2014 RLX Road Test: We Now Know Why Acura Is The Blackberry Of The Luxury Car Segment

2014 RLX Road Test: We Now Know Why Acura Is The Blackberry Of The Luxury Car Segment

Branding is tricky business. Do it correctly and your product can flourish with minimal change (see: Coke). Do it incorrectly, and it doesn't matter how good the product is. Selling it is going to be an uphill battle (see: Blackberry).

And, as with Blackberry (née RIM), the changing of a product name is a bold, sometimes desperate attempt at brand strategy. Good-bye, brand equity; hello, blank slate. This year, the front-drive 2014 Acura RLX replaces the slow-selling all-wheel-drive Acura RL (which was killed in 2012). That's right, Acura's added an "X" and removed standard all-wheel drive from its $60,000 luxury flagship sedan in an effort to increase desirability. (All-wheel drive will be available on the 370-horsepower Acura RLX Hybrid.)

 


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dumpstydumpsty - 2/22/2013 2:50:09 PM
-5 Boost
Yeah, it is laughable knowing Honda is capable of doing much better to closely compete with Volvo? Infiniti? ...idk. But anyhoo, Honda has the know-how to build an exciting, fuel efficient V8 and an lust-worthy AWD system. Don't know why they can't build a larger more sensible car.

"...Acura's added an "X" and removed standard all-wheel drive..."

They went & did just about the most confusing thing anyone could do to a recognizable model name. Now, it just feels like Honda is trying to pull a "fast one" one some unsuspecting customer who thinks the base RLX will have an AWD system. I would have made sense to keep the RL model name for FWD versions of the new flagship.


JRobUSCJRobUSC - 2/20/2013 2:55:48 PM
0 Boost
I love lamp!

Sorry, I thought we were just saying random things with no correlation to the article. Were we not doing that? So just you then? Ok.


cidflekkencidflekken - 2/20/2013 5:55:44 PM
+6 Boost
Really, Cleveland? Yes, this is Acura's flagship. Other brand's flagships cost considerably more than this car. So, they sure as hell better perform better and look better.

This RLX falls almost exactly where it needs to with regards to performance and price. Ok,the numbers aren't in Acura's favor..yet. At least not until the 370 hp, SH-AWD version is introduced. In terms of luxury, styling, comfort, interior space, the RLX is very competitive in the segment, if not superior to some others.

But, taken model for model, i.e., RLX vs. 535i, A6, E350, GS350, M35, the RLX's performance is not far off. Two other write-ups had 0-60 times of 6.0 and 5.9 seconds, but not sure if they were official road tests. Not to mention the approx 10 articles that had very good things to say about this car, outside of the numbers.


trmckintrmckin - 2/21/2013 12:02:14 AM
-4 Boost
You mentioned those numbers. Just looking at them, crew cab pickups beat this or at least equal this. For a luxury brand flagship model, that is unacceptable. Wife used to have an 07 TL and it was a great vehicle. I can't say I've been impressed with any of their offerings since aside from possibly the MDX which is being surpassed with each passing year. Acura/Honda is slacking. They have the capability to produce excellent products... Just haven't seen it.


cidflekkencidflekken - 2/20/2013 6:00:01 PM
+5 Boost
What kills me is how everyone wants Acura to get back to being Acura. Well, here it is. The Legend was a larger, amply-powered FWD car that didn't blow the doors off any of its direct competition. It offered a competent ride, good handling, roomy interior and good luxury. Based on all the articles i've read on those that have tested it (and I'm sure the Agents are still bitter with Acura for no longer inviting them to their releases), this car has very good power, handled very lively with the P-AWS, has an interior rivaling others costing much more, has class-leading room, and the available equipment list is impressive (and even fully loaded, still undercuts the direct competition).

YET, people still complain and expected something different. They expected Acura to come out and be the car company they never were nor ever wanted to be. Make up your minds.


gkearns56gkearns56 - 2/20/2013 7:08:42 PM
-4 Boost
It (the Legend) also looked better. BTW: My new Audi A6 with Prestige package, did NOT cost $60,000 dollars. I got about $5K change left over. The Acura RL was always overpriced, especially when the TL (practically the same size car) cost thousands less.


HughJassHughJass - 2/20/2013 6:35:46 PM
+8 Boost
So the Agent thinks the RLX is the most advanced, yet unappreciated luxury car in the market?

So $60K flagship is funny? Funny, how much is the Hyundai Equus? Atleast Acura/Honda created a different AWD system versus Hyundai just throwing a cheaper price on their flagship.


freeagentfreeagent - 2/20/2013 6:43:25 PM
-4 Boost
The RLX is toast before it gets out of the gate. This brand is adrift at sea.


pmrmdpmrmd - 2/20/2013 9:03:03 PM
-3 Boost
The RLX design seems uninspired and the overall package underwhelming.


irishmikeirishmike - 2/21/2013 12:46:34 AM
+9 Boost
As the reviews are mostly favorable, and for good reason, the negative comments here cannot be regarded as anything more than spew.


cidflekkencidflekken - 2/21/2013 3:16:37 AM
+9 Boost
The negative comments are coming from self-proclaimed car enthusiasts/experts. They want a homogenous car industry filled with RWD, high-powered, ultimately sporty driving cars. What they fail to realize is that the large majority of car buyers don't give a rats a$$ about that and Acura is well aware of that fact. Why do you think Lexus was the king of the luxury car market for 10+ years? And why now that they are trying to get sporty, they can't compete with MB and BMW? Last year, Lexus' highest-selling sedan was the very conservatively styled, FWD-only, soulless ES350. And, based on the write-ups, the RLX is FAR from soulless.


cidflekkencidflekken - 2/21/2013 11:20:04 AM
+8 Boost
@gkearns, either you got one helluva deal on your A6, you're lying out of your teeth, or you're driving a car with not a whole lotta "luxuries". An A6, with Prestige package, STARTS at $57k, per the Audi website. So to say you got $5k in change is questionable. Now to add the level of equipment that's comparable to the RLX's equipment @61k, the Audi would cost you at least $72k. And trust me, I know. I went through the same exercise when i bought my S5 last year, and the options get plenty pricey.


lexusrox123lexusrox123 - 2/21/2013 10:24:40 PM
-2 Boost
Acura just needs to fire their design team and start fresh that way.


skytopskytop - 2/26/2013 9:49:24 AM
-2 Boost
So now we have a funny looking $61,000 Acura rebadged Honda with torque steering front wheel drive. And this is their "flagship?" Ouch!

Any questions as to why Acura is suffering in the marketplace?


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