A far larger number of people want a truck but don't really need one. The slogan goes "Ridgeline, the best truck for people who don't really need a truck"I love my Ridgeline. I could have bought a Ranger or a Tacoma...but I didn't. Why? Because I use my Ridgeline as a "truck" about a dozen times a year...the rest of the time it's just my primary family vehicle. I don't want a truck, but I need a truck. Hey...that's a great marketing slogan....."Ridgeline...for when you don't want a truck but you need a truck". Brilliant!