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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

Recharge Wrap-up: Innova EV Car Share, Mercedes to use CO2 A/C

Innova UEV will launch its carsharing program at the Association for the Advancement of Sustainability in Higher Education 2015 Conference & Expo. Called Innova EV Car Share, the program is designed for college campuses, and uses the Innova Dash neighborhood electric vehicle and solar charging stations. "The Innova UEV team is excited to introduce this innovative sustainability program to universities across the country as a way to reduce CO2 output as well as decrease congestion," says Innova UEV Founder and CEO Roman Kuropas. "Visionary schools that make this level of commitment to the environment are sure to add to their sustainability prestige as leaders in higher education." Read more in the press release from Innova UEV. Microsoft and ABB are launching a new EV fast-charging services platform. ABB chargers will connect to the Microsoft Azure cloud, allowing for smarter charging as infrastructure expands. "Platform performance and stability are critical differentiators for the successful operation of a modern, data-dependent EV charging station," says ABB's Pekka Tiitinen. "By partnering with Microsoft, ABB will be able to offer best-in-class operations as well as innovative advanced services - what we call the Internet of Things, Services and People." Perhaps we'll hear more specific details following the platform's launch at eCarTec in Germany. Read more from Microsoft. Honda is testing solar-powered EV charging in the Marshall Islands. The AC charging stations, called the Honda Power Chargers, will help power a fleet of Fit EVs on the remote islands as part of a pilot test. The Marshall Islands must import most of their energy supplies, so solar-powered mobility would help provide some self-sufficiency and cost savings. Honda, the Marshall Islands government, and the Japanese Ministry of Economy, Trade and Industry will use the experiment to determine if it would be worthwhile to expand the solar-powered charging infrastructure. Read more at Green Car Reports. Mercedes-Benz will use CO2 air conditioning to help meet the EU's 2017 environmental requirements. The European offerings of the S-Class and E-Class will be the first to use a CO2-based air conditioning system. The use of CO2 requires a redesign of much of the system, as it requires a much higher pressure than other refrigerants. The automaker will use the HFO-1234yf refrigerant in its other vehicles.

Why Acura should build a hybrid Integra successor using NSX tech

Yes, it sounds like a heresy. Yes, the Honda CR-Z was not a good hybrid sports car. Yes, we know the RSX officially replaced the Integra here (but was called the Integra in Japan). But, no, we're not crazy. Well, maybe a little bit. But hear us out. At the moment Acura is a bit of an unfocused mess. Its line-up is thoroughly uninspiring, save for its $200,000 NSX supercar – a great mid-engined supercar with an impressive, performance-oriented hybrid AWD system. And yet few people would draw a line connecting Acura's other SH-AWD hybrids, the RLX Sport Hybrid and MDX Sport Hybrid, to the NSX. The first NSX told the world that Acura built cars with world-class technology and performance, and the Integra carried it to people with normal pocketbooks. Since the new NSX communicates a similar message as its forbearer, so too would a new Integra. Now making an entry-level sports car with hybrid technology is tricky business. As we already established, the Honda CR-Z was a colossal flop. It's balance was all off: heavy, expensive, and not very sporty – and it didn't even get very good fuel economy. However, Honda and Acura can learn from these mistakes. First, to keep costs in check, Acura can borrow from Honda's ever-improving parts bin. It would logical to borrow the excellent Civic coupe platform – something the old Integra did as well. It could also attach the proposed hybrid powertrain to the upcoming Si turbocharged four-cylinder. Some added cost will be unavoidable, since the batteries and motors will have to go somewhere. That will cost some engineering dollars, and inflate the price tag a bit. However, since Acura is a premium brand, it has some wiggle room to bump up the price without losing buyers. Weight is another potential issue this hypothetical hybrid will face, and was one of the chief complaints with the CR-Z. Looking at the RLX and the RLX Sport Hybrid, the hybrid bits weigh about an extra 340 pounds. That's not insignificant, but added to the turbocharged Civic EX-T coupe's 2,900 pound curb weight, you would have a car that would weigh 3,240 pounds. That's comparable to the very fun Mustang EcoBoost. As long as Acura keeps the weight under 3,500 pounds, the brand should have an entertaining coupe on its hands. The final piece of the puzzle is to make sure it isn't compromised. Every bit of hybrid tech in the NSX is there for performance. It helps eliminate turbo lag, and it improves acceleration and handling.