Edmunds.com is reporting a $3500 "marketing support" on 2007 RL's

http://www.edmunds.com/new/2007/acur...16066&state=PA

I was close to pulling the trigger on an '06. Maybe time to have another look!

 

You should look at the RL if you can get it in the lower 40K range. I just found it too good a deal to pass up. Retail pricepoints are a challenge for the RL as there are very good choices and alternatives in that range. But at lower 40s, it should on your list as content & value become heavier on the decision scales. If it appeals to your tastes and needs, a few members here will take that bullet for ya and welcome you onboard!

It may not be the top of every competitive benchmark, stylistic edge or performance metric, but the total packaging and refinement delivers and will wear well over time. Satisfied RL owners tend not to be 'top of the heap' people, nor 'bottom of the pile' people. We seem to be 'cozy inside the pile' people. I am very happy there.

I too was a bit hesitant since sales were slow and lots of carping by performance leap froggers (what is the BEST as of TODAY mentality). But I drove it, and compared to my TL, I was sold (maybe due to where my TL left me a bit short). I can say now, 6 months later, the enjoyment has grown, not faded. And as frequent I am with new cars, I can see the RL as a long term ride. I expect it will be up for the long haul with reliability, entertaining features and understated style (some of us LIKE that attribute - elegant and sophiticated vs. flashy or edgey) and meeting my daily driver expectations.

 

I bought an '06 because I thought that with the appearance of the base model for 2007, the prices would stabilize at a higher level. Looks like I was wrong.

 

But you got a nearly identical car, for roughly the same price 6 months earlier with minor changes to feature details like ONSTAR and a shark fin. Would you trade back the 6 months of driving your RL (and modding it!) you have thus far for such minor changes? I doubt it!

 

Now I didn't say I was unhappy with my choice or my timing.

The only thing I'm missing is the mp3 port in the center console.

 

Wow it's a great time for you guys on the forum who don't have a RL yet. I didn't think the big incentives would arrive so soon either.

 

I believe the invoice on the 07 RL with tech package is around $45k. I wonder how likely it is to get one now for $41k to $42k, in light of the incentive.

 

I'll let you know next week. I'm test driving the sales managers 'personal' car this weekend and return it Monday evening.

I could be driving one home for $42K + options (I want the spoiler and splash guards) + TTL.


The test drive is a great thing, as my spouse now has first-hand experince with the ride and all the cool gizmos.

BTW- I was fairly impressed with how neutral the handling is for 4000 lbs car. Needless to say, the tech stuff is awsome (I'm a gadget freak, so no surprise).

 

Splash / Mud guards are standard on the RL. It may vary by dealer, but things like all season floor mats, trunk tray, wheel locks, cargo net or some dealer 'perks' should be bargaining chips to your favor. I would not pay for these items if at all possible.

 

I think instead of these incentives, does anyone think Acura should just drop MSRP to what the market is willing to bear? The market has spoken veriy clearly and says that the 2007 Tech model RL is effectively a $40-45k car. It is a STEAL in that price range compared to the competition. The market has spoken in this way because of the lack of marketing--it's Acura's own fault for not putting the car out there. I realize that adding the base model RL was Acura's attempt to drop MSRP, but it appears to have failed--people want all the tech for $40-45k.

Or will dropping the MSRP make dealers less likely to haggle on price, so people don't feel like they got a deal?

Not being negative--just realistic.

I just can't believe this fabulous car doesn't sell on its own merit.

 

Bob, agreed that it is surprising.

Yet after spending 2+ hrs yesterday reading the manuals, I can see how much of the demographic that can afford this car, just would not be able to cope with the massive amount of info / learning to get the most out the vehicle. As the many stories on this board attest to, too many owners can't figure out all the features.

I live in a community with about 2700 families that could all afford this car no problem, but average age is over 55. There are probably only a hundred or less persons who could truly get the enjoyment out of this car due to the learning curve.

I've seen at least three >'05 RL's here, but compared to the plethora of other sedans, Acura clearly is not marketing this well. I don't think it's the price (at least not to this demographic).

By bring the price closer to $40K, they begin to pick up a younger, and technically adept crowd, puling them out of the high-end BMW 3 series or Audi A4's.

Personally, I think that’s the sweet spot for Acura. They truly have a hard time competing with Lexus and the Europeans in the $50K and over category, but they could increase their share of the sub $45K market.

 

JonFo: That is an excellent assessment, and I could not agree more. I expect intially Acura anticipated (hoped) the RL would appeal to both ends of the spectrum, the 50+ market, who may buy it for technology but moreso for it being the brand flagship. And on the othe side, the < 50 crowd for the technology and performance attributes (peppered with flagship appeal). Of course I am making broad strokes here, but that summizes the trends I see on owners who share feedback as to why the RL appeals to them.

I think the 'sweet spot' tends to be the 'tweenbies' who want the technology, appreciate the flagship status and respect the capabilites of the RL within it's far reaching attempt to give content, value and performance at a premium price. Lower the pricepoint and the appeal improves and broadens that 'tweenbies' market segment. But damn, don't we have to work hard to reach that conclusion.

But the marketing effort is so poor to capture the attention of the 'tweenbies'. It has improved to show Acura as a techno-brand. But the RL itself has no persona in the marketing. And I wonder if the pricepoint and profit margin just makes the RL too damn difficult for dealers to get excited over and sell with enthusiasm (assuming marketing can gets some butts in the seat for a drive).

I do believe the identity crisis the RL suffers is rooted in what the RL truly is, a Honda Legend. While in Japan, I discovered much admiration for our vehicle. I asked some asociates and a few locals I met what it was about the car that caught attention. It was not performance stats, it was not any particular metric. It was a product that identified with the Japanese consumer. 1) It is Japanese, 2) Its is a Honda (which included engineering and assembly quality), 3) It has technology (much MORE appealing to the overall Japanese auto consumer than US consumers - Japanese are more Techno friendly & excited for it).

The RL is simply not able an enigma in US branding mentality. And obviously Acura EXPECTED it to appeal in the US more than it has, but knowing it has not, I still fault Acura marketing for not attempting to bridge the gap better. The biggest gap between expected sales and actual sales is in the USA. Other markets are not far off base with Honda's expectations in sales.

Acura is, in my opinion, improving the brand exposure and the Advance campaign is decent. But they have all but surrendered on the RL. I think they failed and are fools. But personally, I feel I have reaped the reward for it with my Rl at the pricepoint it made me drive away with one.

 

"Yet after spending 2+ hrs yesterday reading the manuals, I can see how much of the demographic that can afford this car, just would not be able to cope with the massive amount of info / learning to get the most out the vehicle. As the many stories on this board attest to, too many owners can't figure out all the features.

I live in a community with about 2700 families that could all afford this car no problem, but average age is over 55. There are probably only a hundred or less persons who could truly get the enjoyment out of this car due to the learning curve."

I see your point. If info overwhelm is indeed the case, shouldn't Acura make the car more "user friendly" by creating a DVD that shows how these high tech stuff should be used? Alternatively, Acura can make a condensed version of the DVD and post it on You Tube or Acura's own website so that it can be viewed by already buyers and would be buyers. I believe it is part of marketing that Acura should consider doing.

P.S. Case in point ... Lexus has been showing the capabilities and luxuries of its cars with detailed streaming video on its website.

 

Acura gives you three ways to learn about the car. A quick start guide, a small wirebound, laminated cardstock booklet, tabbed to the different features, an Owners Manual, a Nav System manual, and a DVD that takes quite a while to go through, but is broken up into about two dozen chapters, each on a different topic.

Still, you are correct, that it is a lot of info to take in. I still give a stupid command every once in awhile that ends up in something totally different happening, like turning off the airconditioner when I wanted to find a location.

 

Kenny5: I did get a DVD with my RL. It was very informative but may not be to the detail of what Lexus offers. Acura's website also has streamng videos of HFL, Navigation System, etc, although in not too much detail. Ultimately it requires the owner to spend time learning. and digging into the manual.

My Acura learning curve required almost 2 weeks with my TL. I spent evenings in the garage learning, testing and setting preferences. This was after a 3 hour demo from my dealer! My RL acclimation was not as difficult, coming from a TL. But still a week of 'playing' was needed. I still find details I was unaware of (usually from members here).

Ultimately, I think the RL is easily drivable without making use of the techno-features. But when the car does something the driver does not expect, it seems to frustrate them. I would expect many dealers are sensitive to not overwhelm a potential RL buyer. But with the Acura Advance campaign underway and the trickle down of features into all models, it seems that could make a buyer apprehensive of all Acura models?

Interesting points. I am in IT, but cannot program a VCR (thank you TIVO!). But my love of the RL will not allow me to be defeated so easily. Most drivers are not so dedicated. Dealers have a challenge with clientel outside our community of Acura & technology enthusiasts.

 

I am a TL owner, and unlike the RL, it did not come with a DVD. I did spend almost one week reading the manuals that came with the car, before I had a good understanding as to all the technologies. However, even to date, I cannot remember half of the voice commands that are available for use or all of the functionalities of the navi. If all these written info can be translated into streaming video, I think I can retain them better. I am kind of a visual guy, may be it is just me!

One more thought ... the DVD-A changer in the car should be able to play DVD-videos when the car is in park. At a minimum, it should be able to play any demo DVD that comes with the car.

 

Thanks for the feedback. I love the RL, and really its a matter of the price coming down and getting a decent deal on it.

I can't understand why it doesn't sell, either. One thing that Acura does not emphasize, but I think should is its stellar safety record. If you go to a useful safety website:

http://www.informedforlife.org/

You can see that all of Acura's cars are in the top 2 quartiles for safety. The RL was the top car on their list in '06. Maybe they are afraid of becoming the next Volvo, but I don't think so with their emphasis on handling and sportiness as well.

While I think Acura does a great job selling the sportiness and tech goodies in their vehicles, I think they should play the safety card as well, especially for the older demographic that the RL aims to, as well as to those with kids (like me).

I personally think the RL is directed towards a consumer like myself who wants a sporty car, but has wife/kids and thus also wants safety and some roominess, and also lives where the weather sucks, and thus wants 4WD (without the risk of SUV rollover). I love tech goodies and a good radio is also very important to me, as I spend 3 hours per workday in my car.

I agree with those who think Acura is not doing a good job marketing this vehicle. However, I think the main issue is Acura marketing towards "higher level" buyers. The reason Lexus is kicking butt isn't because their vehicles are all that great, but have you been to a Lexus dealership? The one in my neighborhood makes a Swiss bank look like an outhouse. They have a coffee bar, massage parlor, kids room, and free carwash ANYTIME (not just when you bring it for service). The interior is all glass and marble and mahogany, with salesmen who dress like James Bond. Acura needs to revamp its dealerships and service in order to get the "higher income" types and (forgive the sexism, but its true) women who these kind of perks appeal to.

I know some of this firsthand, as my wife is constantly buggin to get a Lexus...

 

Kenny: I see a marketing opportunity for you! Make a demo DVD and you will likely get a group buy from AZ alone!

The DVD demo in the car is not such a bad idea. I remember watching the RL's DVD, pause, run to the garage, forget the steps, flip through the guide, forget, run back inside ....

So finally I took my wireless laptop to the car, plugged in the DVD demo, AND was surfing AZ to get some set up tricks. I think I was just one step shy from wanting a teleconference with an Acura rep, while in the car!

Dealerships should hold classes....ummm, yeah right.

I think I am heading for a 12 step program......

 

Geez, it sounds like a cult! But it works. Look what it did for Saturn.

It'd be happy to see Acura culture consistency amoung dealerships. The superfluous perks may not be needed if we didn't hear so many Jekyll & Hyde stories about Acura Dealerships.

 

In my town we have two dealerships, one I emailed and had very informative exchanges with the salesperson. This dealer arranged for my weekend test drive.

The other dealer is closer to my place of work, but I visited, talked with a salesperson, took a very short test drive and gave them my eMail, indicating I’d buy within two weeks if the deal and car was right.
I even sent a follow-up email the next day. No response.

So guess who’s likely to get the sale.

Unfortunately, the other dealer will be getting the service business as they are closer.

I can’t imagine a Lexus dealer dropping the ball like that. I know Porsche dealers have an awesome CRM system, as my old Audi salesperson went there and he contacts me yearly to try an lure me into a poorsche.

 

When I brought it up to the Dealer, they said the incentive ($3500 from 3/1/07 - xxxx) was for '06 models. So either they are unaware of the latest incentive, they are lying, or it is for a '06, which probably doesn't exist anymore...

If anyone gets more info on the incentive, please let me know.

 

The 06s have a $4000 incentive until the end of the year. They are probably lying! YMMV.

 

Why are some car dealerships so sleazy? It's a bold face lie to tell you that they didn't know about the $3500 "Marketing Support" incentive. The car dealers wait with bated breath for the new pricing at the beginning of every month- lease rates, special APR rates, and these marketing incentives.

The $3500 is effective 3/1/07-4/30/07. They can choose to try to sell the Rl to you for any amount, but to say they didn't know about it tells me that you should cross that dealership off your list permanently and go elsewhere. I see you're in SoCal- plenty of competition- just go down the road. A poster here said they were already offered $41.7K from a SoCal dealer for a 2007 RL Tech package- check out "Outright Purchase" thread that I started.

 

Edmunds definately says 2007. I don't know any other sites that report on auto price related issues that can verify it. I have asked my dealership for a quote.

 

Date: Sun, 4 Mar 2007 14:34:18 -0800

Hello Glen,

My name is xxx. I am a sales manager here at Sunnyvale Acura. I was discussing your RL request with xxx. He was stating that you were looking at a $3500 factory incentive. There was an incentive on the RL for $3500, but unfortunately that was for a 2006 model. I will be happy to work with you further if you have any questions or concerns.

 

You should send this to Acura Corporate. As stated previously there was a $4000 factory incentive on the 2006 RLs. There is a $3500 factory incentive- called "Marketing Support" available on the 2007 RLs. This was confirmed by 3 different NJ dealers today- I'm shoppng around a little for price.

The Sunnyvale Acura dealer is lying to you.

 

Folks, I just completed my purchase of an ’07 RL with tech package.

My dealer was very nice; they lent me an ’07 RL for the weekend, which cinched the deal. It also helped when leaving tonight, as I already knew everything about the car.

Given that I was not going to drain them dry on tech-support, they quickly acceded to my offer of $42K for the car.
However, they probably got 1.2K back on the reduced value of the trade in. Oh, and like many dealers, they have a fixed $500 document processing fee that is on every set of docs. So they made out OK.
I figure between new car and used car turnover, they will probably profit 3 to $4K on my deal. They should be happy, and I’m OK.

BTW- Splash guards are not stock. My car had 3 miles on the odometer and all original protective plastic, and no splash guards. Those are clearly listed in the ‘accessories’ brochure. I’ll get that stuff later.

Also, they clearly acknowledged the $3,500 marketing incentive. So if anyone tells you different, they are not accurate.

 

Congrats on your purchase JonFo! What State do you live in?

 

Thanks, I updated my profile to reflect that I live in the North georgia mountains, on the outer edge of the greater Atlanta metro area.

Like many in this town, I have a long 1.5 hr over 50 miles commute, and primary reason for the switch to the RL.

 

So yesterday I was told by 2 different dealers, Concord and Sunnyvale Acura, that the rebate is on 2006 not 2007. Then I emialed another dealer today and he confirmed it is on 2007.

So it looks like there is an incentive on 07's and these other dealers are ignorant or lying.

 

They're lying.

 

Or shading the truth, as technically, there is no 'rebate', but there is a 'marketing incentive'.

From our standpoint, same difference.

 

I guess Joe Isuzu now works for Acura???

 

Man, I am aging myself because I actually remember Joe Isuzu.

"You have MY word on it!"

 

Thank you Bob! I was worried nobody would remember Joe!

 

Now the dealer tells me that there are only 10 RL tech pax/cbms cars on the "ground" in California.. and another dealear said every dealer is lucky to have 1 car in stock. I am not sure why they would be saying or doing this. It is really ridiculous. They try to somehow artificially create demand by saying there is a limited supply. I cannot believe that Acura (honda) had limited production on the car so little, 4+ months after its initial 07 introduction, that each dealer only has 1 RL in stock. That is what they are telling me.. Acura's sales process really makes me ill. I like the car and the technology but I cannot stand their sales approach. It is ridiculous.

 

I received a price of $42436.00 on an 07 RL w/technology package. That includes splash guards, wheel locks, trunk tray and all weather floor mats. They have a fixed document fee
of $250.00.

 

I suppose that is possible. Have you used the online inventory systems to check stock? I found those to be fairly accurate in my area.

I understood that only 10% of the cars would have the ACC/CMBS/PAX options in 2006. Remember in 2006, there were two trims 2006 standard, equivalent to the 2007 tech package and 2006 Tech Package which added ACC/CMBS/PAX the 2006 standard model.

When I bought my 2006 Tech Pack in late 2006, it was very hard to find any standard models at all, but virtually every dealer had one or more Tech Package cars. I think consumers were scared off by the $53K price and the PAX (especially after all the Odyssey horror stories).

I love my 2006 Tech Pack, especially the ACC, and I think the CMBS has saved my bacon at least once, and I have no complaints about the ride or handling of the PAX, just hoping Michelin tells the truth in a year or two when I have to replace the tires. If you really want ACC/CMBS/PAX, maybe wait until year end and you will have a boatload to choose from. Supply and Demand.

On the other hand, maybe Acura learned from the high inventory of 06 tech packs.

Now this is only one perspective of the marketplace in the DC metro area--could be quite different elsewhere.

 

That's a pretty good price. That's about what I paid for my 2006 at the opposite end of Ohio from you. It's not what people were getting on the West Coast at the end of the model year, but that's very respectible for the end of winter.

 

I thought the price was pretty decent also. So far it seems that Edmunds is the only one showing a factory to dealer incentive. KBB does not show one and for the heck
of it I spent $14.00 on a price report from Consumer reports and it does not show the incentive either.