Acura line to grow, new model to bow before 2010
Image: Photoshopped Acura TL coupe courtesy of Acurazine.
Acura's aim of becoming a "Tier 1" luxury brand has been thwarted by a lineup that some view as nothing more than decked-out Hondas. Dan Bonawitz, Honda's vice president of corporate planning and logistics believes that broadening Acura's line of vehicles is the way to compete with Audi, BMW and Mercedes.
The first step is to introduce an all-new vehicle that will arrive before the new NSX in 2010. A coupe is a possibility, filling the gap left by the dearly departed RSX and older CL. A retractable hardtop could be part of the package, and there's also talk of a four-door "coupe" that could contend with the M-B CLS and Audi's upcoming A7.
Whatever it is, it needs to be packing more than a just a four-pot driving the front wheels. A serious competitor the 1-series would be a welcome addition to the Acura line, and would fulfill the automaker's previous claim of pursuing niches generally left unfilled by other luxury brands.
[Source: Automotive News – Sub. Req.]
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Reader Comments (Page 1 of 2)
inteller 8:15AM (8/04/2008)
honda has always had a problem in the 6 cyl arena. They rely on one or two 6s for everything.
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Sean Flanagan 9:25AM (8/04/2008)
How is that a problem? BMW, Nissan/Infiniti, Ford, VW/Audi, etc all rely on one or two V6s for their entire lines.
zamafir 10:03AM (8/04/2008)
It's a problem because they don't. Audi, BMW, every other real premium automaker which hasn't seen double digit declines the last two years straight have an assortment of V8s, V10s, and V/W 12s. Acrua only has their six pots. That's the problem, and it is a problem if you've been keeping even a casual eye on Acura sales the last two years.
TheBasslineFiend 10:38AM (8/04/2008)
Whoa, where can I find more info on this mystical BMW V6?
inteller 10:52AM (8/04/2008)
The only 6 honda has in production is the middling J37. That is just sad. One 6, relegated to utilitarian duties like the MDX or Odessey. Hell, I'd take an 07 TL Type-S over what Acura has today. Acura is really in limbo...and high strung 4 cyl aren't going to save them.
geo.stewart 8:17AM (8/04/2008)
some view as nothing more than decked-out Hondas
oh yes, a decked out Accord- or Civic coupe will change that :-)
I dont think Acura will move from the FWD platform. Acura probably expects to gain market because their products are more fuel efficient that the german marquees, no matter how ugly the new front ends are.
And they will, they will get more of the 'reachers', the ones stretching to get a big name car.
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Vintage 9:19AM (8/04/2008)
Yeah, I would say the only thing that keeps them from being "tier 1" is FWD. There are some very sharp looking Acuras out there... but they're all FWD. It sucks.
yacoub 8:23AM (8/04/2008)
Watch it be FWD, lol.
And there's also a gap left by the NSX that this new car they're testing won't fill since it won't be mid-engined, RWD, light weight, etc.
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Torrent 12:35PM (8/04/2008)
It will be FWD unless it's the NSX.
2007RC46SP2 8:39AM (8/04/2008)
come on Acura. you really need a $35-40k coupe.
a new 3.7l 300+hp CL with SH AWD would do the trick.
and dont forget the Type S version.
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john riley 8:35AM (8/04/2008)
You can't just differentiate the cars. You have to differentiate the owner experience. Lexus gets this better than anyone.
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Js 8:49AM (8/04/2008)
Hmmm...an Integra (RSX) revival or a TSX coupe would not be a bad thing. But to be honest Acura won't ever compete with BMW, Audi, or Merc untill they move away from the front-wheel drive platforms. Don't get me wrong, I'm not saying they need to drop it all together. But adding some rear-wheel drive offerings, especially for the more sporting models is only appropriate.
I have to agree with geo.stewart that the Acura front ends have become hideous. I seriously hope the new "NSX" won't get the same treatment.
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Red 10:00AM (8/04/2008)
"But to be honest Acura won't ever compete with BMW, Audi, or Merc untill they move away from the front-wheel drive platforms."
Both Merc and Audi have front-wheel drive platforms (A-B series for Merc and almost Audi's entire lineup). The difference between Acura, and even Audi to a degree and Merc and BMW is perception. I tend to think BMW's are less luxurious than Mercedes, but far better balanced. Mercs are more luxurious but not as well balanced as BMWs. Audi, IMHO, is more luxurious and better aesthetically (as a whole) than either BMW or Merc, but they too, lack balance and final polishing in the mechanical department (again, as a whole). Lexus is less luxurious than Audi, less sporting than either Merc or BMW, but push hybrid drivetrains, which sets them apart from everyone else. Infiniti lacks the interior final polishing of Audi and isn't quite as balanced as BMW, but is better balanced than either Audi, Lexus, or Merc and a genuinely unique Japanese experience to the Germans and Germany-wannabe.
What Acura hasn't figured out is how to combine the best traits of all of these companies into their own product. Instead, they choose to stuff loads of gadgets into products that aren't up to snuff to anyone but blind Honda enthusiasts and Soichiro Honda would be rolling in his grave.
I, by the way, am a blind Honda enthusiast. I still think Acura either needs to kill off the TSX or build it completely seperate from the European Accord. The problem is, Honda Europe thinks they know what the customers want, but refuse to do anything more than the status quo of a generation or two prior to whatever marquee they're trying to benchmark. Case in point being both current Civic and new Accord. The Civic has had sales success, but we all know the Type-R is a pretty watered down attempt at badge associative marketing, particularly when compared to both USDM Si (what it's closer to in spec) and JDM FD2 Type-R (not even close).
Acura won't completely lose its FWD only status until 2013 at the earliest, when the upcoming TL will be due for a full model change, but also after Acura is launched worldwide with the NSX successor and future RL. Unfortunately, the current batch of products are nothing more than warming plates in the microwave, awaiting a fresh set of baker to create an entirely new layer cake. Currently, they're stale, incohesive, and poorly conceived attempts at trying to be different and recapture an audience that moved on nearly 13 years ago when the Acura Legend left and made room for the RL. That said, they've done something right, considered the TSX is selling well right now.
Jeff Banks 11:48AM (8/04/2008)
They should bring back the Integra. Acura is never really going to compete on the high end luxury front. Why bother? Every other kid at my high school ended up driving their parents used Integra or RSX. Acuras are basically spruced up Hondas and there really isn't anything wrong with that, they just need to make the Hondas that they are based on a little less luxurious and more basic. Try finding an Accord for less than 30k nowadays.
revvo 1:17PM (8/04/2008)
"Acura is never really going to compete on the high end luxury front. Why bother?"
Well for starters, Acura was the first Japanese luxury car brand. Lexus and Infiniti followed.
Honda has had great success with its Integras and RSX (Japanese Honda Integra), they would probably bring it back with a Honda badge on it though since Acura is their luxury branch.
The designs of the latest Acuras aren't great, but I still think they make some of the best engines out there. They just need to bring back some real Type-R's back and those kids have to stop putting fartcans and spoilers on their riced up 112hp civic.
Andrew 8:57AM (8/04/2008)
The CL was a pretty nice coupe, but didn't sell well. I guess they're trendy again, a new one could do better. I just say, anything but another "4-door coupe", that is a stupid notion. Just make your regular sedans better looking. Or go ahead and make a swoopy-doopy one, but please just call it a sedan.
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Mark 9:02AM (8/04/2008)
hmmmm...is that a E60 5series AC Schnitzer lip? How clever. not a bad chop!
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RayJ 9:03AM (8/04/2008)
Nothing is wrong with Acura really but still they are just Honda's! So if I am spending over 30K you bet I am going to buy a little history and a bit of label so it won't be a Honda....I mean Acura.
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rsfourever 9:23AM (8/04/2008)
to be fair, honda itself has quite a history in racing and building sports cars. but i understand your point and agree with it. What honda SHOULD do is, first of all, change their F1 team to be called Acura instead of Honda. then they need to do what Toyota did with Lexus - change the "experience" as someone said earlier, and make sure to create entirely different cars. Why buy an Acura here when I know full well it's sold as a "Honda Legend" or "Honda Accord" in Europe and Japan?
stratojet 9:22AM (8/04/2008)
Acura has never fulfilled their mission. They are just rebadged Hondas, except maybe the TL (which by the way is much uglier than the previous model).
It may not be a bad idea to be careful with this segment. Most of these "luxury" vehicles are leased ; with the residual values tanking , sales are going to do the same. Renting an apartment is quite different than owning a Condo.
I am not sure I would run to the bank to acquire a used Acura when the deals are so good with their other brand, Honda. Also, if you really want to pose, you will go for BMW, Mercedes, Audi, where 60% are leased. There is a crisis looming for this segment when reality will hit. Paying for the use of a car, and let the manufacturer take care of all the expenses including maintenance and repairs, and then give it back with no strings attached works only if there is a customer awaiting for the used vehicle. This proposition is questionable with the state of the economy.
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