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2017 Honda Ridgeline: Not a 'youth truck'

When the Ridgeline debuted back in 2006 I predicted it would be a game changer, that it would shake up and redefine the truck market, much like Honda's CB750 four-cylinder motorcycle redefined the big bike market back in 1969. Boy was I wrong. Or perhaps more accurately stated – hang on, because I still think it could happen with this new model. Maybe not to the same degree of the CB750, but I definitely think this gen-two model has the right stuff to make truck buyers give it a second look this time around. Also, the truck market has changed over the last decade. People have had a chance to see the Ridgeline in action, and many have come to the conclusion that, used as intended, it's really not so bad. ...And then look what's happened to the commercial van market: Euro-style vans – which are dramatically different from Detroit-style vans – have virtually taken over that market segment. Typically conservative truck buyers have shown that they are willing to accept new thinking – if they prove to be better mousetraps. In the last 10 years, Honda – and specifically Honda marketing – has learned a lot about what worked and what didn't work with the gen-one model. Yeah, it barely sold, but those who bought the truck absolutely loved it. So Honda was indeed on to something. The problem was not enough people knew about it. I blame Honda corporate and their marketing department squarely for that. After the initial customer reluctance, Honda gave up on it. There was virtually no money spent on advertising this truck. It literally died on the vine because it wasn't watered. Also, there were a number of factors going on here not specifically related to the Ridgeline. Honda, the corporation, was in a severe crisis. Sales were sliding, many of its products disappointed, and the styling of many of its vehicles was polarizing. Also, the Acura division was in a free-fall. In short, Honda had lost its mojo; and as such, money and efforts were re-diverted to righting the ship, and marginal models (Ridgeline) were abandoned in terms of promotion; or just abandoned, period. So here we are now in 2016. Honda has been in the process of exorcizing all the evil from it's products, and is again showing signs of life. They have a slew of new vehicles that look good and are getting good if not excellent reviews, and a new Ridgeline is soon to hit showrooms. The Honda mojo is back. This time around there is no attempt to hide its parentage.

Honda Civic Si making big debut at 2016 LA Auto Show

Auto shows love attracting attention, even if it doesn't necessarily fit in with an automaker's plans. We saw an example of that today when the Los Angeles Auto Show let slip in a press release that Honda is introducing the first hot version of its excellent Civic, the new Si. Listed near the top of a release highlighting the "50 vehicle debuts and 25 press conferences" coming to southern California next week, the LAAS announced the Civic Si would make its global debut alongside a slew of crossovers. Seriously, just about everything else mentioned in the press release is a crossover-y thing. Anyone remember when LA was the green auto show? We already have a fair idea of what the new Civic Si will look like when it arrives in LA – angrier than the base Civic but not so mean as the Type R "Concept" shown in Paris. To dive a bit deeper into what is in store for the Si, we recommend a look at the spy shots up top. Notice the taping around the grille, fascia intakes, and rear end; that's all likely to get a sportier look in LA. Along with a prominent center-exit exhaust, will help Honda bridge the gap between the Civic we know and the car we met last month in Paris. Alongside the Honda, Land Rover Discovery, and Smart ForTwo Electric Drive, expect the Star Wars-spec Nissan Rogue, Alfa Romeo's long-awaited Stelvio crossover, the new Jeep Compass, and a whole heap of other stuff next month. We can't wait. Related Video:

Honda tweaks ad after catching ire from Detroit protesters [w/video]

Honda has released a revised version of its youth-focused Today is Pretty Great commercial because the original used footage of Detroit bankruptcy protesters in front of the Theodore Levin US Courthouse. The protesters felt that Honda was making fun of their plight. The new version cuts out the protestors and replaces them with a close-up of a bankruptcy court sign. Honda says that it never intended to tie the ad to Detroit and made the change to avoid that appearance.
"The slight change we made to the commercial simply reflects our desire to remove anything that would get in the way our uplifting message," said Honda spokesman Steve Kinkade in a statement to The Detroit News.
Honda's footage of the protestors lasted about one second in the original ad. It blurred the protestors' faces, and the name of the courthouse was not visible. The company said that the footage was meant to represent any courthouse in the US. Both versions have about five seconds of negative imagery at the beginning before transitioning to young people saying that there are some great things about today too.