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NYIAS: 2017 Honda Ridgeline marketing screwup

While checking out all the cars and trucks during the press days of the NYIAS I noticed that the Ridgeline was MIA at the Honda truck display on the lower level. Yes, it was on display at the Honda car display up on the main level — but this is a truck, not a car. Now critics of the Ridgeline will disagree with me here I'm sure, saying the Ridgeline was displayed exactly where it belongs: with Honda "cars." I beg to differ, obviously. There should have been several Ridgelines on display, and showing the various trim lines — and it should have been at both Honda displays. The one they did have on display was the high-zoot Black Edition, similar to the one pictured above. I spoke with Honda reps at both their car and truck displays about this, and their response was that the vehicle is not yet on sale. Duh... The last Ridgeline suffered from abandonment from Honda's marketing department, almost from the get-go; the result being dismal sales. If this new Ridgeline is to have any chance of succeeding, it needs to be plastered EVERYWHERE — and especially everywhere at one of the biggest auto shows on the planet. Truck buyers need to see it, touch it, sit in it, in all trim levels, and experience it as much as possible. What better place to do that than at the NYIAS? Yeah, it's not on sale yet, but it will be in a few short months. You blew it Honda. Big time. Again. Related Video:

Refreshed Honda Civic's first commercial is a minor mea culpa

Honda has officially rolled out the first ad for the 2013 Civic. The one-minute spot focuses on a number of clever inventions that improve on old themes, from rocket-powered parachutes to hover bikes and smart window shades, before shifting to the redesigned compact. Set to Santigold's "Disparate Youth," the ad culminates with the phrase, "Things can always be better." This is likely as close as we'll come to hearing Honda say, "we could have done better."
Unveiled at the 2012 LA Auto Show, the 2013 Civic features revised front and rear fascias, nicer cabin materials and an updated suspension just one year after the ninth-generation model debuted. That car received scaling reviews from critics, most notably Consumer Reports, who felt the 2012 Civic was a step backwards for a company known for producing high-quality, economical vehicles. You can check out the full ad for the 2013 Civic below before it debuts during the Rose Bowl.

How new car shortages may impact your buying experience

If you want further proof that the auto industry is bouncing back, look no further than the empty lots and forecourts of your local dealership. According to a story by The Wall Street Journal, continued high demand for mainstream cars is overtaxing automakers' ability to produce enough models. Several dealers interviewed for the story are reporting two-week supplies as opposed to the typical two-month allocations.
With sales expected to hit 1.4 million units when August numbers arrive shortly and incentive spending down to its lowest amount since January, these limited supplies are pushing prices even higher. For example, according to the WSJ, the average price of a Ford Fusion is up past $26,000. Unfortunately, it's difficult for manufacturers to increase production quickly. If it invests in its facilities, as many manufacturers have done, it risks wasting cash if growth suddenly slows. At the same time, the momentum gained over the past several years could be short lived if vehicle supplies continue to dwindle. "Manufacturers are in a precarious situation," notes Karl Brauer, a senior director at Kelley Blue Book.
Low interest rates and a wealth of desirable features are also allowing customers to purchase more expensive vehicles while justifying their higher overall price tags, a situation that is compounding supply shortages. Even now, during the annual end-of-summer clearance season, deals on new vehicles are remarkably difficult to come by. According to the report, the Toyota Corolla is in a self-inflicted state of shortage, as Toyota clears out inventory in anticipation of the new 2014 generation arriving in dealers. Ford's supplies should rebound as Fusion production comes on line at its Flat Rock, Michigan factory. The Chevrolet Impala, Honda Odyssey, Civic, and Accord and Subaru Forester are also facing shortages.