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Looking for a deal? Check out your nearest Acura dealer

For the fourth time in the last year, an Aston Martin out-discounts all other automakers by offering the largest monetary savings off the retail price of an automobile in America. This time, though, the discount isn't on the aging (though still beautiful) Rapide sedan or range-topping DBS Superleggera, it's for the DB11 sports car. For those keeping track, the DB11 also led this discount list back in May of 2020. This time, though, the price is even lower than before. Right now, buyers of the Aston Martin DB11 are seeing discounts of $24,330. That's a 12.1% cut off the car's average retail price of $201,820 and it means buyers are paying an average transaction price of $177,490. Still expensive, but really not bad for a drop-dead gorgeous machine with as much as 630 horsepower. Next in line is a familiar face, the Acura NSX. As impressive as the Japanese hybrid supercar may be, Acura has been running big rebates on the NSX for as long as we've been running these lists. This month, the NSX buyers are seeing discounts of nearly 14% for an average transaction price of $138,648. The third biggest discount this month shows up on the most expensive vehicle on the list. The Rolls-Royce Phantom carries an average sticker price of $537,500. But buyers are getting about 4% off that for an average transaction price of $516,333. It may not be a massive discount when measured by percentage, but when the asking price is so high, even a small discount equals big bucks. Related Video:

A look inside Honda’s “Safety For Everyone” research and development operation

RAYMOND, Ohio—As part of its long-running “Safety for Everyone” campaign, Honda has established the audacious goal of what it calls a “zero-collision society.” But rather than making big claims about developing a fully-autonomous vehicle, which Honda hasnÂ’t done, the company is trying to chip away at the more than 37,000 vehicle-related fatalities that occurred in the U.S. in 2017 with a multi-pronged approach. Here in central Ohio, engineers are working with state-of-the-art facilities and equipment to boost active safety systems like its HondaSensing suite of safety technology with old fashioned passive systems like structural steel frames or new airbag designs that protect passengers in a crash. Honda provided members of the press with a rare tour inside its Honda R&D Americas headquarters this week. Honda officials say that increasingly, safety — and specifically, third-party ratings from the likes of the National Highway Safety Traffic Administration and the Insurance Institute for Highway Safety — figure into the top three factors consumers weigh when purchasing a vehicle. Honda and Acura have 10, 2019 models that have earned IIHSÂ’s Top Safety Pick or Top Safety Pick+ ratings, and all 15, 2019 model-year Honda and Acura vehicles that have undergone NHTSA crash testing have earned a 5-star overall rating. And Honda prides itself on its growing list of safety firsts, including the first upward-deploying front passenger airbag, in 1990 in the Acura Legend; first omni-directional crash-test facility, in 2000; and the first autonomous braking system, in the 2006 Acura RL. It hopes its new three-chamber airbag goes industry-wide and joins that list. “ItÂ’s part of our companyÂ’s culture,” said Art St. Cyr, business head unit and vice president of auto operations for American Honda Motor Co. “We have a philosophy at Honda that we want to be a company that society wants to exist. That means we have to protect our customers. ThatÂ’s part of the whole mantra of doing this.” Opened in 1984, the 1.6 million square-foot Honda R&D Americas facility, located in the countryside about 45 miles northwest of Columbus, employs around 1,600 people and is HondaÂ’s largest research-and-development facility outside of Japan. Its Advanced Safety Research facility opened in 2003.

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.