Automotive News reports Toshinobu Minami, the new head of global design for Acura, says the company may have gone "a little overboard at some points" with the company's shield grille. Minami said Acura has had bad feedback on the design from multiple directions, but says the company isn't going to "buckle under that pressure." Instead of scrapping the beak design all together, the designer wants to keep the corporate look while simultaneously reaching further out toward a premium design language. Honda, meanwhile, will receive models with a sportier and more active-looking exterior. Acura recently debuted more demure interpretations of the shield grille on models like the ILX and the NSX Concept.

Minami says reactions have been somewhat less vitriolic compared to the past, and the designer contributes that in part to people growing accustomed to the look. It's either that, or we're all just tired of complaining about how awkward the Acura stable looks when the company is happy to run around with its fingers in its ears.


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  • 140 Comments
      Gorgenapper
      • 2 Years Ago
      Acura, agent of S.H.I.E.L.D
      Synthono
      • 2 Years Ago
      Translation: "I don't like the shield either, but my boss does, so we're doing what we can."
      e46mike
      • 2 Years Ago
      Acura is becoming Japan's Lincoln. Just my opinion...
        JasonERF
        • 2 Years Ago
        @e46mike
        Great analogy. So true. And about feedback being less vitriolic... We're just tired of complaining. The design language was/is a sad attempt to make an edgy/sharp version of Bangle-Butt... ie- they went in the direction of BMWs worst styling in ages.
      DashRipRock
      • 2 Years Ago
      After decades of owning exclusively Hondas and Acuras, I've got to say no other automaker has botched it like Honda. My favorite car was an '95 Acura Integra that I drove for 8 years. It was ahead of it's time with it's excellent independent suspension, 4 wheel disk brakes with ABS, and a high revving, low displacement engine with excellent fuel economy. Now, more than 15 years later, the ILX has little if any more horsepower, is unattractive and uninspiring, and doesn't come in a two door. The most beautiful cars that Acura has ever made has been its two door Integra, two door Legend, two door CL, and the two door RSX. These are still popular vehicles and they sold great. What happened that caused Acura to get sucked into the old man sedan and SUV rut? What I particularly liked about my Integra is that it came with a cloth interior. I actually had a choice of vehicle that had excellent mechanicals along with the choice of interior material. No sweaty leather for me in Texas. And don't even get me started on the ambiguous, uninspiring, alphabetic euro "naming" convention. The names such as Legend, Integra, and Vigor were immediately recognizable and brought to mind vehicles that were timeless in their design. Now one has to pause to remember the difference between the CRV, CSX, CRX, ILX, TSX, RDX, MDX, ZDX, TL, RL, etc. The current naming convention SUX.
        • 2 Years Ago
        @DashRipRock
        [blocked]
        amac
        • 2 Years Ago
        @DashRipRock
        You summed it up nicely. Well done.
      amac
      • 2 Years Ago
      Spindle versus Beak. Are Lexus and Acura in some sort of "ugly grille" competition?
        k_m94
        • 2 Years Ago
        @amac
        And Hyundai with gaping catfish maw, Mazda with the grinning gobs, Lincoln with the chrome balleen whale face...
      jbm0866
      • 2 Years Ago
      I see this same mentality with Japanese video game companies...."we dominated in the 90's, and we can still dominate using the same formulas and graphic engines we used back then"
      Eh9racing
      • 2 Years Ago
      Sorry Minami, your design language sucks. The beak crap has got to go. Stop it. Seriously. It sucks and can not be fixed. Get rid of it. It hideous.
        Synthono
        • 2 Years Ago
        @Eh9racing
        In his defense, it wasn't his design language, and we haven't seen what he can do yet since he just started. I suggest that we wait until the first designs under his command start showing up before judging him, though it sounds like he's stuck with this.
      carguy1701
      • 2 Years Ago
      A LITTLE overboard? Considering the reaction from the automotive press was that of revulsion, I'd say that's being diplomatic. That most of the cars wearing were lackluster in some way or another was icing on the cake.
      ilmhmtu
      • 2 Years Ago
      And the trolls pile on... This isn't news. You mention this in every Acura article.
      Radioactive Flea
      • 2 Years Ago
      Stop the beak. And stop trying to save it. They need an entire redesign on the front end.
      J D
      • 2 Years Ago
      Oh god, please, just get rid of it. Everyone hates it.
      Go Ford Mustang
      • 2 Years Ago
      I'm in the minority here but i like the beak...wish my 3rd Gen TL had it...would be easier to clean after driving through an insect infested area and you dont get dead bugs stuck inside the grill, at least it would be for people at the car wash...
        • 2 Years Ago
        @Go Ford Mustang
        [blocked]
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