240 RL's sold last month.

sales results

 

Wow, seems like a lot.

 

I believe that's way up from prior months and is likely due to the incentives.
If they sold 240 each month, that would be very close to selling the 3000 imported this year.

 

The number sold for the year thus far is only 0.5% lower than last year. If the RL keeps this up, it will sell more than last year pretty easily.

I'm still checking daily on AcuraNews for official word of the 2011 RL. Where art thou, 2011 RL?

 

Hopefully in hiding and awaiting the bandages to be removed from a recent nose job....


***Greetings from Sao Paulo***

 

Good one!

 

I am so baffled by the consistent uptick in RL sales. If this had happened @ the time of the 2009 refresh, I would understand. However, nothing was really new for 2010 & incentives are still as high as they have always been. So what gives? Are people finally catching on that this is a good car ... ?

Maybe people are coming to see the ZDX but end up w/ an RL?

 

Aside from my belief that Acura should thank their lucky stars that people actually seek out the RL (regardless how much they try to hide it), my personal theory is due to market conditions.

Acura has been the 'value' luxury brand. In the last few years of excess (prior to the market crash), value was not sexy (but apparently arrogance and vulgar styling was), so the understated RL was overlooked. Not enough cylinders, not big enough, not blingy enough, not in your face....not vulgar.

Now value is again savvy, and maybe even stylish (even if the styling has yet to match it). People who may have stretched for a MB, BMW or guzzling SUV-mobile living room can now see past the vulgar excess to a very smart, purposeful and rewarding premium vehicle. Perhaps Acura is benefiting from a return to 'value' in some of the premium market shoppers.

Further, those shoppers who have credit issues getting that MB, BMW or Range Rover, and even tighter leasing credentials, now see a 40K luxury car obtainable instead of stretching for the 55K+ vehicle.

But whatever is bringing shoppers back into Acura dealerships, I don't think it is Acura's marketing or styling as much as the return-to-senses mentality of classic Acura / Honda buyers.

I see this in the ZDX / RL comparisons on sales. I see ZDX adverts daily, on TV, online and in print. I think I last saw an RL commercial in 2006. And even with being a new model, some newer features and parallel product placement, the ZDX can barely outsell the 'hide-it-under-under-the-porch' RL.

And with my last Ahab breath, I also believe the recent Acura / Honda marketing debacle of 'LEGEND / RL discontinued' may have caused a panic to those considering the RL and a bump to get one while you can.

Since the Acura styling and marketing factions must have graduated from the School of Idiots, I think Acura should be very, very grateful to those of us that overcame the obstacles they have presented in order to purchase this stellar vehicle. It seems to have worked for at least 240 people last month.

And wait for $4/gallon fuel to return and there will be plenty-o-MDXs to be had for a bargain.

...oh heck, a whole buck.

***Greetings from Sao Paulo***

 

^That looks like a professional review right there. And I would say a very accurate market analysis.

 

And from Sao Paulo, Tampa has hit another nail on the head. Great post!

 

I wonder how many are previous RL owners? Bad economy not withstanding, 6 years is about the average time people keep their vehicle before trading in. It's been about 6 years since the first 2G RL debut, maybe that has something to do with it.

 

TampaRL has hit the nail on the head. Those of us who own this vehicle know what an outstanding value and automobile it is. It has everything the other competitors have except a "fancy badge". It is low key and those of us in the know could care less.

Another factor in the sales spurt is the low financing currently available (.9 % for up to 5 years) and the $4,000 marketing support that can be combined with the low rate financing. Acura/Honda most of the time does not allow this combination. Prior to the latest incentives the marketing support was $2,500 and the financing was 1.9%. Acura has not supported the RL with lease incentives or financing incentives for the majority of the time this great car has been available. The interest rate was 5.9% in July and in the months prior to that. My wife kept saying "Acura does not want to sell us a car" as we kicked the tires the last year or so. With the six speed transmission on the 11's, they finally decided to increase the incentives. It is good that the sales have increased, as this shows them that there would be greater demand if the car was supported better.

I had to laugh when I read TampaRL's comment about the "scare" with the possible discontinuance of the RL. My heart sank when I read that, and I was glad to see that rumor dispelled quickly by the Company.

When the 2011's are introduced it will be interesting to see if Acura supports the RL better. I have my doubts, as they have seemed content to let this great car languish for so long. In the meantime those of us who have one should continue to enjoy our "best kept secret".

 

TampaRL does hit the nail on the head once again.

C'mon 2011 RL!

Oh, who am I kidding?

C'mon 2012 FMC RL! And Acura....please, please, please, please don't make it fugly, please! And give us an A-Spec option, too!

...and how about a side of recent Cadillac-style marketing for the RL? THIS is an ad:

http://www.youtube.com/watch?v=5YcVhlE5DMY

 

I must give props to this promotion video from Cadillac..GREAT VID!

http://www.youtube.com/watch?v=SbuDRA4zNbw

 

that's a crazy video...

 

I agree about Acura's poor marketing. I always see "Cars or Luxury cars with the best bang for the buck" articles on MSN's & Yahoo's homepages & never see the RL. You see the base 5 series, E Classes & even the M37 (all at MSRP).. Yet the RL's features blow those cars out the water for the same price & on top of that, you can get a new RL tech as low as 5k - 8K below MSRP due to the last few years of relatively low demand & poor marketing!!

 

Someone connect the dots for me: Cadillac -Acura?

Just watching that makes me consider a Cadillac as a next purchase. If someone had the cajones to market cars like that here, Cadillac would be a top contender for hot cars to buy. Yet, we only get a glimpse of what it is all about from the ads I have seen. It is being marketed as a luxury car.

Acura sells safety. What lies under the skin is a race car waiting to be pushed to the limits. Show me an ad with an RL making a hot lap at Nurburgring or strutting stuff like the Cadillac ad and you will see RL's all over the place. Then again, I like being under the radar

 

^^^^
Exactly. You got my point. Acura fails at marketing. They sorely need a new ad company. I want to see an RL on the 'ring. With SH-AWD it could probably handle nicely on a track....while if you lose it in a turn, you'll probably survive.

OK, Acura News has finally posted some info about the 2011 RL. "Trim level: TBA". C'mon, Acura, throw us a bone man!

http://hondanews.com/channels/acura-...-acura-pricing

 

I hope the RL doesn't get to drive "the ring" with those stock MXM4 tires, that would be embarassing.

at least a-spec it and PS2 it...then it would get serious.