Acura rolled out the 2009 RL at the Chicago Auto Show, so the appearance of the Honda version of the car, badged Legend, isn't the most searingly-hot news. What is frightfully obvious when you set eyes on the Legend is that the Honda version looks about a billion times better without the shield-style grille that afflicts the Acura in the most tacked-on fashion. Equally puzzling – and not a recent development – is why Honda trashed the established and respected Legend name for the anonymous and innocuous RL for Acura's top-tier sedan.
Competition in the RL's segment is brutal, and the same criticisms of the current model apply to its replacement. There's nothing fundamentally wrong with the RL, mind you, it's nicely styled, and well appointed – although when faced with the preponderance of rear-driving V8 competitors, the RL can't claim superiority by chassis layout alone. Packing the 3.5-liter V6 that yanks the Accord around with authority, there's no need for a V8, nor is RWD a necessity with Acura's chassis wizards on the job, but buyers might remain unmoved.
[Source: Car Fanatic via World Car Fans]
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Reader Comments (Page 1 of 3)
C.W. @ May 5th 2008 9:10AM
i am trying and trying... i really am... but the more i look at this poor car the uglier it seems. seriously ugly.
Torrent @ May 5th 2008 12:44PM
This is basically the 2009 Acura RL without the nasty grille. They're both terrible if you ask me.
MasterCKO @ May 5th 2008 2:23PM
Yeah, neither one will win any beauty contests, but that stupid Acura grille design going on now is seriously hideous. Of the two, Legend is the clear victor, but big picture: both are quite ugly.
Xcountryflyer @ May 5th 2008 3:01PM
The less ugly of the two updates.
Kayne001 @ May 6th 2008 10:57PM
I was about to say the same exact thing.
I'm trying to like it, but they need to go back to previous looks or something like the Civic
Soccer Mom @ May 5th 2008 9:21AM
Some joker took older Saab's front and slapped it on Honda Accord. Oh, wait, that is a new design by Honda.
Mallory @ May 5th 2008 12:37PM
Looks more Hyundai Sonata to me.
XJ @ May 5th 2008 1:26PM
I agree with the Hyundai Sonata reference... with the new ugly Acura grille:
http://carbl.com/im/2007/11/sonata09_1.jpg
smj @ May 5th 2008 9:22AM
The reason for switching from Legend to RL is that the general public did not associate "Legend" with Acura. They needed to come up with the anonymous and innocuous "RL" so as to more closely associate the car with the brand.
Dustin @ May 5th 2008 1:11PM
Exactly. Maybe someday people will just let go of this topic and move on.
Kotse @ May 5th 2008 1:13PM
I'd say it's more of marketing the "Alpha-Numeric" nomenclature (Audi "A4", BMW "3**", MBZ "E***", etc..) by Acura/Honda to the masses thinking they should be with the "In" crowd/big league to cash in big $$$...wrong ACURA!
I've been saying this all along, dropping the big name equity "Legend" by Acura for the lame "RL" name sales-wise is a...CURSE!
psarhjinian @ May 5th 2008 2:53PM
I'd agree that dropping "Legend" wasn't a hot idea, but "TL" certainly seems to be doing better than "Vigor". I'd say the jury's out on Integra vs. RSX.
Typesbad @ May 5th 2008 5:01PM
smj has it right. The advantage of alphanumeric names is people invariably refer to the brand rather than the model. specifically, people refer to their "Lexus" or "Mercedes" rather than "GS" or "C-Class". This actually calculates to a measurable difference in brand image, and more importantly, Brand loyalty. It was when the brand referral effect was found to be working on Japanese rivals, Lexus and Infiniti that Acura decided to make the change.
Frankly, I don't really mind. "Legend" was always a bit overblown and "Integra" was just as bland as all the other generic "-a" names like Sentra, Maxima,Corolla, Sephia and so on.
Brad @ May 7th 2008 4:28AM
Some of you are on the right track...we did a case on this in my marketing strategy class. They found that consumers really associate the alphanumeric naming scheme with luxury cars, and the Legend, et. al. weren't cutting it. Once they switched, sales shot through the roof and people started saying they drove an Acura instead of a Legend, thus reinforcing the brand name and building brand equity. It's super lame marketing speak, I know, but that's what happened.
Gregg @ May 5th 2008 9:25AM
I like the newAcura shield grill look. It's classy and sets Acuras apart from so many other cars that have more or less adopted that grill shape.
Dude @ May 5th 2008 10:16AM
Except for the fact that they stole the grill shape and chrome mustache from circa 2002 Mazda. Not to mention the chrome mustache is also found on recent Saturn/Opel, Chrysler, Subaru, and Hyundai cars.
Woo @ May 5th 2008 9:27AM
This new Legend looks like the Hyundai Genesis! Ha ha!
TBlueMax @ May 5th 2008 9:28AM
"Equally puzzling – and not a recent development – is why Honda trashed the established and respected Legend name for the anonymous and innocuous RL for Acura's top-tier sedan." This was discussed almost 15 years ago when Acura replaced names like the Legend, Vigor, and [later, the] Integra with designations such as RL, TL, and TSX/RSX. At the time, the general consensus was that Acura was attempting to shift the focus from their individual cars back to the brand as a whole.
If you recall the Legend from the 80's through the early 90's, the car had become immensely popular with most people simply referring to it as a Legend, not just an Acura. Acura likely killed the name(s) so as not to eclipse the Acura name which the Legend was doing at the time.
John R @ May 5th 2008 10:07AM
"the car had become immensely popular with most people simply referring to it as a Legend, not just an Acura."
I think Honda should have celebrated that fact to be honest with you.
Legend, Vigor and Integra were some of the best names for an automobile.
A work buddy I had while I was in school had a Vigor. Awesome car. It had great charisma. I used to think there was nothing like it, but then the G35/37 coupe came along.
Infiniti killed Acura.
icu812ru469 @ May 5th 2008 9:29AM
Although Acura came out before Lexus, it's always played a follower role. Trying to match what Lexus/MB/BMW have to offer, including alphanumeric naming. I personally liked the named vehicles, Legend, Vigor, and of course Integra. Just like Accord and Civic, you hear the name and you know exactly what vehicle it is. RL, TL, TSX, NSX, who can remember which is which, unless you specifically know the make and model. Also, why is the TSX a TSX? X usually denotes an AWD platform...