What Would It Take For Acura To Become A Top Tier Brand?

I think it is really simple and I wrote an article about it over a year ago.

Bring back the Legend and position it as a Lexus LS / Mercedes S-Class killer, and bring back the Integra and position it as a 3-Series competitor.

Problem solved.

-00J

Honda execs just need to grow some balls and compete. In today's auto industry, it's not enough to offer some fuel efficient econocars & bcxes --- everybody now has a set of cars & SUVs that are fuel efficient on some level --- so that Honda really isn't alone in that corner of the market anymore.

Honda is essentially in the same boat as Volvo --- the once "king of vehicle crupple-zones" --- as all major automakers have their own alphabet-soup of vehicle safety systems and structural members that create virtual safety cages for all passengers (we just love the unibody concept).

We all know Honda is capable of making some really exciting vehicles (cars, SUVs, crossovers, sports cars), but just doesn't do it for some reason --- maybe the risks in the unbalanced global market --- I don't know.

But they have to make Acura compete, in some way, with Lexus, M-B, BMW, Cadillac, Audi to regain it's once-reknown reputation for entering a market late; and then making their lineup better than the competition by recognizing what the consumers wants --- or feel is better. Because what they have now ain't cuttin' it.

new front sheet metal for all the sedans... plus new dash design and upgraded materials. the reason sales are up - it has taken this long for the public to just accept what is one of the worst design mistakes
our there. .. they will never be a big seller with those front designs.. the cars are good... just tweak and upgrade - Now!!!!

you gotta point just take the beak off the nose and they are good

So have 2 competing brands? Why?

How about RWD platforms with non-ugly designs? That would be a solid start.

Here here. I've been saying that for quite some time.

Hey Acura...EVERY OTHER HIGH END MANUFACTURER RUNS RWD PLATFORMS, MAYBE YOU MIGHT WANT TO DO THE SAME.

If AUDI doesn't have RWD, I guess Acura could do the same. By logic, a premium brand doesn't need to be sporty. Problem is, Honda always somehow has a sporty image associated w/ it.

They need to design all their cars separate from Honda. Acura platforms should not be the same as honda and there should be unique chassis for each market segment. You can't make a 3 Series killer on an accord chassis. You can't make an E Series killer on an accord chassis.

Lexus has succeeded by selling cars based on Toyota platforms, and in some cases selling rebadged Toyotas. There is more to it than that.

"Lexus has succeeded by selling cars based on Toyota platforms, and in some cases selling rebadged Toyotas. There is more to it than that."

- Spend a Billion Dollars in advertising like Lexus. Trick people into believing that they are buying a premium product, when in reality all they are getting is a jazzed up Toyota (in the case of the lexus ES).

E-series? Try E-Class.

“Lex
Try redesigning the luxury car industry first!
TEACHING the customers, and other companies, what luxury means
Then delivering MORE than you said you would
Then you have a Lexus”

- Lexus didn’t redesign the luxury car industry. What a joke. If that were the case then why cant Lexus sell any cars anywhere else other than in America? Shouldn’t the rest of the world also realize who redesigned the luxury car industry? "Teaching the customers?" More like tricking gullible Americans into believing that the ES350 isn’t a Jazzed up Toyota Camry.


“Lexus doesn't spend any more on ads than anybody else
And they don't have to pay their customers to buy their cars
Unlike several german companies you might have heard of”

- I see more Lexus commercials than I do any other make (with the exception of maybe Hyundai). Unless you provide hard facts, I’ll believe what I see on the TV. And the TV is telling me that Lexus has more commercials on TV than any other make. And I couldn’t care less about the german makes.


“So put a cap on your BP-sized ignorance spill
BD”

- Nah dude. You’re the one who’s ignorant if you think that Lexus is the Top-Tier luxury car manufacturer. Only a gullible brain-washed American would think that. An American that also doesn’t seem to realize that America is a part of the world, and not the entire world. Only Americans Rate Lexus with MB and BMW. The rest of the world isn't that dumb.

"Because it's the best thing goin' today!"

- According to Americans. LOL! And we all know that Americans aren’t the brightest bunch.

3rd world Country? America is becoming a 3rd world country with our crappy roads, crumbling bridges, and old Airports (and no high-speed rail). Compare our Airports to Japan or China's airports and get back to me. Leaving a Japan airport and entering an American airport, is like leaving the Jetsons and entering the Flintstones.

BlackDynamite,

I don't have to leave. I accept the reality. Which is something that you (and most americans) refuse to do.

Yeah!!! America Rocks!

Lexus isn't even an American Car Company. LOL!!!

America Rocks!!! Yeah GM builds the best cars in the world. LOL!!!!

RWD and better looking cars (not toyish looking)

They need more a streamlined lineup along with better interiors they always have alot of features but like the last generation TL had a very nice interior the new one has tons of fake aluminum and way to many buttons it just doesnt look like a luxury car same goes for the TSX with its vast expanses of gray plastic. They need a car to replace the RL, make the TL the near luxury competitor, and move the TSX upmarket to fill the shoes of the TL with a nicer interior. In reality I dont think they really need RWD or a V8 but at least turbocharged/supercharged engines if they arent going to offer a V8

What Would It Take For Acura To Become A Top Tier Brand?

- Produce cars that are appealing, RWD and a V8. Stop creating cars off the Honda Accord Platform. Bring back the name "Legend" and "Integra" instead of trying to be like Lexus. Bring back the NSX.

No one said anything about completely dropping AWD.

"What's so important about having 8 cylinders?"

That’s what American premium car buyers want, a big engine. MB, BMW, Infiniti, Jaguar, ETC... All have V8's. Acura doesn’t. Guess which brand is having problems being perceived as “Premium”?

You can't be a premium car maker when your largest engine is a V6 (lol). It doesn't work that way today. Honda has been waiting for decades for V8’s to fall out of flavor but it hasn’t happened yet. The only thing that’s falling (fell) out of flavor is Acura being perceived as a premium make.

Since everyone is going FI Acura might just have its day w/ an FI V6. Why not?

sportsbike80,

We're talking about "Premium" brands. In which your analogy doesn't apply. MB, BMW, Audi all make the same amount of V8s as they always have. BMW even put a V8 in the most recent M3, when before the M3 was a 6-cylinder car.

Just because Toyota and other run-of-the-mill makes are downsizing engines doesn't mean that Aston-Martin and Bentley are downsizing their engines. We're talking about premium makes, remember?

"I recently read that for the first time, 4cyl engines are the #1 choice. With direct injection, turbo and supercharging," you don't need massive motors with lots of cylinders to achieve performance."

- Who said that you you need big massive motors to achive performance? I didn't. A 4-cylinder Turbo has always been my favorite engine setup. Ever since 1990, when I had a Eagle Talon TSI Turbo. I've never owned an 8 cylinder car, and out of the 7 cars that I've owned? 6 of them were 4 cylinders (out of that 6, 4 were turbos), and 1 out of the 7 was a 6-cylinder.

sportsbike80,

Educate myself? Audi downsized the S4’s engine, while BMW upsized the M3’s engine. Where I'm from we'd call that a wash. But for some reason you don't mention the M3's engine getting larger? Yet I'm the one who needs educating? Give me a break.

BMW next super car will be a "3(three) cylinder diesel"? And you believe this? lol!! Can you show me were you are getting this stuff from?

That still doesn't take away that fact that all premium brands have cars with 8-cylinder engines in their line-ups. That isn't going to change anytime soon.

Acura doesn't have a V8 in their line-up. And that's the biggest reason why they aren't considered a "Premium" brand. At least Lexus was smart enough to incorporate a V8 in their lineup. Lexus is known as a premium brand, while Acura is fighting for an identity. Go figure.

The design problem is appearant even in Honda pproper....The Fit is nice and maybe the CXZ (if the put a proper engine in it for the USA....How ever the rest of the Honda fleet is "bla", boring, bland, etc......They need new head designer..and let the current designers be more creative.........
As far as the current Acura's.....Certainly start with that nose......It's sucks!..Looks like a Parrot Fish beak..........
A new Integra?....
Al these auto companies need to listen to, or form "customer Survey Groups" and listen to them.......

sportsbike80

LOL two of the three car you just mentioned (Ridgeline and Element) have been discontinued. Edgy they be but they don't sell.

I said bring back the name. What sounds nicer? A car called an "Integra" or a car called "TSX"? A car named "Legend" or a car named "RL". When Acura had the "Legend" and "Integra" they were considered more upscale than they are today. Any idea why that is?

"In your view, it is the actual NAME that defines if a car is an actual Luxury car."

No. Stop putting words in my mouth.

There's no saving acura, and they will N-E-V-E-R be a top-tier brand; they will forever drag the bottom of the barrel, with the likes of buick and lincoln.

Any so-called luxury brand that is JUST NOW moving to a six-speed auto, seems incapable of producing a V8, doesnt have a single high-tech six or one featuring DOHC or DI, is simply too far behind the times to be taken seriously as a luxury marque.

Buick is on the rise my friend!

You just missed. NO top luxury marque builds their brand using the car name? Are you serious? You ever heard of Bentley, Aston, Bugatti, Rolls, Pagani?

Here's a few cars with names. And you claim that NO other makes are using names.

Bugatti Veyron
Aston Martin Vantage
Bentley Continental GT
Bentley Mulsanne
Rolls Royce Phantom

As you can clearly see "the rest of the world" isn't using codes. And the list provided was a small one.

Acura drop the names Legand and Integra because the had more name recognition that Acura did.

First, PLEASE get rid of that ugly "Chicken's beak" grill!!! Second, bring back the large body LEGEND sedan and Coupe. Lastly, RWDs and AWDs are a must!

First, fix the styling. I moved away from Acura this year after 20 years with the brand just for that reason. Add AWD to the TSX as an option. Add high HP options for each model. Bring back the NSX.

"Look at the new Odyssey with the radical new beltline" That kink in belt line came from the CX-7 and Lincoln MKT. Now what? I'm jtz have a nice day. Now give me my negative points. Also, F acura their MDX, and they copied the Mazda 6's side profile and put it on the TL. An RWD Acura would be good after all Hyundai did it. Heck they even have V8's. I can't beleive Acura let Hyundai out whip them.

Acura is fine. Just hire new design team and put the SH AWD on most of the car so people dont say its a more expensive front wheel drive honda. Like AUDI did with their cars. What a scam. Average People dont realize that.

Having owned several Acura's in the past (5 in the past 14 years to be exact) I feel I can shed some light on this subject. Here's what I would do:

1) Above all else make gorgeous cars! - Let's face it, when it comes to luxury cars first impressions are everything. Just for now forget the content value and redeeming qualities because you won't get past first base in this segment if you don't have a car that is alluring. Take a look at the Legend, NSX, 04-08 TL, these are your best designs ever! Steal a page from Alfa's history book, shoddy reliability but they have got a tremendous following and reputation for their perceived beauty and fun.

2) Make gorgeous cars

3) Make gorgeous cars

4) Ditch the relic 3.7 V6. This architechture has been around since the 90's, and was once a leading example of power, efficiency and environmental friendliness has become an overweight, oversized, wood burning furnace. A good engine? Sure but the word "good" doesn't exist in the luxury car arena these days. What happened to the guys who came up with VTEC in the 80's? At Acura's current rate their next engine will be a boiler sized 3.9L V6 producing 321HP . Come on! I want to see a 3.0L V6 with ivtec, variable flow turbo and direct injection easily offering 320+hp as a premium engine offering. By this method at lease maybe we'll finally get some torque from an Acura. By the way Acura almost everybody in the luxury segment has a hybrid powerplant but you, I think it's safe to say it's a prudent technology to invest in and implement.

5) Make SH-AWD work on deceleration. Great system but speaking from experience, coasting to a stop on a massive sheet of black ice in a car that goes from awd to no wheel drive is not my idea of $50K well spent, regardless of the thrilling double axel maneuver it produces.

6) What I said about the engines is ditto for the transmissions - 5 speed transmission in your best 2010 sedan? I'm glad Acura is not in the telecom business because I'd still probably have dial-up internet access. Again, come on already. DCT you know how to make it and I want it. Honda/Acura has already put one in a motorcycle why not in a sports car/sedan. By the way they have the nerve to charge almost $18K for that bike.

It would be great if they actually took some of these suggestions to heart but if not I'm quite content on spending my money on the BMW's and Benz's even if I do have to pay more.

I'm not sure if going RWD is an answer for Honda. They built their status on FWD vehicles. And Acura is known as the AWD Honda to a degree.

If I had the reigns I think I could offer some updates to help out:

1) Bring back the RSX, although instead of an upscale Civic, make the RSX more like a G37. A true sports coupe.

2) Honda can redesign the S2000 and at the same time create a Z4 competitor for the Acura brand.

3) Redesign the ZDX and quick! Make it more of a BMW X3, Audi Q5 styled vehicle. The crossover hatch SUV thing is a fad and one that Acura won't do well in.

4) Offer an MDX-L longer wheelbase that can offer larger capacity.

5) The RL needs to be a competitor. Look at the formation of the Lexus LS and follow suit. Go back to the RL's roots and be big, bold, luxurious and less Toyota Avalon.

6) Bring back the Type S'. And offer more than appearance packages. Give them power boosts that are notable across the lineup.

7) Dare I say it. Try offering an Acura version of the Odyssey.

8) Bring the CSX (Canadian Acura version of the Civic) down here. There are loads of people who would pickup a small economical upscale Civic with leather, HIDs, etc.

My ideas may not be crazy, bold, or extreme, but they would put Acura back in competition and are all EASILY attainable within a few years if they put their efforts into it.

Put honda back on track and follow through with the premium "Acura" brand.

I've never given them much thought. I'm sure at a certain price point there is value there, but they just seem like slightly upgraded Hondas. Someone that wants to go luxury and Asian will look at other choices. There's Infinity, Hyundai, and Lexus competing for customers' hard earned dollars. There's just not enough appeal there.

Acura doesn't excel in any one area. It's just a slightly fancier and pricier Honda. You can't even say they have a hybrid niche. What do you really have with Acura?

Someone that wants basic point-a to point-b Asian transportation will opt for Honda (or Nissan or Hyundai).

Stop making "super Hondas" and put together cars that are faster and funner to drive.

What's funny to me is that the current European Accord is the rebadged Acura TSX here. Hence no AWD offerings. They literally put an Acura grille on the Accord from overseas and sell it at a premium. If the TSX were the current Accord in the US as well it would be a MONUMENTAL change in the current trend of bloating cars. Slimming it down would be a HUGE move and to me a good one.

So therefore all cars should be made FWD or AWD because the average driver isn't aware of which wheels are being powered? Just because most folks are clueless doesn't mean that manufacturers shouldn't give us the best option available (based off individual preference).

I'd be mad if I were forced to drive a FWD car because the average buyer has no clue, and the car manufacturer decided to equip all cars based off the masses. That's what you call a Cookie cutter car. And thats not how you build a Premium brand.

It would take the return of Jesus.

Can someone ban this Spammer already? Jesus!!!
No one here is going to buy this guy’s fake counterfeit stuff.

There is nothing they can do. A Honda is a Honda, which is not a bad thing at all but if you want to go upmarket do some serious homework.

Better Styling, more horsepower & a "manly" exhaust note.

Don't cry for Acura, most of their cars are based upon previous generation Hondas...So they have made most of the R&D expense back before they hit the showrooms...

They need a Acura specific platform,a LARGE Sedan with a V8 or V10 maybe sharing the platform with the proposed NSX replacement (also Front Engine/RWD)

From Acura's standpoint...why bother with the expense of going to the "Top Tier"....Why be BMW...when you can be Buick.