Why Some Americans Hate Japanese Trucks – The Ridgeline
Jason Lancaster | Apr 20, 2009 | Comments 34
We’re constantly dealing with emails and comments here at TundraHeadquarters that all say something like (paraphrasing) “If U were a real truck owner, you wouldn’t buy a Jap rice burner truck, you’d get a real pickup from GM, Ford, or Dodge…” Right. That’s a pretty ignorant thing to say considering the Tundra is made in Texas, has more domestic content than trucks from Dodge or GM, and meets or exceeds the trucks offered by the not-so-big-three in almost every measurable way. The Tundra is, after all, the 2nd most American truck on the market today.
Still, we get hate mail. So be it. We’re fighting the good fight, trying to explain to loyal American truck buyers that the Tundra should stand right alongside it’s brethern from Detroit. Then, out of the blue, Honda goes and does something like this:
No wonder the Honda Ridgeline is hated by hard-core truck enthusiasts.
That’s a screen-shot of an advertisment for the Ridgeline – the “nimble yet powerful” truck.
Come-on Honda let’s be real! The ad says “Nimble Meets Powerful,” but that statement is bordering on an outright lie. The Ridgeline might be considered “nimble” if you compare it to bigger trucks with a lot more capability, but not by much. The last Ridgeline Edmunds.com tested back in 2006 ran through a slalom course at 57.2 mph. Compare that to the Tundra’s result of 54.9 mph – hardly significant. A 2.3 mph slalom advantage hardly makes the Ridgeline “nimble.”
So what about “powerful?” The Ridgeline’s V8 has…oh yeah. No V8. They’ve got a 255 hp 3.5L V6 that pumps out about 250 lb-ft of torque at about 4300 RPM. Not bad, but not even close to the power produced by even the smallest V8 available in a Ford, GM, Dodge or Tundra.
The point here is that it’s ree-frickin-diculous to call the Ridgeline “nimble” and/or “powerful.” Sure sure – what else is Honda supposed to advertise? How about “smart features” or “right-sized” or something like that? A case can be made that the Ridgeline does everything that most truck owners need (much like the Tacoma), and it has quite a few clever features. The advertising should talk about any of these traits, but not “nimble and powerful.”
Some say that comparing a Tundra (or any full-size truck) to the Ridgeline is unfair, yet Honda’s own literature says “charge into new territory with a half-ton of muscle,” perpetuating the ridiculous myth that this is a real truck…which is exactly why your typical died-in-the-whole-xenophobic-domestic-truck-loving-American hates the Honda Ridgeline, and precisely why we, as Tundra enthusiasts, are constantly inundated with ignorant and ridiculous comments about our “foreign” trucks.
If Honda’s ads stopped trying to portray this baby brute as the real deal, Japanese automakers (and Tundra owners, more importantly) wouldn’t have to fight the stereotype that their trucks aren’t built to American standards. Instead, Honda patronizes the truck-buying world by offering a “half-ton” truck that doesn’t have a V8. Ridiculous.
Notice to Honda and the people advertising the Ridgeline – you’re not helping. Please stop.
Filed Under: Auto News
One of my customers parked his Ridgeline next to my CM that other day at my office. He was admiring my truck, and I felt the need to return the compliment, so I said, “Yours is keeeyyyyyy-UTE!” in my best teeny-bopper voice. He gave me a sideways smile, so I went further and said, “You have a nice truck too. Where’s the rest of it?”. Luckily this customer has a great sense of humor, otherwise I would have lost the company a few million a year in sales!
Bottom line, the Ridgeline is a “crossover” SUV/truck. It’s great for what it is, but Honda shouldn’t base their marketing plan on trying to tie it in with the big dogs. Market it as what it is, and no one should have any bones to pick.
Definitely agree
LMAO @ DrBundy – that’s the kind of sarcasm I love to see. Too bad the Ridgeline actually isn’t even cute, IMO. Still laughing about looking for the rest of it. If I didn’t need more cargo capacity, I would have definitely went with a Taco. They are cute but just didn’t cut it for all the things I carry. To be honest, I considered Ford before even the Ridgeline….that’s BAD!
I didn’t consider the ridgeline a truck anyway.
Aw, how cute. When does it hit puberty?
Oh, full grown. I see. Didn’t eat much Wheaties, did it?
I guess it is good for haulling your lawn mower around.
How much was it? REALLY? Did you get two for that price?
No? Awe man. Don’t tell me you went to Ben Dover Honda in Ripsville.
Sorry for your loss. If anyone beats you up, let me know, I’ll go stomp’em for ya.
Hey! don’t forget your testicles at home.
I have owned both Chevy’s and Ford’s and I will take my Tundra anyday.
Not to say that the others were not good trucks, but the Tundra is better in almost every aspect in my opinion.
When the Ridgeline first hit the market I was looking for a smaller 4×4 so I decided to take a look. I had seen the TV ad showing the new Ridgeline ripping through a mountain trail with two dirt bikes strapped in the back.
I walked into my local dealer and was immediately greeted by a saleman. When I told him I was interested in a Ridgeline the very first words out of his mouth were “the Ridgeline is not an off road vehicle.” You gotta be kidding me; I bought a TRD Tacoma.
^LOL @last comment. at least he was honest.
My company has a Ridgeline. It climbs up a steep mountain grade hill and delivers mail from one building to the next. That’s about as much hauling and off road capacity it has.
LOL! I love the comments on this post. Where are the Ridgeline people?
At the Toyota dealership.
i love me a honda- can’t wait to buy the ridgeline!!!! ridgeline is a truck for independent women who still wear stilleto’s on the weekends… not butch’s lol…. to own a truck and still not be a truck girl… best of both worlds… get out of my way, im in love!
LOL – I’m sure you’ll be happy.
Hey, anyone remember me? You get in a Ridgeline and you’ll never go back to your Tundra, Silverado, or F-150.
Do any of you think that the tacoma is so “cute”? How about the frontier? The Avalanche? We’ll see whats so cute about the Ridgline when it’s climbing mountains and you guys in your big tundra’s, silverado’s, and f150’s are stuck in the shop getting the transmission fixed or the gas pedal unstuck. The Ridgeline has it all over you guys. You’re trucks are all brawn and no brains (poorly designed). I just think you guys are jealous that your truck didn’t win the 2008 Baja 1000. Humph…
Steve – LOL – gotta love the enthusiasm. For the record, the post was a little tongue-in-cheek.
Jeremy the Addicted Junkie- Eeeeeew! That that thing is big! You ought to get it to lay of the Big Mac’s. That’s too bad it’s addicted. I wouldn’t bring that thing to a track or you’ll get sick with the wabbling. Don’t let Ford charge you too much. That stinks that you got more bed than you’ll probably ever use. That suspension looks a little lacking. Poor features and design also. That big !@# truck is waaaaay too big for its under powered V8. Look at that Ridgeline speed by! Darn, You Should have got one of those!
Steve, nice to see your happy. How’s that front wheel drive perform? Do you notice when the rear tires engage?
Sorry about that last post, it was a little cheesey. I’m just trying to defend my ride. I Tried to give Jeremy a taste of his own medecine about the F-150 and other big trucks.
Ananymous- I can’t tell at all if the 4 wheels engage. It does really well off roading.
Does anyone know why Mickey doesn’t consider the Ridgeline a truck?
I toyed with the idea of a Tacoma, but I like the RIDGELINE better for several reasons:
Smoother Ride
Truck bed and lift gate flexibility
Rear Seat Fold up
Back window power down.
I only need AWD for pulling my sailboat out of the water and snow on streets. I only have moderate off road needs.
Fits into my garage
It carries my bikes, kayaks, lawn equipment, and dog.
I’m not a laborer. I like it’s utility. It fits my needs.
I also own a Pilot. They drive almost the same way. My Pilot is super reliable. I only change the oil and tires. Nothing major ever breaks.
beerster – This post was written to be tongue-in-cheek – more about me railing against Honda than anything else. I must admit I’m a little incredulous about a pickup built on a beefed-up minivan frame.
All joking aside, I think the Ridgeline is a great vehicle. My problem is that Honda acts as if it’s a half-ton. That’s just BS. However, to drive one, I’m sure you’ll get good gas mileage, reliability, and adequate performance. Resale value should be great too – congrats!
Jason, have you ever driven a ridgeline? If not, I just think you should see if you can take a test drive. You kind of have to experience it.
Steve H – Yep.
Until you have driven all the trucks one cannot make up their mind. I didn’t like the Ridgeline’s looks, little motor or the fact that it is a Honda until I drove it. Then I waited until I had driven all the rest and went back and looked at the ridgeline again and bought it
Paul – Good for you man, a truck is a truck.
Same thing happened to me.
Well? Why a Ridgeline? Why a Ford? Why a Chevy? Dependability!!! I’m sorry to say but, American truck companies aren’t very dependable. Yes, the ridgeline is not a truck, but even better. Why does the Ridgeline have better numbers in the skip pad test? Why does it have better gas milage? Why does it feel so comfortable? The Ridgeline is designed to pull 5000lbs. and maybe alittle more. But let me ask you, do you go to the grocery store pulling a skidloader? Do you go out with your wife dragging a 80kw generator? Are you always dragging a load every where you go? I have a Ridgeline 2010, I put it through HELL, so what. All I know is after acouple of years, when your american company trucks are in the garage for repair, I’ll be wondering why you haven’t seen a Ridgeline also getting repaired. Honda has a very good reputation for years and years of reliability, which I can’t say the same for most american company’s. Remember, change is good. Everything changes for the better.
AAA
I’ve owned my 2006 Ridgeline for 3 years now, and I have several things to say about some of the comments here.
First, for 95% of what I need a truck for the Ridgeline handles the job with no problems.
*Tow my 20ft Moomba boat
*Tow my pop-up
*Pick-up a load of mulch
*Get to my favorite hunting and fishing spots (no I won’t give GPS coordinates 🙂
*Picking up equipment, appliances and other materials (including full sheets of plywood).
* Hauling my Suzuki King Quad (ok it’s a tight fit and the rear tires are on the tail gate … but it does haul it in the bed!)
My favorite features:
* MPG especially when just commuting to work
* Tail gate opens two ways … easy to get in and out of the bed.
* Tie downs in the bed
* Power sliding window
* styling especially from the rear and front
* Room to fit the kids
* water proof storage under bed
Some concerns:
* Fuel economy drops significantly when towing heavy loads
* Hauling over 5k pounds (only happened once)
– needed to get a skid loader and couldn’t tow it.
* Limited on size of camper it can tow (thinking of trading in the pop-up)
* Taking abuse about it not being a “true truck”.
* Can’t get a snow plow for it! (My biggest disappointment) but I did get a nice snow blower for a lower price than a plow / winch … and I brought it home in my Ridgeline.
As you can see the Ridgeline handles most of the jobs that 90% of you use your trucks for. Yes, I agree it is not a towing workhorse and can’t tow over 5K pounds. But for the average person and tackling jobs that are most common to all of us the Ridgeline “Truck” does well. Add in the fact that I have been getting 20+ mpg’s on the highway for the past 3 years this mid sized truck has been a good investment.
To all of you that don’t consider the Ridgeline a “TRUE TRUCK”, or call it “CUTE”. Then consider this, how often do you make the same comments about a Dodge Dakota, a Chevy S-10, GMC Canyon or a Toyota Tacoma? Does the Tacoma come with a V8? How many of you say that these are not trucks and are cute? Only the Dodge Dakota will fit a full sheet of plywood or my quad in the bed like the Ridgeline. Now consider price, a fully loaded Ridgeline will max out at 33-34K compared to a 40K+ four door truck from any other company with like features! You guys can keep giving the CEO’s of those companies your extra money but I would rather go on vacation with mine and rent something for the 5% of the time that I need to tow something heavier. The Ridgeline is a well thought out mid-sized truck that performs well for most of our needs. I give Honda credit for designing a sensible truck that fits the needs of 90% of the people who buy trucks.
PA_HONDA – The Ridgeline is a truck. Where they went wrong – at least in my book – is calling this thing a half-ton. That’s why I mocked their ad campaign.
Now as far as making fun of the Ridgeline, despite it being so similar to compact trucks that no one mocks, you make an excellent point.
My 07 Ridgeline has 120,000 miles has not been to the dealer just change synthetic oil and filter at 10,000 miles.
Ihav 70,000 miles on 2nd set of tires and getting ready to change timing belt , water pump and spark plugs , still gets 20 / 21 miles per gallon at 70 MPH on Interstate will buy another when the time comes , has met my needs well.
It’s not a truck because it’s basically a minivan with a bed. Just like an El Camino was not a truck either, just a car with a bed. You wan a real truck that can go through hell and back….twice? Get a big 3/4 ton diesel 4X4.