Mass customized cars for Gen Y

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Mass Customization is alive! Witness Honda and Toyota’s bold move into the Activity Support Trucks (AST) category, which is all about Generation Y and the way it uses and customizes their cars. After a successful launch in Japan, Honda recently introduced its ‘Element‘ model in the US market, a car that is, in marketing speak, a means of transportation AND a destination in itself. Meaning that the owner can hang out in it, get dressed in it, and customize the vehicle from looks to multi-media capacities.

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