Acura strategy sees US sales rising on the TLX sport sedan image

While the luxury German trio is widely known on a global level, the Japanese have their own rivaling trio – which has so far strived to mostly conquer the US automotive market.

In recent years though, the global premium war has escalated, as next to the established brands the likes of Lexus and Infiniti rose to the challenge and moved to secure a worldwide beachhead. The lonely remaining brand – Honda’s Acura – has not made any attempts to extend beyond its natural reach – the US.

In truth, the Japanese brand has never been able to thoroughly compete with the larger luxury brands in the US, yet alone make an attempt towards a global reach, as the unit still struggles to reach a place of its own in the highly competitive US luxury segment.

“Acura doesn’t have a big lineup, and sedans are not doing well,” said Takeshi Miyao, a Tokyo-based auto analyst at Carnorama Japan. “TLX has been positioned strategically in the volume zone so I expect adding the model will help it compete with German brands and Lexus.”

The Acura executives expect their new mid-size TLX to lift their sales in the sedan segment, which plummeted during the first half of the year by 32%. The new model is now ready to roll off the production line from Honda’s facility in Marysville, Ohio. Meanwhile, the brand saw an overall 1.3% increase to 77,951 units thanks to a 31% surge for the crossover line-up sales.