The pickup truck market is quite a big one on the Eastern side of the world, especially in countries like Australia and Thailand. Leading automakers like Toyota, GM and Ford already have a strong presence in this segment, producing their pickups in Thailand. And now Honda too, is finding this segment “attractive”, Noriaki Abe, Honda Motor’s Chief Operating Officer for Regional Operations – Asia and Oceania, told CarAdvice.
Missing the presence in the segment in countries like Australia and Thailand, Mr. Abe admitted that the it was a vehicle class the company needed to seriously think about.
“The pick-up truck market is an attractive market and we believe that we have to look into this,” Mr. Abe said. “If we see that there is enough volume to make our business viable then we would consider such possibilities,” he added.
Honda entered the pickup truck segment with the launch of the Honda Ridgeline in 2005. The mid-size pickup truck wasn’t that big of a show for the company in North America, but considering it was the first offering, it fared decently in the market. The first generation has been axed and the second generation is under development now. The all-new 2017 Honda Ridgeline is set to arrive next year in North America but reports say that it has been ruled-out for Australia.
The report says that the company is yet to workout on a potential pickup truck’s business case. So, a production model is, if confirmed, years away from going on sale.
“In the meantime, as a passenger car manufacturer we have to offer fun-to-drive cars with an edge, a sharp character, to increase our presence in the market.”