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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.

Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.

2019 Acura RDX compact crossover goes into production in Ohio

Acura has kicked off production of the all-new 2019 RDX, capping a $54 million investment in new technologies and processes at its plant in East Liberty, Ohio, where the compact crossover will be built. It goes on sale starting in June, though prices are yet to be announced. The RDX is Acura's best-selling model, and the 2019 model was designed and developed in the U.S. for the first time. Acura says it's the first in a new generation of vehicles based on its Precision Crafted Performance brand direction, which is based on the Precision Concept and Precision Cockpit concepts from 2016. Honda's investment in its East Liberty Auto Plant brought two firsts for a mass-produced Acura: a new roller hemming process for the crossover's large panoramic sliding moonroof and the use of high-performance structural adhesives to increase body rigidity. It also gets a new multi-layer paint system to handle the new premium exterior color options. The RDX is powered by a 2.0-liter four-cylinder VTEC Turbo engine built in nearby Anna, Ohio. It makes 272 horsepower and 280 pound-feet of torque and is paired with Acura's 10-speed automatic, made at the company's transmission plant in Tallapoosa, Ga. Also notable is the "Super Handling All-Wheel Drive" system, which shifts more power to the rear axle to improve handling. It also gets a new, lightweight Acura-only platform that stiffens the body and adds more interior room and cargo space. Acura is also debuting a new True Touchpad Interface in the RDX that offers a unique one-to-one position with the 10.2-inch center display screen that works a little differently than a traditional cursor interface. You can read our review of it here. Related Video: Featured Gallery 2019 Acura RDX production Image Credit: Acura Plants/Manufacturing Acura Crossover acura rdx