American Honda CEO Says His Biggest Challenge Is Fixing Acura

Tetsuo Iwamura, CEO of American Honda Motor Co., says that for him, "The big challenge is Acura."

He said Acura has a "very strong lineup" of SUVs and crossovers. But in reviewing the brand's sedans, he said, "We need to improve a lot."

He said of the Acura ILX, for example, "So far, volume is not meeting our expectations. We could have done better."

And the TLX, he said, "could be a volume model for Acura" after it gets a redesign and rebadged from the TL "sometime spring next year."

Honda plans to showcase a number of new turbocharged engines and a new eight-speed dual-clutch transmission this week at the Tokyo Motor Show.

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cidflekken - 11/19/2013 1:33:26 PM

+5 Boost

Possibly the saddest testament from Honda/Acura. A company that once set benchmarks and trends for sedans is playing fix-it and catch-up.

I've been a Honda/Acura loyalist for 25 years and they just continue to make me shake my head. Don't get me wrong, they still build really good, solid cars that are better in every way than their predecessors. But the competition has just gotten that much better. I just don't understand the mentality of those leading the company.

Case in point: the RLX. At introduction, it needed to be a homerun, an undeniably great car. And what did Honda/Acura deliver? A FWD good car. Not a great car by any stretch. Now, the SH-AWD Hybrid version specs look amazing (but the car still looks pretty dull), but why did it take an additional 12 months? At this point, though sales are increasing and it had its best sales month in October, the RLX is probably off the shopping lists.

Case #2: The ILX. Clearly, it's recognized as a misstep, but why not fix it, now? And why was it a misstep? Because it was probably the same individuals that OKd the release of the FWD RLX thought it was a good idea to deliver a 150-hp engine with a 5-speed automatic, or a 201-hp engine ONLY with a 6-sp manual transmission, for a LUXURY brand. It's no wonder that everyone thinks "Civic" when the drive it. And it's a shame because the ILX is probably the best sedan design Acura has had in ages. Start with a 201-hp engine with a 6 or 7-speed auto, and offer, say, the old RDX's turbo 4 with 240hp as the step-up option, and nobody remembers "Civic".

Case #3: The "updated Civic coupe" that was just recently presented. Yes, good improvements, but still well behind the competition.

Don't get me wrong. I (unlike many) still am a fan. Honda/Acura continue to build solid cars. I just wish they'd get back to building emotional cars. The introduction of the new turbo engines and dual clutch transmissions gives hope in addition to previous articles regarding HPD offerings. But why not deliver on an S2000 replacement (as an Acura)? Why not resurrect the Prelude as a Scion/Subaru foil? Why not bring back the CL? Why not bring back the Type-S products across the Acura model range?

iamdabest1 - 11/20/2013 8:00:55 AM

+2 Boost

acura tl-type s was the last car i really liked from them, the rlx is no flagship, they need to make it better and show why its better than an e class, 5 series, and gs350.
at this point i think a small suv wouldnt hurt their lineup as the rdx got kinda big...
nsx is the best thing they have going for them, but that wont improve sales, just show they can build one really nice car and who really cares about 1 car ?? pagani also showed they can build 1 nice car...