Acura ( ) is the luxury vehicle division of Japanese automaker Honda Motor Company.Acura revs up the TL for '09 It primarily competes with Lexus, Infiniti and BMW among others in the luxury vehicle segment. The Acura brand has been used in the US, Canada, and Hong Kong since March 1986 to market Honda's performance vehicles and near-performance vehicles. The brand was introduced to Mexico in 2004 and to China in 2006. The Acura brand will be introduced in Russia at the end of 2008. Honda plans to introduce Acura to the Japanese domestic market (JDM) sometime around 2010.2007 Mid-Year CEO Speech (Japanese)
Establishing A Sales Channel from the Customer Viewpoint, 2. Accelerating our effort in Japan to strengthen the core characteristics that make Honda unique, Summary of 2007 Mid-Year CEO Speech (English)
ホンダ、高級車アキュラの国内発売延期 (Japanese) With the Acura brand, Honda is credited with being the first Japanese company to tap into the foreign luxury market. Before Acura, Japanese automobiles exports were primarily economical in design and largely targeted at low-cost consumers.
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Acura ( ) is the luxury vehicle division of Japanese automaker Honda Motor Company.Acura revs up the TL for '09 It primarily competes with Lexus, Infiniti and BMW among others in the luxury vehicle segment. The Acura brand has been used in the US, Canada, and Hong Kong since March 1986 to market Honda's performance vehicles and near-performance vehicles. The brand was introduced to Mexico in 2004 and to China in 2006. The Acura brand will be introduced in Russia at the end of 2008. Honda plans to introduce Acura to the Japanese domestic market (JDM) sometime around 2010.2007 Mid-Year CEO Speech (Japanese)
Establishing A Sales Channel from the Customer Viewpoint, 2. Accelerating our effort in Japan to strengthen the core characteristics that make Honda unique, Summary of 2007 Mid-Year CEO Speech (English)
ホンダ、高級車アキュラの国内発売延期 (Japanese) With the Acura brand, Honda is credited with being the first Japanese company to tap into the foreign luxury market. Before Acura, Japanese automobiles exports were primarily economical in design and largely targeted at low-cost consumers.
The Acura brand
Since 2006, actor James Spader has provided the voice-over for Acura commercials.
1990s
Despite a strong start for the Acura brand (in terms of market acceptance), sales suffered in the mid-to-late 1990s. Some critics attributed this decline in part to less inspiring designs, which were alleged to be re-branded Japanese-spec Hondas. Additionally, during this time Acura switched to an alphanumeric nomenclature formula, dropping the Legend and Integra titles. The 1996 3.5 RL, which replaced the popular Legend, was seen by many as the epitome of this problem, namely because the RL designation was more anonymous than the former Legend title, which had sort of grown into its own cult following and still does so to this day.Forbes: Backseat Driver – Acura Also, the RL's V6 (later increased to 225 hp), together with a high price and styling that cautiously copied the larger rear wheel drive and V-8 powered Lexus LS 400, yet somehow Honda had managed to do so in a more restrained and annonymous way, did little against BMW, Audi, Lexus, and other competitors. During this time, the NSX also lost sales as Acura made few changes from its original 1989 trim. A year later, the Integra sedan was withdrawn, replaced by the Acura 1.6EL, which was only sold in Canada as a rebadged Honda Civic. The Integra sedan continued to be sold in the United States until 2001.
