Feminism's dead, announced a number of media outlets last week.
So what better time for Honda to release a pink Jazz (called the Fit in the east), targeted especially toward the female market?
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The Honda Fit, which comes with the new 'She's' trim, also has a pink interior, and can also be bought in 'eyeliner brown'.
It's so far only seen the light of day in Japan, and Honda hasn't announced any plans as of yet to release it in western territories.
It's specifically being targeted to younger Japanese females that love all things cute - something which Japan creates in abundance. Mitsubishi has previously released a Hello Kitty car, for instance, while Toyota displayed a Pikachu car in 2005.
The Honda Fit does indeed look kawaii, with the trim level marketed on the official website called She's. Honda has gone all out to identify the She's with eastern women. Pink stitching is visible around the seats, gearstick and steering wheel, while the apostrophe in She's is shaped like a heart.
Pink chrome covers the dashboard and its windscreen has been created to block 99 per cent of UV rays (to reduce the chance of early wrinkles?). A Plasmacluster AC system is also supposed to improve the air quality, and therefore skin quality, of drivers.
Is it sexist, or has Honda identified a car-hungry female portion of the market that would lap up a girl-centric model?
Trims designed especially for women are nothing new. Nissan has recently partnered with ELLE Magazine to release a Micra special edition, while Fiat paired with Cosmopolitan to promote its Colour Therapy range. Meanwhile, the Fiat 500 by Gucci was popular with fashion-conscious female drivers.
The Honda Jazz was released in Europe in 2001 and is a five-door subcompact hatchback. Honda has sold more than 3.5million Jazz models since then, with critics praising the model for its interior space, Honda's renowned reliability and the car's strong resale values.
A new Honda Jazz is available from £10,938.
Written by John Meadowcroft