Acura continues to push for Tier-1 status, NSX could be revived
Click above for a high-res gallery of the 2009 Acura TL
Acura wants to assure dealers that its plan to become a Tier 1 luxury brand – able to hang with Audi, BMW, Mercedes-Benz and Lexus – is still underway. But according to Dick Colliver, executive vice president of American Honda Motor Co., the key to playing with the big boys isn't limited to what's on showroom floors. Colliver told Automotive News, "Being a premium luxury brand is not just about product. It's the way dealers handle customers. You've got to earn your way into the segment. You don't necessarily have to have a $90,000 sedan to get there."
Even though that formula seems to have worked for Lexus, Acura has different plans. The recently released TSX, RL and TL have set the tone for the next few years, and another crossover, designed to slot in between the RDX and MDX, is currently under development.
Colliver also mentioned that work on the NSX replacement is "mostly done," so even though Honda shelved the V10 supercar to cut costs and keep an even keel during the economic downturn, the NSX could be pulled out of the corporate garage, dusted off and brought to market once conditions improve.
Acura's entry-level image could help the automaker weather the economic downturn better than its rivals from Germany and Japan, but when the market firms up, Acura will need products (with high-output engines and RWD) at the ready to compete with the stalwarts of the luxury set.
Gallery: Spy Shots: Acura NSX
Gallery: 2009 Acura RL
Gallery: 2009 Acura TL
[Source: Automotive News – Sub. Req.]
Reader Comments (Page 1 of 3)
chconline 8:02PM (2/02/2009)
Read this on TOV this morning. Thing is, they need something that's V8 and RWD. Even though most people won't buy a V8, or even care about what set of wheel is driven, it is essential to carry the Tier 1 status.
Also please bring back the RSX and get rid of the CSX in Canada.
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Patrick 9:01PM (2/02/2009)
Acura axed the RSX because it contradicted their intent to become a Tier-1 brand. The RSX price was almost bordering on Honda Civic territory and they needed to expand that gap for the brand to be perceived as more premium.
I agree with your other statement, if they want to play with the big boys, they are going to have to offer what the big boys offer. Hell, even Hyundai has a V8 now!
chconline 9:23PM (2/02/2009)
The CSX is practically a rebadged Civic in Canada, with premium features and better noise deadening material. They can do the same to a RSX -- or just make only RSX-S with the K20Z3 and forget the 'base' models. Right now they are selling CSX-S for almost $8000 CAD MSRP over the Si in Canada. (Invoice is ~$31k for CSX-S and ~25k for Si; ~$6000 invoice difference).
IK 9:33PM (2/02/2009)
to be honest, I don't think they'll need to offer a V8. today's 6 cylinders offer enough power - and Honda doesn't play around when it comes to engines. you're definitely right about rear wheel drive though.
but more important than either of those aspects is the design direction. they were really on the right foot with the original-design current models. their biggest mistake was to transfer their design center from japan to california. if they could somehow go back to what they were making before, they may be able to restore acura's former potential as a more serious brand.
if they had managed it properly, they could have seen better success than Lexus. Only instead of eating up MB sales, they would be taking from BMW's market.
just imagine: original TSX + RWD+ F20C + DSG + better interior = serious 3-series alternative.
Reality-Check 10:17PM (2/02/2009)
I'd be pretty stoked to see a 300hp+ RWD CL as well.
Judy Zik 12:05AM (2/03/2009)
The CSX is the Acura I see the most on the streets and the main reason I have little respect for them. To charge that kind of a premium over the price of a Civic is insanity. It is the worst kind of badge engineering. The Civic might be a nice econobox but it is not a luxury vehicle by any stretch of the imagination. Acura has failed to get past the rebadged Honda's stigma and their dealerships in my area look like they could be selling Kia's. The Honda dealership tends to look nicer. Not the kind of thing that is going to attract Mercedes buyers.
jgp 3:56AM (2/03/2009)
V8, yes. RWD, not necessarily.
The Audi A8 is AWD. If Audi can do it, Acura can do it.
Dondonel 7:26AM (2/03/2009)
All Audis are FWD (or AWD based on FWD) cars and seems to do fine without RWD. Even A8 was sold in FWD config until some time ago in Europe. R8 is the only RWD based AWD in their entire lineup.
I'm all for RWD, but luxury today is more badge promotion than technology or quality.
j 10:01AM (2/03/2009)
"I'm all for RWD, but luxury today is more badge promotion than technology or quality."
Today? I was under the impression that that's how it always was.
fuser197 4:46PM (2/03/2009)
And stop making their cars look like ass.
P.V. 8:04PM (2/02/2009)
Acura's priorities (roughly in order):
1. Start creating a new design language for the next model cycle of cars.
2. Start making transmissions (automatic or dual-clutch) with more than 5 speeds.
3. Start making RWD sedans (TL, RL) and revise SH-AWD to be rear-based rather than (as it currently stands) front-based.
4. Make a fuel-efficient, DI VTEC V8 for the RL; if a V8 isn't possible, take the Ronn Motors Scorpion idea and make a supercharged V6 as the range-topping engine (remember, that engine came from the old TL Type-S and made around 450 hp).
5. Enlarge the RL (it's too small for a flagship: even the Accord and TL are bigger in many ways).
6. Make a luxury roadster (Z4/SLK fighter) modeled off of the RSX (small displacement, high hp/L ratio, light) but with RWD instead of FWD.
7. Make the NSX.
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means98 8:23PM (2/02/2009)
#6 seems easy if they could just snag the outgoing s2000 platform from honda and make some updates
Fatima 10:50PM (2/02/2009)
They can start by not making fugly cars
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JDMlover 8:09PM (2/02/2009)
Once again.
I'll believe it when i see it.
PS.....don't give it that horrid grill....please.
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ATR 8:17PM (2/02/2009)
Personally, I like the new TL.
The problem I have with all the acuras are the center console. They look like designer didn't even bother so engineer had to take over. It has all the buttons but they are just lined up with no sense of aesthetics or usability.
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zamafir 8:15PM (2/02/2009)
"Acura's entry-level image could help the automaker weather the economic downturn better than its rivals from Germany and Japan"
I don't get it. Acura was posting double digit declines month after month before anyone else, before the downturn even. their rivals from germany and japan are better funded (esp germany). You're speculating a lackluster luxury car maker without any key products above $50,000 is going to do better because of it than automakers with lots of cash in the bank? I'll take that bet. Hell, i'll take any bet anyone wants to make on a car maker that's been dropping the last 13 months (or 26 if you want to go back that far, save a few blips) vs one that's shown uninterrupted growth and posted their biggest numbers at the end of 08 in the downturn, this'll be fun.
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why not the LS2LS7? 8:19PM (2/02/2009)
Whoa, what? Acura still exists? I thought they went the way of Oldsmobile.
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ambientFLIER 9:01PM (2/02/2009)
Nope, Acura is still alive and well. A ton of them around, too.
halogenrepublic 10:48PM (2/02/2009)
Really?! Acuras are everywhere? I must have gotten them mixed up with Nissans and Hondas.
Kaveh 8:22PM (2/02/2009)
Whats happening with Acura? There cars look like something out of transformers, and have horrid grills on them. They should keep the NSX about the same as the last model, just have a twin turbo V6 so it woud be lightweight, and keep in mid engine.
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