Friday, January 18, 2013

Acura poised to become luxury brand?

Part of Acura's shift upmarket, the 2014 RLX

Honda's Acura brand is attempting to take place among some of the industry's most luxurious and best brands with new productions and ambitious sales goals, according to John Mendel, executive vice president with American Honda. 

He said that Acura will have a bigger push in the US going forward as the company expects to use a pull strategy to see Acuras exported to markets that want to see these vehicles such as China, Russia and the Middle East. Mendel believes that it has taken the focus of the last several years for Honda to truly define what Acura means and to position it for success as a luxury brand. A senior exec always described Acura as orbiting Honda and Mendel says that "now it is time to send Acura into its own orbit". 

Honda has ambitious global goals of 6 million in sales by March 31, 2017 with Acura making up a small chunk of that goal. By the end of March 31, 2013, global sales are expected to be around 4 million.