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Honda exec says US market near capacity, could hurt subprime buyers

Is there a point in the US auto industry where companies should start considering the welfare of their customers ahead of selling more cars? American Honda Executive Vice President of Sales John Mendel thinks that level exists, and we may be getting very close to it.
According to Automotive News, Mendel believes that finding more customers in the market could require pursuing subprime buyers and offering longer-term loans. However, he refuses to use those tactics. While selling models this way can improve things briefly, the strategies hurt resale prices and lower vehicle profits over time. The company won't do "stupid things in the short-term that damage the person who bought yesterday," he said to Automotive News. "It's a very, very short-term tactic especially in the subprime area."
American Honda, which combines the Acura and Honda brands, has seen market share decline from 9.7 percent to 9.1 percent through July 2014, according to Automotive News, and Autoblog's By the Numbers stats showed it posted falling sales in five of the seven months with data this year. Though, Mendel claims that was partially because the company focused on retail sales over fleets. The delays of the launches for the Honda Fit and Acura TLX likely didn't help either.

2020 Acura TLX PMC Edition Driveway Test | Shine bright like a ... ruby

Valencia Red Pearl. That’s the story with the 2020 Acura TLX PMC Edition. We got to see this limited edition TLX sedan at the New York Auto Show last year, but now itÂ’s in my driveway. The show lights donÂ’t do this paint justice. The setting sun reflecting off the deep and vibrant red ... now that's how this car is meant to be gazed upon. Like I mentioned in the video walkaround above, the TLX PMC Edition is hand-assembled at the Performance Manufacturing Center in Ohio. The body-in-white is trundled across town to the NSX supercar factory where those technicians do the rest to make it road-worthy. All 360 of them are being wrapped in their own special car covers and delivered to dealers on an enclosed truck to make sure it arrives without a single exterior flaw. About that paint Valencia Red Pearl is a $6,000 paint option on the Acura NSX. On the TLX PMC, itÂ’s $0. The paint process itself is time consuming and intensive. Acura says the vibrancy and high-color saturation is thanks to nano pigment technology.  “Engineered using mica, metal flake and super-high transparency nano pigments, the paint is applied using PMC's advanced robotic paint system in multiple base coats to enhance color intensity. This is followed by two clear coats to increase the paint's luster,” AcuraÂ’s description reads. 2020 Acura TLX PMC Edition View 43 Photos The five-day process is well worth it. IÂ’ve tried my best to illustrate it through photos and video, but itÂ’s still not representative enough of this red paint. It has a depth and shimmer to it, as if the body panels were a swimming pool, awaiting a cannonball dive into the deep end. This car being an exclusive, special edition vehicle hasnÂ’t destroyed the value proposition either. In actuality, the TLX PMC is the one to buy if you want a fully-loaded TLX. Acura doesnÂ’t allow you to option the A-Spec and Advance packages together with the standard TLX, but both of those are included with the PMC Edition. If you were able to combine all those packages, the final price would ring up to $50,650. The final price on our test car is $50,945, including the $1,995 destination charge on the sticker. Basically, youÂ’re getting every option in the book at around list price, plus all of the special PMC Edition extras for next to nothing. Why yes, of course weÂ’ll have the PMC Edition. It drives just like the TLX A-Spec — check out our full review of that car here.

Honda HR-V could spawn Acura variant

We've been saying it for months now, but the compact CUV is the next big thing. Everyone, and we mean everyone, is at least considering getting in on the action, if they aren't already actively designing or selling, and that's true whether they're a premium or mainstream automaker. That, of course, includes Acura, whose parent company, Honda, has a compact CUV of its own coming to market very, very soon. With the arrival of the Fit-based HR-V, that begs the question of whether the near-premium marque will join this burgeoning segment. The idea of building a car below the company's entry level CUV, the RDX, is an appealing one to Honda Executive Vice President John Mendel, who called it "potentially the only place you could go," and would occupy the "white space" the company is looking to fill. While we might chuckle about the idea of a luxurious, Fit-based CUV, it's fair to say it could do well for Acura. It could certainly provide a foil to the very hot selling Buick Encore, and may even capture some sales from the luxuriously outfitted Jeep Renegade Limited/Fiat 500X Lounge. It remains to be seen, though, if Acura could build an HR-V capable of tangling with the new entries from Lexus, Audi and Mercedes-Benz.