The third largest Japanese automaker is looking for a bigger slice of the enormously growing US pickup truck market, putting all its hopes on the upcoming 2017 Ridgeline.
According to Jeff Conrad, Honda’s Senior Vice President, the next generation Ridgeline pickup truck will be “better suited to the way many buyers use their truck,” and the recently announced teaser shows they mean business – and US fans could be looking at a real truck this time around. The NAIAS event in Detroit is expected to house the official public unveiling of the all new mid-size pickup – and the model has been hyped around a lot, thanks to spy shots, the Baja Race truck, as well as the official concept drawing. We’re actually expecting to see a more conventional-looking pickup truck this time around after the high-tech looking version that went out of production back in 2014 was only loved by its fans. We’re also rooting for the engineers and designers to marry the old pickup’s unique functionality assets to the new looks in order to make a truly appealing product.
By the way, the company has high hopes for this one – the teaser was accompanied by the announcement it would have a 60-second spot at this year’s Super Bowl 50. This latter one is actually just a part of the wider “extensive multi-platform campaign” looking to deliver to the public the Ridgeline. The segment will be pretty crowded since the Toyota Tacoma has been refreshed as well and GM introduced two highly successful competitors recently as well.