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Texas teen is 10th Takata airbag victim

A 17-year-old high school senior from Richmond, Texas, died in a 2002 Honda Civic on March 31 after the Takata-supplied airbag inflator ruptured. This is the 10th fatality linked to the faulty parts in the US. Honda and US regulators confirmed that the airbag exploded, according to Reuters. The fatal incident occurred when the Civic's driver rear-ended a Honda CR-V. The teen was wearing a seatbelt and wasn't speeding. "Everybody should have walked away from this," Fort Bend County Sheriff's Deputy Danny Beckwith told Reuters. However, a piece of shrapnel from the inflator cut the driver's carotid artery, and the person died. With this latest fatality, there have been 10 deaths and over 100 injuries in the US from exploding airbag inflators. Nine of the deaths have happened in Honda vehicles. The other was in a Ford Ranger pickup. Investigators at the Independent Testing Coalition placed the cause of the explosions on a combination of the inflator's chemical, design, and the weather. The ammonium nitrate propellant can explode with additional force when exposed to moisture, like in high humidity areas. The part's construction is also part of the problem because it allows this humidity to access the chemical. Takata has recalled roughly 24 million airbags in 19 million vehicles in the US. The latest tally from the National Highway Traffic Safety Administration showed that as of March 11, 2016, about 7.5 million inflators have been replaced. All the parts with ammonium nitrate inflators may need replacing someday, which could affect 100 million vehicles. Related Video: Statement from Honda Concerning Confirmed Texas Rupture Statement from American Honda Motor Co., Inc. Re: Confirmed Rupture of Takata Airbag Inflator in Fort Bend County, Texas Statement date: April 6, 2016 During an inspection today, accompanied by representatives of the National Highway Traffic Safety Administration (NHTSA), the Sherriff's Department of Fort Bend County, Texas, and Takata, American Honda confirmed that the Takata driver's airbag inflator ruptured in the crash of a 2002 Honda Civic on March 31, 2016, in Fort Bend County, Texas, resulting in the tragic death of the driver. Our thoughts and deepest sympathies are with the family of the driver during this difficult time. Honda has shared all available vehicle history information collected to date with NHTSA and will continue to cooperate with NHTSA throughout the process of investigating this crash.

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.

How the Ram Multifunction Tailgate compares to Ford, GMC, Honda

Ram just announced its Multifunction Tailgate — a descriptive if not very creative name. It's an asymmetrical barn-door arrangement, which can both fold down like a conventional tailgate or swing open like a gate. There's a new bed step, but unlike Ford or GM, the step isn't part of the tailgate itself. Rather, it kicks out from under the bumper (as opposed to out from under the driver's side of the rear bumper in its previous incarnation). So let's just focus on the tailgate functionality. A video of the Ram Multifunction Tailgate in action is above. For one, either of the swinging tailgate sections can be opened independently. They open to a full 88 degrees. In conventional flip-down mode, the tailgate works just like a normal one, too, with a 2,000-pound rating. The bottom line is that while it gives a variety of types of access to the load area, it doesn't "do" anything else. It's a $995 option on any Ram 1500. Its closest analogue is the Honda Ridgeline, which works basically the same way, but on that truck the tailgate swings as one piece. And the Honda's load rating isn't as hefty as the Ram's tailgate: 300 pounds. As Honda says, that's sufficient to hold the weight of the part of an ATV hanging out of the bed, or something similar, but it's a lighter-duty unit (and a lighter-duty truck) than the Ram's overall. Let's also get Ford's one-trick tailgate out of the way before comparing to the more analogous, and complicated, GM MultiPro. A bit of trivia: Ford's optional Tailgate Step is actually designed and supplied by Multimatic, better known as the outfit that builds the Ford GT and produces the DSSV spool-valve shocks. This step has been available for years. It pulls out of the top edge of the tailgate when the tailgate is lowered, deploying a single step. A separate handle pulls out from beside the step and flips up, giving a handhold. While it was initially (and infamously) mocked by competitors, with load floor heights as high as they are it's better than toting around a stepstool. It's currently a $375 standalone option. Now we get to the GMC MultiPro tailgate, the most complicated and multi-functioned around. It's essentially a tailgate within a tailgate, with a fold-out stopper that deploys from the inner tailgate. This gives it several functions depending on the position of all the parts. It can still be used like a normal tailgate, dropping down at the push of a button or using the key fob.