Poor Economy Takes its Toll on Acura's Product Plans
08-31-09, 05:51 PM
#1
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Poor Economy Takes its Toll on Acura's Product Plans
Apart from Lexus, Japanese luxury brands still pale in comparison to their German rivals in terms of the number of models they produce and the prices they can command. Overall image in the marketplace and status on the street have likewise proven difficult to develop. That's why Acura is making a hard push specifically to boost its image and achieve 'tier 1' luxury automaker status, but unfortunately the poor state of the economy has thrown a spanner into the works.
The biggest victim was a planned a replacement for the NSX supercar, which was officially canned last December despite development work being nearly complete. The vehicle was to feature a 600 horsepower V-10 engine and be a rival to cars like the Ferrari F430, Nissan GT-R and upcoming Lexus LF-A.
Another kick in the guts for performance fans was the cancelation of a new rear-wheel-drive V-8 program.
Not all is lost, however, as these programs have been shelved for now but may be resurrected if the economy picks up.
As for the rest of the lineup, Acura will be adopting a new focus on fuel economy rather than performance as a way to differentiate itself in the luxury segment. Some of the highlights of company’s product plans for the 2010-12 model years are listed below.
Acura is currently considering a compact car replacement for its RSX, which could arrive in time for the 2012 model year if designers borrow the platform from the next-generation Honda Civic. This could be followed by a new CL coupe, though there are no plans as yet for such a vehicle.
The next-generation RL was expected to arrive in time for the 2011 model year and sport the company’s new rear-wheel-drive V-8 platform. Instead, Acura is likely to stick with the current model’s V-6 and front-wheel-drive design.
Both the RDX the MDX have been updated for the 2010 model year and will have to continue on until redesigned versions appear in 2012. Late this year, Acura will also be adding the all-new ZDX crossover to its lineup.
Bah copout
http://www.motorauthority.com/blog/1...-product-plans
The biggest victim was a planned a replacement for the NSX supercar, which was officially canned last December despite development work being nearly complete. The vehicle was to feature a 600 horsepower V-10 engine and be a rival to cars like the Ferrari F430, Nissan GT-R and upcoming Lexus LF-A.
Another kick in the guts for performance fans was the cancelation of a new rear-wheel-drive V-8 program.
Not all is lost, however, as these programs have been shelved for now but may be resurrected if the economy picks up.
As for the rest of the lineup, Acura will be adopting a new focus on fuel economy rather than performance as a way to differentiate itself in the luxury segment. Some of the highlights of company’s product plans for the 2010-12 model years are listed below.
Acura is currently considering a compact car replacement for its RSX, which could arrive in time for the 2012 model year if designers borrow the platform from the next-generation Honda Civic. This could be followed by a new CL coupe, though there are no plans as yet for such a vehicle.
The next-generation RL was expected to arrive in time for the 2011 model year and sport the company’s new rear-wheel-drive V-8 platform. Instead, Acura is likely to stick with the current model’s V-6 and front-wheel-drive design.
Both the RDX the MDX have been updated for the 2010 model year and will have to continue on until redesigned versions appear in 2012. Late this year, Acura will also be adding the all-new ZDX crossover to its lineup.
Bah copout
http://www.motorauthority.com/blog/1...-product-plans
Last edited by LexFather; 08-31-09 at 10:32 PM.
08-31-09, 06:00 PM
#3
Lexus Champion
I think the RSX was a decent idea when it was around. If you liked the practicality and economy of the civic but just wanted something that had a nicer interior, better equipment, better looks, etc then it was a good car to go with. If they made it less like a fancy current civic and more like a downgraded current TSX then they'd be in business.
One of my primary complaints about the TSX is its weak mileage. It's smaller and lighter than the Accord 4-cyl and yet got worse fuel economy plus required premium fuel. Yeah it made 10 extra horsepower but so what... give me regular fuel and 3-4 extra mpg on the highway and I'll deal with the 10 missing ponies.
One of my primary complaints about the TSX is its weak mileage. It's smaller and lighter than the Accord 4-cyl and yet got worse fuel economy plus required premium fuel. Yeah it made 10 extra horsepower but so what... give me regular fuel and 3-4 extra mpg on the highway and I'll deal with the 10 missing ponies.
08-31-09, 06:02 PM
#5
Given the state of the economy and coming US mileage standards, this might not be a bad place to be. If the RL had enough interior and trunk space, it's V-6 engine might not be that much of an issue. Most of the E Class and 5 series are sold with 6 cylinder engines.
Ford's new focus with a turbo 6 might prove to be the right approach long term especially coupled to AWD which the RL already has. Acura's new transmission is due next year and should help with performance and mileage. Now, the real task is to make their flagship larger than a compact and to fix the ugly styling.
Steve
Ford's new focus with a turbo 6 might prove to be the right approach long term especially coupled to AWD which the RL already has. Acura's new transmission is due next year and should help with performance and mileage. Now, the real task is to make their flagship larger than a compact and to fix the ugly styling.
Steve
08-31-09, 10:22 PM
#7
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Hey, 1SickLex, what's the source for this post? I'm wondering if this is from more Acura press releases and executive interviews or just some speculation by a second-rate automotive journalist.
Either way, it's clear that Acura has lost focus and is now floundering. Every successive decision we see indicates a shift in thinking. They need a clear, strong leader who can articulate a vision for what Acura is supposed to be, then to marshall all corporate decisions from design and product selection to marketing and technology investments in line with that vision.
I personally don't think Acura needs to be "Tier 1"--there are enough competitors in that saturated market already. Acura was at its best when it was unashamedly the "luxury and performance division of the American Honda Motor Company", that is to say that they offered pretty much what Threxx articulated above. For customers who wanted a little more than what Honda offered (more performance, more creature comforts, better fit and finish, nicer materials, better customer service, a nicer dealership and service environment, more gadgets and gizmos, etc.), Acura was perfect. And there was nothing wrong with cars being based off of Civics and Accords, as those were solid platforms to begin with. As long as the Acura versions clearly differentiated themselves by offering a clearly superior feature set, all was fine.
Perhaps Honda's problem is that plain old Hondas have become too good. It's hard to improve on them, which I think explains things like SH-AWD and the awful beak grilles. When the basic cars are so well-built and feature-laden, that doesn't leave much room for upmarket versions. Yet I'm confident that the right leader at Acura's helm could lead them back to relevance and prestige. They don't have to be "Tier 1" to make tons of money and fill a relatively empty but lucrative niche in the marketplace.
Either way, it's clear that Acura has lost focus and is now floundering. Every successive decision we see indicates a shift in thinking. They need a clear, strong leader who can articulate a vision for what Acura is supposed to be, then to marshall all corporate decisions from design and product selection to marketing and technology investments in line with that vision.
I personally don't think Acura needs to be "Tier 1"--there are enough competitors in that saturated market already. Acura was at its best when it was unashamedly the "luxury and performance division of the American Honda Motor Company", that is to say that they offered pretty much what Threxx articulated above. For customers who wanted a little more than what Honda offered (more performance, more creature comforts, better fit and finish, nicer materials, better customer service, a nicer dealership and service environment, more gadgets and gizmos, etc.), Acura was perfect. And there was nothing wrong with cars being based off of Civics and Accords, as those were solid platforms to begin with. As long as the Acura versions clearly differentiated themselves by offering a clearly superior feature set, all was fine.
Perhaps Honda's problem is that plain old Hondas have become too good. It's hard to improve on them, which I think explains things like SH-AWD and the awful beak grilles. When the basic cars are so well-built and feature-laden, that doesn't leave much room for upmarket versions. Yet I'm confident that the right leader at Acura's helm could lead them back to relevance and prestige. They don't have to be "Tier 1" to make tons of money and fill a relatively empty but lucrative niche in the marketplace.
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08-31-09, 10:33 PM
#9
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Posts: n/a
Hey, 1SickLex, what's the source for this post? I'm wondering if this is from more Acura press releases and executive interviews or just some speculation by a second-rate automotive journalist.
Either way, it's clear that Acura has lost focus and is now floundering. Every successive decision we see indicates a shift in thinking. They need a clear, strong leader who can articulate a vision for what Acura is supposed to be, then to marshall all corporate decisions from design and product selection to marketing and technology investments in line with that vision.
I personally don't think Acura needs to be "Tier 1"--there are enough competitors in that saturated market already. Acura was at its best when it was unashamedly the "luxury and performance division of the American Honda Motor Company", that is to say that they offered pretty much what Threxx articulated above. For customers who wanted a little more than what Honda offered (more performance, more creature comforts, better fit and finish, nicer materials, better customer service, a nicer dealership and service environment, more gadgets and gizmos, etc.), Acura was perfect. And there was nothing wrong with cars being based off of Civics and Accords, as those were solid platforms to begin with. As long as the Acura versions clearly differentiated themselves by offering a clearly superior feature set, all was fine.
Perhaps Honda's problem is that plain old Hondas have become too good. It's hard to improve on them, which I think explains things like SH-AWD and the awful beak grilles. When the basic cars are so well-built and feature-laden, that doesn't leave much room for upmarket versions. Yet I'm confident that the right leader at Acura's helm could lead them back to relevance and prestige. They don't have to be "Tier 1" to make tons of money and fill a relatively empty but lucrative niche in the marketplace.
Either way, it's clear that Acura has lost focus and is now floundering. Every successive decision we see indicates a shift in thinking. They need a clear, strong leader who can articulate a vision for what Acura is supposed to be, then to marshall all corporate decisions from design and product selection to marketing and technology investments in line with that vision.
I personally don't think Acura needs to be "Tier 1"--there are enough competitors in that saturated market already. Acura was at its best when it was unashamedly the "luxury and performance division of the American Honda Motor Company", that is to say that they offered pretty much what Threxx articulated above. For customers who wanted a little more than what Honda offered (more performance, more creature comforts, better fit and finish, nicer materials, better customer service, a nicer dealership and service environment, more gadgets and gizmos, etc.), Acura was perfect. And there was nothing wrong with cars being based off of Civics and Accords, as those were solid platforms to begin with. As long as the Acura versions clearly differentiated themselves by offering a clearly superior feature set, all was fine.
Perhaps Honda's problem is that plain old Hondas have become too good. It's hard to improve on them, which I think explains things like SH-AWD and the awful beak grilles. When the basic cars are so well-built and feature-laden, that doesn't leave much room for upmarket versions. Yet I'm confident that the right leader at Acura's helm could lead them back to relevance and prestige. They don't have to be "Tier 1" to make tons of money and fill a relatively empty but lucrative niche in the marketplace.
http://www.motorauthority.com/blog/1...-product-plans
09-01-09, 02:09 AM
#10
Lexus Test Driver
Acura has had so many failures in the last fifteen years it's scary. Getting rid of the popular RSX, getting rid of the Legend name, the cyclops-pointed-*** CL, no new coupe for years, never redesigning the NSX, the Vigor, new martian-smiling-*** TL, RL a mess with size, styling, engine, and price, and now the shield grille dillusion tarnishing all models. God help them get some better executives who have some sense. This higher-than-mighty attitude Honda has had over the years is literally killing them.
Last edited by Fizzboy7; 09-02-09 at 12:09 AM.
09-01-09, 06:22 AM
#11
Lexus Fanatic
Overall image in the marketplace and status on the street have likewise proven difficult to develop. That's why Acura is making a hard push specifically to boost its image and achieve 'tier 1' luxury automaker status, but unfortunately the poor state of the economy has thrown a spanner into the works.
(BTW, I know the RL does not sell well natonally, but it seems to be doing decently here in the D.C. area. I see at least several of them every day now.)
The biggest victim was a planned a replacement for the NSX supercar, which was officially canned last December despite development work being nearly complete. The vehicle was to feature a 600 horsepower V-10 engine and be a rival to cars like the Ferrari F430, Nissan GT-R and upcoming Lexus LF-A.
A new NSX, except creating something for the auto press to write about (and us to talk about here on CL), would do little or nothing for the company's problems in the long run. I think that is why the new NSX project has been started and stopped so many times. Every time company management starts to dream of competing with other exotics, the cold world of reality then sets in.
Another kick in the guts for performance fans was the cancelation of a new rear-wheel-drive V-8 program.
Not all is lost, however, as these programs have been shelved for now but may be resurrected if the economy picks up.
As for the rest of the lineup, Acura will be adopting a new focus on fuel economy rather than performance as a way to differentiate itself in the luxury segment. Some of the highlights of company’s product plans for the 2010-12 model years are listed below.
Acura is currently considering a compact car replacement for its RSX, which could arrive in time for the 2012 model year if designers borrow the platform from the next-generation Honda Civic. T
his could be followed by a new CL coupe, though there are no plans as yet for such a vehicle.
09-01-09, 06:27 AM
#12
Lexus Fanatic
Perhaps Honda's problem is that plain old Hondas have become too good. It's hard to improve on them, which I think explains things like SH-AWD and the awful beak grilles. When the basic cars are so well-built and feature-laden, that doesn't leave much room for upmarket versions. Yet I'm confident that the right leader at Acura's helm could lead them back to relevance and prestige. They don't have to be "Tier 1" to make tons of money and fill a relatively empty but lucrative niche in the marketplace.
09-01-09, 06:30 AM
#13
Lexus Fanatic
09-01-09, 06:33 AM
#14
Lexus Fanatic
RL a mess with size, styling, engine, and price, and now the shield grille dillusion tarnishing all models.
. It will just be Honda plus and nothing really wrong with that, expect maybe they should quit and just call them all Hondas.