Why doesn't Acura advertise the success/awards of the TSX?
#1
Drifting
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Why doesn't Acura advertise the success/awards of the TSX?
The TSX has been named Car & Driver's 10 Best of 2004, it is JD Power's "Entry Luxury Car with Most Appeal" as well as the "Highest Ranked Entry Luxury Car for Initial Quality". These are awards that most companies would love to have. So, why don't we see these facts being advertised all over the place? Why is Acura holding back??? I just don't get it...
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#3
Team Owner
Acura is the Tim Duncan of cars, not the Shaq of cars. I think they strive for perfection with their nose to the grindstone and prefer other people talking up their product rather than yapping to everyone how they are the Most Dominant Ever or The Ultimate Driving Machine or some other crap like that. Just my two cents worth.
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Originally Posted by jlukja
Acura is the Tim Duncan of cars, not the Shaq of cars. I think they strive for perfection with their nose to the grindstone and prefer other people talking up their product rather than yapping to everyone how they are the Most Dominant Ever or The Ultimate Driving Machine or some other crap like that. Just my two cents worth.
#5
Team Owner
Originally Posted by corbs
Thank goodness they're not Shaq! I like my cars well rounded and humble.
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#6
Originally Posted by ostrich
The TSX has been named Car & Driver's 10 Best of 2004, it is JD Power's "Entry Luxury Car with Most Appeal" as well as the "Highest Ranked Entry Luxury Car for Initial Quality". These are awards that most companies would love to have. So, why don't we see these facts being advertised all over the place? Why is Acura holding back??? I just don't get it... ![Dunno](https://acurazine.com/forums/images/smilies/dunno.gif)
![Dunno](https://acurazine.com/forums/images/smilies/dunno.gif)
But if your selling more than ever with little or dumb marketing, I'd not spend any money to market it. Why? It's already selling well.
#7
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Originally Posted by 1SICKLEX
But if your selling more than ever with little or dumb marketing, I'd not spend any money to market it. Why? It's already selling well.
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With the earlier bottleneck on TSX production, I wonder if they'd even be prepared for the big increase in demand that a concentrated advertising campaign could bring.
jlukja, other people seem to think BMW is the 'ultimate driving machine' as well - they don't even have to say it !
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#9
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No no no
Originally Posted by 1SICKLEX
...The absolute stupid marketing I've seen is in Forbes or Fortune with the "New level of Performance" crap and I see a 200hp I-4 car with huge dual exhausts. Very tickling...
Other than those few cleverly disguised digs, I agree with everything you say.
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Originally Posted by 1SICKLEX
My guess is the TSX is selling better than ever without marketing. The absolute stupid marketing I've seen is in Forbes or Fortune with the "New level of Performance" crap and I see a 200hp I-4 car with huge dual exhausts. Very tickling. I agree they should use the award winning stuff instead.
But if your selling more than ever with little or dumb marketing, I'd not spend any money to market it. Why? It's already selling well.
But if your selling more than ever with little or dumb marketing, I'd not spend any money to market it. Why? It's already selling well.
![rofl](https://acurazine.com/forums/images/smilies/rofl.gif)
Marketing (every company) is about sensationalism. And I agree with SPUDMTN and I am sure IS300 owners would agree ... performance is about a total package and a careful balance to hit a specific market segment. One day folks will realize that more HP just gets dumb and gets you tickets. Now that being said ... I certainly don't think the TSX is the sweet spot of HP/Torque (mo powa needed to score big)
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#13
Originally Posted by provench
You mean like Lexus trying to sell the IS300 as a fast car? ![rofl](https://acurazine.com/forums/images/smilies/rofl.gif)
Marketing (every company) is about sensationalism. And I agree with SPUDMTN and I am sure IS300 owners would agree ... performance is about a total package and a careful balance to hit a specific market segment. One day folks will realize that more HP just gets dumb and gets you tickets. Now that being said ... I certainly don't think the TSX is the sweet spot of HP/Torque (mo powa needed to score big)![Big Grin](https://acurazine.com/forums/images/smilies/biggrin.gif)
![rofl](https://acurazine.com/forums/images/smilies/rofl.gif)
Marketing (every company) is about sensationalism. And I agree with SPUDMTN and I am sure IS300 owners would agree ... performance is about a total package and a careful balance to hit a specific market segment. One day folks will realize that more HP just gets dumb and gets you tickets. Now that being said ... I certainly don't think the TSX is the sweet spot of HP/Torque (mo powa needed to score big)
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The funniest though are the RL ads "come meet the performance luxury RL". WHat???
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Like the LS 430, they advertise the comforts and features, not it in the twisties. Where it might fall off.
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#18
they dont advertise those points because they dont have to. their current line of ads, no matter what we think of them, is apparently doing its job. when tsx sales start slipping is when they will shift their ad campaign maybe towards the awards and things of that nature.
#19
ep - one of my points since it is no faster than the TSX ....
IS 300 L-tuned 0-60 in 6.4- Motor Trend
IS 300 stick 6.9-Lexus Website
IS 300 E-shift auto-7.1- Lexus Website
IS 300 Sportcross-7.4-Lexus Website
TSX- Motor Trend-7.5
TSX- Car and Driver 7.2
I looked at Acura.com but could not find it.
#20
Originally Posted by jlukja
Shaq is well rounded, and getting rounder and rounder every year. But, I'm getting off topic here. Did you notice my not-so-veiled dig at BMW?
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#21
Race Director
Originally Posted by gilboman
well if acura called themselves drivers cars or driver oriented company, then the corolla could be marketed as an entry level sportsedan and kia magentis can be the defintion of refinement and luxury. marketing at acura is not that dumb. :P
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#22
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Originally Posted by gilboman
well if acura called themselves drivers cars or driver oriented company, then the corolla could be marketed as an entry level sportsedan and kia magentis can be the defintion of refinement and luxury. marketing at acura is not that dumb. :P
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#23
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Originally Posted by 1SICKLEX
oFF MY HEAD IS 300 0-60
IS 300 L-tuned 0-60 in 6.4- Motor Trend
IS 300 stick 6.9-Lexus Website
IS 300 E-shift auto-7.1- Lexus Website
IS 300 Sportcross-7.4-Lexus Website
TSX- Motor Trend-7.5
TSX- Car and Driver 7.2
I looked at Acura.com but could not find it.
IS 300 L-tuned 0-60 in 6.4- Motor Trend
IS 300 stick 6.9-Lexus Website
IS 300 E-shift auto-7.1- Lexus Website
IS 300 Sportcross-7.4-Lexus Website
TSX- Motor Trend-7.5
TSX- Car and Driver 7.2
I looked at Acura.com but could not find it.
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#25
Funny, only two things stopped me from buying the IS300 for the Mrs. 1. The taillights, 2. The way they have optioned the car as all or nothing. It's either a $40k car, or a $48k car, no in between. And my wife is going to crash it anyway....
#26
Keeping emos out of
Originally Posted by jlukja
Acura is the Tim Duncan of cars, not the Shaq of cars. I think they strive for perfection with their nose to the grindstone and prefer other people talking up their product rather than yapping to everyone how they are the Most Dominant Ever or The Ultimate Driving Machine or some other crap like that. Just my two cents worth.
#27
Originally Posted by TdotSSTSX
....It's either a $40k car, or a $48k car, no in between. And my wife is going to crash it anyway....
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Clutch, who thinks the IS taillights are ridiculous
#28
Originally Posted by robert_tsxgeek
I think maybe TL has a much better profit margin than TSX ? I mean the TSX is very competitively priced, fully Japanese...
unny, only two things stopped me from buying the IS300 for the Mrs. 1. The taillights, 2. The way they have optioned the car as all or nothing. It's either a $40k car, or a $48k car, no in between. And my wife is going to crash it anyway....
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I REALLY liked the IS300 minus the taillights and to be honest might have gotten one but the backseat was too small and I couldn't get over the taillights.
#29
The truth will be known, even without advertisement. Let's say you're trying to impress some girl (or guy, for that matter). Do you think she (or he) will be more impressed if you advertise your good qualities up front or for her to discover herself?
#31
I don't know if any of you are golfers, but golf maazines are loaded with TSX ads. The one I see most often says something like: The job, the promotion, the corner office...now the car to go with it.
It's all about demographics: Late 20's to mid-30's. Why waste the money on mass advertising, people who know, know.
And don't laugh about the wife crashing my cars, she once drove my old R into the side of our house thinking she had put it in reverse....
It's all about demographics: Late 20's to mid-30's. Why waste the money on mass advertising, people who know, know.
And don't laugh about the wife crashing my cars, she once drove my old R into the side of our house thinking she had put it in reverse....
#32
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And Automobile rated the TSX the best sports sedan under $30,000.......
I don't fit the demographics - I'm 55, am a partner in my (architectural) firm, already have an elegant office along mahogany row fitted with the kind of trendy furniture that architects insist on using, surrounded by images of buildings that I have designed and a corporate resume that is a short book. So, with that demographic, what am I "supposed" to drive? As a designer, it is assumed that I am eccentric, brooding and - well -"different" - and my firm has come to indulge me in my whims in company lease cars so long as my billable hours are up and my clients are happy.
That said, as a designer, a car is a design statement for me, and THAT said, I prefer to avoid the cliche response. I did a comprehensive review of the literature out there, and drove some of my other partner's choices - G35, BMW3-series, Audi A4, Audi A6. I avoided some of my partner's lamentable lapses into SUV's completely...........and left the minivan for the mail room.
I was actually prepared to go for the TL, which has a stunningly thought out body, and had a size that I thought fitting for my age - fell in love with the TSX on first drive, had it now for about a week, and the honeymoon has not worn out. It is by no means the flashiest car out there or the most exotic, but it is one of the sweetest, in design terms. Frankly, I don't care of it is not Everyman's choice...... the TSX met my firm's requirements for a four-door sedan and auto transmission while still providing me with some fun.
And I don't golf. My firm has partners who are paid to do that. Really.
I don't fit the demographics - I'm 55, am a partner in my (architectural) firm, already have an elegant office along mahogany row fitted with the kind of trendy furniture that architects insist on using, surrounded by images of buildings that I have designed and a corporate resume that is a short book. So, with that demographic, what am I "supposed" to drive? As a designer, it is assumed that I am eccentric, brooding and - well -"different" - and my firm has come to indulge me in my whims in company lease cars so long as my billable hours are up and my clients are happy.
That said, as a designer, a car is a design statement for me, and THAT said, I prefer to avoid the cliche response. I did a comprehensive review of the literature out there, and drove some of my other partner's choices - G35, BMW3-series, Audi A4, Audi A6. I avoided some of my partner's lamentable lapses into SUV's completely...........and left the minivan for the mail room.
I was actually prepared to go for the TL, which has a stunningly thought out body, and had a size that I thought fitting for my age - fell in love with the TSX on first drive, had it now for about a week, and the honeymoon has not worn out. It is by no means the flashiest car out there or the most exotic, but it is one of the sweetest, in design terms. Frankly, I don't care of it is not Everyman's choice...... the TSX met my firm's requirements for a four-door sedan and auto transmission while still providing me with some fun.
And I don't golf. My firm has partners who are paid to do that. Really.
#33
Drifting
Thread Starter
Speaking of demographics, I really wonder if Acura has got it all wrong - they claim that the group that they are going for are those who make $90,000 per year per household, late 20's to mid 30's.... now, perhaps this board really is not representative of the "typical" TSX drivers, when I read the other thread about our demographics, I remember seeing mostly people in the early 20's, making much less than $90,000 per year. If that's really representative of the "typical" TSX driver, then this focussed marketing plan is barking up the wrong tree...
Just like Ric above, I, for one, don't golf, and probably should have got a TL, or wait for the new RL, if I go with the Acura "demographics".... just food for thought.
Just like Ric above, I, for one, don't golf, and probably should have got a TL, or wait for the new RL, if I go with the Acura "demographics".... just food for thought.
#34
Acura doesn't advertise the TSX because it doesn't have to. With every car being sold that Acura can manufacture, they have no need to spend money on advertising and marketing. It's a beautiful thing for a manufacturer to have a product that is in such high demand that they don't have to worry about marketing it - it sells itself!
Now, when Acura releases the new RL, you may see a big advertising push that will include the TSX. The rule of thumb in marketing is that you only need to advertise to do two things, really: improve sales and/or create brand recognition. With the new RL, Acura will probably launch a marketing campaign to show off the 'new' brand that they are becoming. However, if you cannot ramp up production to meet that demand, then you're just wasting your advertising dollars!
Now, when Acura releases the new RL, you may see a big advertising push that will include the TSX. The rule of thumb in marketing is that you only need to advertise to do two things, really: improve sales and/or create brand recognition. With the new RL, Acura will probably launch a marketing campaign to show off the 'new' brand that they are becoming. However, if you cannot ramp up production to meet that demand, then you're just wasting your advertising dollars!
#36
Originally Posted by ostrich
The TSX has been named Car & Driver's 10 Best of 2004, it is JD Power's "Entry Luxury Car with Most Appeal" as well as the "Highest Ranked Entry Luxury Car for Initial Quality". These are awards that most companies would love to have. So, why don't we see these facts being advertised all over the place? Why is Acura holding back??? I just don't get it... ![Dunno](https://acurazine.com/forums/images/smilies/dunno.gif)
![Dunno](https://acurazine.com/forums/images/smilies/dunno.gif)
I have only seen one commercial in the US for the TSX...it's the one that has the TSX as the getaway car. I thought that was a really neat advertisement. Hope one of these days the TSX will make it into an action film!
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#37
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Originally Posted by sunnyboy
Honda has always been very subtle with their marketing. You rarely if ever see them comparing their cars directly with other cars in the same class (The Accord has this, while the Camry only has this). They usually only advertise when necessary, such as towards the end of the year (special financing). None of that cheesy stuff I hear all the time on the radio and see on TV.
<snip>
<snip>
I wonder if they've always done that for all their commercials and advertising.
And I've only seen one Acura dealership commercial (Acura of Bellevue) ever. And that only started recently (within the past 6 months).
I wonder if that's part of the overall marketing strategy for Acura, or if it's just that dealerships don't want to spend the money for airtime.
#38
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Originally Posted by tgrundke
However, if you cannot ramp up production to meet that demand, then you're just wasting your advertising dollars!
#39
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Well I am not a TSX owner and I do seem to fit the demographics Acura listed minus the 90K a yr salary. I drive the TL. Had the first TL when it came out in '95 when I was 21 so demographics are pointless. Look at who is buying Xb's and Xa's.
That said, the RL needs the advertisements as it is a sleeper of a car. Nice car, good features for the dollar (lacking somethings right now but '05 address this (I hope). TL's, CL's, Integra's, and MDX sell well on their own merits.
I do not play golf very much but do see advertisements in golf magazines. Acura is like Volvo in some ways or Audi. I hardly ever see those very good car lines throw out ad's.
Maybe with the new RL the automotive press will once again report on Acura's "flagship" the way they did with the Legend. They all seemed to love the Legend and it also seemed to have more advertisements in print and on TV then other Acura's at the time.
That said, the RL needs the advertisements as it is a sleeper of a car. Nice car, good features for the dollar (lacking somethings right now but '05 address this (I hope). TL's, CL's, Integra's, and MDX sell well on their own merits.
I do not play golf very much but do see advertisements in golf magazines. Acura is like Volvo in some ways or Audi. I hardly ever see those very good car lines throw out ad's.
Maybe with the new RL the automotive press will once again report on Acura's "flagship" the way they did with the Legend. They all seemed to love the Legend and it also seemed to have more advertisements in print and on TV then other Acura's at the time.
#40
Originally Posted by ostrich
those who make $90,000 per year per household