When it first began rolling into the U.S. market nearly five decades, Honda put the emphasis on pint-sized products like the 600 minicar. The brand was barely noticed by American motorists until the twin oil shocks of the 1970s put fuel economy high on the priority list.
A new series of ads Honda is launching this week shows how much times have changed once again. Dubbed the “Power of Ridgeline,” the campaign focuses on Honda’s recently relaunched midsize pickup. While Honda continues to offer American buyers downsized models like the Fit, HR-V and Civic, it has reason to be focusing on the truck side of its line-up.
Overall, American Honda reported a 4.4% increase in sales for July, running ahead of a U.S. market that some fear is beginning to slow down after six years of rapid growth. But that only tells a part of the story, for it was the truck side of the line-up that propelled Honda’s strong showing last month, models like the Ridgeline, CR-V and Pilot up 12.2% year-over-year.