Acura sets sights on revitalising its sedan range
Honda’s premium division admits its sedans have lagged behind rivals and plans a renewed focus on improving these models, with changes expected to be visible from early 2016.
Acura has confirmed it will focus on improving its sedan line-up after admitting the current models are not meeting expectations, with changes to be revealed as early as January 2016 at the Detroit Auto Show.
The decision comes as Acura’s sedan sales continue to struggle, particularly for the RLX flagship. Through October 2015, RLX sales had dropped 35 percent compared to the previous year, with only 3,413 units sold in 2014. While the TLX has provided some encouragement, Acura’s leadership has acknowledged that the brand’s saloon range is not yet at the level required to compete with premium rivals such as Lexus and Mercedes-Benz.
Dealers push for luxury, Acura sticks to volume
Acura’s US dealers have pressed for more high-end, low-volume models to challenge established luxury brands. However, the company’s strategy remains focused on strengthening its mainstream line-up, aiming for higher sales volumes rather than chasing niche prestige. Executive vice president John Mendel has stated that Acura will not overhaul its brand identity in the manner of Hyundai’s Genesis strategy, but will instead address weaknesses in its core products.
Upcoming changes and future direction
General manager Jon Ikeda has indicated that sedans are central to Acura’s future plans, with an updated direction likely to be made public at the Detroit Auto Show in January 2016. While specifics have not been disclosed, the focus will be on improving the competitiveness and appeal of the TLX and RLX, rather than introducing an entirely new strategy or luxury sub-brand.
Acura’s approach contrasts with rivals who have launched separate luxury marques or radical new models to reposition themselves in the market. Instead, the company intends to build on its existing strengths in crossovers and address the shortcomings of its saloon range. The aim is to create a more compelling mainstream line-up that can deliver higher volumes and restore confidence among dealers and buyers.
What this means for buyers and dealers
For buyers, the renewed focus on sedans could mean more competitive models in the near future, with improvements likely to target both design and technology. Dealers, meanwhile, are being asked to support Acura’s mainstream ambitions rather than expect a shift towards niche luxury offerings. The brand’s next moves will be closely watched as it seeks to regain ground in a segment that remains important for its identity and reputation.
