Honda's 'Fit Kit' skit is a hit on April Fools' Day
April Fools' Day gags in the car biz used to be inside jokes between automakers' press departments and the media. But some carmakers aim higher these days, making videos they hope will go viral.
Of course, there were the usual press release pranks last week, such as Mini's Cooper T -- "the world's first vehicle to be powered by a tea-leaf biofuel composite."
"This revolutionary new model, which is available in a variety of colors, including 'Chamomile Yellow,' 'Red Bush' and 'Earl Grey,' is expected to cause a real stir in the motor industry when it's served up later this month."
Nissan did a 370Z limo; Subaru made a self-cleaning car; Toyota is relaunching the Tercel; and McLaren has made a diesel-powered 306-hp compact hatchback.
Acura celebrated "28 consecutive years as the top luxury automobile brand in America based on alphabetical ranking." And Honda headlined a press release: "New "Fit Kit" Enables DIYers to Assemble Honda Fit in Their Own Home."
"Kit cars have been around for decades for replica vehicles," according to the release, but the 2015 Fit Kit provides "the first production car you build yourself, in the convenience of your own home."
Honda's ad agency, RPA, also created a droll YouTube spot depicting an earnest young couple, Caleb and Vanessa, reflecting on the advantages of assembling a car at home. "We consider ourselves part of the handcrafted movement," says a wistful Vanessa.
The video is interspersed with shots of the pair awkwardly carrying major components into their home and performing minor assembly operations, such as inflating a tire and attaching a headrest.
The Fit Kit comes with "over 180,000 individual pieces" that arrive at your door over two days.
Says Vanessa: "It's just like our organic produce, but with a lot more boxes."