A replacement for Honda’s cancelled electric SUV plans has emerged, and this time the Japanese brand is targeting the fast-growing segment of adventure-ready, rugged medium SUVs.

Set to enter production in Ohio by 2029, Honda will introduce a rival to cars like the Ford Bronco Sport, Subaru Forester Wilderness, and Nissan Rogue Rock Creek, in the fast-growing class of toughed-up SUVs that started life as road-biased models.

Automotive News reports that the new model is set to revive the Element nameplate, which Honda used previously in North America on a single-generation model built between 2002 and 2011.

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The original Element placed a huge emphasis on versatility, promising pick-up truck utility in a smaller, more nimble package. It featured a B-pillarless design with rear-hinged back doors, a multi-configurable interior with fold-flat seating, and sturdy, easy-clean flooring and interior plastics.

The report suggests that the new model will be sized to slot into the already-narrow gap between the medium-sized ZR-V (badged as the HR-V in North America) and the larger but still medium-sized CR-V.

In line with Honda’s focus on hybrid powertrains for future models, the Element is expected to forgo a purely combustion engine and be offered with hybrid power only.

Production in the US will serve global markets, suggesting the new model may have export potential beyond Canada and Mexico, but it has not yet been revealed how extensively the new Element will be distributed.

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The Element would not be Honda’s first foray into the off-road-optimised crossover segment, with the company already offering the Passport SUV and related Ridgeline dual-cab ute as more capable offerings. These models include specially prepared Ridgeline versions, equipped with raised suspension, all-terrain tyres, and additional underbody protection, but are built on a monocoque, rather than ladder-frame, chassis.

Honda’s positioning of the new Element will be crucial. With its line-up already offering multiple similarly-sized models, the revived Element will be dependent on standing out for its improved utility and versatility – appealing to fans of the first-generation model while looking to conquer sales from similar rivals.