#HondaPassport

The name of a long-defunct Honda-badged vehicle that was based on an Isuzu and built at a joint Isuzu-Subaru assembly plant will grace a new crossover, a report claims. Yes, it’s looking like Honda applied for a new Passport.

According to Automotive News, sources with knowledge of Honda’s product plans say the Nineties are indeed poised to return. The name will allegedly grace the brand’s upcoming two-row midsize crossover, slated to fill the space between the wildly popular CR-V and the range-topping Pilot.

American Honda will build a Pilot-based SUV intended to carve out a space between the Honda CR-V and Honda Pilot.

According to a report published by WardsAuto with AutoForecast Solutions, Honda will assemble this Co-Pilot in Alabama alongside the Pilot beginning in the fall of 2018.

Co-Pilot? How about Honda Pilot Sport? Nah, that’s Michelin territory. Honda Pilot Sidekick? Suzuki grabbed that one already. Honda Pilot Junior? Too juvenile.

The name matters less than the positioning. Is there room for a midsize two-row utility vehicle in between the CR-V, traditionally America’s top-selling SUV/crossover, and the Pilot, one of America’s most popular three-row vehicles?

It’s a gap Ford, Nissan, and Hyundai have no trouble filling.

It ceased being fun working at American Honda around the summer of 1993. Most of our senior managers in the sales division had recently been fired. In May, the New York Times published the first story about our executives soliciting bribes from dealers. The Justice Department was snooping around our US headquarters in Torrance, CA. The year before, our geniuses in Japan had dropped the ground-breaking CRX two-seater and stuck us with the dull del Sol. Over at Acura, our Honda Division castoffs were busy trying to figure out why the tepid 5-cylinder Vigor was not selling.

We were still stuck in the Civic-Accord-Prelude-del Sol mode. “We will never build trucks,” our execs had often proudly proclaimed. Now we found ourselves caught flat-footed as we followed the success of the Ford Explorer, Nissan Pathfinder and Toyota 4Runner SUVs. We needed a sport-ute yesterday, and it would take us a minimum of four years to develop one. We did what any self-respecting, high quality, loved-by-its-customers car company would do in this situation.

We called Isuzu.

Some examples of badge engineering are ridiculous yet wonderful, others made a lot of sense for both companies… and some just make you clutch your head in dismay. The Honda Passport is the clutch-your-head type.