By on October 16, 2020

2020 Honda Ridgeline 2021 Honda Ridgeline 2 - Image: HondaIn 2006, the first-generation Honda Ridgeline’s first full model year, Americans acquired 50,193 Ridgelines.

Honda believes 2021’s refreshed Ridgeline will mark a return to those glory days.

The first Ridgeline’s tenure was marked by an impressive beginning, albeit impressive only by the most modest of standards. But that Ridgeline’s performance in the U.S. marketplace rapidly grew worse as sales fell consecutively in 2007, 2008, 2009, 2010, and 2011; sliding 81 percent over the course of a half-decade.

Honda’s second kick at the can in 2016 (for the 2017 model year) resulted in a much better pickup, but still a pickup most buyers won’t consider. Almost completely on the basis of new front-end styling, with no engineering changes to speak of, Honda believes that the second-generation Ridgeline will enter its fifth model year and turn from being a truck that produces roughly 33,000 sales per year into a truck that attracts 50,000 buyers per year.

And Honda actually means it.

Honda Ridgeline Annual Sales Chart - Image: © TTACThe second-generation Honda Ridgeline is, like the first, a remarkably uncommon truck. 1.1 percent of the pickups sold during the first three-quarters of 2020 were Ridgelines, 5.4 percent of midsize pickups were Ridgelines, and only 2.6 percent of the Hondas sold in America are Ridgelines. For every Ridgeline sold, Toyota sells seven Tacomas. For every Ridgeline sold, there are 73 new full-size trucks registered. For perspective, the Ridgeline sells roughly as well as the Chevrolet Spark and Volvo XC90, about half as frequently as the Kia Telluride, and about twice as frequently as the Infiniti QX80.

It’s uncommon, but not invisible.

The Ridgeline has nevertheless proven to be a consistent performer – a consistently underwhelming performer, mind you, but definitely consistent. Even in 2020’s troubled times, through only nine months of the year, Honda has already sold more Ridgelines in America than during any full calendar year between 2009 and 2015. In each of the second-gen Ridgeline’s three full years so far, Honda has sold more than 30,000 but fewer than 35,000 trucks.

Against that backdrop, Honda is forecasting a different result for the all-new

No, scratch that.

Against that backdrop, Honda believes the third-generation

No, that doesn’t work.

Against that backdrop, Honda expects the completely re-engineered

Ugh, that’s not true, either.

Against that backdrop, Honda believes the facelifted Ridgeline – the refreshed Ridgeline, if we’re being generous – will suddenly become a truck capable of selling nearly 4,200 copies per month. 50,000 per annum. Fifty-two percent more than the pre-facelifted second-gen Ridgeline has managed.2020 Honda Ridgeline 2021 Honda Ridgeline 3 - Image: HondaHonda’s belief in the Ridgeline’s new look was first reported in Automotive News. To be honest, such a noteworthy increase in a sales forecast for a model entering its fifth year seemed far-fetched, so we reached out to Honda for confirmation. Honda marketing VP Jay Joseph, Automotive News reported, says Honda, “is targeting Ridgeline sales to grow from about 35,000 per year to 50,000 based on the redesign and marketing.”

For real? “I can confirm the comment Jay said,” Honda spokesperson Natalie Kumaratne tells TTAC.

Kumaratne cited the new look as justification for the elevated forecast, in keeping with Joseph’s earlier comments. But to be fair, there is more to it than that.

“The truck market has been growing,” Kumaratne says, “so there is consumer demand for trucks.”

Indeed, pickup-truck market share is growing, from 18.6 percent in the third quarter of 2019 to 20.1 percent in the third quarter of 2020.

Kumaratne also confirmed that “there is a marketing campaign behind the new model.” Indeed, Honda is already delving into that more rugged marketing message with the voice of John Cena. Honda hasn’t historically been all that noisy when it comes to its low-volume truck.

Yet at the core, rising pickup truck market share and a marketing campaign can only go so far for such an unpopular pickup. Honda’s message is quite clear: “We anticipate the styling looking more rugged to help sell more Ridgelines,” Kumaratne says.

As an owner of a 2019 Ridgeline, I’ll be quick to say that I’d rather my white Ridgeline look like the 2021 Ridgeline. (I’d skip the gold wheels and ask for better bumper cut-outs for the exhaust.) Whether you like the brow over the 2021 Ridgeline’s grille or the extension of body color on the fascia, most observers must surely agree that the second-gen Ridgeline has always deserved a more squared-off face. Now, for 2021, the Ridgeline has that face, in addition to bigger infotainment icons, a volume knob, new seat stitching, and, well, that’s about it.

Is that the stuff of which 50-percent sales improvements are made? That’s seriously all it takes, and Honda waited until MY2021 to execute? New grille, LED bulbs, no alterations to the underpinnings or interior design – bang bam boom, let’s call it a night?

I’m convinced the second-generation Honda Ridgeline is the right truck for my family. But I’m equally convinced that no matter how effective the Ridgeline would be for the overwhelming majority of truck owners, the market has spoken, and the market has determined that this is not the right truck for the overwhelming majority of truck buyers.

Do Honda’s lofty goals for the refreshed Ridgeline hinge on something else entirely, something like movement in the price point? Honda is not yet ready to answer that question.

Correction notice: We initially listed the Honda spokesperson’s first name as Natalia. It’s Natalie. We regret the error.

Timothy Cain is a contributing analyst at The Truth About Cars and Driving.ca and the founder and former editor of GoodCarBadCar.net. Follow on Twitter @timcaincars and Instagram.

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54 Comments on “Honda Truly Believes Sales Of The Facelifted 2021 Honda Ridgeline Will Jump More Than 50 Percent...”


  • avatar
    R Henry

    This scenario appears to be an echo of what happened in ToyotaWorldUSA in the late 1990’s and early aughts.

    When Toyota released the T100 “midsize” trucks, US dealers knew in their guts that a 3/5 size truck without V8 power could ONLY be a niche player in their market.

    Toyota responded with Tundra, which they wanted to market with V6 power alone. Upon learning this, US dealers howled..claiming that without V8 power, the 4/5 sized (compared to F150) Tundra would fall flat.

    Well, here we see Honda seeking to wade into the same market. While Japanese Toyota executives learned from their mistake of offering the limp T100 in USA, and learned to listen to their US dealers. Honda, in contrast, appears unable or unwilling to accept US-based product feedback, and arrogantly continues to work from the Japanese perspective, which clearly does NOT understand what is necessary to profitably market a pickup in USA.

    • 0 avatar
      Carlson Fan

      “When Toyota released the T100 “midsize” trucks, US dealers knew in their guts that a 3/5 size truck without V8 power could ONLY be a niche player in their market.”

      The biggest problem with the original T100 is they offered it w/the exact same 4 banger and 3.0 V6 that you could get in their compact.

      For a truck touting a 5K lb. tow rating the T100 was comically underpowered. I know because I had a ’93 Toy compact w/3.0V6 that I towed with for 11 years. My biggest complaint with that truck was how gutless that V6 was at anything under 3200 RPM. It got the job done but struggled from a stop to get a 3K pound load moving, I can’t imagine trying to move a heavier truck w/5K pounds behind it.

      I remember Popular Mechanics tested a T100 and exposed what an absolute pooch it was once you hitched something to the back of it.

      I always said stick the 4.3 V6 out of my buddies S15 Sonoma into my Toy and you’d have the perfect compact PU truck.

      Honda’s issue w/Ridgeline is they got lazy and didn’t bother stretching the wheel base so the box was actually something that’s usable. What you have is a Pilot with an open bed. Something different for current Honda customers to buy but nothing someone looking for a PU truck will pay any attention to.

      • 0 avatar
        psychoboy

        “Honda’s issue w/Ridgeline is they got lazy and didn’t bother stretching the wheel base so the box was actually something that’s usable. What you have is a Pilot with an open bed.”

        19 Pilot wheelbase: 111 in
        19 Ridgeline wheelbase: 125.2 in

        19 Pilot length: 194.5 in
        19 Ridgeline length: 210 in

        The Ridgeline is 14.2 inches longer in the wheelbase and 15.5 inches longer overall, meaning the cargo area of the Ridgeline is about a foot longer than the Pilot’s, once you account for the rear of the cab/front of the box.

        You can have your own opinions, but you cannot have your own facts.

        • 0 avatar
          snakebit

          Nice borrowing from Jake Tapper, “you can have your own opinion, just not your facts”. You probably mean it, whereas when Pence quoted it during the VP debate, he knew full well he and his boss don’t practice the CNN slogan too well. As for AHM(American Honda Motors), and their penchant for repeating their optimism that the slightly restyled Ridgeline will enjoy a large boost in sales on that alone. As if. It’s still a Pilot, even in the new wrapper, and I don’t care how often AHM repeats this mantra internally, it won’t come true. The Ridgeline is more Accord than F150 or Ram, and as I’ve posted before, if AHM wants to sell a pickup truck, first they have to build one ala Toyota Tundra. Otherwise, it’s a niche product. Even the ‘all hat and no cattle’truck buyers aren’t fooled by Ridgeline.

    • 0 avatar
      Scoutdude

      Honda knows how to profitably market a pickup in the US, make it on the same assembly line, using most of the same parts as the Pilot and Odyssey. They know they will never sell them by the hundreds of thousands so this makes it profitable at low volumes.

  • avatar
    CKNSLS Sierra SLT

    Honda doesn’t have enough existing customers who want a quasi-pickup truck to increase the sales numbers by 50%. And the market has spoken in regards to others who DON’T WANT IT.Therefore-I don’t see the increase in sales coming. Honda is one of those companies teetering in the marketplace. Sedans are dying, they don’t have a viable pickup offering. I see the Ridgeline,HRV and Accord going the way of the dinosaur. So that leaves the CRV, Pilot and Honda Civic.

    • 0 avatar
      28-Cars-Later

      Honda may attract more customers if it didn’t try to pretend its selling a macho truck and just embrace it as “different” open bed trucklet. But they are choosing ooooooo so tough tough tough listen its John Cena and will probably backfire. Remember KIA embraced the gerbils for the Soul? Since I passed a giant inflatable gerbil in front of the KIA dealer the other day, I’d say that worked well.

    • 0 avatar
      thegamper

      Personally I feel it very refreshing to see someone, anyone, offer a truck for how people actually use trucks…..as cars, that maybe need to carry something bulky once in a while. Certainly that is not every truck I concede, but why not sell and why not buy something reasonable. That idea seems so lost on the truck consumers.

      This is a niche that needs to be filled, the truck looks better, more rugged for sure, than the outgoing model. That is after all, what truck buyers want more than anything…… a feeling. Because we know most every truck driver out there isn’t handy worth a dam, isn’t building anything, isn’t farming, isn’t towing anything that couldn’t be towed by a minivan, isn’t hauling anything that couldn’t be hauled in a compact crossover. They just need that something extra to make them feel less emasculated once in a while.
      Consider that box checked, nice work Honda.

      • 0 avatar
        ajla

        “That is after all, what truck buyers want more than anything…… a feeling.”

        Maybe I’m wrong but you seem to see this a moral failing but I don’t think liking the vehicle you’re spending many thousands of dollars on is a bad thing. I’m guessing you would not agree if I told you you needed to paint your house neon yellow or needed to wear a meatball-stained Mountain Dew sweatshirt everyday even though both of those would cover the “needs” of clothing and housepaint.

        You can’t even use a “size and resources” argument with the Ridgeline. It is around the same footprint, weight, and fuel economy as the Ranger, Colorado, or Tacoma.

      • 0 avatar
        28-Cars-Later

        “They just need that something extra to make them feel less emasculated once in a while.”

        I truly hope this is not accurate, for the sake of society.

      • 0 avatar
        Imagefont

        People don’t start buying vehicles that meet their needs until they get older and stop caring about cars as fashion accessories. I have a neighbor who pulls a rather fancy bass boat with a 225HP motor and a two axle trailer. He uses an older Ford F-250, diesel, crew cab, 4wd, 8 foot bed, with dual wheels on the rear axle. It seems just slightly overkill. I’m the 1970’s this rig would have been pulled by a station wagon with a 150HP 350V8 just fine. But he just wants that 30,000 lb towing capacity because, well, he just does! TRuck as fashion accessory. Difficult to park and unpleasant to drive.

    • 0 avatar
      Dave M.

      I see a new HR-V coming out in the mid-future, and probably something even smaller. And while minivan sales are down, the Odyssey is considered at the top of that market, and the genre will probably continue to sell 700-900k units.

      Honda’s not going anywhere.

  • avatar
    aja8888

    Most people who by Honda’s are satisfied with A “Plain Jane” vehicle. Truck people want TRUCKS!

    • 0 avatar
      SSJeep

      Interestingly, this has a LOT to do with the Ridgeline sales numbers. The Ridgeline is a generally pleasant vehicle to live with, but it gets docked several points due to towing capacity, towing performance, off-road or rough-road ride, and a number of other things that truck buyers tend to do. It really isn’t a styling issue (although anything is better than the current clipped Pilot look).

      One of the other areas where the Ridgeline seems to be having problems is overall reliability as well. Ridgeline owners report a litany of problems, from water intrusion into the cab, to incredibly fragile windshields that crack with regularity, to 9-speed transmission issues that crop up with five figure mileage.

      If you are going to purchase a Ridgeline, check out the forums first. They are a learning experience.

      • 0 avatar
        Lou_BC

        “but it gets docked several points due to towing capacity, towing performance, off-road or rough-road ride, and a number of other things that truck buyers tend to do.”

        How many people with full-size pickups actually do any of the things you mentioned?

        5,000 lbs is the average sized trailer pulled by a 1/2 ton. I rarely see stock “civilian” pickups in any situation resembling off-road. “Rough road ride” does build a case for a vehicle with pickup ground clearance and beefier components but what constitutes a “rough road”?

        • 0 avatar
          ajla

          “5,000 lbs is the average sized trailer pulled by a 1/2 ton.”

          Towing your max rated load isn’t necessarily optimal.

          • 0 avatar
            CKNSLS Sierra SLT

            As an avid tower with a half ton-
            Let’s state this fact for all those who comment who don’t own a truck and don’t tow anything-

            5,000 pounds is the “sweet spot” for a half-ton when towing. Guys who put 8,000 pounds behind their half-ton pickup truck and state on “whatever model” forum “I can’t even feel it’s back there” are lying. Combine that with the fact payload on all but the new 2021 F-150 is probably right around 1,500 pounds. And your tongue weight on a 5,000 pound trailer is going to be around half of that. So-that’s the reason trailers tend to be around 5,000 pounds-give or take.

          • 0 avatar
            SSJeep

            ajla, exactly. If one is going to tow on the highway, the vehicle pulling should be rated for 150% of the towed load. A 5000lb trailer behind a Ridgeline on the highway is a problem waiting to happen. Id want 7500lb towing capacity if I were taking my 5000lb boat/trailer on a road trip.

        • 0 avatar
          SSJeep

          Lou_BC, thats kind of where I struggle with the whole full-size truck thing. I cant imagine why anyone would want to drive one unless they had to. Sure, they are big, but the compromises for parking and garaging are high. So why would someone drive one unless they actually used it for its intended purpose (other than “its big”)?

          I dont want to go to a fullsize truck, but I really dont have many options that meet my needs. I tow on the highway and take long road trips with 3 other people, warranting decent seating space front and back. I also move trash and yard waste between houses. And I have to carry a lot of lumber around several times a year. And Im over 6 feet tall.

          I wish they made the midsize class a foot longer, and gave 6″ to the cab and 6″ to the bed. Then I would be in one tomorrow.

      • 0 avatar
        johnds

        SS Jeep those issues seem quite small compared to the lifter issues on the Hemi, the Ford eco boost issues, or Ford 5.4 blues.

  • avatar
    SCE to AUX

    Groupthink is powerful.

    • 0 avatar
      Pig_Iron

      That’s why it comes in crew cab. ;-)
      Imagine a sales department so youth marketing woke it excludes all customers who would prefer an extended cab with a longer box.

  • avatar
    jack4x

    “But I’m equally convinced that no matter how effective the Ridgeline would be for the overwhelming majority of truck owners”

    It’s remarkable how this sentiment now has to appear in every single article about the Ridgeline.

    Based upon what facts do you make that claim? Seeing a few empty trucks on the roads each day? The things journalists value in vehicles is so far removed from what most people value, especially when it comes to trucks, that it’s hard to take a stance like this seriously.

    It’s also never more obvious to me that auto journalists and truck owners tend to live in completely different bubbles of society than after reading Ridgeline articles. Where I live (which is less than an hour from a major city btw), campsites are full every weekend with large trailers pulled by full size trucks. A sizeable percentage of people own boats. People’s friends and neighbors are farmers, or work in farm adjacent businesses. People plow snow. People go hunting far off roads. People put hard use on their trucks daily.

    If the extent of one’s truck use is Home Depot runs or hauling a motorcycle, then yeah a Ridgeline might be enough. It’s ridiculous to claim that one would be suitable for “the overwhelming majority”, unless that person lives in a bubble of like minded people.

    • 0 avatar
      ajla

      I agree, I don’t think it’s terrible but it is over-rated by jorunos. The dimensions and fuel economy put it squarely with every other mid-size truck, Honda just sacrificed some capability for a better ride. Suddenly every “performance at 9/10” auto journo becomes a combination of Her Majesty the Queen and Al Gore when it comes to a pick ups.

    • 0 avatar
      Scoutdude

      Sure it might cut it for a Home Depot run is all you need is some screws, a few bags of bark, or maybe a couple of pieces of trim, that personally I would take my SUV or car to get. For when I break out the truck it wouldn’t cut it most of the time. Lack of a 8′ bed length would really limit the usefulness to me.

      • 0 avatar
        johnds

        I too said a truck needs to have an 8′ bed, but I heard from many truck owners who said they can’t navigate parking lots with such a long bed and the top selling crew cab. Driving my cousin’s 3500 chevy 8′ bed, crew cab configuration, I can see how hard it is to drive around a parking lot.

        • 0 avatar
          jack4x

          I have a crew cab 8 foot bed truck, and while it’s never going to be as easy to park as a compact car, you get used to it fairly quickly and I don’t have undue difficulty parking in normal sized lots.

    • 0 avatar
      Lou_BC

      I’m in a large town in a rural area. I do see pickups that run around empty all week and a few times a year pull a camper. Most of the boats I see behind 1/2 ton pickups don’t warrant a 12k tow rating. I have to laugh when hunting season hits and see all of the “road” hunters in their trucks running 20 inch wheels.

      With that being said, people buy based on what they think they’ll need. I rarely ever tow anything but I do occasionally fill the box of my truck (6 1/2 foot). I prefer at minimum that box length since my motorcycle can fit with the tailgate closed along with loading ramps (3 panel) and camping gear.

      • 0 avatar
        CKNSLS Sierra SLT

        Lou-BC

        I know what the truck manufacturers say-but you can’t really tow 12,000 pounds with MOST PICKUPS due to payload numbers. As a general rule-“you hit max payload before max towing capability” on MOST half-tons.

  • avatar
    MrIcky

    If TTAC writers just believe hard enough, and write enough Ridgeline articles, it might just happen.

  • avatar
    dwford

    Let’s face it, the pick up truck market is the domain of alpha male buyers. And the current Ridgeline just was never going to compete for buyers against the Tacoma, Frontier, Colorado, Ranger. It looked like what it was: a minivan with an open trunk. It was the perfect truck for beta males who wanted to look alpha, but not too alpha. The 2021 with new styling and cladding could peel off a few more buyers from the “real” midsize buyers. let’s face it, all those legacy pick ups are pretty terrible. Better styling and marketing could help overcome the wimpy image the Ridgeline has always had.

    • 0 avatar
      Luke42

      If you’re thinking about masculinity in terms of “alpha” and “beta” males, you need to grow up.

      Taking care of your family, however it is formed, and however you do it, is the point of masculinity. That’s what the strength and tools are for.

      The “alpha” and “beta” stuff, and the pointless machismo that comes with it, is a distraction.

  • avatar
    mtr2car1

    I would like to have a truck, I do enough stuff that one would be handy.

    I do not have the need or driveway space for a full size version and the truckiness of the mid-sized ones turned me off.

    So that left the Honda – but it looked like a Pilot with a gaping hole in the back and not a truck, pass for now.

    Now that it looks like a truck, I am much more interested.

    As superficial as it sounds, I want a truck to look like a truck, not an SUV with the back missing, I bet there are lots of people thinking in the same logical way….50% more, we’ll see

  • avatar
    sckid213

    I predict that the new look will be as successful in upping sales as the U-body vans’ makeover to “crossover sport vans” was for GM. (Honda’s basically doing the same thing here…putting a new snout on a minivan platform.)

  • avatar
    28-Cars-Later

    Honda’s message is quite clear: “We anticipate the styling looking more rugged to help sell more Ridgelines,” Kumaratne says.

    Please allow me further interpret:

    Honda’s message is quite clear: “We don’t feel like investing in trucks because Ridgeline is a North American only product, so we cobbled this together from the Pilot/Odyssey/MDX platform and made it look so tough enough because people are idiots”.

  • avatar
    Dan

    The Chinese virus has moved no small number of white collar city types from their little extended stay hotel rooms to actual houses. Every homeowner immediately discovers that he needs a truck. 233″ of F-150 is a big jump from not owning a car at all.

    I think Honda will move a lot more of these babysteps. Even if they hadn’t restyled it.

    • 0 avatar
      indi500fan

      It’s my impression that Honda has retailed these at pretty much a “take it or leave it” pricing. I think they could do +50% if they crank the incentives.. is that profitable incremental sales? For them to decide.

      • 0 avatar
        bunkie

        This is the real issue.

        There is no getting around the fact that you get more for your money with a full-sized truck given the cash on the hood or the subsidized lease deals.

        When the local Ram dealer can lease you a $40K sticker truck for $3K down and $200/month, there is no way a $35K Ridgeline with no discounts makes any sense no matter how much better it might suit my needs.

    • 0 avatar
      HotPotato

      On the one hand, owning a home doesn’t require you to buy a truck. The big-box home improvement store delivers, and/or rents flatbeds by the hour.

      On the other hand, for newcomers to suburbia who DO choose to buy their first truck, I think you have a point. They’ll want something spacious but still plausibly parkable. They’ll want something sturdy but want it to still ride and handle like a car, not a Conestoga wagon.

      For guys who want a truck because TRUCK, the Ridgeline won’t ever satisfy. For families who need trucklike capabilities and carlike civility, the Ridgeline fills a niche.

      It’s the rich world’s Lada Niva.

  • avatar
    petey

    Im not a “Truck” guy. Grew up driving Hondas and Mustangs, never once thought about owning a truck.
    The only reason i bought one was to tow our family travel trailer around, other wise i wouldn’t have gotten it.
    But when you do decide you need one, and your going to pony up some big bucks to purchase it, you want a real truck. Nothing half baked with so, so capability. You want the best. Its not a economy car your buying here.

    • 0 avatar
      Luke42

      I really like the Ridgeline. I test drove one and loved it.

      But, when push came to shove, I bought a used GMC Sierra for a fraction of the price.

      The 2nd generation Ridgeline costs more than I was willing to pay (both new and used) for any vehicle without a plug.

  • avatar
    JMII

    This vehicle has its purpose and would work very well for many people. Including a decent amount that bought a full-size truck. Now how many people? That is the real question. Sadly the answer is not a number that aligns with Honda’s lofty goals. Slapping on a new grill might gain some, but 50% more seems wildly optimistic.

    • 0 avatar
      Luke42

      Dropping the price by a few grand would have put me in a Ridgeline.

      I was willing to pay about $20k used, and about $30k new. I bought a used GMC Sierra in a luxury trim for $16k instead of a Ridgeline.

      I don’t care how it looks, I just want to move bulky objects and tow a lightweight travel trailer. I like the tailgate/trunk setup in the Ridgline, I like the backseat, and I like the smooth ride.

      If they’d advertise a reasonable price, Honda would have sold me a truck.

  • avatar
    KeithD

    The changes do address my biggest issues with it – narrow rear door openings, no volume control and a wimpy face. So many pickups are grossly underused and the Ridgeline is more than capable enough for many. And far nicer now than a frontier, Tacoma, or ranger. Best ride, best handling, best snow performance, and the so useful in bed trunk. But will Honda incentivize it enough to get anyone interested. However stupid it is, 96 month zero interest offers sure do help move big metal boxes.

  • avatar

    While the looks are substantially improved, Honda still doesn’t make a compelling argument with the Ridgeline. It has no fuel economy advantage, it has no capability advantage, just about the only thing going for it is the H on the engine shroud.

  • avatar
    apwall

    I have a 2006 Ridgeline. It has been a great truck. But why should I upgrade to a new Ridgeline when a F150 has better styling, towing capacity, and better MPG. The Ridgeline needs 25 to 30 MPG to have decent sales…otherwise just buy a F150.

  • avatar
    silverfin

    I have my eye on a new Ridgeline and the refresh was a nice surprise. The problem with all the other trucks is that we plan to have 2 vehicles in retirement including a Miata RF and a SUV/Truck so comfort and ride is critical. No way is my wife going to be happy in anything less Accord like. Also, the Mattel toy like quality and fit and finish of ALL the others is offensive to my sensibilities. And yes, motorcycles and Home Depot Costco runs is what we need it for. Many of the Q7 and luxury Euro SUV drivers simply cant accept the crappy plastics and design that are todays choices. Hopefully to meet the sales goals Honda will have some real incentives…or so much excess inventory this cash buyer can name his price…we’ll see.

  • avatar
    DenverMike

    I’ve owned midsize or mini trucks and honestly never felt emasculated. The argument is no different than compact vs midsize cars, or say Corolla vs Camry.

    How about this is America? Plus the backseat of either of those cars are used as often as pickups doing actual work-work, at or near their max rating.

    That goes for smaller than 1/2 tons too. Actually the smaller the pickup, the less likely it’ll do any kind of (real) work. Especially the newer you go.

    Except it’s an A-hole observation. A pickup bed (and backseat) can be filled to max capacity and not show cargo above the rails. Nor be hauling round trip. Even semi/commercial trucks are empty or bobtailing most of their miles.

    I generally carry very heavy (expensive) tools/equipment in my F-150, so I’m happy every butt hole sees a pretty and shiny but looks empty truck. You have to look closely, but still may not see all the hell I’ve put it through.

    You can’t beat the value proposition of 1/2 tons (except Titan/Tundra) compared to smaller pickups. The smaller pickups I’ve owned were bought used, where things start to even out.

    If you’re really constrained on space to park, I understand. From my observation, most Americans could never fathom owning anything fullsize. Midsize pickps are “pushing it” and gets lots of complaints of “un-parkable”.

    Otherwise, 1/2 tons are just more likeable, if that’s OK??? Generally you’re only talking about 6 inches bigger in all directions, vs midsize. Big whoop right?

    That’s all it takes to be emasculated or “masculated”?

    “Irregardless” I know I don’t mind my custom and carpeted, bar height, 14″ wide, 32″ long, work/computer/breakfast/dinner table and sub-box combo, between the front seats (column shifter).

    For some things, life’s too short for compromise. You pick what it is…

    Most of us would consider 1/2 tons “midsize” having owned 1-ton duallys or been around them enough, and showing lots of restraint and practicality/compromise when purchasing, vs anything bigger than 1/2 tons.

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  • Mark Baruth
  • Ronnie Schreiber