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Honda scores big in Automobile Advertising of the Year Awards [w/videos]

This year the Detroit Auto Show didn't just celebrate the automobile, it celebrated how we find out about the automobile, too. Partnering The One Club, this year introduced the 2014 One Show Automobile Advertising of the Year Award to Cobo Hall, celebrating winners in five different categories of advertising: broadcast television, online, interactive, experiential, and print/outdoor. Winners in those categories were judged by 50 creative directors and journalists, while a Public Choice category was chosen from among nearly 20,000 online votes.
Honda walked off with three of the six awards, its Hands spot taking Broadcast honors, its Sound of Honda getting the Online category and Illusions winning Public Choice. Hyundai made the grade in Interactive with Driveway Decision Maker, Fiat captured Print/Outdoor with its "Letters" ad, and Toyota's Tundra Endeavor Campaign spot and BMW's A Window into the Near Future were co-winners for Experiential.
You can watch all of the press release and winning videos below or check out all of the finalists, announced last month, for a refresher.

2017 Honda Ridgeline boosts fuel economy by 5 mpg

The 2017 Ridgeline brings Honda back into the pickup segment later this spring, but the automaker has so far kept quiet about many of the new truck's specs. Thanks to the government, we now have fuel-economy ratings for the new model, and they compare well to the competition. Front-drive versions of the new Ridgeline get 19 miles per gallon in the city and 26 mpg highway. If you opt for all-wheel drive, the numbers are a point lower, at 18/25 mpg. That's are a decent upgrade over the last-gen truck, which was only offered with all-wheel drive and had ratings of 15/21 mpg for the 2014 model year. The related Honda Pilot crossover, which was new for 2016, does a touch better, with maximum fuel economy of 20/27 mpg on a front-drive model with the optional nine-speed automatic. Comparing the Ridgeline with the fresh crop of updated midsized pickups, the Honda fares well. For comparable models with a V6 engine, automatic transmission, and four-wheel drive, the Toyota Tacoma is the closest competitor, at 18/23 mpg. The Chevrolet Colorado and GMC Canyon aren't too far behind that at 17/24 mpg. The Honda actually comes pretty close to the ratings of four-cylinder, rear-drive versions of its competitors, beating some on the highway. Honda will exclusively offer the 2017 Ridgeline with a 3.5-liter V6 and a six-speed automatic. The company doesn't yet have powertrain specs, but the same engine makes 280 horsepower and 262 pound-feet of torque in the Pilot, so expect similar figures for the pickup. An in-bed stereo system is among the truck's innovative features, which should make the Ridgeline a great vehicle for tailgating and outdoor parties, and now we at least know it won't use that much fuel getting there. Related Video:

Toyota, Mazda drop Takata as Mitsubishi, Subaru weigh options

It's not a very good time to be Takata right now. Fresh on the heels of longtime partner Honda ditching them, Toyota and Mazda have both come out and said they will not use the company's airbag inflators if they continue to rely on ammonium nitrate. Bloomberg reports that Subaru and Mitsubishi are also contemplating a divorce. "The inflator using ammonium nitrate produced by Takata will not be adopted by Toyota," President Akio Toyoda said during a briefing today. "What's most important above anything else is the safety and peace of mind of customers." Mazda echoed that position, simply saying it "will not use Takata airbag inflators which contain ammonium nitrate in our new cars." When you lose three huge OEM accounts in as many days, it's certainly going to have a deleterious effect on your fortunes. In Takata's case, that's meant a staggering 39-percent drop in their share price over the last three days. Yesterday alone, the company saw a 6.2-percent fall, Bloomberg reports. As the business publication reports, though, Takata isn't going down without a fight. The company is "considering some plans to survive," including a fundraising plan that will see it potentially offer up additional shares for sale. Still, at least one analyst doesn't see whatever company survives staying involved in the airbag inflator business. "I really don't see how they're going to be able to survive as an inflator manufacturer," Valient Market Research founder Scott Upham told Bloomberg. "When your major clients publicly come out and say that they're not going to use your products anymore, it makes this very difficult to sustain your business." News Source: Automotive News - sub. req.Image Credit: Carlos Osorio / AP Honda Mazda Mitsubishi Subaru Toyota Safety supplier