Acura Needs Niche Models to Buoy Brand
In the face of sales that are down across the board from last year, Acura is taking a closer look at niche products to raise the brand's profile.
Through August, Acura’s sales were down 7.8 percent against 2006 numbers, despite the addition of RDX crossover and its 15,000 plus sales, prompting executives to speculate that a CL coupe replacement may be in order, or some kind of retractable hardtop convertible.
Most critics maintain that the largest hole in the Acura lineup is that of a rear-drive, flagship sedan, powered by an engine of more than six cylinders. Less than 5,000 examples of Acura’s current flagship RL, with its V-6 and all-wheel drive, have sold so far this year. With the development of a V-8 for its participation in the American LeMans Series, some say that the automaker already has the perfect base for a flagship engine. There is also strong speculation that a V-10 will power the forever delayed NSX successor.
Executive VP at American Honda John Mendel admits that Acura has a way to go before it can hope to make headway against the likes of Lexus. He told Automotive News, “As a brand, Acura is not there yet. The next three to four years will be important as we develop a clear message.
Comments
Jackrabiit
Acura in my mind should not try to be another Lexus. If Toyota is aiming Lexus as a BMW-beater or Mercedes-competitor, Honda should aim Acura at something like Alfa Romeo, which has more of a upscale performance model image with racing pedigree, if not Maserati. Lexus seems devoid of warm-bloodedness, whereas Acura could infuse some "passion" into the high-end luxury models.
homer
I think acura can take on lexus/bmw/misc. They need to offer something RWD though. Yes AWD is a step in the right direction but for some people it isn't good enough. Next, V8 is a must. If they offered at least the V8 in the RL it would help. Bring on the NSX. This is needed. they may not sell a lot of them but it's an image car.
Ducati Minor
Seeing the Alfa Romeo has no presence in the USA, that would not be good advice. Alfa Romeo competes with Audi in Europe, and Audi competes with BMW. And Alfa Romeo, I believe, uses front-drive.
Acura lacks excitement. When I read about the hardtop convertible, I thought of the SC430--not a car Honda should follow. The HSC should have been the NSX replacement. I have no idea where Honda is going with Acura.
The Stig
They also need to bring back the names that made them famous in the first place - Integra, Legend, NSX. RWD is a must in the sedan league they want to play in. They need to feel like more than upgraded Hondas.
MikeK
vigor?
mo
finally someone pointed at the real acura. i've always said that a company with not RWD platform and no engine with more than 6 cylinders is not my favourites. they forgot to mention that most Honda and acura engines lack torque and the power is obtained at high revs that are not practical in daily commuting. An example the 3.5 6 cylinder in the RL, ok it has an ample 300 bhp, but still this ain’t no torquey V8, the torque is 255 ft.lb. for a car in that size, many other cars in its class get to smoke it.
mo
oh by the way, developing a RWD platform and a V8 is costly, this is why Honda didn't do this step. I personally don't expect Honda to go through it soon.
Xav M
Acura styling is as exciting as vanilla yogurt. Take a Honda, add a couple of creases and VOILA!! Acura!! The alphanumeric names are blase as well. RDX, RL, CL, WTF? They mean nothing and have no emotional tie to anything. At least alphabetize your alphabet soup. For BMW and MB, no one looks at the letters anyway. Everyone looks at the numbers to see what size engine is in the thing. Not so much for Acura. This brand is really crying out for a out-of-the-box design and re-shuffling. Build an NSX that is like nothing else out there. Don't build it for the masses. Build it for the few. Then the RLs, the CLs and the WTFs will fly out the dealership's doors.
Peripatetic
Uh, Acura, selling only 5000 RLs in 3/4 of a year means you've already got a "niche" model on your hands. If Honda can go up against Toyota in the ultra-cutthroat family sedan segment and in the ultra-expensive F1, I don't see why they should sound so timid. Despite Lexus talking up their BMW ambitions, they are still much more of a M-B competitor. Look at the new IS that's supposed to challenge the 3 series. Not bloody close. If Honda's too chicken to develop a V8 flagship (although they apparently don't mind developing a freakin' jet), then at least have an earnest go at the BMW 3. Don't just give us a rebadged Euro Accord with FWD and a 4 banger. Give us a RWD V-6 competitor to the 328 and 335 and price it a few grand less and you won't have to suffer the indignity of having to look for scraps left over by BMW, M-B, and Lexus. You can do it Honda, just grow some balls and do it.
Michael
If Acura is gunning after BMW & Benz they do need V-8 or V-10 in real/awd sedan. However, Audi was doing fine without such sedan for years and as a matter of fact does not have a "true" RWD sedan till now.
If Acura will look forward not backward and aim for sales to upper middle class (that is where they are now) they would improve their RL with suped-up V6 diesel. It would provide huge improvement in torque, they don't need to "invent" RWD platform and they will be in vogue of saving planet from CO2.
Their immediate goal is increase in sales; after achieving immediate goal they can aim for indulgence (luxury RWD sedan). I saw much more AWD Infinity cars then RWD, so it is a mute point in "upper" states whether the car is RWD or AWD. Make TL AWD and you are done. Furthermore, NSX was a success only for the first couple of years.
GObber
@ Ducati Minor Alfa Romeo uses RWD. Yes copy the Germans in the Driving department but please I don't like seeing Bimmer look-alikes. Change the style a bit. Then people will have a reason, besides money to buy, something other than the BMW.
Jeb
To me, Acura lost its way right around 1996 when they switched to alphanumeric names and released the TLs. I always thought that the Vigor had a very real chance at being a great car, and I look with nostalgia any time I see a really clean first or second gen Integra, since those were my first two cars, but it was a product line that just went flat midway through the 1990s. The last RSX refreshening made me a little more interested in what the company was doing, but even that was tepid and now it's dead. My parents own TLs, so I've gotten a pretty good amount of wheel time, and while they're not Toyota boring, they sure don't compel me.
Ducati Minor
GObber:
The 156, GTV, and 147 were front-drive. The upcoming Brera and Spider are front-drive, with the option of all-wheel-drive.
Audis take unfair flack. Yes, they don't have the nearly 50/50 weight distribution of a BMW 535i, but how many cars do?
Not many.
I'd take the RS4 over an M3 or M5 any day. I truly believe it's the finest luxo-sport sedan in the world. I would dream of having one.
fantasyfreddy
NEVER, EVER UNDERESTIMATE HONDA!! They will do whatever it takes to be number one in the world, however that is defined!! They are scrappy, fierce, and came from nothing!! And now their pride has been hurt!! Watch out world, here comes HONDA!!!
Hondanian Citizen
you must know the power of the Honda.
Our country Honda will beat your country Toyota.
Hamzeh Makki
Acura should focus on the following:
1. Its styling needs to be elegant and yet progressive (hire Pininfarina). This is Acura's biggest challenge. What ever Acura does, please do not copy anything from the Civic interior or exterior styling. That interior is awful.
2. Needs to have a small coupe with rear wheel drive with 300HP and six speed manual( BMW 135i is coming) and priced under $30K.
3. Needs a 2 + 2 high end sports car with rear wheel drive and a six speed manual similar to a 911, but front engine and under $60K.
4. A rear wheel drive with a six speed manual sports sedan similar in size and performance to a BMW 335i.
5. A high end large sports sedan similar to a BMW 750i(but not similar in styling) with rear wheel drive priced under $50K and heck offer a six speed manual.
6. A rear wheel drive two seats sports car with a soft top and a six speed manual. Priced under $40K.
There is no doubt that Acura/Honda possess the engineering prowess but does it have the guts? Enough bashfulness just do it.
JerryM
“As a brand, Acura is not there yet. The next three to four years will be important as we develop a clear message.
Steven T
It's funny to me how so many folks want Acura to play a slavish game of follow the leader. Pretty much all of the bigger players except Audi have gone to RWD and V8s. How is there going to be much room left for Acura? Why not instead do something different? Something that changes the fundamental rules on which the game is played. Honda used to know how to do that.
andrew
Michael wrote:
"If Acura will look forward not backward "
They must look forward, not backward. Upward, not forward, and always twirling, twirling, twirling!!!
Hamzeh Makki:
"6. A rear wheel drive two seats sports car with a soft top and a six speed manual. Priced under $40K."
That would be the S2000. Doubt Acura tries to cannibalize those sales. Honda won't change the brand either.
naggs
they need rwd platforms and v8
if they dont get those two things then no marketing strategy will boost sales. its not just a halo model that they need, they need all new models.
right now acuras are accords with the acura option package.
fantasyfreddy
Honda is the only company so far (I believe) to have invented an ultra-clean burning diesel engine that accomplishes the cleaning without additives.
Soooo.. Acura should focus on diesel for their signature high performance, clean burning, high mpg, low cylinder and displacement beasts!! Their flagship sedan could be huge but economical, like the new Benz F700!!
Acura's only "mistake" in going with 6 cylinders was being ahead of their time, creating frugal vehicles when gas was cheap in the U.S. What happens when gas goes to $6/gallon, then $8, then $10?
Not if, when!!
Honda and Acura have always done more with less. Now the world is catching up to their logic. Finally!!
fantasyfreddy
and having a switch on the dash to burn Straight Veggie Oil would be nice too, guys and gals at Honda!!
Arigatoooooo!!
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