Honda Motor Co. Japan concept cater dog friendly car, termed as the WOW. The W.O.W. Concept, which stands for "wonderful openhearted wagon”. Honda designer Katsuhito Nakamura said “This vehicle created from the view point of a dog, but it turned out to be a gentler vehicle for the elderly, children and other family members,”.

The W.O.W. has three rows of thin designer seats mounted on a wooden floor. Six people can ride in style or the two second-row seats can transform into a flexible dog cover. Honda has also built another (small) dog storage bin into the left side of the dashboard. The W.O.W comes with removable, washable, rollout flooring and has wide sliding doors to keep dogs happy.

An innovative canine brain receiver (CBR) allows dogs to pilot the W.O.W. by looking in the direction they want to drive. A brain-wave transponder reads the image the dog sees and transposes it over satellite imagery to plot a course using GPS signals. Honda provided no engine details, but should the W.O.W. make it into production, it would likely have a 1.5-liter four. Slightly smaller than a Civic, the 157-inch W.O.W. has front and rear sliding doors on either side and a pair of big commercial-style doors at the back.