The six teams include: Bisimoto Engineering, Kontrabrands, MAD Industries, Spoon Sports USA, Tjin Edition and Kenny Vinces. Each one will customize a 2015 Honda Fit as part of Honda initiating the Fit Performance Project (#ProjectFit).
“Personalized Honda subcompacts were the foundation of the original import tuner revolution, and the all-new Fit upholds that legacy with a great powertrain, an engaging chassis and renowned Honda quality, all at an affordable price,” said Jeff Conrad, senior vice president and general manager of the Honda Division. “Our Fit project vehicle program and our Tumblr initiative, #ProjectFit, together offer a unique, fun way to demonstrate the personalization potential of this great new car.”
The build teams will modify their cars using aerodynamic body kits, wheels, custom paint jobs and more. The photos will be posted at hondaloves.tumblr.com.
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The Fit Performance Project posts will feature several themes including: “Preview,” revealing design illustrations or renderings; “Show Us Your Mods,” highlighting five modifications made to the vehicle; “In Progress,” revealing headway on the design; and more leading up to the vehicles on display at the SEMA Show.
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Project Fit is just one more effort by Honda to get the attention of younger buyers. Earlier this year, it introduced Honda Stage, a YouTube music channel, which is a partnership with Live Nation, Clear Channel Media and Entertainment, Sean “Diddy” Combs, Revolt and Vevo. The goal is create a music channel that is continually playing popular songs from live performances and exclusive online content.
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Honda is using that in conjunction with its ongoing Honda Civic Tour, which has put lesser known acts on stage while giving the maker a chance to show off its products. This year’s tour saw it brining the Civic and Fit as well as its new HRV crossover to venues to give concert-goers a chance to see, touch and feel these vehicles.