USA TODAY

Even though its new pickup truck now has more traditional looks, Honda thinks its new version of the Ridgeline is different enough that it was confident in pricing it above the competition.

The new generation of its Ridgeline goes on sale at $29,475 to start, plus $990 in destination charges.

The base model is $100 cheaper than the last Ridgeline, which went out of production in August, 2014. But it's more costly than two key competitors even before destination charges are added. A crewcab version, short cargo bed version of the Toyota Tacoma can can had for as little as $25,030. The comparable Chevrolet Colorado is $25,725.

Why does Ridgeline cost more?

"It's not apples to apples," says spokesman Sage Marie. Though it now may be styled to look more like a traditional pickup, the ride, handling, quietness and safety structure are vastly better in the new 2017 Ridgeline than most other pickups, he says.

Ridgeline stands out by trying to appeal to the softer side of the truck market -- crossover drivers, families and others who appreciate a nicer handling pickup rather than just a work truck. Ridgeline has unibody, rather than body-on-frame construction which saves weight and can mean fewer squeaks or rattles. It has independent rear suspension instead of stiff leaf springs for a more car-like ride.

Marie says more crossover vehicle buyers are expected to choose a Ridgeline, rather than just luring traditional truck buyers. Yet he says Ridgeline has the best payload capacity in its class at 1,584 pounds, can tow up to 5,000 pounds and is a beast on rutted dirt roads.

"I's totally capable off road," he says.

Ridgeline is powered by a 3.5-liter V-6 engine. The two-wheel-drive version is rated at 19 miles a gallon in city driving, 26 mpg on the highway and 22 combined. The all-wheel-drive version will get 18 mpg in the city, 25 mpg on the highway and 21 combined.