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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 Ridgeline spy shots show more truck-like lines

Honda is preparing to roll out its all-new, second-generation Ridgeline. And while we've seen several hints at what it will look like, this is our best look yet. This prototype has dropped all the heavy body cladding and shows its overall shape. As you can see from these latest spy shots, the new Honda Ridgeline will adopt a more conventional form than the model it replaces. So while it still has a bit of a flying buttress behind the C-pillar and above the front of the pickup bed, it looks nowhere near as deep and enveloping one on the outgoing model. The bed also appears to incorporate lighting into its liner. The new Ridgeline still appears to optimize the quad-cab to short-bed ratio proportions. However it looks set to compete more actively in the resurgent midsize pickup market than its segment-defying predecessor. In that regard, Honda aims to more directly take on the likes of the Toyota Tacoma, Nissan Frontier, and Chevy Colorado and GMC Canyon. What we can't see from these spy shots are details like the lights and grille treatment. However the Baja show truck revealed at SEMA mere weeks ago provided glimpses at those elements. Combine that with the still-camouflaged prototype pictured here, and we're starting to get a pretty solid idea of what the four-door pickup will look like once it reaches production. Related Video:

Mitsubishi to join alliance with Honda and Nissan, Nikkei reports

TOKYO — Japan's Mitsubishi Motors is set to join an alliance between Honda Motor and Nissan Motor, creating a tie-up between automakers with combined sales of more than 8 million vehicles, the Nikkei newspaper said on Sunday. Mitsubishi Motors, which is 34% owned by Nissan, will work with Honda and Nissan to finalize the details of their strategic partnership, Nikkei said, adding the three firms intend to standardize in-vehicle software that controls cars. Mitsubishi Motors declined to comment on the report, while a Nissan spokesperson would only say the report was not based on something either of the companies had announced. Spokespeople for Honda did not respond to a request for comment. The push comes as Nissan, Japan's third biggest automaker, has been steadily losing market share in its two largest markets, the United States and China, which together accounted for half of its global sales in the year to March. On Thursday, the company slashed its annual outlook after heavy discounting in the U.S. almost completely wiped out its first-quarter profit. Nissan and Honda said in March they were considering a strategic partnership to collaborate on producing electric vehicle components and artificial intelligence in automotive software platforms. Mitsubishi Motors is already part of a long-standing alliance with Nissan and France's Renault that the three automakers last year agreed to restructure, aiming for a downsized but more pragmatic and agile partnership. Separate collaboration between Nissan, Honda and Mitsubishi Motors could help Japan's automakers cut costs and beef up to battle tough competition in EVs, dominated by companies like China's BYD and Tesla. In China, the world's largest auto market, Japanese brands previously were strong but are now up against domestic automakers that have rapidly increased production and won over consumers with low-priced vehicles loaded with software.