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Honda: Somebody To Love (Ridgeline)

If you want to search for symbolism in this Honda Ridgeline ad that aired during Super Bowl 50, there's plenty to be had. It looks like a simple, funny demonstration of the compact truck's cargo bed audio system. Sheep, hearing the speakers from the back of bed, pick up the earworm of Queen's Somebody to Love and start singing on their own. But the sheep imagery could also be seen as an indictment of the me-too half-ton truck crowd. The Ridgeline, returning for the second generation after a brief hiatus, is sort of an anti-truck with unibody construction, a dual-hinged tailgate, and a trunk inside the bed. Normal pickup folk see the Ridgeline as not enough truck. Honda fans see those types as sheeple. Or maybe it's just a fun ad with a catchy song and some talking animals. Marketing/Advertising Honda Super Bowl Commercials 2016 super bowl ad

Honda charged another $363 million over Takata airbags

The Takata airbag recall is growing increasingly expensive for Honda. In the latest hit to the automaker's bottom line, the company is revising the expected costs of its global safety campaigns by an additional 44.8 billion yen ($363 million) after the massive expansion in May. Months ago, Honda announced that it had set aside 50 billion yen ($425 million at the time) to meet the predicted expenses. According to Automotive News, due to the rather arcane laws of accounting, these new costs will actually be applied to the fiscal year that ended on March 31, rather than the current one. Honda's revised earnings will be announced in late June. The company previously reported an operating profit of 651.7 billion yen ($5.3 billion), which was down 13 percent from the previous year. There has been no change to planned dividends for investors. In the US, Honda and Acura have a total of about 6.28 million vehicles in need of a replacement airbag inflator, and the automaker says about two million of those are already repaired. In addition to the Takata campaign, the company has faced other financial setbacks during this calendar year. For example, in early January, it received a $70 million fine from the National Highway Traffic Safety Administration for failing to report 1,729 cases of injuries or deaths over 11 years. As part of a strategy to improve quality globally, Honda cut back its global sales forecasts for the coming year, and it also decided not to make any volume predictions through 2017. To: Shareholders of Honda Motor Co., Ltd. From: Honda Motor Co., Ltd. 1-1, Minami-Aoyama 2-chome, Minato-ku, 107-8556 Tokyo Takanobu Ito President and Representative Director Notice of Events after the Reporting Period Regarding Product Warranty Expenses Honda Motor Co., Ltd. (the "Company") and its consolidated subsidiaries have been conducting market-based measures in relation to airbag inflators, such as product recalls and a Safety Improvement Campaign. Due to factors arising since May 2015 such as an expansion of the scope of these market-based measures based on an agreement between our supplier and the U.S. National Highway Traffic Safety Administration, a change has arisen in the estimate relating to product warranty expenses. The amount of product warranty expenses now expected to be incurred is 44,800 million yen.

Honda squeezes in 9 Fit customs at SEMA

Honda is displaying a heap of customized Fit hatchbacks at this week's SEMA in Las Vegas. Nine of the modded little econoboxes are on the floor showing off wildly divergent takes on the Japanese automaker's most affordable offering. The company has reason to celebrate the new vehicle, too, because it's been dubbed this year's "Hottest Sport Compact" award at the event.
Six of the custom Fits come from a contest that Honda ran online challenging various tuners to come up with their own take on the new model. People could then follow along online as Tjin Edition, Bisimoto Engineering, Kontrabrands, MAD Industries, Spoon Sports USA and Kenny Vinces worked on the cars. In the end, the version from Tjin (pictured above) with its subdued green paint, huge fender flares and ground-hugging stance was named the fan favorite.
In addition to those cars, Honda also has three other modded Fits on display. Honda Performance Development is showing off one in full B-spec racer trim, Honda Genuine Accessories has an example displaying all of its dealer-installed parts, and there's another model tuned by Bisimoto, as well.