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Trucks Carrying the Load for Honda

New Ridgeline pickups, SUVs responsible for surging sales, profits.

by on Aug.03, 2016

A scene from a new Honda Ridgeline ad.

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.

Your Auto Insider!

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.


Honda Getting Back in the Game to Launch New Ridgeline Pickup

Reborn truck to be unveiled in Detroit, with Super Bowl 50 to kick off marketing efforts.

by on Dec.18, 2015

Honda will launch its marketing campaign for the 2017 Ridgeline with a costly Super Bowl 50 spot.

Honda is hoping to score a touchdown as it returns to the crowded line-up of advertisers planning to participate in Super Bowl 50, its spot focusing on the launch of the revived Honda Ridgeline pickup.

The second-generation Ridgeline will make its official debut at the Detroit Auto Show on January 11th, landing at a seemingly perfect time for the Japanese maker. Truck sales, in general, dominated the sales charts in 2015, and after years of decline, demand for mid-size models has shown a sudden resurgence.

Truck Talk!

Buying a 60-second spot won’t come cheap, with an estimated price of $4 million or more, according to ad industry insiders. But Honda division chief Jeff Conrad insists it will be worth it. “The big game is the largest and most coveted stage to show the world that Honda is back in a big way with an all-new Ridgeline truck,” he said.


Honda Insists Sagging Ridgeline “Here to Stay”

Japanese maker considers major changes to edgy pickup.

by on Oct.04, 2011

Honda hopes the 2012 Ridgeline Sport will improve flagging demand for its quirky compact pickup.

Mark Twain could have written the script, it seems, officials at Honda asserting that reports of the demise of the slow-selling Ridgeline pickup have been greatly exaggerated.

Despite a slew of speculative articles sweeping the Internet insisting the Japanese maker has decided to kill off the compact truck, Ridgeline will remain part of the Honda line-up for “the foreseeable future,” according to the manager of truck planning.

But what’s unclear is whether that means we’ll continue seeing the Ridgeline as we know it.  The once critically acclaimed pickup adopted an unusual crossover, or car-based, platform rather than the traditional frame-based chassis.  Analysts now are speculating whether a next-generation Ridgeline would migrate to something more classically truck-like.

Inside News!

“I would like to lay to rest any rumors about the future of the Honda Ridgeline,” said Honda Truck Product Planning Manager Sage Marie. “In no uncertain terms, the reports in the media that we have plans to discontinue the Ridgeline pick-up truck are false. To the contrary, Ridgeline has a significant role in the Honda line-up and it is expected to continue in the foreseeable future.”