Filed under: SUVs, Trucks/Pickups
Honda Ridgeline sales somewhat disappointing
Despite its innovative use of what was basically a discarded minivan assembly line that led to an extremely small tooling investment, the Ridgeline's selling price remains a problem when compared to other compact trucks in the market. The average transaction price was nearly $32K last month, and the vehicle only sold 3,585 units in the month of June. To be honest, that's not far off Honda's stated goal of 50,000 units/year, but "negative buzz" is a strong factor in the current market, and we've got to wonder if the Ridgeline stands a chance at its current selling price. Then again, maybe Honda's small investment means that they're making a killing on each unit, and maybe they don't want to play the high-volume-low-margin game. We can here the "I told you so!" chorus from both sides already, because the Ridgeline has been a vehicle that has polarized our readership.
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Reader Comments (Page 1 of 6)
JustJase 10:25PM (12/18/2005)
I like and respect Honda for most of their products. The Ridgeline isn't very appealing to look at, but has proven itself useful and capable from every test drive I've read.
I think a major problem is the price and the availablility of the base "RT" model. I drove thru the local dealer here over the weekend and every one I saw was the loaded "RTL" model with $32-$35k price tags. The had one out front with chrome wheels, side steps and a bunch of other crap and it totalled over $40k. Ouch!
They need to find a way to squeeze a sub-25k model out of it if they want to sell in big volume. And fix those Avalanchesque side panels while they're at it!
In the meantime, I'll take that cute little Element sitting right next to it.
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Erik 10:25PM (12/18/2005)
This is reminiscent of the Chrysler Pacifica's initial woes. An unconventional new vehicle comes to market with a little too high a price, and mostly top-of-the-line models on the lots. The Pacifica struggled at first because of this, but then sales picked up when Chrysler nudged the price down and made the lower-end models more widely available. The same sort of strategy may work for the Ridgline, although Pacifica had one advantage the Ridgeline clearly does not have: attractive styling.
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BF 10:25PM (12/18/2005)
Why buy this underpowered, unibody, can't tow anything piece of crap for $35K, when you can buy the real deal Chevy Avalanche with a 5.3L V8 with a frame that can pull a boat?
That is why this thing won't sell. For all the genius and pats on the back this blog bestows on Honda, it is plain to see that Honda has not gotten the message that Americans like their trucks strong and tough....even Nissan and Toytota's marketing play off on the Built Ford Tough, Like a Rock and Ram Power that the Big 3 have been so sucessful with.
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Michael S. 10:25PM (12/18/2005)
Umm BF, not every American thinks the exact same way as you do. I don't have a boat, so why do I need a truck that can pull one? I don't haul anything except maybe plants every now and then. And with gas being over $2.20 a gallon, who wants a big v8 that gets 15mpg?
I still don't know if I like the styling route they chose, but I think it is better than the Dodge Ram or the Avalanche.
People are so ignorant. Try thinking before you post. There are more sides than just your own.
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JP 10:25PM (12/18/2005)
So VERY ugly, so over priced, enough said.
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loren 10:25PM (12/18/2005)
And the Avalanche isnt a over priced piece of crap too? I think they fall into the same category. Why buy a Avalanche that starts out at $34,000 when you can buy a Silverado 1500 top of the line model 4dr for less and not have all the ugly plastic panels. Anyway Honda missed its real target with this truck due to its price and very controversial styling.
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Eph 10:25PM (12/18/2005)
#4 And with gas over 2.20 a gallon, why buy a truck at all if you don't tow or haul?
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loren 10:25PM (12/18/2005)
HEY MICHAEL this is for you, maybe you should do your research before you post? Go look up some research and you will see that this truck only gets 16mpg. So why not shell out less money for a Nissan Titan that has more pulling power, more room, more cargo, and much better looks and isnt made from plastics that you would find in a Matel game.
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bill 10:25PM (12/18/2005)
I think BF is right here - I'm not going so far as to say that the Ridgeline is not a "real" truck, but it doesn't seem to be competitive on a number of different qualifiers, especially at that price. And I don't see why anyone would want a truck, especially such an ugly one, if it wasn't actually useful. If you need to haul plants, Michael, get a Subaru.
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BF 10:25PM (12/18/2005)
Michael S, nice, let's call people ignorant because we don't see eye to eye, great.
Here's to most people seeing it my way...best selling vehicles in the US, Ford F-150 and Chevy Silverado....your Honda Ridgline is selling in the volume of the Pontiac Aztek, enough said...who's the ignorant one?
On the gas issue, Ford and GM just had their best months selling light trucks in years, yes gas prices are up, but most truck buyers understand they use more gas and they pay the price for the privledge.
Let's face it, the Ridgeline is not really a truck...atleast not a man's truck! Perhaps your a girly man Michael S....why don't you call yourself Mike?
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TC 10:25PM (12/18/2005)
BF stands for Butt Fuck
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BF 10:25PM (12/18/2005)
Nice TC, real nice...great thing to post on a site about cars that kids visit. Jerk off.
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Scott 10:25PM (12/18/2005)
So let me get this right #3... Hondas are crap and a GM product is the "real deal"... for the reason being, that it can pull a boat... because everyone needs to pull a boat around everyday... and because clearly GM products are not crap, and are far superior in reliability and build quality than Honda.
Is it snowing in hell today??
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loren 10:25PM (12/18/2005)
I will agree with BF, just because it has a bed on it doesnt make it a truck. A true truck is built on a truck frame, not a minivan frame. This truck reminds me when Toyota tried to enter the truck market with the T100 and failed horribly, I see this in Honda's near future. If they are smart the will scrap this truck go back to the drawing board and bring out a half ton with a competitive V8 and a better design. Oh and next time lets leave the station wagon tailgate off. :)
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Joseph Willemssen 10:25PM (12/18/2005)
"Go look up some research and you will see that this truck only gets 16mpg."
Ridgeline
16 city/21 hwy/18 comb
Avalanche
14 city/18 hwy/16 comb
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TC 10:25PM (12/18/2005)
in Butt Fuck world there is no reality. He's a delusional idiot if he thinks that GM builds better quality than Honda
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loren 10:25PM (12/18/2005)
Thats funny about GM build quality, I usually hear nothing but Recalls on GM. Hmmm. I owned 4 GM's and never will own another one of there cars again. There crap, why do you think Toyota is outselling GM now?
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BF 10:25PM (12/18/2005)
Scott, # 12, just saying that the Chevy was the real deal because it started the midgate truck concept and the edgy styling...as for the merits of power and utility, I would argue that most pick up truck buyers would find better utility with a Big Three product, based on horsepower, storage, hauling and towing. I never mentioned the quality issue, although I would say the Big Three trucks have a very good record of dependibilty...we will have top wait and see on the Ridegline to see how it hold up....I would also note that I think Toyota and Nissan's trucks also have it all over this Ridgeline...this is not an American car lover rant here...I just don't see how this Ridgeline makes sense for any reason given the other player in the market both import and domestic...and clearly many folks agree with me since the Ridgeline isn't selling and GM and Ford just had their best months in years selling p-ups.
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poulsbo 10:25PM (12/18/2005)
eric - We can *HEAR* the I told you so!....
loren - MATTEL
BF = idiot. good arguments there... girly man truck, michael's a fag, etc. men only drive vehicles with lots of horespower and/or towing capacity, if you don't you're not a man. pretty original, and completely true.
>>Michael S, nice, let's call people ignorant because we don't see eye to eye, great.
hypocrite! hahahahaha.
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loren 10:25PM (12/18/2005)
WOW I missed a T your good at grammer good for you, you get a cookie poulsbo.
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