Acura - Yea, they've got problems, but it's nothing a little automotive rehab couldn't fix.

Acura's problem is that they do not position themselves directly in competition against their competitors, it seems. Also, they lack focus. As another Autospies.com poster put it, they lack variations on their models and they are also uncertain of their brand image. The reason I say that they are uncertain of their brand image is because there is not a genuine theme that really ties each model to one another. The RSX is a 2-door Civic/Japanese Integra still, the TSX is a Euro Accord, and the TL is basically an Accord, and the RL is inexcusably soft. For a flagship, the RL lacks that certain something that it must be remembered by to really make it a success. What is its standout feature? That's what's missing guys.

Quite often, you will see magazine comparos of small sport sedans. These comparisons are very common. There will be the usual competitors such as: 3-Series, C-Class, G35, IS-Series, A4, and then there is the Acura entry. Many magazine reviewers seem confused as to what competes in this category. Is it the TSX or TL? Who really knows? Essentially, this is why the Acura brand image is a tad foggy.

Acura models lack differentiation between each other. If I was looking for a mid-sized luxury sedan, I wouldn't be certain which Acura to be looking at. Would I be looking for a TL or an RL. Looking for a $40k Canadian sport sedan, do I look at a TSX or TL? To be very honest, though, there are differences, but not enough for me to say that Acura isn't sitting on the fence of where they want their cars to compete.

In Canada, the CSX is completely unnecessary. The CSX is a badge-engineered Civic sedan. The CSX is too close to the TSX. The CSX confirms Acura's confused image. Not only is Acura confused within its own product line-up, but they are confused between themselves and Honda.

In today's automotive market, there has been established various categories. If Acura wants their cars to seriously compete, they have to go head to head DIRECTLY with their rivals. This means making a direct 3/IS/C/G/A4 competitor. Take the TSX, give it a makeover for 2008, and come out with 2 engines, choice of SH-AWD or FWD, and 3 body styles (sedan, coupe, and coupe/convertible). Next is the TL! Redesign the TL to go head-to-head with the ES 350. Offer SH-AWD on the TL to steal ES 350 customers that would like AWD on a midsize entry-level luxury sedan. Once again, undercut the cost of the ES 350 and offer the base AWD variant for a few grand more than a base ES 350. Redo the RL from the ground up - ASAP. Nice interior, but nothing memorable. Include SH-AWD as STANDARD. Offer either a 3.5L V6 or a new V8. Do not release the RL without one! That would be death times 2! If Acura does not make the RL's styling eye-catching and upscale/classy, then they have lost us, and even worse, lost that market segment. Currently, the generic exterior that the RL has is pathetic.

Acura needs a real flagship car, whether it is an LS, S, 7, and A8 competitor, or a reborn NSX. Really, it should be one or the other right now. Acura should get its ducks in a row before it tackles a flagship sedan. Really, I don't think it has even occurred to them either way anyways. For the reborn NSX, I see the car competing against the 911 4S, Corvette, Viper, and SL550. There is no need to price the car above $100,000 USD ($150,000 CANADIAN). There is enough seriously fast competition in the $75-100K USD sports car category for a well-engineered and styled NSX to give itself and Acura a proper image that should lift Acura to a whole new level.

Acura does have a few problems now, but nothing that cannot be fixed. The company needs to re-align its products against its direct competitors and at the same time find a niche such as what Infiniti has found that distinguishes itself from the rest. I am looking forward to what Acura has to offer in the next 5-10 years. This will be enough time for Acura to be taken seriously in North America (Global recognition is a whole other can of worms, yet is tangential to this article. I am sure many of you could find out how, i.e. badge-engineering...).

chewy - 7/7/2006 11:48:47 PM

+1 Boost

That's long. However, maybe Acura just wants to cater to the people who want luxurous vehicles. That is how many Lexuses are, except the IS. I think that Acura could do well as the "second tier" luxury. I think it is following its plan and is doing alright. As evidenced by their new small SUV RDX, they want to make relatively sporty and relatively luxurous vehicles preferably based on Honda vehicles. I think they will do fine with their strategy.

Hyundai - 7/8/2006 11:11:09 AM

+1 Boost

Yea they do want the NSX back. When it comes out though, it has to have a V8 or V10. A sports car that looks the way the NSX does and costs as much as the NSX did should not be sold with a 250 hp V6. The car was mildly updated throughout its product life as well. Like I said, Acura really lacks focus! At least what Lexus is doing includes redigning their cars from the ground up. The only Lexus car that is based off of a Toyota is the ES. Acura should follow suit.

Rupert - 7/8/2006 11:46:10 AM

+1 Boost

mikeg, go work for acura. don't mess up honda though. the nsx was sold as a honda in the uk, and it's been dead for a year or so now.

Hyundai - 7/8/2006 1:20:41 PM

+1 Boost

Maybe I should. Honda is doing just fine as a brand; their model line-up makes complete sense. I agree. The reason Acura does not appeal to me at all is because the cars are not unique in any way, really, AND they are all FWD with no AWD option. If I am buying a sport sedan, FWD is out of the question. There is too much fence sitting over there and a sincere lack of EFFORT....

Hyundai - 7/8/2006 1:21:01 PM

+1 Boost

Just look at the Acura Civic, err... CSX...

Hyundai - 7/8/2006 1:38:30 PM

+1 Boost

OK Seriously.... NSX.

In Canada MSRP:

NSX: $142,000 (exactly)
911 Carrera 4S Cab: $142,000 (exactly)

These two cars are priced identically.

If anybody chooses an NSX over a 911 Carrera 4S Cab they probably are hitting the crack pipe one too many times.

I gotta tel ya, I would take the 911! White please. Black/Terracotta leather. Thanks.

Let's look for another one. Ok. Here we go...

M6 Coupe. Comes one way: Loaded. $135,000 Canadian. Again, refer to the crack smoking comment to discover what I think of somebody that chooses an NSX @ $142,000 over the M6 Coupe.

I could go on if you'd all like. Maybe somebody knows what they were thinking.... lol...

Anybody care to chime in?

Hyundai - 7/8/2006 3:41:15 PM

0 Boost

lol yea... We get SPANKED when it comes to the price of our new cars. Regardless, a brand new 2006 911 Carrera 4S Cabriolet goes for the exact same as a new 2005 NSX.

Doesn't matter where you are....

A $90,000 USD Porsche SHOULD cost $100,000 in Canada, according to today's exchange rates, but instead it costs $140,000. We get so screwed over here.

Rupert - 7/8/2006 6:30:36 PM

+1 Boost

same in uk, we get screwed majorly.
the corvette (in left hand drive, the wrong side!) in the uk is the same price in pounds as it is in dollars. 44000 dollars or pounds. so stupid!
porsche 911 (base) is 60000 pounds which is 108000 dollars. how much is a porsche 911 in usa?
do the americas get the honda legend or is it an acura? big (5 series size), 4 wheel drive, techno-car with a 3.5 v6? brand new, not sold yet (there was an old one though. sold 3 of them in the uk last year). apparently, the new one is quite good.
why don't you just buy a car in the usa and bring it back to canada without telling anyone? or is that tax fraud....

Rupert - 7/8/2006 6:35:00 PM

+1 Boost

mikeg what do you drive? i knew a canadian who lived in toronto, had 1 kid, yet thought a huge engined (6 litres +) 9 seat ford excursion was a suitable vehicle.

Hyundai - 7/8/2006 7:47:03 PM

+1 Boost

Rupert, I drive a 2004 Toyota Corolla. You can buy a car in the US and then trasport it over. I know what is involved to do it (I researched it when I was going to buy myself an IS 350... change of plans and glad I didn't... VDIM shutoff switch for 2007). It is possible and there are savings, but not as much as if we weren't screwed in the first place.

The Acura RL is the same thing as a Honda Legend... the exact same thing.

Wow... Corvette for 44000 pounds?!?!?!? That is rediculous. That translates into $90k Canadian! Does it sell in the UK because of that? holy smokes..

That is an expensive base 911. In Canada the 911 costs $104,000. According to the exchange rate though, 60000 pounds is basically $120,000 Canadian. I thought we in Canada got the shortest end of the stick in the civilized world. The 911 Carrera 4S Cab in the UK is a better deal than the base 911. It costs 75k pounds. In Canada that is 150k, just 8k more than what it costs us, but still about 40k more than the USA.

bah..

Rupert - 7/8/2006 7:56:15 PM

0 Boost

the corvette sells, but not very well. it has a following of people who don't like "meno-porsches"
thanks for the acura/legend info, i was wondering just how acura fits into my world. things are just so much more expensive here...but we do get paid more, average wage is 25k per year i think. not enough for london, but hopefully i'll be earning more than that. 50k per year would keep me happy.

and in response to your bah, i say humbug.
the yanks don't know how lucky they are.

Hyundai - 7/8/2006 8:45:27 PM

+1 Boost

I think I will boat to the You Essay from Caniduh.

How are you graduating highschool? In the west, they just push uneducated people through the turnstiles and fit them with a cap and gown and expect them to make it in the world. Help us all.

H_Charles - 7/14/2006 10:02:31 AM

+1 Boost

Right Problem, Wrong Solution. Acura has positioning problems, but the answers are not what 001 suggests (particularly since the TSX is being discontinued -- shame on you 001, you should know that).
Acura has the styling to market itself against sports sedans with the TL (TSX does not). Problem is the FWD. This model needs RWD, plain and simple. Do that and you can increase steering feel, boost the HP, and eliminate torque steer.
Secondly, Acura needs a V8. NSX needed one years ago, and now its dead. RL desperately needs one as well -- every other player in this segment has one, and you can't win without at least the option.
Thirdly, the RL needs to be bigger. The RL is way too small for the class Acura is trying to play in, and it is actually scarily close in room to the TL, which costs way less.
Do these things and Acura can compete. The TL is a bold design, has a beautiful interior, and an amazing array of useful technology. 20/30 something enthusiasts who shop for 3 series want to like this car -- they just can't after driving it.
Acura is doing many things wonderfully, but they could easily have so much more market share with a few tweaks.
Not sure what sales records Acura is allegedly making, but the RL is most certainly not meeting Acura's expectiations.

00JT - 7/19/2006 2:24:12 AM

+1 Boost

They need 2 things:

RWD Cars
8 Cylinder engine

Why is that so hard for Acura to grasp? Look what happened to Infiniti when they decided to replace the I35 (FWD) with the G35 (RWD). And look at what happened when they started offering more cars with 8 cylinders. HUGE turnaround.