Cars chasing dogs

With car companies struggling for sales in a tough economy, it's no surprise that two of them are chasing buyers that have so far proven willing to keep spending when they can: pet lovers.

Honda brought a dog lover's special edition of its Element to the New York auto show, complete with such pet-friendly features as a built-in loading ramp. Toyota rolled out the pet-friendly Venza in February at the massive pet industry trade show, Global Pet Expo. Not content to be the underdog, Honda showed up at the New York International Auto Show with a special edition of its already dog-friendly Element, with a built-in pet ramp, better ventilation and a showy badge with a dog on it.

The Honda development is especially interesting. Our DogCars.com Web site picked the Element as the first-ever "Best in Show" after reviewing dozens of SUVs, wagons and hatchbacks. Honda, which had been marketing the boxy vehicle to young, outdoorsy men, responded with an ad campaign touting the award. And now, a special Element will be for sale in the fall.

Saab and Volvo were first to cater to pet lovers, offering optional restraint systems in a couple of their models. But the new models from Toyota and Honda show just how anxious companies are these days to track down sales like a bloodhound.

The 2010 Element's options for dog lovers include:

• cushioned pet bed in the cargo area with elevated platform

• extendable pet ramp that stores underneath the bed

• pet restraints in the second row and cargo area

• second-row seat covers • electric rear ventilation fan • spill-resistant water bowl

• dog-friendly exterior badge

All of these are in addition to the Element's already dogfriendly attributes, such as an easy-to-clean urethane floor, wide and flat cargo area, and wide-opening side doors.

For Toyota's part, it is offering the Venza with more than a dozen pet-friendly options, available through its dealers, from ramps to barriers to seat covers. Toyota is also promoting the vehicle everywhere it thinks it will find dog lovers, sponsoring both the recent telecast of the Westminster Kennel Club dog show and the new season of trainer Cesar Millan's popular show "The Dog Whisperer." The vehicle will also be on display at pet fairs for animal lovers to get a firsthand look.

Will the Soccer Mom be replaced by the Dog-Park Dad? In the eyes of the car companies, it doesn't matter which market turns out to be the biggest dog of all: Where there are sales to be made, they'll tailor a car to appeal to those buyers.