Before I get into the details of Acura’s press conference at the NAIAS, as the Acura presser was unfolding I couldn’t help but compare the affect at Honda’s luxury brand to the mood at Lexus. Both Honda and Toyota have had to dea; with supply chain and production disruptions caused first by the Tsunami that struck northern Japan and then complicated by large scale flooding in Thailand. More to the point, both companies were introducing new sports cars at the Detroit show. Acura announced the revival of the NSX model name and Lexus showed a sleak concept sports car called the LF-LC. Both cars are intended to change the image of their companies, but the sense that I got at Acura was “we’ve made exciting cars before and we’re going to get our mojo back”, while the vibe at Lexus was “See? We really don’t make boring cars”.
Acura used the NAIAS to introduce three new models that executives says will be the first stages of a two year process that will result in a complete makeover for the Acura lineup, a revival of Acura if you will. The goal of that makeover is a 40% increase in sales to 180,000 units in 2012, driven by what Acura says is their threefold mission statement: Value, sustainability and “time is luxury”, Acura’s characterization of aids that ease the driving task.
Read the rest of this post over at The Truth About Cars.