We want the Honda N Box +. Strangely enough, this video spot, shot in Japanese and gushing with production values that are a bit foreign to us, makes us want the little Honda even more. You see, we don't need to know Japanese to see that the kei car's 'universal bridge' feature isn't a gimmick - it actually looks extremely convenient - and that the car's multi-space system takes interior functionality to a new level. We don't require a translator to laugh at the gags in this spot, either, though we won't pretend to understand them idiomatically.

But really, the video is worth a watch, if for no better reasons than to enjoy a confusion-based laugh, and to marvel at the tiny car's extremely efficient use of space. We don't expect the N Box + to be offered for sale anywhere near North America, so to get your kicks, you'll have to head below to watch the commercial.


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  • 79 Comments
      GR
      • 1 Year Ago
      I was born and raised in Japan and speak the language so let me chime in and explain a few things. First, the ad is weird because it's in a parody format. It's basically modeled after a Japanese infomercial. It's American equivalent would be showcasing a Ford Explorer on QVC like they were selling jewelry or some old lady dress. The Honda ad follows the format of a Japanese infomercial and even makes it somewhat satirical. For example, when the salesman first appears, the couple asks him, "Who are you?" and he replies, "Anyways, please just open the rear." They also deliberately use a lot of the same sound effects from Japanese infomercials. Another thing discussed in the video was how the rear was so low and versatile to even feature an aluminum ramp (optional equipment). The sales guy then explains it's because Honda placed the gas tank in the middle of the car instead of the rear like in conventional cars (that's the red box in the diagram of the car). By moving the gas tank to the middle, they could use the extra space to make the rear lower and more versatile. The ad ends with them saying you can also get one with 4WD. Honda is obviously trying very hard in the recent years with the kei segment. Their N series is what they developed to better compete with Suzuki and Daihatsu who dominate the kei market. While Suzuki and Daihatsu are seen as once-ran losers in the US market, they crush all others in Japan with kei's which are their specialty. Proof? Suzuki outsold Nissan in Japan last year. Unthinkable in the US, but a reality in Japan all thanks to Suzuki's dominance in kei's. Suzuki and Daihatsu have roughly equal share in Japan in kei sales as they are neck to neck while Honda comes in 3rd by a large margin. Others like Nissan and Mitsubishi trail far behind and some keis like Mazda and Subaru are just rebadged Suzuki and Daihatsus, respectively. Given that kei's account for the best selling car segment in Japan (especially since the gov't subsidy on hybrids recently ended) Honda is trying to capture more of the market. This kei looks to be a decent offering... "But wait, there's more!"
      Avinash Machado
      • 1 Year Ago
      It is like a tiny Element.
      Marco Polo
      • 1 Year Ago
      What a great little vehicle ! I can see these selling very well in Asia and the crowded cities of Europe. Interesting ad, concentrating on the vehicles purpose and utility functions, rather just image.
      mercedeslackey
      • 1 Year Ago
      DO WANT
      Fen
      • 1 Year Ago
      I know this is made narrow for a specific segment, but... if they made this thing wider, 3 seats in the back, it would make a brilliant taxi for new york or any other city. Specially considering its wheelchair friendly (i assume the wheelchair goes over the folded down seats, and does not need them taken out). It would also make taxis more versatile, being able to recover broken down motorbikes, or collect people with large items to lug about like washing machines, etc.
        Dean
        • 1 Year Ago
        @Fen
        When was the last time you felt the need to haul a washing machine around with you in a taxi?
      NamorF-Pro
      • 1 Year Ago
      Lmao! Hi- says creepy European.
      Drizzy
      • 1 Year Ago
      Fold Flat Front Seats!! Why can't more cars do that? I know a few already allow you to fold the front passenger seat.
      Kent Kangley
      • 1 Year Ago
      The only thing my limited Japanese was able to catch in the word balloons was "Wanko" which is a stereotypical dogs name in Japan, like "Spot" in English.
      Dmitriy Markelov
      • 1 Year Ago
      There are certain things about modern Japanese culture that I'll never understand. The way products and media are marketed is often very bizarre to westerners. I understand that this method of presentation seems to be quite popular and I understand that by extension this seems to work for Japanese consumers but I'll never understand why and I suppose it’s likely that they feel the same way about us. The car itself does look to be very versatile and well purposefully designed!
      Gordon Chen
      • 1 Year Ago
      Wow that's like a ultra-versatile version of the Honda Fit! Smaller package, while a more efficient interior. I like the height and ramp. A bicycle fitting inside without having to remove the wheel is really impressive.
      butt face
      • 1 Year Ago
      Super neat car, cute girl, seizure inducing commercial. The white kid in the middle was creepy, but I laughed at the thought of them saying "it's so big inside, you can fit an American in it"
      gasaraki88
      • 1 Year Ago
      I'm actually kinda impressed...
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