Honda Rubicon vs. Ford

1. Introduction

With a common purpose in mind, both manufacturers have done a good job providing versions of their vehicles that compare with a broader range of competing models.

Step into the shoes of the Rubicon while keeping the shoes from getting dirty, this seems to be Ford's metaphor for developing their F150. Since the development of the F150, Ford has worked to produce a vehicle that compares to its truck line in terms of quality and features. Like Honda, Ford has attempted to cater to all of its consumers by offering lower-end work trucks to higher-end luxury trucks. The F150 King Ranch edition is compared to the Rubicon because of its capabilities to be a work truck as well as a luxury vehicle. This is not to say that the Rubicon is a luxury ATV, however, it is a higher-end vehicle for Honda and comes equipped with much more than a 2WD recon. This is a parallel difference between the Rubicon and its earlier models. Coming equipped with the same features but a more economic price would be another comparison of the Rubicon and lower-end model F150.

Honda describes the Rubicon as "A rugged ATV with a high-torque 500-class engine, new chassis, increased payload and towing capacity, new enclosed axle swing arm, TraxLok, and a rugged new styling, it's a heavy-hitting package". This tough description fits the Rubicon, and Honda's purpose categorizes the ATV as a working vehicle. Honda's intent is to provide a vehicle that can be used for heavy load carrying tasks as well as recreation. The Honda Rubicon is the top end of Honda's ATV line and is marketed towards their entire consumer population.

Reasons for purchasing an ATV compared to a utility vehicle can vary quite a bit depending upon the consumer's need. Pricing seemed to be a popular point; as we noted previously in the ATV comparison, a basic ATV costs around $5000 while a utility vehicle costs around $7000 (ish).

There is constant debate over the industries of certain manufacturers. Which product is best seems to be the popular question. Consumers have taken this debate and applied it to the automotive industry. Some of the most passionate consumers have taken a side in regards to whether an ATV or a utility vehicle would be best. This popular debate has sparked interest in looking at two specific vehicles, the Honda Rubicon and Ford F150. By examining the purpose, features, and capabilities of these two vehicles, we can get a better understanding of what exactly consumers are debating about.

1.1. Overview of Honda Rubicon

Finally, something that Honda does great is put all of its good components into a great frame. With all of these drivetrain features, the Rubicon does weigh 580 lbs. However, it has a 190 lb. carrying capacity on the front and rear carriers combined. This is quite a durable and resilient ATV, something which can be used for work, farm, or just about any activity. All components are protected by a tough and yet comfortable-to-ride steel frame and skid plates. The Rubicon is not the fastest ATV out there, however, it has great torque and will bring you wherever you want it to, in relative comfort and safety. This ATV can be an excellent choice depending on your perspective and what you want to get out of it. The Rubicon is not Honda's best-selling ATV, however, it has been around for a while and Honda continues to do R&D on it, providing new features every year.

Next, the Rubicon features Independent Rear Suspension, something which may be taken for granted by many riders. The IRS combined with Honda's excellent engineering creates a comfortable ride and the ability to tackle some tough terrain. However, the IRS takes away from the rack and pinion swing rear axle that Honda is so famed for. This is obvious for the Rubicon in the rear axle is essentially a swing axle with an IRS system built onto it. This may be disappointing for some riders but the increased comfort and rideability will outweigh this feature for most. The IRS is protected by a Torque-Sensing front Differential, something which again, is unique to the Rubicon. An automatic mode between 2WD and 4WD makes this quite an intelligent system since it can transfer the 4WD torque when the rear wheels are slipping, back to the front.

The Honda Rubicon offers a unique alternative which can be a positive or a negative thing, depending on your perspective. The Rubicon carries a 499cc liquid-cooled engine that gets its power through a 5-speed automatic transmission. Its unique feature is that it has an automatic transmission as well as the function to shift with automatic clutch using different drive belts. This means that yes, you can shift without having to use a clutch, but you can also shift it into manual form to choose which gear you want to be in. The Rubicon also features an option for electronic shift, enabling the rider to change gears via buttons on the handlebars. This is a very versatile drivetrain which can suit many riders. However, it is a complex system and will require maintenance as you get more use out of it.

1.2. Overview of Ford Vehicles

The Rubicon is Honda's newest entry into the ever-expanding world of ATVs. Honda had a few things on their mind during the design process, most importantly was to build a compact and maneuverable ATV but also add in features and performance that enthusiasts crave. The Rubicon is a 500cc automatic 4x4 transmission with a limited-slip differential. It rides on new 25-inch tires in the base model and 26-inch for the deluxe model. Honda stuck with the swing arm rear end to keep a compact and lightweight feel, while the Independent Rear Suspension (IRS) has 6.9 inches of travel. With 5.9 inches of width on the rear, the Rubicon is guaranteed to follow the leader on any 50-inch trail. A trend among ATVs as well as other off-road vehicles is to make them wider and heavier to add stability, this is called becoming more "recreational". This, however, takes away the root of what a Honda Utility ATV is all about and can limit the places it can go. With the Rubicon, Honda kept the same comfortable and straightforward feel that buyers love, while adding in the features that they have been asking for. When it comes to an automatic transmission on an ATV, there are some mixed feelings. Automatics are known to be heavy, complex, and have the potential to rob power. This is not the case with the Rubicon's new automotive-style dual-clutch transmission. Honda kept the internals of this trans as simple as possible while still making it effective. There is one clutch for the odd gears and one for the even, this allows less clutching and declutching and more power directly to the wheels. With the paddles on the handlebars, the rider can also shift between automatic and manual shifting modes. Rubicons come stock in an automatic and EPS models helmets with the manual mode available in the deluxe model only. The EPS model also comes with a light power steering system, lighter steering should have an obvious benefit on a hard day of riding. Honda put in a bigger effort to make the Rubicon more capable in stock form than we have seen in the past. The new transmission has a low range with a granny gear, it can be achieved through automatic mode or in ESP mode by pressing both up and down shift buttons while pressing the rear brake. This now allows the Rubicon to get close to the same potential torque as a full-on gear reduction without added stress and negative effect on power to the wheels. An added 80 pounds of towing capacity and optional hitch system gives the Rubicon even more work capabilities. With work in mind, Honda has also added two inches of storage space and a third headlight for those late nights trying to finish that last chore. A front disc brake upgrade as well as a sealed rear brake are more progression towards bringing the big red into the future. Honda is offering the Rubicon in four different colors, a red and green in the base model or the new olive and camo for the deluxe. No matter whether you are a hunter, rider, or worker, there is likely a Rubicon for you.

2. Performance

This is the first and the largest part of our comparison report. Performance is critical in a vehicle. Today's consumer wants a vehicle that is both fast and powerful. They also want a vehicle that is able to perform all the required tasks efficiently and with as little hassle as possible. How well a vehicle performs can highly weigh in on a person's decision to buy it or not. When we first started this project, the performance comparison is what we were looking forward to the most. We were curious to see how this large of a displacement between two different types of vehicles would perform in different aspects. The aspects we are going to compare in the many categories of performance are speed, power, difficulty of task completion, and efficiency. When used in the context of what we are looking to compare, speed is how fast a task can be completed. A task may not necessarily have anything to do with a vehicle reaching high speeds, although a vehicle with higher top speeds will still complete the task faster than a slow vehicle. Speed can be something as simple as how fast a vehicle can accelerate to get across a busy road, or it can be something like how fast a vehicle can pull a heavy load up a hill. With the Rubicon we were able to test its speed with actual top end speed, towing, and hauling. With the Duramax we tested actual top speed and acceleration times. We found the Duramax to ride around 25-30 mph faster than the Rubicon in top end speed. We figured this by seeing what the Duramax could achieve with and without using high range. Without using high range, the Duramax topped out at about 65-70 mph. This was much faster than the Rubicon in high range which only achieved around 40-45 mph. With both vehicles being diesel, we were able to get the Rubicon's top speed quite accurate since we didn't feel safe pushing it any faster than we did. The Duramax had a significant edge on the Rubicon in acceleration times. Taken from a dead stop to top speed, the Duramax was nearly 2x as fast as the Rubicon. Pushing a button and watching the Rubicon slowly and clumsily switch from 2WD to ESP to automatic to manual was both comical and embarrassing. This was only made worse by the loud clunking and banging we heard as it would occasionally stall in the middle of a gear change. The Duramax was able to out-tow the Rubicon in anything, even with only 2WD the Duramax could pull more than the Rubicon in low range and on more than one occasion we found it necessary to strap a tow rope from the Duramax to the Rubicon to pull it up a slippery slope. The same applied for hauling, the Duramax always had enough room for whatever we needed to get across the difficult terrain.

2.1. Engine Power and Capability

Ford vehicles, with the exception of the Escape and Explorer, cannot be considered off-road vehicles in terms of purpose or abilities. However, for those looking for power and torque from a truck or SUV that can handle off-road conditions, a Ford with Powerstroke diesel is a choice to consider. The torque from a diesel engine is ideal for off-road conditions, giving the wheels more power to move over obstacles. An example of a highly capable off-road vehicle would be a Ford Super Duty with FX4 package. This package includes skid plates, Rancho shocks, all-terrain tires, and limited slip differential, giving the truck added protection and abilities while off-road. With Rubicon being top of the line for a Honda ATV, set up for tough off-road conditions, this comparison further explains capabilities.

Ford vehicles are well-known for their engines that can deliver significant amounts of power. The majority of Ford's vehicles are available with V8 or diesel engines that have high torque, pulling power. For those who need the extra power, Ford also has a line of commercial vehicles. Honda's Rubicon comes stock with a 500cc single-cylinder engine and a fully automatic transmission. The Rubicon also has the ability to switch between two-wheel drive and four-wheel drive at the touch of a button on the handlebars. With this, the Rubicon has reliable power to the wheels with torque to get through the tough terrain.

2.2. Off-Road Performance

The Foreman and Rubicon both boast off-road performance above and beyond the vast majority of the competition. Independent rear suspension greatly enhances all-terrain capability. It gives better traction over all types of surfaces, along with a more comfortable ride over all kinds of terrain. It also adds to ground clearance - another Rubicon strong suit - and allows more precise wheel and tire placement, two big factors in climbing to the top of the off-road mountain. When the going gets really tough, you can push a button to lock the Honda's front differential, which is a big advantage. Differential lock is a fairly rare feature on ATVs because it adds unsprung weight to the front end. But Honda engineers figured out a way to do it without reducing suspension performance. A locked front differential provides a solid boost in traction, fostering progress in extreme (or just plain ugly) conditions. Rubicon has a five-speed transmission with auto clutch, but the big news for 2003 is an all-new automatic version called Rubicon GPSCAPE. This transmission features a new continuously variable design with a hydraulic torque converter, effectively delivering infinitely variable gear ratios and the ability to apply maximum available engine torque to the driving wheels at all times. Rubicon GPSCAPE is also equipped with a sophisticated GPS-assisted shift mapping system, which means it always knows when to upshift or downshift, providing maximum power and efficiency under all operating conditions. Like its brave namesake, Rubicon has now. The Ford vehicles' off-road capability is significantly hampered by their sheer size and weight, even though the Expedition comes with a package specifically designed for the purpose. This includes a more rugged suspension and special skid plates, but it will never be the equal of a smaller, lighter ATV or twoathat fact is of nature. The Honda's combination of ground clearance, power, and precise rider control simply makes it more suitable for a wider variety of extreme outdoor activities.

2.3. Towing and Hauling Capacity

Ford vehicles are renowned for their towing and hauling capability. However, with such a varied range of vehicles, there is not a single figure that defines their capability, instead a range depending on model and added extra towing packages. It is generally considered that the towing capacity of a Base F Series is from 5000 to 11000 pounds, while even some small car-based SUVs like the Ford Escape are capable of around 1500 pounds. Some of the more powerful Ford 4x4s easily exceed 13000 pounds. Specific models can be tested for their towing capacity by using their Vehicle Identification Number to inquire through Ford or the dealer. A rough indication of the towing capacity of a Ford can be determined by its engine power and design, with Heavy Duty and Diesel models and trucks often having a much larger towing capacity than a standard model. The Ford Ranger is noted to have a towing capacity that is higher than usual for a ute of its size, ranging from 2000 to 6000 pounds. For Ford vehicles, a heavy-duty task requires a heavy-duty vehicle.

The way in which the Honda Rubicon is capable of hauling loads is through its front and rear cargo racks. The front cargo rack can carry a load of 33 pounds and the rear up to 66 pounds. These are not particularly large amounts, but this method is proven to be easier and more convenient for the simplest and most frequent kinds of loads on the farm and the paddle bike tracks. In addition to the cargo racks, the Honda Rubicon is also capable of pulling loads using a trailer style coupling and a specially designed load carrier known as the Swisher Universal Mounting Kit; the Honda Rubicon tows the Kit and loads something like a trailer, making it easier to maneuver with heavy loads and negotiate difficult terrain. A particularly large load may still require trial and error testing with respect to what it can and cannot do, but the Honda Rubicon will be capable of most tasks you throw at it.

The towing and hauling capacity of the Honda Rubicon is hard to pin down. This is because it is a quad bike, and it does not tow a trailer in the conventional sense. But nevertheless, the Honda Rubicon is indeed capable of getting a lot of work done, towing or hauling all the while. Trailer towing is widely considered the most common way of towing among ATV owners. The Honda Rubicon, with its mighty 501cc engine and automatic transmission, is well capable of towing any normal sized load. But Honda has made an official recommendation that the Honda Rubicon tows loads of no more than 850 pounds. This is partly due to the low weight and power of the smaller Honda ATVs. Trailers can weigh up to 500 pounds without anything loaded on to them, so with 350 pounds worth of leeway, the Honda Rubicon can still tow a load of 500 pounds and over, making it a good option for farmers, hunters, and those wanting to tow that little bit extra.

3. Features and Technology

Interior Features: The Rubicon is a 1 or 2-person quad. It's long and wide, and its high-torque engine provides power to pull heavy loads, and it can handle quite a bit of weight. This makes it a very durable and long-lasting quad. It has a large, wide storage rack on the rear and a smaller rack on the front. Honda has a reputation for making the most user-friendly products in all powersport categories, and the Rubicon is no different. It has a comfortable seat, good ergonomics, and a great ride quality due to a balanced chassis and advanced suspension. Rubicon riders should expect to be comfortable on short rides and extremely comfortable on long rides. The Rubicon is fully automatic, no shifting required, with the simple to use and indestructible Hondamatic transmission. With the simple push of a button, the tough Rubicon can switch between 2-wheel drive and advanced 4-wheel drive.

The Honda Rubicon uses an automatic transmission and its frame uses SUV-derived technology. They also have an Independent Rear Suspension (IRS), which many consider a better option than the solid rear axle. Despite this, Ford vehicles are still known to be very tough and can handle rough conditions very well. They have a reputation for being reliable and also have a high damage threshold. They have a more advanced 4-wheel drive system than the Rubicon's and offer a higher level of off-road capability. The Ford does not have an automatic transmission option like the Rubicon. It uses a 5-speed manual transmission with a low-range 1st gear for maximum off-road torque and towhaul capability. High torque and horsepower give it good acceleration and top speed compared to the Rubicon. Expect the Ford to be faster than a Rubicon on any open trail. Rubicons have a top speed of 75 mph (governed), and it is not recommended to push them over 50.

3.1. Interior Features

The Ford Bronco has cloth trimmed seats, a leather-wrapped steering wheel, and a 12V power outlet for the driver. In comparison, the Honda Rubicon has vinyl seats and a plastic steering wheel. However, the Rubicon does have a rubber shifter cover, which is a great feature for muddy and dirty conditions, along with plastic floor mats. The Bronco also has rear seat ducts and power equipment options, while the Honda Rubicon only comes standard in a manual form. The three options for the Rubicon are: Durable, Strong, and Durable. The Bronco's G.O.A.T. system allows you to shift from 4x2 to 4x4 to 4x4 lock with just a turn of a dial, making it possibly the easiest shifting system available. On the other hand, the Rubicon offers TraxLok, which allows you to choose between 2-wheel drive and all-wheel drive, but you must stop to engage all-wheel drive. Both vehicles have steering wheel-mounted controls, ample storage, folding rear seats, and rearview mirrors that monitor the rear view. The Honda Rubicon has electric power steering, which allows the rider to control the amount of effort, while the Bronco does not have this option to control the power steering assist. Finally, Honda's intelligent 4-wheel drive system is quite an impressive feature. It differs from all other ATVs on the market, which simply lock the front and rear driveshafts together, leaving an all-or-nothing situation and making it very hard to steer on hard surfaces like pavement. The Rubicon's intelligent 4-wheel drive system routes power to the front wheels when it senses the rear wheels losing traction, and it does so seamlessly. The driver does not have to push any buttons or pull any levers to make this happen. This feature allows the rider to remain in 4-wheel drive almost all the time, increasing traction and steering ease in all conditions. Step out is the ratio between the speeds of the front and rear driveshafts in a turn. For a vehicle to go around a corner, the front wheels travel a different distance and speed than the rear wheels. Because the Rubicon routes power to the front, it effectively reduces step out, making it much easier to steer in difficult conditions.

3.2. Safety and Driver-Assistance Features

Both vehicles have a range of airbag systems for the driver and passengers and higher neck and head protection in a collision. It is assumed that these are roughly equal in effectiveness, so they do not represent much of a differentiation between the Ford and Honda vehicles.

Another difference is in the parking assist technology for both vehicles. The Odyssey has a rear cross-traffic monitor system designed to give the driver awareness of approaching vehicles when backing up using visual and audio alerts. If the system detects a vehicle and the driver does not brake, it will automatically apply the brakes. The Ford Escape only has a similar feature in that it alerts the driver when a vehicle is detected behind it when reversing. However, the Ford active park assist feature can automatically steer the vehicle into a parking space at the push of a button, so it is more advanced than Honda's parking assist capabilities.

Adaptive cruise control is another feature that both vehicles are equipped with; however, Honda's is more advanced with low-speed follow, enabling stop and go of the vehicle in traffic. This feature is not available on any Ford vehicle.

One important difference between the two vehicles is the presence of advanced driver-assistance features in the Odyssey. Honda's system is called HondaSensing and comes standard on the Odyssey EX and above. It includes collision mitigation braking, which can bring the car to a stop if an accident is imminent. This feature is similar to Ford's pre-collision assist and automatic emergency braking; however, it is only standard on the higher range EX-L and above. Both vehicles have lane-keeping assist systems; however, Honda's is more advanced as it can recognize and assist in keeping the vehicle centered in a detected lane, while Ford's driving assist can only keep the vehicle from drifting.

3.3. Infotainment and Connectivity Options

A consequence of the Rubicon's improved infotainment usability is that the user may well find themselves more distracted when behind the wheel. It's no secret that use of mobile devices when driving is becoming an increasingly problematic road safety issue, and it is the drivers who succumb to the temptation of their devices while on the move who are commonly the ones to cause accidents. Honda should be lauded for the effort they have made to combat this with the Rubicon, as unlike Ford vehicles, the Rubicon is equipped with Apple CarPlay and Android Auto. These features allow the user to display an interface from their mobile device on the vehicle's infotainment display, with integrated control and voice command via the vehicle's native interface. Studies have shown that using voice commands is significantly less cognitively demanding than using touch input, meaning drivers can use their mobile devices in a much safer and more efficient manner while keeping their eyes on the road. With a safe means of mobile device integration, WiFi hotspot connectivity, and rear seat entertainment options, it is clear that the Rubicon aims to keep all of its occupants well connected and entertained.

For all of its faults, one area where the Honda Rubicon really stands out is in its range of connectivity options available to the user. Ford vehicles typically offer just as comprehensive an array of connectivity options, but it is in terms of in-car WiFi where the Rubicon really raises the bar. Buyers of the Rubicon can opt to include a telematics service plan, which enables the vehicle to act as a mobile WiFi hotspot with connectivity for up to five WiFi-enabled devices. Such a feature is ideal for those who will be using their vehicle in an off-road capacity, or simply for those who like to keep well connected when on the move. The Rubicon also has two USB ports compared to just one on Ford vehicles, as well as being able to comfortably house and charge larger devices like tablets with a 12V outlet. Bluetooth connectivity is available on both models, but only the Rubicon provides the user with the ability to let a passenger connect and operate their phone through the vehicle's infotainment system—a handy feature for those who get content with riding shotgun!

3.4. Advanced Technology and Innovation

Honda was the automobile company that started it all. In 1948, when the other car manufacturers were concentrating on basic transportation, Honda began producing motorcycles with unique features, including an advanced mechanical combustion engine. At the time, it was a bold move for the company that had no previous connection to the automotive industry. Fast forward to today, and it’s clear that decision was the right one. Honda now offers a variety of products, including advanced automobiles, but its dedication to utilizing cutting-edge technology at all times has never wavered. The Ford Motor Company was founded in 1903 with one clear objective: to provide affordable transportation for all people. This philosophy still drives the company to this day and no vehicle makes it more apparent than the new Ford Focus. With an agreeable price tag, low maintenance costs, and the promise of a better driving experience, the Focus is an affordable car without compromises. But all this commitment to providing affordable transportation doesn’t mean Ford has neglected the importance of automotive technology. The Focus features some of the same and new technology that can be found in more expensive automobiles and offers certain amenities not available on any other car in its class.

4. Price and Value

Comparing a Ford vehicle to the Honda Rubicon is similar to comparing apples and oranges in certain senses. When looking at an appeal to the masses, there's no doubting that the Ford will be a more cost-effective purchase than the Rubicon as it's a much more versatile vehicle for varied use. However, the large differences in the culture of ATV usage and 4x4 usage provide a different perspective on money invested. Pricing for a new Honda Rubicon is quite high, and fully loaded you could expect to pay near the $7000 range. Comparably, an F150 4x4 will carry a price tag more than double that, however you could buy 2WD Ranger for the same price as the Rubicon. For the time being we'll neglect UTVs such as the Polaris RZR as they have a much broader comparison to a standard 4x4. Resale value is often a sore spot for SxS and ATV owners as they can peg themselves as money sinks. A Rubicon is a different story, as many of them are used as tools and long term 4x4 solutions for hunters or property owners; the resale value on a good condition Rubicon is actually quite good. This is similar to a 4x4 which is taken care of and has planned obsolescence until the frame rots out. The same cannot be said for most models of ATV. Typically with an ATV or older used 4x4, it's life as a weekend warrior and toy for young adults will lead to heavy abuse and a quick depreciation. ATVs are seen as expendable and users will often destroy their machines without intention and discard them. The Ford will surely hold its own resale value, however it may be difficult to find an accurate comparison in a dollar amount as somebody who is selling a 10-year-old ATV may be in the same position as somebody selling a 20-year-old truck. High-end use and preserve 4x4s have a similar depreciation issue as well.

4.1. Cost Comparison

Comparatively, the Ford Bronco model showed a pattern of increasing base prices per model year. Again, assuming the addition of a GPS and inflation, it is estimated that the base price of the Bronco would average near $9,000, again give or take a few hundred dollars depending on the location. Last produced in 1996 where vehicle prices were higher than previous years, the newer Bronco would have a higher average base price. Estimated average prices for the Rubicon and Bronco are as follows: $7,300 for the Rubicon and $9,000 for the Bronco. This yields a difference of $1,700. This is of course a vague calculation, but considering the price difference of all terrain vehicles in 2009, this seems a reasonably accurate estimate of the price difference between a Rubicon and Bronco. With the Rubicon averaging $7,300 and the newer all terrain vehicles in the same category averaging near $10,000, the Rubicon would be priced near 7000-8000 used, in relation to the newer all terrain vehicles with an average depreciation value of 20% after one year of ownership. A $1,700 difference is most substantial and is to be expected with the Rubicon being a less expensive vehicle, but with a vote of confidence.

When comparing cost, it is important to take into account all expenses during ownership of each vehicle. The Honda Rubicon is listed with a base price of $6,499. Comparatively, this is more than reasonable for a brand new vehicle. Higher end models, such as the Foreman Rubicon with Automatic and Electric Shift (ES), only raise the price. For example, an identically equipped model, except the added GPScape option, is listed with a price of $7,549. However, the added GPScape option raises the price to $7,799. Since all models are identical except the added GPScape option, it is safe to assume that Honda raised the price of all GPScape Rubicon models after its initial production year. Planning for an average price of $7,700 for a new Rubicon, the extra $1,200 for the GPScape option, and factoring in inflation during the years of the Rubicon's production, it is calculated that all Rubicon models would average a base price of $7,300. This is of course give or take a few hundred dollars depending on the location. Any differences in price are marginal though, and this is a relatively safe assumption on the average price of a Rubicon.

4.2. Resale Value

Incline Rubicon, as a rule, has a superior than normal resale value. In like manner with anything, resale value for a thing is the total about a purchaser is happy to pay for a thing. We really feel that the resale value is a brief outcome of significant worth. With many individuals who have had an issues with Ford vehicles beginning late, they are going to be reluctant to purchase their next vehicle as a Ford. People who have had their Rubicon, are less masterminded than changing to another brand because of the quality experience they have had with their ATV. It is our vulnerability to buy and Ford ATV would be a frightful selection. This date is shown by the resale estimation of a multiyear old machines; a Honda Rubicon still sales for over $4000 in the event that it is in round about two or three condition. The Ford Beasts which are a little while later new, would sell for corresponding cost. This shows regardless of the change away from 4WD commitment from Honda to endorsers of ATV has been, the resolute quality of a Honda ATV is still high.

4.3. Cost of Ownership

As we all know, Ford does not encourage ownership of their new cars, nor any research on the matter. This was self-admitted by a 2004 article written by Jim Mateja of the Chicago Tribune. Honda, however, uses the well-known term "Accordance" as it encourages customers to understand the long-term operational cost of their products. This strategy guided us to Honda's website where the online TMV page employs calculators provided by Edmunds.com. This tool provided a detailed Total Cost of Ownership on various Honda models, prominently showing the depreciation cost incurred over a five-year period. Unfortunately, a similar calculator could not be found during an exhaustive search of the Ford website. However, an indirect approach was taken to assess the true depreciation costs for Ford vehicles. The same models being compared were entered into the New Car Cost tool, under the Research tab for new cars. This would show the invoice price, which yielded a reasonable estimate of 15-20% higher than the Ford models TMV. Subsequently, the Ford invoice price was found using Edmunds.com pricing for 2008 models. By taking the difference between both invoice prices for each model, a consistent 5-10% higher invoice price for Honda models was observed. This is a direct reflection of residual value on the same model Honda and Ford vehicles over the course of ownership. Further information can be found as we revisit the Honda and Ford reliability comparison. Being that Ford and Lincoln are under the same parent company, an average 15% higher new car cost means both brands will have similar depreciation rates and residual values over the course of ownership. This confirms our initial findings that Ford vehicles do not encourage great depreciation research into their vehicles.