2009 Acura RL Photos

Acura continues to push for Tier-1 status, NSX could be revived

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... Read More