In the (tiny) world of ‘70s kei vans, Honda tried to usher in a revolutionary design in the inimitable shape of the Life Step Van. What was so revolutionary about it? Well, for starters, it had Honda’s trademark high-revving OHC twin. But that’s what all Honda keis had back then. The other trick was to make it FWD. But after shining brightly for two years, the little van went away. It only took forty years for it to effectively become contemporary.
Finding one of these in the wild is pretty unusual, so I had to make do with what I could here. The Step Van was launched in September 1972 and was produced – only for domestic consumption, I believe – until October 1974, by which time Honda had made a little over 17,000 units. That’s not a lot. Yet these have become iconic in a way that no other classic kei van has.
In the beginning, there was the Life. Well, it wasn’t quite the beginning, it was 1971. The Life took over from the N360 as Honda’s kei car for the masses. It came in two- and four-door saloon form; a three-door wagon was also available. The Life was a FWD design, like its predecessor, and featured a new water-cooled OHC parallel twin churning out all of 30hp.
From the Life saloon, Honda derived a whole family of commercial vehicles. The Life Van was a straight-up wagon with fewer frills, but the Step Van and its Pickup derivative were completely different body-wise. (The TN-V trucks were of a completely different ilk altogether, being powered by a mid-mounted air-cooled twin.)
Honda had just rewritten the kei van book with the Step Van. Instead of basing their van on a RWD truck chassis, they used a FWD saloon as their starting point. And when every other JDM microvan was fully cab-over-engine, Honda gave theirs a (small) front hood.
Even the way these were marketed was pretty hip and groovy. But this “cut-out” advert does show another cunning idea Honda came up with: the door skins are symmetrical. Sure, the Life Step Van was not the first car to play that trick, but in cumulation with the rest, it made for a rather innovative package.
The advantages of using a FWD layout for vans – namely providing a huge amount of flat cargo space, as well as superior road-holding inherent to FWD – were well-known in Europe. Citroën had pioneered the idea just before the Second World War and had been followed by Peugeot, Renault, Alfa Romeo and DKW after 1945. Of all these early FWD vans, the one that Honda engineers allegedly studied most carefully was the DKW Schnellaster, probably because of its powertrain, which was closer to Honda’s than the others were.
Getting a photo of the interior was quite challenging – I pretty much had to shoot blindly. But you do see one key design feature rather well here: the desk dash.
In a bid to sell the Life Step Van as a work vehicle, Honda figured out a way to include a desk into the interior, for those last-minute invoices and notes. Not sure this was a major selling point, but what other vehicle affords this kind of practicality (aside from Rolls-Royces, but only for the rear seats)?
Here’s a better view from Honda’s own press kit. The exterior was innovative and it had an interior to match. You could have used this exact design in the mid-‘90s and, provided that radio also had a tape deck, it would have seemed bang up-to-date.
That might have been the Step Van’s downfall: Japan just wasn’t ready. The mindset was still extremely conservative, when it came to kei trucks. Honda just weren’t able to convince most clients that their FWD van would be as long-lasting and reliable as rival models made by the likes of Daihatsu or Subaru.
Giving their van a touch of extra luxury did not work either: as a family car, the Step Van just did not project the right image. This would all change much later, of course, with the 1982 Nissan Prairie and, crucially, the 1993 Suzuki Wagon R. Tall kei wagons became a segment of their own in Japan, and Honda re-created their FWD vans, now that the public was ready to buy them.
And almost invariably, the Life Step Van’s distinctive nose was adapted by kit makers to fit the new Honda N-Van. A most apt and fitting homage to the O. G., I feel. The real thing is a lot smaller, especially when parked next to a monstrous whatever-that-is 21st Century van. Even keis have become a lot bigger nowadays.
It wasn’t just the Step Van and its Pickup derivative (extremely rare: only about 1100 units made) that disappeared in 1974: Honda got rid of their entire kei line, including the Z360 and the Life. The only one that was spared was the TN pickup. The firm had just struck gold with the Civic and figured they should focus on that instead of a segment that was almost entirely JDM-centric. They eventually re-entered the kei game, but only after the company had grown to a too-big-to-fail size and had become a major car exporter.
It’s always dangerous to be part of the avant-garde. Honda were definitely attempting something new for this segment, and it didn’t really pan out for them. Twenty years later, the public had come around to their point of view. Too late for the Life Step Van, but at least it has the honour of being the respectable – and even downright cool – granddaddy.
Thank you for this gem! I want one – take my money!
Very nice .
I wonder if they’d held on just a little longer would it have pickup steam in sales .
-Naye
Thank you for that posting. I hope that interior becomes fashionable again.
This is a new one for me; excellent find. And a quite brilliant design, not surprisingly. Love the desk dash.
Yes, Honda was extremely production-constrained when the Civic took off like mad in the US, and they spent years during this time scrambling to expand fast enough to keep up with the demand, and then with the Accord just a few years later. So it’s not surprising they ditched the kei cars with their minute profit margin for the high-profit cars, especially the exports to the US.
Oh I want one a these! Too cool. (bright yellow please)
Stepvan is a badge Honda used for a long time the vans have grown some, but the guy I get tyres from has them delivered in a later model Honda Step van.
At first glance I thought this was about a contemporary kei van, such as a Suzuki Every. This shape of kei van is very common in NZ now, and you can totally see why – it really is the best bang for buck in terms of cargo space. Also, they’re cute as a button!
Didn’t realise that Honda did it first, and surprised that they weren’t an instant smash hit. Great article, thanks T87!
What a wonderful little vehicle. The desk dashboard seems to be a stroke of brilliance in such a practical vehicle. I wonder if it was evolving crash standards that meant that no one copied the concept.
Oh, get a Life, would you – and by Jove, he did.
What a remarkable tiddler to trip over, and in remarkably unmarked condition for an ancient commercial. I thought this article was going to be about some Spartan’s delight of a ultra-base current littlie, with the 1973 of the title being a bit of bait for the clickers, but lo, and behold. The thing is 51 years old! Gotta love Honda.
I spy the steering wheel, the seats, the gearstick and the speedo and other trimmy bits out of my own ’73 Civic, and, whilst I loved its open-plan minor shelf of a dash, this (by comparison) conference table is just magnificent. And the fact that you’d have to sit right up like a human-shaped person to use it, or, indeed, to drive the car, just makes it perfect.
Fortunately only the door skins are symmetrical and do not include the window frame like the ’66 AMC Cavalier Symmetrical Concept Car .
The desk was very clever, I wonder if Honda was considering LHD export markets with the central instrument pod? It’s also interesting that the next Kei van was the complete opposite, since the Acty is mid-engined and RWD