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HISTORY OF ACURA

















1980s: The Acura brand

Following a decade of research, Honda opened 60 new dealerships in North America
by 1986, to support its Acura automobile division. Acura was the first Japanese
luxury brand to be introduced, and its initial offering consisted of two models:
the executive class Legend, a V6-powered sedan, and the compact class Integra,
available as a five-door and three-door hatchback. The Legend was the result of
Project XX, a joint venture Honda entered into with the Austin Rover Group of
Great Britain and was mechanically related to the Rover 800 series, and the
Integra was an improvement of the Honda Quint hatchback.

The success of these models, particularly the Legend, led to competing Japanese
luxury brand ventures (Toyota's Lexus that began development in 1983 as the F1
project, and Nissan's Infiniti who began development in 1985 by revising their
Japan-only flagship Nissan President; in the late 1990s Mazda planned but never
launched its own Amati luxury division). The goal of the Legend was to compete
with rivals Toyota Crown and the Nissan Cedric and Gloria, but due to its 1986
introduction worldwide, Toyota, Nissan and other companies like Lincoln took
notice of the markets reaction to the Legend and later the Vigor and offered
vehicles that addressed the executive size car. Toyota introduced the Lexus ES,
Nissan introduced the Infiniti J30 and Lincoln utilized the Taurus platform and
named their new sedan the Continental.

In 1987, Acura's first full year of sales, they sold 109,000 cars with the
flagship Legend sedan accounting for 55,000 sales and the rest were of the
smaller Integra. By 1990, Acura was selling 138,000 vehicles, including 54,000
Legends, compared to Mercedes-Benz's 78,000 cars and 64000 for BMW and Lexus.

1990s: NSX, updates

In 1991, five years after the debut of the Legend and Integra, Acura introduced
the NSX, a midship V6 powered, rear-wheel-drive sports car. The NSX, an acronym
for "New Sports eXperimental", was billed as the first Japanese car capable of
competing with Ferrari and Porsche. This vehicle served as a "image car" for the
Acura brand, heralding the introduction of Honda's VTEC technology. The NSX was
the world's first all-aluminum production car, and was also marketed and viewed
by some as the "Everyday Supercar" thanks in part to its ease of use, quality
and reliability, traits that were unheard of in the supercar segment at the
time. With the release of the NSX, Acura introduced the "A-badge", a stylized
pair of calipers - a tool used for exacting measurements to imply that Acura
vehicles are built to precise and demanding standards.

Despite a strong start in market acceptance for the Acura brand, sales suffered
in the mid-to-late 1990s. Some critics attributed this decline in part to less
inspiring designs, which were re-branded Japanese-spec Hondas, such as the Acura
Vigor in 1992, a response to the Lexus ES and Infiniti J30. Additionally, during
this time Acura switched to an alphanumeric nomenclature formula, dropping the
Legend, Vigor and Integra titles, following the lead of the NSX sportscar. The
1996 3.5 RL, which replaced the popular Legend, and the Vigor became the 2.5 TL
and 3.2 TL, and was regarded by many as the epitome of this problem, namely
because the alphanumeric designations were more anonymous than the former
Legend, Vigor and Integra titles, which had grown into their own cult
followings. Also, the RL's 210 horsepower (160 kW) V6 (later increased to 225
hp), together with a high price and styling that cautiously copied the larger
rear wheel drive and V-8 powered Lexus LS 400, did little against BMW, Audi,
Lexus, and other competitors.

During this time, the NSX also lost sales as Acura made few changes from its
original 1989 trim. A year later, the Integra sedan was withdrawn from the
Canadian market, replaced by the market-exclusive Acura 1.6EL, a rebadged Honda
Civic. The Integra sedan continued to be sold in the United States until 2001
(in name only, the model it was replaced with, the RSX, was simply a rebadged
left-hand-drive version of the JDM DC5 Honda Integra).
The Acura 3.2 TL.

Despite these letdowns, Acura gained prominence in the 1990s with a young group
of customers: "tuner" enthusiasts. Parent company Honda's reputation with this
demographic as a maker of "easy-to-tune" and "rev-happy" engines rubbed off onto
Acura, and the Integra became a popular tuner car.

2000-2003: TL, RSX, MDX

Beginning around the year 2000, Acura experienced a rebirth which was catalyzed
by the introduction of several redesigned models. The first of these models was
the 1999 Acura 3.2 TL, an upscale sedan competing with the likes of the Lexus
ES, Infiniti I30, and BMW 3-series. Critics suggested that although 3.2 TL did
not outdo its competition in any one area of luxury cars, it offered a
well-rounded blend of sportiness and luxury. These characteristics, combined
with the TL's competitive price, proved very popular with consumers. Subsequent
Acura models have followed a similar philosophy of offering lots of standard
equipment and very few options.

Another refreshed Acura introduced in the early 2000s was the MDX, a popular
three-row crossover SUV based on the Honda Odyssey minivan. The MDX replaced the
slow-selling SLX, which was little more than a rebadged Isuzu Trooper. The MDX
was a car-like crossover SUV with limited off-road capability that catered to
the demands of the luxury SUV market. It was given top honors by Car and Driver
in its first comparison test against seven other SUVs. Other cars in Acura's
line-up during this time included the 3.2 TL, 3.2 CL, RSX (formerly the Integra
hatchback), and the NSX. By the late 2000s, Acura had dropped the inclusion of
engine displacement numbers in its vehicle designations, retaining a simpler,
two- or three-letter designation instead (e.g. 3.5 RL became RL). The 2000s have
been plagued by transmission and other problems.

In 2001, a new coupe, badged as the RSX was introduced to the Acura line up. It
was a replacement for the outgoing Integra. The RSX is a rebadged Honda Integra
(DC5) from the Japanese market. As a result, the RSX is technically a new
generation of the outgoing Integra. Much like the Integra, the RSX was a hit in
the tuner market. However, at the end of 2006, the RSX was taken out of the
Acura line up, subsequently in the Japanese market as well. It is not known why
the RSX did not continue to be sold as the Integra in Japan, however, the reason
that Acura gave for the cancellation of the RSX is that Acura wishes to move up
in the luxury brand, thus cannot sell a car that is mostly driven by teenagers.

2004-2006: RL, TSX, RDX

A new TL debuted for the 2004 model year, featuring sharp, Italianate styling
and a 270 hp (200 kW) V6 measured by the then-current SAE standards. The new TL
increased sales dramatically to 70,943 American units in 2005, trumping
competitors such as the C-Class, G35, CTS, ES 300, and A4.

Also around the same time the Acura TSX was introduced as a cheaper alternative
to the BMW 3-Series. It was essentially a re-badged European and Japanese-market
Honda Accord loaded with features. This model became the only 4-cylinder sedan
in Acura's line-up.

In 2005, a new RL was introduced with a 300 hp (220 kW) V6, improved styling,
and Super Handling All-Wheel Drive (SH-AWD), a system capable of sending almost
all of the RL's power to just one wheel in a turn. The second-generation RL
appeared on Car and Driver's Ten Best list for 2005, and also garnered an
CNET.com "Editor's Choice" Award for Top Tech Car. While critically acclaimed,
sales have not met expectations, as the price of the RL is perceived to be out
of its bracket. As the new RL offered more features and performance than the
base version of its luxury competition's (i.e., the base six-cylinder. BMW 5
Series), Honda Japan suggested that it could charge more, though Honda Canada
disagreed. The RL's initial MRSP was $69,500 CAD, more than the six-cylinder BMW
525i and close to that of the V8-powered BMW 545i. At the RL's price point, most
consumers expected a V8, furthermore they did not perceive Acura as being on par
with its German rivals and expected more value from the Japanese marque. The
damage from Honda Japan's alleged hubris was done, even though Honda Canada has
since reduced the RL's price.

Acura's new models—particularly the TL and TSX—were well received by the
motoring press and became Acura's top selling vehicles. The TSX was on Car and
Driver's Ten Best list from 2004–2006.

In 2006 Acura introduced a small SUV which was based on its own unqiue unibody
chassis called the RDX with models becoming available to U.S. consumers in
August 2006. It is powered by a turbocharged 240-hp 4-cylinder engine and, like
the RL, uses Acura's SH-AWD system. The model is available in two versions:
Premium (the standard offering), and Technology Package (an upgraded offering
with a GPS navigation system). A completely redesigned MDX became available in
the fall of 2006 with a 300 hp (220 kW) V6 engine and Super Handling All-Wheel
Drive.



Posted by Alt at 3:01 PM
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