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...).