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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.

Acura NSX and David Lee Roth wail together in Super Bowl spot

Super Bowl 50 is just over a week away, but carmakers are already rolling out their big ads. Acura's newly released commercial uses the screams and moans from Van Halen's David Lee Roth and the song Runnin' with the Devil to build excitement about the upcoming supercar. As Van Halen plays, the NSX evolves from a slab of metal into the turbocharged, hybrid coupe. In a patriotic touch, the commercial uses red, white, and blue to subtly communicate the supercar's US development and production. It's a clever ad, sure, but we wish it showed more of the new NSX's high-performance capability. There's never a bad time to listen to some Van Halen, though. The video above is the 30-second Super Bowl commercial, which airs during the first quarter. However, the clip below is a one-minute version that lets the visuals breathe more. The longer cut is the better one, but Acura's choice is understandable given the expense of Super Bowl ad time. Acura Rolls Out American-made NSX Supercar with Super Bowl Commercial Set to Van Halen Classic, Runnin' with the Devil Jan 29, 2016 - TORRANCE, Calif. Iconic Van Halen song infuses high-voltage energy into NSX rollout Comprehensive activation includes social media sweepstakes, enabling consumers to experience the NSX Acura is one of the first brands to use Twitter Conversational Video to launch Super Bowl spot Acura is showcasing the next generation NSX, the only supercar made in America1, to the soundtrack of an iconic American rock song in a new commercial that will debut during Super Bowl 50. The high-energy vocal effects of the Van Halen classic Runnin' with the Devil provide the powerful beat for the Acura commercial that will appear during the first quarter of the big game. The spot is a showcase of the Precision Crafted Performance brand direction that is core to the Acura brand and vividly represented in the NSX supercar. The new Acura Super Bowl commercial is posted to Acura.com and Acura social media channels for previewing before the big game and is augmented with a series of unique social media activations and live experiences, including one of the first applications of Twitter Conversational Video to launch a Super Bowl spot. "In our Acura commercial, we wanted to convey the excitement of the NSX to a big Super Bowl audience," said Jon Ikeda, vice president and general manager of Acura.

2015 Honda Fit earns 5 Stars from NHTSA

Honda's emergency redesign of the new Fit's front end not only had a positive effect on its scores from Insurance Institute for Highway Safety – it recorded a Top Safety Pick after being retested – but it helped the compact hatch record an impressive NCAP five-star safety rating from the National Highway Traffic Safety Administration. Those are two significant achievements for the Fit, and surprise, surprise, the Honda was quick to tout the news. "The Fit shows that owning a smaller car doesn't mean you need to skimp on space, comfort or crashworthiness," said Honda's VP of auto operations Art St. Cyr. "Honda's commitment to the safety of our customers and other road users is second to none, and the Fit demonstrates this commitment in a powerful way." Check out the official PR on the NHTSA announcement, available below. All-New 2015 Honda Fit Achieves Highest Overall Vehicle Score from the National Highway Traffic Safety Administration Feb 2, 2015 - TORRANCE, Calif. Subcompact Fit achieves both an NCAP 5-Star Overall Vehicle Score and an IIHS TOP SAFETY PICK rating Fit is the fifth Honda vehicle for 2015 to achieve top crash safety ratings from both from IIHS and NHTSA The spacious, fuel-efficient and versatile 2015 Honda Fit (http://automobiles.honda.com/fit/), has received a 5-Star Overall Vehicle Score, the top score available in the National Highway Traffic Safety Administration (NHTSA) New Car Assessment Program (NCAP). The Fit, completely redesigned in 2014, earns both a TOP SAFETY PICK rating from the Insurance Institute for Highway Safety (IIHS) and a NCAP 5-Star Overall Vehicle Score from NHTSA for 2015, making it even more of a standout choice in its segment. "The Fit shows that owning a smaller car doesn't mean you need to skimp on space, comfort or crashworthiness," said Art St. Cyr, vice president of auto operations at American Honda Motor Co., Inc. "Honda's commitment to the safety of our customers and other road users is second to none, and the Fit demonstrates this commitment in a powerful way." Already the benchmark subcompact in terms of passenger and cargo space and innovative features, occupant safety features for the 2015 Honda Fit are further enhanced through the next-generation Advanced Compatibility Engineering™ (ACE™) body structure. The ACE™ body structure improves frontal crash energy management through a wider range of offset and oblique collision modes.