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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: Toyota FCV ready for production, Nissan tests Leaf-to-Home energy management

Toyota will begin selling its hydrogen fuel cell vehicle (FCV) in Japan in December. The US and Europe can expect to see the car become available next summer. The FCV, which will likely be called "Mirai" (meaning "future") in Japan, is ready for production ahead of its initial deadline at the end of the fiscal year in March. Toyota planned for annual production of 700 units, but might increase output to meet higher-than-expected demand, which is currently nearing 1,000 units. The cars will mostly be sold in the four cities where a hydrogen fueling infrastructure is already being put in place: Tokyo, Nagoya, Osaka and Fukuoka. Read more at Nikkei Asian Review. Nissan is testing the Leaf EV as part of an energy management system including "Leaf to Home" technology. The system allows the Leaf to help support the power grid during peak energy usage, or provide backup power to a home or building during outages, particularly in emergencies like natural disasters. Using the Leaf's battery to provide electricity during peak hours would lessen the demand on the grid and make the system work more efficiently. Furthermore, if consumers are compensated for the energy saved by using the Leaf for power during periods of high demand, it could encourage more people to adopt the EV. Learn more in the press release below. CDP has given Honda a perfect climate disclosure score in its Global 500 Climate Change Report for 2014. CDP keeps track of how much companies are disclosing about their impact on global climate change. "The need for data on corporate climate change impacts and strategies to reduce them has never been greater," says CDP CEO Paul Simpson. "For this reason we congratulate those businesses that have achieved a position on CDP's Climate Disclosure Leadership Index." Other perfect scores were earned by Nissan, BMW, Daimler and General Motors. Read more in the press release from Honda below. Scientists at Stanford University have developed a lithium ion battery that can warn users before it overheats. A thin layer of copper between the anode and the layer separating the anode from the cathode acts as a sensor. When it detects lithium buildups from overcharging are approaching the separator, it sends an early alert long before it gets to a point where it would cause a short (which could lead to a fire). The new safety measure could be used in all sorts of battery applications, and not be limited to EVs. Learn more at Phys.org.

Acura organizes new business division to confront falling sedan sales

Honda and Acura North America have announced a major restructuring of operations in hopes of turning around Acura's flagging business. For 2013, sales for Acura's sedans dropped 10.4 percent, while its CUV sales grew by 21 percent. The newly formed Acura Business Planning Office will attempt to right the ship.
As part of the restructuring, Acura is promoting Erik Berkman from President of Honda R&D Americas to lead a new division called the Acura Business Planning Office. Berkman has been with Honda since 1982 and led development of the 2006 Accord. He was also the first US engineer to head North American research and development and has been head of Honda Performance Development since 2008. "Erik's appointment to the new Acura Business Planning Office is a clear indication of the high priority we place on Acura," said Honda spokesperson Jeffrey Smith to Automotive News.
American Honda Motor President and CEO Tetsuo Iwamura is also going to be working to improve the business. He has been elected chairman of American Honda's board, and has simultaneously taken the new position of Corporate Brand Officer to improve the management of the company's brands.