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Honda spinning off Acura as stand-alone division in bid to wake up brand

Every major automaker has a different way of relating between its various divisions and brands. At Volkswagen, for example, the individual brands seem to operate with a large degree of autonomy. Under the Renault-Nissan Alliance, the two units share a common chief executive, but little else. The relationship between Honda and its luxury division Acura has always been rather close, but that's all about to change.
American Honda Motor Company has always handled sales and marketing in the North American market for both the Honda and Acura divisions, but new reorganization plans call for the two units to be separated under their own direction. Leading the Acura division will be Michael Accavitti, who moves into the position from his role as Senior Vice President for Auto Operations at American Honda. The Honda division will meanwhile be taken over by the current head of Acura sales, Jeff Conrad.
Both will report to John Mendel, the current executive vice president of the Automobile Sales Division that is being rebranded as the American Honda Auto Division. Unlike rivals Lexus and Infiniti - two brands that Acura beat to the market - Honda barely markets its luxury brand outside of North America. Its overseas presence is felt only in China, though we've yet to receive word on how the reorganization might effect that market - or for that matter, any potential of expanding into others.

2016 Acura RDX Review [w/video]

Acura is deeply confused as a brand. Is it sporty or luxurious? Conservative or avant garde? Truly premium, or just premium for Honda? At its heart, there is a simple truth: despite confused characters, Acura vehicles are usually very competent. The new TLX, for example, is a smart, comfortable, near-premium sedan. The new ILX, meanwhile, is a huge improvement over its predecessor, and finally feels like the entry-level, premium four-door stepping stone Acura needs. Then there's the RDX. Placed in a very hot segment, the Honda CR-V-based crossover never quite caught on. For its first six years on the market, it couldn't even break 25,000 annual sales. The more mainstream redesign in 2013 made some waves, nearly doubling sales, but Acura still fell way behind the competition. In 2014, the Lexus RX outsold the RDX nearly three to one. For 2016, the RDX gets a substantial refresh. The biggest visual update comes from Acura's polarizing, JewelEye LED headlights, which are standard. These aren't the best looking headlights on the market, but the many 'eyes' are better executed on the RDX than any other Acura. The LED daytime running lights round out a nice face during light hours, too. More subtle tweaks are given to the bumpers, with larger intakes in front and bigger reflector housings around back. The seats are broad, flat, and comfortable. The big change in the cabin cannot, sadly, be called an improvement. It's the addition of the Honda/Acura dual-screen system, and while it gives the interior a techy vibe, the user experience is convoluted and unintuitive. The rest of the cabin's design, however, is easy to like. Material quality is adequate for the segment. Plastics are abundant, but are soft to the touch, while fit is impressive and typically Honda throughout. The steering wheel is a parts shelf item and feels just a bit too large for a crossover of this size. The seats are broad, flat, and comfortable, and backseat passengers are treated quite well. Even with the driver's seat set for your six-foot, one-inch author, there's plenty of space in back, especially for long-legged folks. Small changes are found under the RDX's hood, where the 3.5-liter i-VTEC V6 gains six horsepower and one pound-foot of torque. Small changes are found under the RDX's hood, where the 3.5-liter i-VTEC V6 gains six horsepower and one pound-foot of torque. What hasn't changed, however, is this engine's general character.

Honda is first Japanese carmaker to be a net-exporter from US

Over the last decade or so, many foreign automakers have challenged the idea of what defines an "American car," but Honda took things a step further last year by exporting more cars out of the US than it imported in. Reuters is reporting that in 2013, a total of 108,705 Honda and Acura models were exported from the US with only 88,357 being shipped in. This gives Honda a net exporter status here, and makes it the first of such among the major Japanese automakers.
Honda's US imports have been dropping over the last five years while its exports have been steadily increasing. In 2008, the report indicates that Honda shipped 187,000 vehicles to the US and exported only 20,000, and even by 2012 Honda still favored imports with 136,000 imports and 74,000 exports. The article says that US-made Honda and Acura vehicles were exported to 50 countries with most ending up in Mexico, but the big news is that the Honda's US production set a record in 2013 with 1.3 million units built.