DECEMBER 27, 2004

ASIAN BUSINESS

Honda's First U.S. Bruiser
With the Ridgeline, it jumps into a crowded -- and lucrative -- market

It boasts a chiseled physique meant to appear carved from a single block of metal. It has four-wheel-drive, a hardy V-6 engine, a 1.5 meter-long open cargo bed in back, and a decidedly outdoorsy name -- the Ridgeline. The manufacturer? Not Ford (F ), Chevrolet (GM ), or Dodge. Try Honda Motor Co. (HMC ).

Honda? For years the Japanese company has prospered by churning out solid and reliable compacts, sedans, minivans, and small sport-utility vehicles. Truth to tell, the Honda lineup was a trifle boring, and in the U.S. -- the company's biggest market -- pickups weren't part of the mix. The top Japanese management thought pickups didn't fit the brand's image.

Today, though, Honda is looking to the spunky Ridgeline to help revive its flagging fortunes in North America. Sales will begin in the spring after a splashy kickoff with a pair of 30-second spots during the Super Bowl on Feb. 6. Critics snicker that the Ridgeline lacks a V-8 engine, can't tow big trailers, and shares some of its underpinnings with a minivan. Then there's the matter of the four-door cabin, roomy enough to haul the whole family

But the bold new addition to Honda's lineup is key to its bid to retain once-loyal drivers fleeing the brand for beefier vehicles. Although Honda hasn't announced pricing, it will compete with the Toyota Tacoma, Ford Explorer Sport Trac, and Nissan Frontier, all of which cost under $30,000. "Honda customers are typically buyers of compacts and minivans, but now they're clamoring for pickups," says Takeo Fukui, who stepped in as Honda's president 18 months ago. "The Ridgeline helps us meet that need."

3.5-Liter, High-Output VTEC® V-6 Engine
• Half-Ton Payload Capacity
• Four-Wheel Independent Suspension
• VTM-4® 4-Wheel Drive System
• Fully-Integrated Closed-Box Frame with Unibody Construction