PRESS RELEASE

Acura "Advanced Sedan Concept" Debuts at Los Angeles Auto Show

LOS ANGELES, Calif. November 29, 2006 – The Acura "Advanced Sedan Concept" made its world debut today at the 2006 Los Angeles Auto Show. Created by Acura's Los Angeles-based advanced design team, the concept features a modern, powerful exterior while retaining an ultra luxurious feel.

"The Advanced Sedan Concept illustrates Acura's commitment to modern design and cutting-edge style," said John Mendel, senior vice president, auto operations. "With our advanced design team taking a significant role in shaping future vehicle design, we can expect upcoming products to reflect this progressive, forward-thinking styling."

The Advanced Sedan Concept is the purest expression of advanced design, performance and luxury, highlighted by its powerful, wide stance and deeply sculpted surfaces. The primary goal of this design study was to create a sophisticated, refined sedan with a mysterious presence.

The concept's generous exterior proportions suggest that a large, powerful engine lurks beneath the surface. The exterior lines reveal a sheer, sculpted lower body contrasted with a taut, architectural cabin. Although ultra-modern in its design, the concept retains the classic silhouette associated with a flagship sedan.

Low to the ground, the concept is anchored by large 22 inch front and 23 inch rear tires which are mounted to custom billet-machined, polished aluminum wheels. Powerful brake discs and calipers accent the wheels and large ducts direct cooling air to the components. Bold wheel arches and flares add to the concept's muscular appearance.

The sleek, compact cockpit nestles atop the sculpted body and flows from hood to trunk. For a unique panoramic view, the roof is constructed entirely of tinted glass that shades the occupants while still connecting them to the outside world.

"We wanted to capture the essence of an ultra luxurious sedan but give it a striking, mysterious presence to create a vehicle with a dual personality," said Dave Marek, chief designer, Honda R&D Americas, Inc. "The concept echoes this quality with its clean exterior lines, a wide, stance, high performance cues and key luxury accents."

The hood is accented with pronounced character lines that culminate in the aggressive five-sided grille, which contributes to the sedan's bold presence. The commanding grille is constructed of polished aluminum and features a cut crystal Acura emblem. The narrow headlights also double as air intakes and are positioned low on the bumper, further enhancing the sedan's already commanding 79.5 inch width.

"The front of the sedan communicates power and luxury," explains Marek. "The pronounced hood and large grille communicate performance, while the jewel-like Acura emblem captures the essence of pure luxury."

In the rear, the Advanced Sedan Concept has a flush mounted rear bumper with the high-mounted stop lamp integrated into the center break of the trunk. The jeweled taillights are pushed to the outer edge of the bumper to further enhance the vehicle's wide and low appearance, while integrated dual exhaust outlets complement the sedan's performance-oriented style.

During the past decade, several Acura vehicles have been designed and developed in the U.S. including the award winning MDX luxury SUV, the innovative TL performance luxury sedan and the all-new RDX turbocharged crossover SUV. Acura will continue the expansion of its U.S. design capabilities with the addition of a dedicated Acura Design Center that will open next year in Torrance, Ca.

In an interview with Automotive News last week, Honda CEO Takeo Fukui acknowledged some issues with Acura (and was disappointed in particularly in the RL) in America. Some limited comments on Acura itself...


Honda has always prided itself on the performance of its engines. Now the Acura brand is supposed to distinguish itself by being more performance-oriented. How?

We need to emphasize the product differentiation between Acura and Honda. Our aim is to further enhance the Acura brand. We are trying to shift the image associated with the Acura brand to one that's more sporty, more luxurious compared to the conventional Honda image. So the Acura engines need to be sportier. One way would be what we did with the RDX. To differentiate it from the CR-V, we put in a turbo. Going forward, we're thinking of different ways to differentiate.

Will we see more Acuras with turbochargers?

As of now, we don't have that plan.

It's not going to be just turbos, but we'll be employing different approaches to enhance the sportiness of Acura. Of course there will be differences in timing of implementation. For example, we don't have any intention to keep turbos just dedicated to Acura. So in the future it's possible that they will be adopted in Honda products as well.

Will we see different suspensions on Acuras?

That's a possibility. We don't have any specific ideas right now. But suspensions might be one of the approaches we might take. Another would be powertrain or drivetrain systems.

Acura sales still seem to be struggling, even with the new RDX and MDX. Are you satisfied with the launches of those models?

I am satisfied with the RDX and MDX that we've launched. I don't really consider that the volume is struggling. That's something we can grow step by step. Still, we need to further enhance the premium-brand image of Acura, within our pursuit of a premium brand.

Last year we came up with the RL, with which we aimed to further enhance our image. But that was slightly under our expectations. It was not a big success.

In that case (referring to RL--my italics), it seemed that you offered only one version, and customers wanted more choice. Do you need to offer more choices and variations within each nameplate?

Our basic idea would be not to pursue that way. Rather, we want to pursue a more clear identity for different models.

Concept Provides a Glimpse of the Next Generation Acura Exotic Sports Car

Quote »
The show-stopping Acura "Advanced Sports Car Concept" made its world debut today at the 2007 North American International Auto Show. The dynamically styled concept provides a preview of the design direction for the successor to the Acura NSX.

Created to take exotic sports car styling to a new level, the concept is designed to incorporate a powerful front-mounted, V-10 engine and a new high-performance, rear-wheel-drive based version of Acura's exclusive Super Handling All-Wheel Drive(TM) (SH-AWD(TM)).

"The Acura brand will always be a home for people who love to drive," said Takeo Fukui, president & CEO of Honda Motor Co., Ltd. "As we advance toward building a car like this, I can tell you it will feature advanced technology matching our passion for performance."

The concept's exterior demonstrates a dynamic fusion of advanced technology and emotion. The long, pronounced hood features deeply sculpted lines and embossed air vents, both of which hint at the powerful engine beneath. The exterior lines run the length of the body, creating a ribbon-like effect from the front headlights to the rear wheel arches, evoking a feeling of movement and power.

Although modern in its appearance, the Advanced Sports Car Concept retains the subtle cues associated with its predecessor, the NSX. The concept's slim, LED headlights are pushed wide and designed to mimic the pop-up headlights found on the first generation NSX. Other styling hints include a modern take on wraparound rear taillights and the all black cockpit.

"Our intention was to design an exotic sports car that gracefully combines advanced technology and strong emotion," said Jon Ikeda, principal designer, Acura Design Center. "The technical, machined surfaces and keen-edge design are balanced with sweeping curves and dramatic lines, all of which results in the ultimate exotic sports car."

Wide and low to the ground with a 108.8 inch wheelbase, the concept is anchored by grippy 19 inch front and 20 inch rear performance tires which are mounted to custom billet-machined, polished aluminum wheels. Powerful, ventilated carbon ceramic brake discs and eight-piston calipers accent the wheels. Bold wheel arches and flares add to the concept's aggressive appearance.

The low slung cabin is constructed entirely of tinted glass and sits flush against the body. Door handles are also flush mounted, allowing the sports car to retain a clean and aerodynamic appearance. The Advanced Sports Car Concept features a carbon fiber underbody and the rear is finished with aggressive quad exhaust pipes and integrated rear diffusers, further communicating its high performance potential.

The Advanced Sports Car Concept was designed by the Acura's Los Angeles-based design team that will be based at the new Acura Design Center, opening this summer.

Additional Acura information and downloadable high-resolution images are available at http://www.acuranews.com.

###

Advanced Sports Car Concept dimensions:

Width: 78.6 in
Length: 181.5 in
Height: 48.1 in
Wheelbase: 108.8 in
Tires: .
Front:
255/40R19
Rear:
295/35R20








http://www.hondanews.com/CatID...ves=t

Honda delays Acura introduction to Japan

Wednesday 18 July 2007


Honda has announced it will delay the introduction of its premium Acura brand to Japan by at least two years. The company was originally intending to bring Acura to its home market in 2008, but is changing its plans to a 2010-11 release. No specific reason was cited, except for the vague “[the decision was] based on a comprehensive evaluation of the current market environment.”

Both Lexus and Acura were started as premium brands in the US. Toyota introduced Lexus to the Japanese market in 2005 but sales initially sputtered until the LS was released late last year. Acura has no such super-premium model and will have to compete in the tough small-to-mid size market along with the German marques.

The fact that Acura had already begun a sales strategy and had started recruiting dealerships or the 2008 launch shows that the decision to delay the brand’s introduction wasn’t taken lightly.

Acura’s Future: We want to rival Bentley and Maybach

Posted on: August 20th, 2007


While Hyundai targets BMW and Mercedes, Acura takes it up a notch with Bentley and Maybach in its sight. This is Honda’s luxury division Acura, who just opened a new design center in California in May, hoping to distance itself from Honda.

“We want to rival Bentley and Maybach in performance and design,” said Dave Marek, chief designer for Honda R&D Americas, in an interview with Automotive News.

But while Acura dreams of playing in the big leauge, the truth is that since there is no V8 or rear-wheel drive car in its lineup, Acura will remain a second-tier luxury brand.




Source: Automotive News (Subscription Required)

Acura Will Introduce Clean Diesel i-DTEC Engine in 2009

Posted on 01/14/2008

Acura will introduce the new i-DTEC clean diesel engine to the North American market in 2009. The i-DTEC engine reduces noxious exhaust emissions while boosting power and fuel efficiency. A combination of optimized combustion chamber design and reduced injection time results in a clean, quiet engine that delivers excellent performance for an enjoyable driving experience. In addition, the i-DTEC engine meets the ultra-stringent U.S. EPA Tier II Bin 5 emission standards without the on-board storage of urea.

The i-DTEC clean diesel engine is on display exclusively in the Acura booth at the North American International Auto Show and will be utilized in an Acura vehicle to be named at a later date.

Source: Acura

THe monthly Acura b.s press release...
http://www.motorauthority.com/...rands/

Apart from Lexus, Japanese luxury brands still pale in comparison to their German rivals in terms of the number of models they produce and the prices they can command. As demand for premium cars continues skywards, execs at carmakers like Infiniti and Acura are becoming more eager to get their piece of the pie. Earlier today we reported about Infiniti looking at launching a new halo model based on Nissan’s GT-R and now we have reports of Acura dealers getting ready for a “huge shift” that will see the brand move closer to tier 1 luxury brands such as Lexus, BMW and Mercedes-Benz.

Speaking at a recent dealer seminar, Ed Voyles Auto Group CEO Valerie Voyles said “there will be a huge shift toward tier 1 next year, and the dealer body is excited about that shift.” According to Voyles, the shift will come about by the launch of several new models including cars that are unique to the Acura brand instead of just being rebadged Honda models.

The first of these new models include the recently revealed RL and TSX sedans, reports Automotive News. These will be followed soon after by a new TL model and eventually a new NSX supercar. Another problem Acura suffers from is a lack of badge-cred. To overcome this, officials have established a separate R&D team from Honda as well as a new Acura racing team that’s competing in the American Le Mans Series.

If Acura is really serious about competing with brands like BMW and Mercedes it will need to expand its lineup beyond the sedan segment and will also require more premium options such as RWD powertrains and high-output engines.

Acura Brand to Launch in Europe in 2010 w/ New NSX
Late last month we showed you sketches of what the next NSX production car would look like. The sportscar flagship was due for unveiling in production trim at last year's Tokyo Auto Show, but due to Honda's designers not agreeing on the final design, they delayed it. The newest reports have the new NSX launch the Acura brand in Europe when it is released in the fall of 2010.

Unlike the original NSX, the new car will be powered by a 4.5 liter V10 engine good for about 550 horsepower and positioned ahead of the driver, with the public unveiling at the 2009 Tokyo Auto Show, according to Autocar sources from Japan. At the same time, that car will not have the same long nose as the concept (pictured) but "Corvette overtones."

Soon after the brand and the NSX launch in Europe, Honda will follow it up with a range of rear-wheel drive sedans no doubt based on the NSX platform, in order to compete with the likes of Infiniti, Lexus and BMW. The first big sedan, aimed to compete with BMW's 7-series, should be out in 2015.

Honda Reworks Acura into Fuel-Efficient Diesel

By LAWRENCE ULRICH
New York Times

Consumers will have the option of choosing a diesel version of the 2009 Acura TSX.

Honda has spent decades establishing a reputation for fuel efficiency. But nothing in its current lineup, including its Civic Hybrid, can match the mileage of the diesel Accord I recently tested in and around New York City.

Minus its diesel powertrain, the European-market 2007 Accord that I drove is nearly identical to the car that Honda had been selling in the United States as the Acura TSX (in other words, it's smaller than the American Accord). The test car should give a solid indication of the mileage and performance American consumers can expect when Honda offers a diesel option for the redesigned 2009 TSX.

The Accord — a demonstration car provided by Robert Bosch, the German technology company, to highlight its fuel injectors and other diesel components — returned a remarkable 53 miles a gallon on the highway, 34 in the city and 44 in combined driving. Those miles included a bumper-to-bumper crawl through Manhattan, the worst possible conditions for fuel efficiency.

Cleaner emissions system

The model I drove was powered by a 4-cylinder diesel displacing 2.2 liters and producing 140 horsepower and a stout 250 pound-feet of torque — the force that drivers feel pushing them into their seats under acceleration. That huge torque relative to the engine's size is a main advantage of modern turbodiesels, making them well-suited to small economy cars and to burly SUV's that need torque for towing and hauling.

The America-bound Acura will use a new version of the 2.2-liter engine that I tested. The engine is notable for meeting 50-state emissions standards with no need to carry an onboard tank of urea, an ammonia-generating solution that other diesels use to scrub smoggy nitrogen oxides from the exhaust. Honda's patented pollution system generates its own ammonia to fulfill the same mission. While that cleaner emissions system wasn't installed on the Honda I tested, engineers expect it to have no discernible effect on fuel economy.

Advantages over hybrids

As with other diesels I've driven recently, the Honda's frugal highway mileage and versatile power are important advantages over the typical hybrid. The Accord covered the zero-to-60 run in just under 9 seconds in my testing, which doesn't sound spectacular on paper. But its passing power from 30, 50 or even 70 miles an hour was terrific, as the Honda easily shot past slower cars.

And as more hybrid owners are discovering, their cars deliver little or no mileage gain on the highway. That's because battery packs and electric motors add several hundred pounds, and the system also contributes negligible energy at freeway speeds.

Also unlike hybrids, which require drivers to go easy on the gas pedal, watch the speed limit and coast when possible to improve the mileage, the diesel Honda delivered brilliant economy with no special effort. Even spirited driving didn't dent the mileage much. The Accord delivered 50 mpg even during a 75-mph cruise and 40 mpg when I flogged it.

The Acura's only diesel telltale is an idle that's slightly louder than a gasoline car's, though it's not at all obtrusive. There was no trace of diesel smell or black exhaust.

Acura Dealers On Board With Push for Luxury Buyers

Acura isn’t a top luxury brand. But that’s the goal of Japan’s Honda Motor Co., parent of the Acura brand.

“We’re not quite at the level of Lexus, Mercedes or BMW,” said Mark McKellop, general manager for Norm Reeves Acura of Mission Viejo.

The brand is in the midst of a five-year plan to boost its luxury factor, McKellop said. It wants to be on the shopping list of auto buyers who are considering a Lexus or a Mercedes-Benz, he said.

Acura is encouraging its dealers to go upscale with their showrooms, he said. Norm Reeves Acura did just that.

It tore down its old building and built a nearly 70,000-square-foot showroom and now has the newest Acura showroom in the nation.

It doesn’t have waterfalls like Newport Lexus, he said. The dealership isn’t aiming for the four-star hotel feel, McKellop said. It wanted to be modern and state of the art, he said. Like other luxury dealers, it does have a coffee bar that serves Starbucks Coffee.

Norm Reeves Acura is targeting modest sales this year: new auto sales of 1,250 and 600 used. Construction put its sales goals behind normal levels, McKellop said.

“We were operating out of three facilities during construction,” he said.

Its 2009 sporty Acura TSX recently hit the showroom floor and the redesigned 2009 Acura RL luxury sedan and the 2009 Acura TL, a midsize luxury car, are due out this fall. Acura will soon be selling a “clean diesel,” a low-emission engine auto yet to be named.

Acura plans to add a new auto to the lineup every year, McKellop said.

The dealer is the top selling used Acura auto dealer in its district, which includes 13 dealers in the Los Angeles and San Diego regions. Used sales will be a focus this year, given the slumping economy.

Norm Reeves Acura also is a pilot store for “accelerated service,” which boosts services by dedicating dealer staff and service stalls for routine, minimal services, such as oil changes or minor tune-ups, to get people in and out quicker. It has 26 service bays.

By 2010, all Acura dealers are expected to make improvements at their dealerships, he said.

http://www.ocbj.com/industry_article...27&aID2=125822

Update: Acura’s plans for its future lineup are ambitious and bold - two necessary qualities for a Japanese company seeking to enter the luxury car market and beat the Germans at their own game. To do so the carmaker has its sights set on a radical revamp of its current lineup as well as the addition of several all-new models. The final objective is to distance itself from Honda once and for all.

While the TSX, RL, and TL have been redesigned for 2009, Honda’s vice president for corporate planning in North America, Dan Bonawitz, admits that none of these cars are up to ‘tier’ 1 standards. However, in a recent interview with Automotive News, Bonawitz boasted that the situation will change in 2010 when an “all-new vehicle about the same level as the TL” arrives.

The RL’s poor sales performance has led to speculation that it will be replaced before 2012, speculation which has been fueled by Bonawitz, who revealed that Acura has a “sedan coming that will clearly put [them] in tier 1″ before 2012.

The RL’s possible replacement may become the Acura that can intimidate the Germans, with a possible 400hp (298kW) 4.5L V8 engine and a RWD layout rumored to be among its list of specs. There’s also the chance that this new sedan will be sold alongside the RL as no final decision on the future of either model has been confirmed. Pictured above is the Acura Advanced Sedan Concept from 2006’s Los Angeles Auto Show, a striking design study for a flagship sedan.

Also rumored to be in the works is a new four-seater coupe as a possible replacement for the CL.

One model that is confirmed is the replacement for the NSX supercar. Seen testing recently at the Nurburgring, the new flagship model is expected to sport a 550hp (410kW) V10 engine with 420lb-ft (570Nm) of torque.

Finally, the RDX will come in for a redesign for the 2011 model year and could spawn a hybrid variant. This will be followed that same year by the next-generation MDX, which could be offered with a new V6 turbodiesel engine. A third SUV model could be added to Acura’s lineup as revealed by a new prototype caught testing recently in California’s Death Valley.

Original: Acura plans to add an all-new model to its lineup by 2010 to help expand its limited lineup and realign itself with ‘tier 1‘ luxury brands such as its more established German rivals. This won’t be the NSX-replacement seen recently testing in prototype form as the new supercar isn’t due to hit showrooms until after 2010.

One of Acura’s key criticisms is its lack of a full model line and powerful RWD vehicles. Speaking with Automotive News, Acura’s vice-president for corporate planning and logistics, Dan Bonawitz, confirmed there would be an all-new model released in 2010.

The new car is likely to fit into the smaller segments in a nod to current fuel concerns, and according to Bonawitz “there is potential for a coupe like the previous CL (pictured)” - despite that model being discontinued after the 2003 model year.

The CL replaced the Acura Legend Coupe when it ceased production in 1995, but since its departure from the lineup Acura hasn’t had a mid-size coupe in its stable. Currently, Acura only has five vehicles but the addition of a supercar such as the NSX-replacement and a smaller, stylish coupe could have the potential to boost the brand’s image to compete with the likes of BMW, Lexus and Mercedes.

Sales for Acura last month dropped more than 14.8% on levels from a year ago, however this is in line with current market trends.

Honda CEO: Acura Will Get V8 Engine

Speaking to Automotive News, Honda Motor Co. CEO Takeo Fukui confirmed the company is planning to add a V8 engine to the Acura line, presumably to bolster its flagship Acura RL. Fukui confirmed concerns expressed by enthusiasts and the motoring press, stating "I don't think that the Acura RL 3.7-liter is sufficient. We can't compete with other premium brands." In Honda's best engineering tradition, Fukui says the new V8 will be completely different from current conventional offerings and provide excellent fuel efficiency, though he declined to elaborate. With the 2010 NSX sporting a new V10 and this news of a V8 coming for the RL (and possibly being offered in the NSX as well), Acura should finally have an engine lineup allowing it to compete with other luxury brands — now about that styling...

TOKYO — Honda Motor Co. CEO Takeo Fukui says he's fine with direct loans from the U.S. government to the Detroit 3. Meanwhile, he will fortify the Acura brand with a new V-8.

"I think it's only natural that the U.S. government tries to provide some support to U.S. manufacturers," Fukui said last week in an interview, referring to $25 billion in government-backed loans for U.S. automakers.

Foreign automakers building cars in the United States also are eligible for the loans. But Fukui said Honda has no intention of seeking any: "At this point in time, no."

Fukui supports the loans partly because he fears a backlash against Japanese automakers if an American rival goes under. But the loans also will help Honda suppliers, he said. "It's not just that the help is only being provided to American manufacturers. If I consider all the parts and components manufacturers, that would not be only U.S. companies," Fukui said.

Separately, he confirmed plans for Honda to launch its first V-8 engine in an Acura. Fukui said Acura, with U.S. sales down 15.3 percent through September, needs something extra under the hood, especially in its flagship RL sedan. "I don't think that the Acura RL 3.7-liter is sufficient. We can't compete with other premium brands."

The upcoming engine will "be completely different from conventional, past-generation ones and have excellent fuel efficiency," he said.

LOS ANGELES — Acura dealers say they have been told that Acura will offer a V-8 engine option within 18 months.

"It's confirmed," says Dave Conant, principal owner of the multibrand Conant Auto Retail Group in Cerritos, Calif., which includes one Acura dealership.

Dealers say an eight-cylinder is a must for Acura to compete against luxury brands such as Mercedes-Benz and BMW.

"To elevate the brand, they've got to have" a flagship sedan with an eight-cylinder engine, says Mark McKellop, general manager of Acura of Mission Viejo in suburban Los Angeles. The store is part of the Conant group.

Honda has long talked about making Acura a top-tier luxury brand. At a dealers' meeting in April, Acura "put the stake in the ground" and made it official, says Jeff Conrad, vice president of the Acura division at American Honda Motor Co.

But Conrad would not confirm that a V-8 is coming. Instead, he said Acura looks "pretty smart" for not having big engines in times of high fuel prices.

A new, large luxury sedan, due out in 2011 or 2012, may be fitted with a V-8. But Acura's 18-month pledge to its retailers at the April meeting suggests the engine may be available sooner.

"Dealers have been led to believe the next RL would have a V-8," says John Hawkins, president of Great Metro Autogroup in suburban Los Angeles. Great Metro includes one Acura dealership.

A redesigned RL is due in 2010, dealers say. A reskinned RL went on sale this summer with a 300-hp, 3.7-liter, V-6, the most powerful engine ever for an Acura sedan.

Acura has made it clear it wants to be a top tier luxury brand but to do this it will need to change its lineup to suit the tastes of wealthy buyers, who are more likely to demand RWD cars with powerful engines.

The company’s CEO Takeo Fukui recently confirmed that a new V8 engine was in the works and that it could arrive within the next 18 months. However, an inside source at Acura has told Auto Observer that there is no V8 in the immediate product-development pipeline, and that the previous comments made by Fukui were very general and were more about the development of the engine rather than the actual launch.

According to the source, the new engine won’t be ready for the next-generation RL, due around 2010 or 2011, but will most likely appear in the generation after that, sometime around 2015. Acura has major plans for its future lineup, with a range of RWD models designed to target BMW’s 3, 5, and 7-Series.

While the current global economic climate has seen most manufacturers downsizing their engines and focusing on fuel efficiency, Acura is eager to build a top tier brand image. The bigger and more powerful V8 engine should give it the boost it needs in terms of marketability.

However, fuel efficiency has not been completely forgotten. Referring to the future V8, Fukui remarked that it will be "completely different from conventional, past-generation" engines and that it will "have excellent fuel efficiency".

Another senior Acura executive, vice president Koichi Kondo, also recently revealed that a V10 engine will appear in the NSX replacement due to arrive in 2010 and there’s a strong possibility the supercar will feature a V8 option as well.

http://www.motorauthority.com/acura-...-v8-power.html



1SICK says "By 2015, Hyundai and Kia will have V-8s b4 Acura"......wait a minute...

http://www.autonews.com/apps/pbcs.dl...NA03/812080302

Alysha Webb
Automotive News
December 8, 2008 - 12:01 am ET

LOS ANGELES — Honda's U.S. executives have pledged for years to make Acura a top-tier luxury brand, on par with Lexus, Mercedes and BMW. Dealer Dave Conant is gambling $20 million that this time Honda will succeed.
Subscribe to Automotive News

That's how much Conant spent to upgrade his Acura dealership in suburban Los Angeles. The renovated store opened in May.

"We invested in this facility on the bet they really mean it," Conant told Automotive News.

Jeff Conrad, vice president of American Honda Motor Co.'s Acura division, concedes that dealers' expectations are high. He says Acura is working to improve its vehicles, marketing and retail network. But achieving those goals will take time, he warns.

"Every product we launch becomes more of a Tier 1 product." Conrad says. "But you don't just snap your fingers and do it overnight. It is a long-term effort."

The redesigned 2009 Acura TL, a compact sedan that emerged from the brand's new design center in Torrance, Calif., is competitive with better-selling luxury models in styling and performance, Conrad says.

The TL has a 3.5-liter, V-6 engine and offers all-wheel drive as an option. It went on sale this fall with a base sticker price of $34,955, including shipping.

Acura dealers say they like the revamped TL. But T.Y. Lai, COO of the western region for DCH Auto Group, says sales of the redesigned model have been disappointing.

"We don't consider it luxury yet," says Lai, whose company owns four U.S. Acura dealerships. "I don't think the buyer considers it luxury."

Conrad says the marketing launch for the redesigned TL is Acura's most expensive campaign. He declined to disclose its budget.

RPA, American Honda's advertising agency, created an Acura division last year. The TL campaign is the first for the new unit. Its tag line: "The most powerful Acura ever built."

Wanted: Broader lineup

Acura needs a wider selection of products, Lai says. The brand offers models in five market segments. Lai complains the brand is "not even considering a hybrid."

Conrad says Acura will launch a "new or reskinned" vehicle every year for the "foreseeable future." He declined to discuss which segments Acura plans to enter.



Acura must offer vehicles in higher-priced segments if it wants to be considered a Tier 1 luxury brand, says Tom Libby, senior director of industry analysis at J.D. Power and Associates.

Such vehicles would "contribute to the reputation for luxury," Libby says. Acura especially needs to compete in the segment that includes the Mercedes E class, BMW 5 series, Audi A6 and Infiniti M series, he says.

A replacement for Acura's most expensive model, the $46,000 Acura RL, is due in 2010. Dealers say Acura must offer buyers a V-8 engine as an option if the car is to be considered Tier 1.

"To elevate the brand, they gotta have it," says Mark McKellop, general manager of Acura of Mission Viejo in suburban Los Angeles.

In April, Acura told U.S. dealers that the brand plans to bring out a V-8 within 18 months. In October, Honda Motor Co. CEO Takeo Fukui said that Acura would offer a V-8, but he did not suggest a timetable.

Acura has formed a 25-person team of executives to define how it will achieve Tier 1 luxury status. John Mendel, executive vice president of automobile operations at American Honda, heads the team.

Conrad says the brand is forming Acura University, which will offer personal and online training for dealership sales, service and finance employees.

Acura also is showing dealers a computer simulation of what it wants its dealerships to look like, Conrad says. Among the features the brand seeks: larger and fancier facilities for sales, service, vehicle delivery and customer reception. A few Acura dealerships, such as Conant's upgraded store, already reflect that vision.

Conrad declined to discuss how much Acura expects its dealers to spend to improve their stores. He concedes dealers are likely to resist spending demands in a down market. But he says: "We are going to ask them to invest just as we are investing."

Too far too fast?

Some dealers warn Acura against trying to step up in class too quickly.

"They immediately say they want to be like BMW, like Mercedes, like Lexus," says John Hawkins, president of Great Metro Autogroup, a suburban Los Angeles dealership group that includes an Acura store. Instead, Hawkins says, Acura should aim first to "compare themselves with Infiniti and Audi."

Hawkins also calls Acura's management too "process-driven," lacking "bold, imaginative" leadership.

"There's not a Bob Lutz over there," he says. "There's not a Jim Press."

DCH's Lai offers a more measured appraisal of Acura executives.

"This will not be a smooth road," he says. "But at least they are headed in the right direction."

American Honda Motor Co. Inc.’s Acura near-luxury brand will launch an all-new model in 2009, a top U.S. Honda official says.

“We’ve got a new product (coming) later this fall dealers don’t (currently) sell,” John Mendel, executive vice president-Automobile Operations Div. for American Honda, tells media during a recent roundtable interview at the North American International Auto Show here.

Mendel doesn’t divulge what type of vehicle the model is, but John Watts, manager-Acura product planning, told Ward’s last February the brand was studying the introduction of a third cross/utility vehicle geared toward Baby Boomers. A camouflaged CUV, reported to be an Acura, has been photographed several times in the last six months undergoing testing in the U.S. and overseas.

The Acura lineup currently includes two CUVs: the small RDX, introduced in 2006, and the midsize MDX, fully redesigned in 2006.

Mendel no doubt hopes the new product launch will quiet online bloggers, who have been speculating in recent weeks the Acura brand is in dire straits.

“The only thing that was announced was the NSX (supercar) was canceled, and that we delayed the opening of the Yorii plant in (Saitama prefecture,) Japan,” Mendel says.

“So from that have popped up stories that the whole Acura lineup is canceled; Acura is on the ropes; it’s going to be cut; everything’s delayed; everything is gone,” he says of the rumors.

With the sudden, violent collapse of new-car sales last year continuing into 2009, and product and technology delays or cancellations at Acura, the Internet rumor mill has been buzzing with talk of the future viability of the brand, whose sales declined 19.8% in the U.S. in 2008 to 144,504 units, Ward’s data shows.

Once Honda Motor Co. Ltd. CEO Takeo Fukui announced last month the launch of the Acura brand in Japan would be delayed indefinitely and the next-generation NSX with a V-10 engine had been shelved, speculation emerged that other plans to take Acura to luxury status were in jeopardy.

Those efforts included a V-8 engine and an expected-but-not-confirmed rear-wheel-drive platform, both of which would give Acura parity with its luxury competition such as Toyota Motor Corp.’s Lexus brand and BMW AG.

But Mendel says when Fukui in October announced work was under way on Honda’s first production V-8, he never put a timetable on its introduction.

“We’ve built V-8s (for auto-racing applications). We’ve got V-8s. I’ve driven the V-8s,” he says. “We just haven’t yet named a date when we’re going to bring them in (for mass-production).”

Still, Mendel acknowledges the slowdown in auto sales, as well as the resulting need to conserve cash on the part of all auto makers. He says Acura is contemplating a possible delay in launching the next-generation flagship RL sedan to 2012 from mid-2011.

The RL was last all-new in late 2004 as an ’05 model. A mid-cycle change that added Acura’s now-signature “power plenum” grille happened in model-year ’09.

Speculation of trouble at Acura has been so strong that both Mendel and **** Colliver, executive vice president-automobile sales, personally have called nervous dealers to calm their fears.

“**** and I have been on the phone with numerous dealers (and) the dealer council, saying, ‘Separate the fact from the speculation,’” Mendel says.

Acura loyalists, who may be getting weary after failed or delayed promises from the brand, should hang on a little longer.

“To set the record straight on Acura, we’re still dedicated to taking Acura to Tier 1 (luxury status), “ Mendel says. “That hasn’t changed. We have a very robust product plan for the Acura lineup and that continues to be the case. (It is) a broad range of products and powertrains and everything else. So bloggers be damned.”

Mendel is quick to say he doesn’t discount the opinions of some of Acura’s most fervent fans. But after years of threats to leave the brand, they’re still hanging on.

The people who are vowing to abandon Acura now are “the same guys who were going to (Nissan Motor Co. Ltd.’s) Infiniti because we didn’t put a V-6 in the TSX (midsize sedan), and when we dropped the RSX (compact coupe in 2006),” he says.

Acura Says Can Achieve Tier-1 Status Without RWD
By Christie Schweinsberg
WardsAuto.com, Jul 29, 2009 3:25 PM

ROCHESTER, MI – Despite buzz from Japan that Honda Motor Co. Ltd. has shelved development of a rear-wheel-drive platform for its Acura luxury brand, a U.S. Acura official remains confident.
“Can we compete with (first-tier luxury) brands Mercedes, Lexus and BMW without RWD? Yes,” Gary Robinson, assistant manager-Acura product planning, tells Ward’s Tuesday during an Acura media event.
Robinson does not discuss the program’s cancellation, but new Honda CEO Takanobu Ito rocked the Acura faithful last week when he reportedly announced work had been halted on a RWD initiative.
Analysts and industry watchers blame Acura’s prolonged near-luxury status on its lack of RWD platforms and V-8 engines.
“It would be meaningless to emulate what other companies have been doing for more than five decades,” Ito reportedly said of nixing RWD and a V-8. Development of the latter had been championed by former Honda CEO Takeo Fukui.
“Just when it seems like things were looking up for Acura…the news has been steadily getting worse for the past six months or so,” Jeff Palmer, founder of the enthusiast website Temple of VTEC, says in a posted response to Ito.
“The cumulative effect of this series of blows is taking its toll on Acura's brand credibility amongst enthusiasts, which arguably drive a brand's overall image.”
Robinson says Ito’s remarks were not defeatist in any way, just his way of saying Acura wants to carve out its own version of luxury instead of following competitors.

Acura Rethinks Flagship Moniker With ZDX; RL Still Has Place
By Christie Schweinsberg
WardsAuto.com, Aug 21, 2009 8:00 AM

ROCHESTER, MI – American Honda Motor Co. Inc.’s premium Acura brand says the RL sedan still has a place in its lineup, though monthly sales have fallen to a mere 100 units or so.
However, executives now view the upcoming ZDX cross/utility vehicle as Acura’s ultimate luxury model, a top official tells Ward’s.
“Having a vehicle above (the) TL is a good position for us,” Gary Robinson, assistant manager-Acura product planning, says on the sidelines of a recent media event here.
“Obviously, we wish it was more than 135 people that bought (RL) every month, but it’s a great car and we’re happy enough with (it) selling at a very small volume.”
RL sales through July tumbled 62.6% to 1,192 from 3,191 year-ago, Ward’s data shows.
The car steadily has been losing volume since its sales launch in 2004 as an ’05 model, when Acura targeted 20,000 annual deliveries. An extensive refresh last year was designed to lift sales but had little effect.
Still, the RL retains its buyer loyalty, Robinson says. With tooling costs mostly paid, keeping the car in the Acura lineup is financially sustainable. However, he does not say when a new RL is expected to arrive.

New ZDX has standard leather seating, power tailgate.
Recent comments by new Honda Motor Co. Ltd. CEO Takanobu Ito suggest Acura customers hoping for a competitor to BMW AG’s fullsize 7-Series sedan will have to keep waiting, as a rear-wheel-drive platform and V-8 engine no longer are part of the auto maker’s plans.
While most car buyers and industry watchers consider large sedans as a brand’s superlative model, Acura is trying to change that perception with the upcoming ZDX.
The new 5-passenger CUV, which the auto maker is calling a “sport coupe,” is being billed as the brand’s most-luxurious, technology-laden model ever.
The all-new vehicle, which hits the U.S. market this winter, will get hand-stitched detailing on its leather-covered dashboard, door panels and center console. Light-emitting diodes will be used extensively in the cabin, and the “longest glass roof in the industry” will have dual automatic sunshades.
A 10-way power driver’s seat and 8-way power passenger seat are standard, as is a power tailgate and dual-zone, dual-mode automatic climate control.
Powering the ZDX will be Acura’s 3.7L V-6, already in the MDX CUV, making 300 hp and 270 lb.-ft. (366 Nm) of torque and mated to a 6-speed automatic transmission.
The ZDX also gets standard Acura’s Super-Handling All-Wheel-Drive. A new technology dubbed IDS, for Integrated Dynamics System, will be optional. IDS combines an active damper system, similar to that seen in the MDX, with speed-sensitive steering, allowing the driver to dial in preferred levels of sport or comfort, Acura says.
Despite the company’s assertion the ZDX will attract “an entirely new luxury customer to the Acura brand,” Robinson says the CUV likely will cull some customers who tire of the larger 7-seat MDX.
Related Stories
Acura Says Can Achieve Tier-1 Status Without RWD


The ZDX presents them with the opportunity to have “something different in their garage,” he says. “There’s also going to be other people for whom it’s just a different type of vehicle…and they’re looking for something like that.”
Despite some negative online chatter about the unorthodox coupe/wagon/SUV appearance of the ZDX, Robinson says Acura is confident it captured the right design and is proud of the vehicle’s provocative nature.
“We tried to do something that was different and stylish and would be an exercise in design and styling and something new for us,” he says. “(The ZDX) is not meant to be a high-volume vehicle, so it’s fine if not everybody likes it.”
Robinson says, so far, he hasn’t received any negative feedback. “I might be fooling myself,” he admits. “I’ve been pleasantly surprised at how positive (the feedback) is.”
Acura says the ZDX, which is the first model to come out of the brand’s Torrance, CA, design studio from start to finish, will be priced between the MDX and RL. For ’10, the MDX begins at $40,990, while the RL starts at $46,830.
cschweinsberg@wardsauto.com

Acura reverses product plans
By MARK RECHTIN AND JASON STEIN

Acura is reversing course in North America as the brand suffers through the shift from high-performance luxury vehicles and the cancellation of its V8 and rear-wheel-drive programs.

There is "a certain level of confusion" about Acura in the marketplace, Honda Motor Co. CEO Takanobu Ito told Automotive News at the Tokyo auto show. "We are in the midst of big changes. We've changed the direction of research and development."

It appeared that Honda finally had acquiesced to matching top-tier luxury brands with V8 and rear-drive vehicles--only to scrap those plans after the Lehman Bros. collapse and the economic tumble that followed. That has sent engineers and designers back to the drawing board, Ito said.

'Low-growth period'
"Pre-Lehman, we did have the idea to produce more multicylinder engines," Ito said through an interpreter. "I see the future of Acura as a merger of BMW and Audi--something between high technology and high performance."

As a result of this midstream change, Acura will be in a "low-growth period of developing new products," Ito said.

"We were thinking that we could come up with glamorous, gorgeous products that would sell. Now, our premium products will be expressed in advanced environmental technologies, rather than glamorous things attached to the product," he said.

The change has unsettled Acura dealers who recently invested in fancy showrooms designed to compete against Mercedes-Benz, BMW and Lexus.

Eighteen months ago, Acura dealers were promised five additional products, which would have given them a total of 10 nameplates. But all that has changed.

Acura dealers were informed of the reversal at last week's national dealer meeting in Chicago.

Multifranchise dealer Dave Conant, who built an Acura store in Mission Viejo, Calif., said he admires Acura's candor about its predicament but says many dealers may not be able to wait out the transition.

"The direction of product will be completely different from where it was a few years ago," Conant said. "The previous direction of shooting for being a Tier 1 luxury brand is not going to be the same."

Dealers have blanched at the brand's flailing to find its niche among performance, efficiency, luxury and technology. At American Honda Motor Co.'s urging, many dealers recently had built Taj Majal showrooms, which opened just as the recession hit.

Acura is suffering through its fourth straight year of declining sales. A brand that once sold more than 200,000 units annually will be lucky to sell half that number this year.

Not that the product pipeline is barren. At the dealer meeting, Acura executives revealed that a wagon version of the TSX--a reskinned version of the European Honda Accord wagon--will arrive next fall. It joins the ZDX crossover arriving this winter, but both products are low-volume additions and are not expected to make much of an impact in the market

'Sensible luxury vehicles'
Acura officials hinted at a return to the entry-luxury segment to compete against the BMW 1 series and Audi A1. Hybrid vehicles also will be part of the plan. No timelines were given for those vehicles.

"They talked a lot about smart, efficient and sensible luxury vehicles, not big, in-your-face luxury cars that don't make sense," said Jim Brown, general manager of Ron Tonkin Acura in Portland, Ore. "They said there will be a new product introduced every year. ... But there also is a delay in the pipeline."

http://www.autoweek.com/article/2009...NEWS/911029995

According to sources, Acura dealers are being told that going forward, Acura will be abandoning the "Tier 1" initiative. The new focus is said to be "Smart Luxury".
http://www.vtec.net/news/news-item?news_item_id=866545

* The dealers have been told that the NSX replacement is no longer in a holding pattern - it's pretty much dead for good.

* The next RL will be a hybrid, and there is virtually zero chance of seeing a V8.:v8acura:

* Acura is developing a new V6 series as the J-series has reached its limits

* Acura is working on a smaller entry level vehicle that will slot in below the TSX, though the timetable is unknown (Editor's note: if it's been planned and approved, then it should join the lineup within 3 years)
* Acura is currently mum on any diesel plans

http://www.autoblog.com/2010/01/21/r...id-powertrain/

Closely following Honda CEO Takanobu Ito's admission at the Detroit Auto Show earlier this month that the Acura brand would soon jump head-first into the deep end of the hybrid waters comes a report from Automotive News suggesting that the entry-level TSX sedan would be the first such model from Honda's luxury brand so equipped.

AN's source is an unnamed Acura dealer who says the hybrid technology will grace the TSX's engine bay starting in 2011. TSX not your cup of tea? Fret not. John Mendel, American Honda Motor Co. executive vice president for auto sales, says that there will be more Acura hybrid models to follow – though, for what it's worth, there won't be any V8 engines any time soon.

[I]Ironically in light of Acura's recent addition of giant metal beaks, company spokesman Gary Robinson adds, "The idea of the big, bad luxury sedan with the shiniest grille has become a little uncouth." Robinson adds that Acura isn't in the business of "making compromises," insinuating that future cars from the automaker will combine fuel efficiency with appropriate performance and luxury.

Acura sets its sights on 200,000 U.S. sales

Small model could be part of broad plan to redefine lineup

Mark Rechtin

Automotive News -- April 19, 2010 - 12:01 am ET

Read more: http://www.autonews.com/articl...QFiUW

NEW YORK -- Acura plans more differentiation among its products and may add a smaller vehicle in an effort to double sales.

Honda's luxury brand has fallen hard during the recession. U.S. sales dipped 27 percent to 105,723 vehicles last year. But John Mendel, executive vice president of sales at American Honda Motor Co., said he is aiming at 200,000 -- a level Acura last reached in 2006.

Mendel did not say when he expects Acura to hit that mark but said a new strategy is in the works.

"You will see a clear definition within the portfolio of small, medium and large vehicles," he said. "There will be less blurring between capabilities. There potentially is room for some expansion as well."

Acura is taking a close look at small-premium cars such as the Volvo C30, Audi A3 and BMW's upcoming front-wheel-drive cars. Acura made its early gains with the Integra and RSX in the 1980s and 1990s before killing the RSX after the 2006 model year as the brand tried to move upmarket.

"Those cars were about performance and fun," Mendel said. "We can build on that."

But he said Acura "never had a really clear direction, other than as an intercept brand, a utility player."

Said Mendel: "Everyone considered us entry-luxury or near-luxury. Now we are clearly defining this area of smarter luxury. We have a very strong direction."

Dave Conant, a multiline dealer with a new Acura store in Mission Viejo, Calif., said he doesn't know how quickly Acura can manage such a turnaround.

"I wouldn't bet on those volumes in the next several years, but I wouldn't bet against Honda's ability to pull it out in time," Conant said.

Signs of recovery

Acura already is showing signs of recovery, according to Edmunds.com. Buyer consideration of the brand has been rising since September and is at a three-year high.

Acura is suffering no more than the industry overall," said Edmunds analyst Ivan Drury. He added: "Others in the segment have fared far worse."

But Todd Turner, a consultant with Car Concepts in Thousand Oaks, Calif., said Acura is not popping up on shopping lists.

"The brand has polarized its design to such a degree that only a mother could love it," Turner said. "Acura's consideration set is neutral, which basically means they are in a holding pattern for the foreseeable future."

Mendel disagreed.

"We don't have any baggage," he said. "We're not anchored by people saying that the brand is too old, too stodgy or too opulent for them. The naysayer says we are not strongly defined. But that means we can be what we want to be and not worry about perception. This is an opportunity for us."

Problem: Closing the deal

Lincoln Merrihew, an analyst for the Boston market researcher Compete, said that if Acura has a problem, it is not attracting consumer interest; it's converting those shoppers into sales.

According to Compete, Acura converted 21.9 percent of shoppers into sales in 2007. That dropped to 18.8 percent in 2008 and just 13.7 percent in 2009.

Acura's market share has declined as well during the past five years, and the sales slump has been felt across the entire lineup. Acura's volume leaders, the TL sedan and MDX crossover, once sold 75,000 and 60,000 units, respectively. But they fell to just half those amounts last year.

Mendel said as-yet-unveiled products "in the middle of the lineup will give a more clearly defined hierarchy to the brand that isn't so defined today."

Meanwhile, Acura will evolve away from the extreme design used for the ZDX crossover. Mendel said future vehicles will be less polarizing.

"In order to create a ripple, you have to create a splash," he said. "The ZDX sets a tone. We were countering the criticism that Acura was bland. The strength of keen-edge design is in the lines, surface tension where the metal bends. You will see that more and more."