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Acura organizes new business division to confront falling sedan sales

Honda and Acura North America have announced a major restructuring of operations in hopes of turning around Acura's flagging business. For 2013, sales for Acura's sedans dropped 10.4 percent, while its CUV sales grew by 21 percent. The newly formed Acura Business Planning Office will attempt to right the ship.
As part of the restructuring, Acura is promoting Erik Berkman from President of Honda R&D Americas to lead a new division called the Acura Business Planning Office. Berkman has been with Honda since 1982 and led development of the 2006 Accord. He was also the first US engineer to head North American research and development and has been head of Honda Performance Development since 2008. "Erik's appointment to the new Acura Business Planning Office is a clear indication of the high priority we place on Acura," said Honda spokesperson Jeffrey Smith to Automotive News.
American Honda Motor President and CEO Tetsuo Iwamura is also going to be working to improve the business. He has been elected chairman of American Honda's board, and has simultaneously taken the new position of Corporate Brand Officer to improve the management of the company's brands.

Acura is livestreaming an augmented reality race on Facebook

Honda's luxury car brand Acura is set to livestream an augmented reality race featuring its 2018 TLX A-Spec sedan. The event will see four drivers hit a real track while wearing AR helmets that will create new virtual environments for each lap. Aside from spectating, viewers will also be able to interact with the racers on Facebook Live. The race will see each driver attempt to clock the fastest overall time during a three-lap time trial. That sounds simple enough, until the AR environments come online and really begin altering what the drivers see. As a result, each lap will trigger a new mixed-reality environment, visible to both the drivers and viewers. Central to the virtual experience will be the computer-connected helmets worn by the racers. Within each helmet is a HD screen with a two-way mirror that allows the driver to see the AR overlaid onto the real track. A computer rig in the backseat, powered by the Acura's battery, will generate the environments. To ensure the experience runs smoothly, Acura will have to track the objects on the tarmac and the movement of the car itself. Of course, this isn't Forza, so you can't just rewind the action should something go wrong, so Acura will use custom-made tracking gear to ensure the drivers don't plough into a wall because their eyes deceive them. You can tune into the race on Monday at 8pm ET on YouTube, Facebook, and Twitter. Viewers will be shown the action courtesy of cameras placed on the drivers' helmets and around the track. Facebook Live audience members will also be able to offer hints and tips. Acura claims the interactions will transform viewers into a virtual pit crew. But all you'll really be doing is smashing a Facebook reaction at a given time to reveal a shortcut to the driver -- which isn't quite the same, is it?This article by Saqib Shah originally appeared on Engadget, your source for this connected life.Related Video: Marketing/Advertising Motorsports Acura Racing Vehicles Sedan augmented reality acura tlx

Acura touts full-line Top Safety Pick+ achievement in new ad

When a vehicle scores a Top Safety Pick+ in Insurance Institute for Highway Safety testing or a five-star rating from the National Highway Traffic Safety Administration, it's a darn big deal. But when an automaker's entire lineup earns the TSP+ honor and gets top marks from NHTSA it's a, um, well, it's never happened before. So congratulations, Acura. The premium Japanese brand is the first automaker to score top marks on the latest IIHS testing while also earning five-star NHTSA ratings across its entire range of vehicle. This, of course, is not the first time it's earned such a distinction – in 2009, and well before TSP+ existed, Acura was the first automaker to boast a lineup filled with TSP and five-star vehicles. With this new, five-vehicle lineup of TSP+ and five stars, Acura certainly has something worth crowing about. That's why it's preparing a new marketing campaign to crow about super-safe ILX sedans and MDX crossovers. Expect to see it on your TV starting on October 18. If you simply can't wait to see what Acura's up to, though, we've got a 60-second spot that features some very disturbing crash-test "dummies." Take a look at the top of the page, and then scroll down for the official press release on Acura's lineup.Related Video: Acura Underscores Industry-leading Safety Performance with Emotional New Marketing Campaign • Acura is the first and only automotive brand to earn 5-star Overall Vehicle Score from the NHTSA and TOP SAFETY PICK+ rating from the IIHS across its model line • High impact and emotional national advertising campaign brings to life Acura's dedication to safety performance • The brand's first-of-its-kind campaign launches digitally on Oct. 15 and on national broadcast television on Oct. 18 TORRANCE, Calif. (Oct. 15, 2015) – Acura has taken a safety leadership position as the only automotive brand to earn a 5-star Overall Vehicle Score in the NHTSA New Car Assessment Program (NCAP) and a TOP SAFETY PICK+ rating from the Insurance Institute for Highway Safety (IIHS) across its entire model line . Based on the brand's commitment to the latest safety design and implementation of advanced safety and driver-assistive technology, Acura earned top overall safety ratings from the U.S. government and the IIHS across its model line. Acura will showcase its leadership in a new high impact and emotional national advertising campaign highlighting the brand's dedication to safety performance.