Honda Motor Co is redesigning the looks and the marketing for its sport utility vehicles and trucks to appeal to U.S. consumers who are paying premiums for rival automakers' vehicles that offer a more rugged, off-road adventure image.
More than 70% of vehicles sold in the United States last year were midsize trucks and SUVs, while 53% of Hondas sold fit those categories. Honda does not sell a large pickup that competes with the Ford F-150, and is therefore shut out of one of the U.S. market’s most profitable segments.
Honda on Thursday unveiled a new look for its midsize Ridgeline pickup, giving the vehicle a bigger grille and other off-road cues. A new advertising campaign launching on Friday shows the Ridgeline hauling dirt bikes and charging down unpaved roads in the Rocky Mountains. Former wrestler John Cena gives the ads a “tough guy” voice.
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