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Old Aug 11, 2014 | 02:49 PM
  #801  
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Pohanka Acura (largest Acura dealer) in Chantilly, VA is showing three Tech 2015 RLX's with vins 128, 266 and 306.
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Old Sep 3, 2014 | 02:15 PM
  #802  
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August 2014 Sales - RLX 216

All-time Record Sales for Honda Accord Leads American Honda to Near-Record August

http://www.hondanews.com/channels/ho...-record-august

09/03/2014 - TORRANCE, Calif.

•Honda Accord sets all-time monthly record with 51,075 units sold – up 32.5% in August
•Honda Division sales reach 151,551, just 263 units shy of second-best month in history
•New Acura TLX drives heavy dealer traffic in its first weeks on the market
•Acura ILX has best-ever August sales, rising 5.7% for the month

American Honda Motor Co., Inc. today reported August 2014 Honda and Acura vehicle sales of 167,038 units, an increase of 0.4 percent versus August of last year. The Honda division posted the third highest monthly sales result its 44-year history, on sales of 151,551 vehicles in August while Acura posted sales of 15,487 units in the same period. Year-to-date American Honda sales reached 1,042,382 units.

Honda
Accelerating its strong summer sales performance, the Honda brand topped 150,000 units in a single month for only the third time in its history, as Accord led the way selling at an all-time record pace in August. [The all-time record of 153,104 units was set in the midst of a severe gas price hike in May 2008.]
•51,075 Accords were sold in August, an all-time monthly record and an increase of 32.5 percent. It was the eighth-straight monthly gain for Accord.
•Odyssey also showed strength in August, with 12,488 units sold for a gain of 12.9 percent.

"The fundamental strengths of the Honda brand are on full display as the Accord strengthened its position as the best-selling car uniquely driven by retail sales to individual buyers," said Jeff Conrad, Honda Division senior vice president and general manager. "Our other core models, Civic, CR-V and Odyssey are also performing well and continue to drive our retail sales leadership in 2014. And the early market response to the redesigned 2015 Fit is a strong indicator of great things to come as supplies improve," added Conrad.

Acura
With the new Acura TLX arriving at dealers across the country last month, enthusiastic customers gave Acura dealers much to cheer about in August, as the new luxury performance sedan sold nearly as fast as dealers could unload them from transport trucks. While TLX supplies continue to ramp up, the best-selling MDX continued to set a near-record pace, and ILX enjoyed its best August on record.
•TLX went on-sale mid-August and is driving heavy dealer traffic to dealerships nationwide. The great majority of these early units were 3.5-liter V6 models as the 2.4-liter four cylinder began arriving later in the month and V6 SH-AWD models just starting to ship.
•With supplies improving, the Acura ILX posted its best ever August result on sales of 1,798 units, an increase of 5.7 percent.

"With TLX less than a month on the market, our dealers are reporting incredible showroom traffic with customers trying to buy a TLX before we can get it on the dealer lot," said Mike Accavitti, Acura division senior vice president and general manager. "Customer interest is the strongest we’ve seen on a new model launch, and we’re just now starting to deliver the highly-rated TLX four-cylinder and V6 SH-AWD models."
Attached Thumbnails RLX Sales-14augsales.jpg  
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Old Sep 3, 2014 | 04:51 PM
  #803  
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The TLX is strong right outta the gate. I can only imagine the sales numbers when the sales lots are finally full of TLXs and the SH-AWD model is fully released.

The RLX, on the other hand, is fading fast. Not sure the sport hybrid will save it, it's so late. It'll be interesting to see Acura's response to the RLX's failure. They can't let this go on for much longer, for sure.....and I say this as someone who really, really, really wants to see the sport hybrid, and has the dollars for one.
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Old Sep 4, 2014 | 09:12 AM
  #804  
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Originally Posted by neuronbob
Not sure the sport hybrid will save it....
They haven't made it in significant enough numbers to do any saving.

Even if the RLX Hybrid SH-AWD proves to be a hit, it would take months to ramp up production to meet demand.

And even then, I don't think they have the contract for the batteries.

I think the RLX 5G Legend is just going to go down in history as one of those weird, oddball low production vehicles that people produce sometimes.
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Old Sep 4, 2014 | 10:11 AM
  #805  
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Originally Posted by neuronbob
The TLX is strong right outta the gate. I can only imagine the sales numbers when the sales lots are finally full of TLXs and the SH-AWD model is fully released.

The RLX, on the other hand, is fading fast. Not sure the sport hybrid will save it, it's so late. It'll be interesting to see Acura's response to the RLX's failure. They can't let this go on for much longer, for sure.....and I say this as someone who really, really, really wants to see the sport hybrid, and has the dollars for one.
This is also a vicious cycle - Acura stops production of the RLX in January, many dealers sell out their entire inventory within a few months after huge incentives are placed on the car, and then for months there is little availability of the car. The RLX loses momentum and it becomes difficult to get it back.

I think Acura needs a more consistent marketing/production approach that includes getting the cars on the road to improve awareness. Obviously the decision to launch only the PAWS model, coupled with the long delays associated with the sport hybrid have also hurt.
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Old Sep 4, 2014 | 11:00 AM
  #806  
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^^^^^

Has Acura given up on the RLX ?
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Old Sep 4, 2014 | 11:39 AM
  #807  
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Originally Posted by George Knighton
They haven't made it in significant enough numbers to do any saving.

Even if the RLX Hybrid SH-AWD proves to be a hit, it would take months to ramp up production to meet demand.

And even then, I don't think they have the contract for the batteries.

I think the RLX 5G Legend is just going to go down in history as one of those weird, oddball low production vehicles that people produce sometimes.
A hit? Really? Even if by some miracle people started wanting the RLXh they have limited capacity to build them so they would not be able to sell many either way.
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Old Sep 4, 2014 | 11:40 AM
  #808  
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Originally Posted by Edward'TLS
^^^^^

Has Acura given up on the RLX ?
No they have not given up, they never started to care about it. Lack luster styling with nothing competitive in the segment and then virtually no advertising. How many people outside of the Acura Enthusiasts and car enthusiasts even know Acura make a high end car?
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Old Sep 4, 2014 | 02:40 PM
  #809  
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Originally Posted by KeithL
A hit? Really? Even if by some miracle people started wanting the RLXh they have limited capacity to build them so they would not be able to sell many either way.
Either I have failed to express myself adequately, or your Evelyn Wood courses have failed us both.

:-)

We've said the same thing.

Or maybe I missed that you were re-enforcing what I said, because, basically, I'm just a stupid old man, after all.
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Old Sep 4, 2014 | 02:44 PM
  #810  
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Looking forward to my test drive

Im looking forward to test driving it soon.. will post feebback once i have.

The sales will be slow no doubt about that but i love my RL
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Old Sep 4, 2014 | 06:38 PM
  #811  
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Originally Posted by George Knighton
Either I have failed to express myself adequately, or your Evelyn Wood courses have failed us both.

:-)

We've said the same thing.

Or maybe I missed that you were re-enforcing what I said, because, basically, I'm just a stupid old man, after all.
Just sarcastically enforcing your statement.
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Old Sep 4, 2014 | 06:48 PM
  #812  
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Originally Posted by neuronbob
The RLX, on the other hand, is fading fast. Not sure the sport hybrid will save it, it's so late. It'll be interesting to see Acura's response to the RLX's failure. They can't let this go on for much longer, for sure.....and I say this as someone who really, really, really wants to see the sport hybrid, and has the dollars for one.
You should buy two and put one up on a stand in bubble wrap. Sales volumes are so low, its bound to be a collectors car someday.
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Old Sep 4, 2014 | 10:22 PM
  #813  
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I don't believe Acura ever envisioned the RLX as a large volume sales product and it is my opinion that Acura execs are right where they thought they would be with the RLX sales to this point.

If you factor in Canadian sales, they will have probably moved around 9000 - 10,000 units of the RLX PAWS version by year's end, which considering there are a lot of loyal Acura buyers waiting for the Sport Hybrid version, I don't think is a disappointing number. I'm of the opinion that Acura was fully expecting to offer incentives to move the PAWS version once the initial euphoria subsided but still probably managed an average price nearing $50,000 per unit. That is a gross of nearly half a billion dollars making the RLX's niche market play a worthwhile investment (with more to come hopefully when the hybrid blows our socks off).

Yes, they would have been thrilled to get full MSRP for all the units they built and yes they would have been thrilled if they sold twice the number of units, but based on past history with the 1G and 2G RL's weak sales and based on the fact that the REAL flagship RLX, the SHAWD Sport Hybrid has yet to debut, I believe they are where they expected to be.

Had they tripled their marketing budget for the RLX, it is my opinion that the sales would NOT have been much higher. THe luxury car market is dominated by the established brands loaded with snob appeal and I'm not sure that any amount of marketing by Acura would change that. Acura is too closely linked to Honda (which is a good thing reputation/reliability wise) and there are only so many loyal Honda buyers willing to spend north of $50,000 on a car. Converting "non-Honda people" to the Acura luxury sedan flagship has proven to be difficult and Honda is unwilling to risk HUGE amounts of money to TRY to make it happen. Toyota is the giant with massive resources to do whatever they want to push Lexus up the pecking order. Honda is Jack with the beanstalk making sure they stay alive. Their core business is Accords, Civics and CRV's (which they are exceptionally successful with), the Acura line is the gravy and a place for loyal Honda buyers to stay with the company once they reach the luxury car buying stage of life.

As always, just my two cents.
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Old Sep 5, 2014 | 12:29 AM
  #814  
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Originally Posted by hondamore

.....

If you factor in Canadian sales, they will have probably moved around 9000 - 10,000 units of the RLX PAWS version by year's end, which considering there are a lot of loyal Acura buyers waiting for the Sport Hybrid version, I don't think is a disappointing number.

.....
Would you tell us how you get this "9,000-10,000 units" estimate from ?

The official 2014 Acura year-to-date number for the RLX, up to the month of August, is "2,508 units".

There are only 4 more month to go til the end of 2014.

Using the August sales figure of 216 units, these 4 final months will add (at most) another 1,000 RLX units to the final 2014 tally.

Given that Canadians buy 1/10 as many as the Americans, so the total 2014 tally for both the Cdn and US RLX sales will be around "3,900 units".

In comparison, BMW and MB can respectively sell more 5-series and E-class in any one month than the whole year's worth of RLX.

If this RLX sales number doesn't disappoint, I don't know what does.
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Old Sep 5, 2014 | 08:08 AM
  #815  
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Originally Posted by hondamore
THe luxury car market is dominated by the established brands loaded with snob appeal ....

Toyota is the giant with massive resources to do whatever they want to push Lexus up the pecking order.
I've said this before, but Toyota have done a tremendous job with the Lexus LS460, both this generation and the previous one. Once you option it out, it is very easy to get it over 100,000 MSRP.

But you won't find a better optioned, higher quality or better performing car unless you're willing to spend 50,000 - 150,000 more than the price of that LS.

The only criticism I could levy is the fuel economy with big V8 that they use.

Every bit as reliable as anything from Honda, too.

Where Honda decides to draw the lines with the Legend, and why they decided to produce a much cheaper vehicle with only front wheel drive puzzles me.

Fukushima and all the events around it affected both Toyota and Honda, but somehow I have the vague impression that Toyota might have handled it all a little better.

I don't know for whom the RLX was designed. It doesn't seem to attract new people from other brands. Speaking for myself, I have been convinced of the Honda brand since my first Honda, a 1989 Civic DX Hatch that was being used for hard core commuter duty. It was such a solid car that I've been on board ever since, especially since every car that followed that first Civic was every bit as reliable, trouble free and sturdy as the first car.

Maybe I just answered my own question: We're the ones they built it for, just to give us someplace to go.

But the Lexus LS was tempting, despite the extra money. If Honda would consider building a car in that range, I'd probably jump on it rather quickly.

:-)
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Old Sep 5, 2014 | 08:10 AM
  #816  
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Originally Posted by hondamore
If you factor in Canadian sales, they will have probably moved around 9000 - 10,000 units of the RLX PAWS version by year's end....
Do you mean by the end of the 2014 calendar year, which would include the 2015 model year production?

How do you suppose they'll be able to sell so many cars the last few months of 2014?
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Old Sep 5, 2014 | 10:56 AM
  #817  
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Go figure, the RL was selling just 50 cars so selling 200-300 RLXs isnt so a mess.
With the TLX ready, ILX MMC, Acura is ready to work around with his 3 sedans.
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Old Sep 5, 2014 | 12:21 PM
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Originally Posted by Edward'TLS
Would you tell us how you get this "9,000-10,000 units" estimate from ?

The official 2014 Acura year-to-date number for the RLX, up to the month of August, is "2,508 units".

There are only 4 more month to go til the end of 2014.

Using the August sales figure of 216 units, these 4 final months will add (at most) another 1,000 RLX units to the final 2014 tally.

Given that Canadians buy 1/10 as many as the Americans, so the total 2014 tally for both the Cdn and US RLX sales will be around "3,900 units".

In comparison, BMW and MB can respectively sell more 5-series and E-class in any one month than the whole year's worth of RLX.

If this RLX sales number doesn't disappoint, I don't know what does.
My number of 9000 or so was based on the 2014 RLX which was launched in 2013 calendar year when they sold 5053 of them in the US. Added to the 2508 sold this year in the US, the estimated 600 - 800 or so they will sell the rest of this year and add roughly 10% for Canadian sales... is how I came up with the number. My comments were not referring to annual sales of the RLX but total sales - the point being that Acura has recouped their R&D money even with lackluster sales (not even considering the domestic Japanese market) and they still have the SHAWD version to come. The RLX is not a sales home run, but my point was that, based on past history of Acura large luxury flagships, I'm guessing that Acura is not too far off their projected sales/profit for the model.

IF (and it's a big IF) Acura could have produced and launched an equal number of SHAWD versions of the car by now, their total RLX sales would have been 150% or even double the current number based on the number of people on this forum waiting to buy one.

As always, not based on any insider information or diligent research, just my opinion.
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Old Sep 5, 2014 | 05:03 PM
  #819  
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^ yea, I was going to say the RLX has been out since 2013, I got mine in July 2013.

Didn't it go on sale officially sometime in spring? March, April?
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Old Sep 6, 2014 | 01:04 AM
  #820  
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Originally Posted by hondamore
My number of 9000 or so was based on the 2014 RLX which was launched in 2013 calendar year when they sold 5053 of them in the US. Added to the 2508 sold this year in the US, the estimated 600 - 800 or so they will sell the rest of this year and add roughly 10% for Canadian sales... is how I came up with the number. My comments were not referring to annual sales of the RLX but total sales - the point being that Acura has recouped their R&D money even with lackluster sales (not even considering the domestic Japanese market) and they still have the SHAWD version to come. The RLX is not a sales home run, but my point was that, based on past history of Acura large luxury flagships, I'm guessing that Acura is not too far off their projected sales/profit for the model.

IF (and it's a big IF) Acura could have produced and launched an equal number of SHAWD versions of the car by now, their total RLX sales would have been 150% or even double the current number based on the number of people on this forum waiting to buy one.

As always, not based on any insider information or diligent research, just my opinion.
First of all, Acura has failed it's mission of using the RLX as the Acura flagship sedan, in an attempt to boost the auto brand's lackluster premium brand image.

Secondly, with rebates as much as $10K per RLX, in order to move the flagship sedan out of dealerships, it is highly questionable whether Acura is actually making or losing money on each RLX sales.

Also, it is highly likely that Acura has decided to slow down or even to stop completely the RLX production, in order to cut it's loss.

Therefore, I would love to see some references to your claim that "Acura has recouped their R&D money even with lackluster sales".
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Old Sep 6, 2014 | 12:00 PM
  #821  
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Originally Posted by Edward'TLS
First of all, Acura has failed it's mission of using the RLX as the Acura flagship sedan, in an attempt to boost the auto brand's lackluster premium brand image.

Secondly, with rebates as much as $10K per RLX, in order to move the flagship sedan out of dealerships, it is highly questionable whether Acura is actually making or losing money on each RLX sales.

Also, it is highly likely that Acura has decided to slow down or even to stop completely the RLX production, in order to cut it's loss.

Therefore, I would love to see some references to your claim that "Acura has recouped their R&D money even with lackluster sales".
Again, just my opinion, but Honda's wise platform sharing and efficient use of their manufacturing facilities suggests that $400-500 million dollars in sales to this point would be enough to make the RLX worthwhile to produce. The platform is a previously used platform, the engine is an evolution of older designs etc. meaning that Honda didn't break the bank building the RLX. THe hybrid SHAWD technology is expensive but can be shared down the line with other, higher volume models.

The point that I'm making is that everyone should stop ragging on the RLX because of its sales numbers. The 1G RL and 2G RL didn't do any better, so Honda obviously knew what the expected sales for the RLX would be, came to the conclusion that producing the RLX was worthwhile and proceeded. The sluggish sales of late are largely due to the lack of inventory - they made some RLX's, they sold them, they didn't have 1000's of orders for more, so they didn't make any more. They'll likely do the same in 2015 and beyond. Acura is a small part of the Honda company, a company who announced a 7 % increase in profits this year, they wouldn't build the RLX if it wasn't part of the plan to make a profit for the company.
Just my two cents.

Last edited by hondamore; Sep 6, 2014 at 12:08 PM.
Old Sep 7, 2014 | 10:15 AM
  #822  
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Makes sense to me. :-)
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Old Sep 8, 2014 | 02:47 AM
  #823  
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Originally Posted by hondamore
Again, just my opinion, but Honda's wise platform sharing and efficient use of their manufacturing facilities suggests that $400-500 million dollars in sales to this point would be enough to make the RLX worthwhile to produce. The platform is a previously used platform, the engine is an evolution of older designs etc. meaning that Honda didn't break the bank building the RLX. THe hybrid SHAWD technology is expensive but can be shared down the line with other, higher volume models.

The point that I'm making is that everyone should stop ragging on the RLX because of its sales numbers. The 1G RL and 2G RL didn't do any better, so Honda obviously knew what the expected sales for the RLX would be, came to the conclusion that producing the RLX was worthwhile and proceeded. The sluggish sales of late are largely due to the lack of inventory - they made some RLX's, they sold them, they didn't have 1000's of orders for more, so they didn't make any more. They'll likely do the same in 2015 and beyond. Acura is a small part of the Honda company, a company who announced a 7 % increase in profits this year, they wouldn't build the RLX if it wasn't part of the plan to make a profit for the company.
Just my two cents.
Please be sensible.

The reason why there is a lack of inventory is because Acura has suspended and later even stopped manufacturing the RLX sedans.

And the reason why Acura has suspended and later even stopped making the RLX, is because the RLX is not selling well, and Acura has to cough out rebates up to $10K per vehicle in order to get rid of the RLX inventories that got stuck in Acura dealerships.

If the RLX is making profits for Acura, why on earth would Acura slows down the production rate and then shuts down the production line altogether ?

As for sanity check, the hot selling MDX is making huge profits for Acura, and Acura has absolutely NO intention in slowing/shutting down the MDX production line, but only to run it at full steam.

So whether the RLX is losing or making money, that prompts the RLX production line to be suspended/stopped and also that prompts Acura to offer up to $10K per RLX in order to get rid of the stuck RLX inventories in dealerships; the answer should be crystal clear.

Also, unless you are a member of the Honda/Acura management/accounting team, otherwise it is purely guesswork as of the exact monetary figure of the entire RLX program (including marketing, rebates, etc.) and thus how many sold RLX units needed in order to break even.

And yes, Acura wouldn't have built the RLX if it didn't think the flagship sedan wouldn't make a profit for the company.

But expectation and reality are two completely different thing.

In reality, the RLX is not selling well, and Acura must be shocked to learn that it's flagship sedan is selling so poorly afterwards. (But it's flagship SUV is selling extremely well, at ~6K units per month consistently).

The RLX has once achieved an all-time high of selling ~900 units a month. This is a very good number, if the momentum can hold up.

But unfortunately the RLX has dropped back to selling ~200-300 units a month.

If according to your logic, it will seem like Acura deliberately slowed down the RLX production and also offered rebates of up to $10K, just because Acura didn't like to sell 900 units/month, but rather like to sell 200-300 units/month !?

Very faulty logic indeed.
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Old Sep 8, 2014 | 12:17 PM
  #824  
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It is my understanding that the same production line is used for many different models. Once they set up for the RLX, they do a "run" of a certain number. They can later re-set for that model and do further runs as needed. The run they did for the RLX was a small run of roughly 9000-10000 because that is what they projected for sales. There wasn't large demand (somewhat anticipated based on the RL's history) and so the production line was used for other models and no additional runs were needed. It is not as if the line is sitting still because the RLX isn't selling. They haven't "slowed" anything. If anything, not doing additional runs of the RLX allowed them to concentrate their resources on the new TLX, which is expected to have strong sales.

The point that I'm trying to make is that the same thing happened with the 1G and 2G RL and so Honda/Acura are realistic enough to understand that there are only so many people that will pay north of $50000 for a Honda Sedan and planned accordingly. Sure they would have been thrilled to do another production run had demand been great or if there were double the number of advanced sales, and they would have been thrilled to not need to discount the price of the RLX, but once again, the past history of the RL told a different story and I doubt they were surprised by the sales. ALSO, with the real flagship Hybrid SHAWD RLX being delayed, they knew that many prospective buyers were going to wait until all the RLX models were available for comparison and THEN make their purchase... another reason not to expect huge sales for the PAWS RLX.

Bottom line, they may be disappointed that the RLX didn't have greater demand, but I doubt they are surprised or shocked by the numbers with all things considered.

Finally, a short run on an existing platform is not an expensive undertaking, so yes I do believe the RLX has been profitable even at current sales levels.

That is my opinion, you are entitled to your opinion as well.

Last edited by hondamore; Sep 8, 2014 at 12:19 PM.
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Old Sep 8, 2014 | 08:24 PM
  #825  
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There are all of 3 new RLXs in the entire STL area (population about 3M) that are available for sale at this moment. Kind of hard to sell cars that aren't there, I'd think.
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Old Sep 8, 2014 | 09:39 PM
  #826  
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Originally Posted by Edward'TLS
Also, unless you are a member of the Honda/Acura management/accounting team, otherwise it is purely guesswork as of the exact monetary figure of the entire RLX program (including marketing, rebates, etc.) and thus how many sold RLX units needed in order to break even.
By that same token, we're not aware that you're part of the Honda/Acura management team. So by all means we ask you to be sensible and take a step back. Your attempts to drive home what you say is "reality" versus "expectation" are also nothing more than speculation.

Personally I think hondamore is spot on. The point he is making is that like many other companies, when you have the manufacturing and operations already setup for other products, it allows you to introduce other products at a lower overall COGS to product since the same manufacturing processes and operations can be leveraged across multiple products, thus making it easier to take risks with producing inventory that may or may not sell well. The car industry is not the only place where this is done. That being said: does it change history? No. the RLX simply didn't sell well. No one is arguing that. Why they stopped production is up for pure speculation. There are tons of factors that could come into play. Bad sales is just one of them. Acavatti already stated that they felt the car was not up to their expectations. So I think that's enough to say that they are simply trying to "fix" whatever issues they feel prevented the car from being up to snuff before they start up the production line again.

Again, the 1G and 2G RL's did not sell well either, so why on earth would Acura expect anything more than similar sales performance?

I agree that Acura's severe lack of communication of the entire SH-AWD release debacle has left a lot of us wondering what is going on, thus leaving lots of room for speculation and wondering. But calling out someone else's logic as faulty when you too don't have a single shred of verifiable and concrete data is a bit dismissive IMO.

Last edited by holografique; Sep 8, 2014 at 09:42 PM.
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Old Sep 9, 2014 | 04:49 AM
  #827  
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Both gens of the RL sold far better than the RLX has. That doesn't diminish the points made, however.
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Old Sep 9, 2014 | 07:13 AM
  #828  
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I have only owned a '06 and '10 RL - 2 Gen models. The original Legend sedan to me was boring in visual esthetics - looked like a Lexus LS to me. Too boxy. The coupe was a bit more pleasing. Now that I have had my '14 RLX for a year, IMHO, it is a better designed auto than the 2 Gen variation. To me the interior is certainly more upscale and the exterior, although bland for some, it has more of a sleek yet aggressive look vs my '10. I certainly feel like I have upgraded for the better. And, quite honestly, not seeing many RLXs on the road is OK with me.
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Old Sep 9, 2014 | 07:36 AM
  #829  
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Originally Posted by miner
... and the exterior, although bland for some, it has more of a sleek yet aggressive look vs my '10.
I think the final exterior of the 5G Legend/RLX was a reaction to the reviewer's reactions to the US 4G TL.

The irony is that Honda addressed the public's and the reviewer's concerns over the visual image, and then * boom! * the entire industry moves to a look closer to the 2009 TL and less like the RLX.

They can't win. :-)
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Old Sep 9, 2014 | 01:30 PM
  #830  
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To clarify my position, I don't believe the RLX was a failure BUT I do believe the launch of the RLX by Acura was a massive debacle. The car itself warrants praise, but the delays with the Sport Hybrid version, the lack of information regarding delays, the "back to the drawing board" redesigns for unknown reasons are the true cause of slow sales. As I've said, I believe that, had the SH-SHAWD version been ready and perfected and released along with the PAWS version back in 2013, the RLX sales numbers would be equal to or even greater than those of the 1G and 2G RL.

Consider the following factors that together have acted to hinder sales of the RLX:

1. The fallout/damage from the tsunami.
2. The corporate restructuring which caused a rethink of the entire "Top Tier" philosophy causing the RLX to be completely redesigned shortening the usual development cycle.
3. Reported battery shortages for the new hybrid.
4. More recent corporate structure changes that have put new people with new visions of the flagship in charge forcing redesigns until the performance suits the new vision.
5. Endless delays of the release of the previously announced, most impressive technological version of the RLX causing many, many loyal buyers to sit on the sidelines and wait.

Add these factors to the "old" reasons that hamper the sales of the RLX:
1. It has no snob appeal - no one at the country club is going to go OOOOOOOO when they see the emblem/badge on the front.
2. It is "just an expensive Honda"
3. It has no V8
4. It is FWD based
5. The inherent "conservative" nature of Honda leading to attractive but not edgy or bold designs for it's flagship

With all of these factors, the sales numbers of the RLX to date are about what could have been expected. Acura would have been thrilled to sell more, but they indeed COULD have sold many more if not for the forementioned debacle of a launch.
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Old Sep 9, 2014 | 02:04 PM
  #831  
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Please add to the above list of factors hindering the sales of the RLX:
6. The history of slow sales of it's predecessors the 1G and 2G RL's which gave the RLX the label of "great car that nobody buys" before it was even built.
7. Very limited marketing campaigns suggesting that corporate Honda have acquiesced to weak sales of it's flagship sedan - "why spend money selling something that has an artificial ceiling on it's sales anyway".
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Old Sep 9, 2014 | 07:36 PM
  #832  
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Originally Posted by miner
I have only owned a '06 and '10 RL - 2 Gen models. The original Legend sedan to me was boring in visual esthetics - looked like a Lexus LS to me. Too boxy. The coupe was a bit more pleasing. Now that I have had my '14 RLX for a year, IMHO, it is a better designed auto than the 2 Gen variation. To me the interior is certainly more upscale and the exterior, although bland for some, it has more of a sleek yet aggressive look vs my '10. I certainly feel like I have upgraded for the better. And, quite honestly, not seeing many RLXs on the road is OK with me.
I always thought they screwed up with the 05 + 2nd gen RL (not the legend) as it looked like an accord on steroids....good vehicle? Sure....but don't forget that the 04 RL got it all (eight year production mule - that was damn near bullet proof). Boring? Conservative? not the fastest? YES to all but a damn near bullet machine... I've got one I bought brand new...its been ytd the BEST vehicle I've owned in my life time. Did Acura bring it back stretched a bit with all the new technologies from the 1st gen body style (2014 RLX)????? I would say so....Has the new RLX proven itself to be reliable, have a quiet suspension? ? ? Not sure..But what is the SAME is SLOW dismal SALES..Only negative I have about my o4 RL is it eats gas.....It's super quiet on the road, super reliable and absolutely smooth as butter on the road. Excellent stereo system, Navi system and thick leather seats, great HID headlights and an AC systems that freezes your butt off (no need for ac seats and heated seats that work very well) and fit and finish is superb! I wouldn't trade her for nutten...
Just my two cents
P.S. Mine has REAL WOOD !!!!
Attached Thumbnails RLX Sales-rlzaino65.1.jpg  

Last edited by Fabvsix; Sep 9, 2014 at 07:43 PM.
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Old Sep 10, 2014 | 12:52 AM
  #833  
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Originally Posted by hondamore
It is my understanding that the same production line is used for many different models. Once they set up for the RLX, they do a "run" of a certain number. They can later re-set for that model and do further runs as needed. The run they did for the RLX was a small run of roughly 9000-10000 because that is what they projected for sales. There wasn't large demand (somewhat anticipated based on the RL's history) and so the production line was used for other models and no additional runs were needed. It is not as if the line is sitting still because the RLX isn't selling. They haven't "slowed" anything. If anything, not doing additional runs of the RLX allowed them to concentrate their resources on the new TLX, which is expected to have strong sales.

The point that I'm trying to make is that the same thing happened with the 1G and 2G RL and so Honda/Acura are realistic enough to understand that there are only so many people that will pay north of $50000 for a Honda Sedan and planned accordingly. Sure they would have been thrilled to do another production run had demand been great or if there were double the number of advanced sales, and they would have been thrilled to not need to discount the price of the RLX, but once again, the past history of the RL told a different story and I doubt they were surprised by the sales. ALSO, with the real flagship Hybrid SHAWD RLX being delayed, they knew that many prospective buyers were going to wait until all the RLX models were available for comparison and THEN make their purchase... another reason not to expect huge sales for the PAWS RLX.

Bottom line, they may be disappointed that the RLX didn't have greater demand, but I doubt they are surprised or shocked by the numbers with all things considered.

Finally, a short run on an existing platform is not an expensive undertaking, so yes I do believe the RLX has been profitable even at current sales levels.

That is my opinion, you are entitled to your opinion as well.
Automakers almost always produce the pre-determined quantity of vehicles that the automakers expect the particular model to sell.

But when a particular model starts piling up in dealership lots and the automaker has to resort to hefty rebates to move them out, it is obvious that the automaker has over-estimated the model's popularity, because that model is not selling as well as the automaker had thought it would have.

One final thing is that there is just this one point you made in your earlier posts, that has me scratching my head.

You make it sounded like it was solely the reduction/stoppage in RLX production, but not the flagship sedan's unpopularity, that was generating the poor RLX sales.

Whereas it should be more reasonably to say that it is the RLX's unpopularity that is generating the poor RLX sales, and the reduction/stoppage in RLX production further exacerbate this poor sales condition.

Given that hefty rebates (up to $10K) are need to move the RLX off dealership lots, it is highly doubtful that the RLX will remain profitable when production is running at full steam.

That's why the RLX supply has been dialed-back and even cut off, in order to cut further loss.

My opinion may not coinicide with your opinion, and this is the exact reason why discussion groups are there for.
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Old Sep 10, 2014 | 01:24 AM
  #834  
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Originally Posted by holografique
By that same token, we're not aware that you're part of the Honda/Acura management team. So by all means we ask you to be sensible and take a step back. Your attempts to drive home what you say is "reality" versus "expectation" are also nothing more than speculation.

Personally I think hondamore is spot on. The point he is making is that like many other companies, when you have the manufacturing and operations already setup for other products, it allows you to introduce other products at a lower overall COGS to product since the same manufacturing processes and operations can be leveraged across multiple products, thus making it easier to take risks with producing inventory that may or may not sell well. The car industry is not the only place where this is done. That being said: does it change history? No. the RLX simply didn't sell well. No one is arguing that. Why they stopped production is up for pure speculation. There are tons of factors that could come into play. Bad sales is just one of them. Acavatti already stated that they felt the car was not up to their expectations. So I think that's enough to say that they are simply trying to "fix" whatever issues they feel prevented the car from being up to snuff before they start up the production line again.

Again, the 1G and 2G RL's did not sell well either, so why on earth would Acura expect anything more than similar sales performance?

I agree that Acura's severe lack of communication of the entire SH-AWD release debacle has left a lot of us wondering what is going on, thus leaving lots of room for speculation and wondering. But calling out someone else's logic as faulty when you too don't have a single shred of verifiable and concrete data is a bit dismissive IMO.
Exactly.

None of us here belongs to the Honda/Acura management/accounting team, and therefore it is meaningless to talk about the total cost of the RLX program and also the breakeven RLX sales quantity, with no financial data to support the guesswork.

Therefore, none of my above posts ever talked about the program cost nor the breakeven quantity.

Ok, lets look at some facts (no expectation/speculation included !) :

FACT #1
RLX monthly sales figures :
Feb 13 - 16
Mar 13 - 336
Apr 13 - 400
May 13 - 273
Jun 13 - 499
Jul 13 - 617
Aug 13 - 459
Sep 13 - 311
Oct 13 - 830
Nov 13 - 676
Dec 13 - 597
Jan 14 - 420
Feb 14 - 371
Mar 14 - 387
Apr 14 - 353
May 14 - 324
Jun 14 - 229
Jul 14 - 208
Aug 14 - 216

-- The RLX sales has been slowing down ever since after having achieved an all-time-high of 830 units in Oct. RLX production cut/stoppage started happening in 2014 which is way after this slow down has materialized.

FACT #2
-- Acura has resorted to hefty rebates up to $10K per RLX, in order to get rid of stagnant dealership inventories, starting at around Mar 2014.

FACT #3
-- Acura has, this year, dialed down the factory production rate and later stopped production altogether for the RLX.

Now, lets use some logic and common sense to think.

It is common practice that an automaker will manufacture as many vehicles as it expect the model to sell. Therefore, if excess inventories start piling up in dealership lots, it is very obvious that Acura has over-estimated the popularity of the RLX. When given the fact that hefy rebates are offered to clear out these inventories, furthermore reinforces that Acura has expected the RLX to sell in a whole lot more quantity than it is now.

The reason why I said faulty logic is because Hondamore made it sounded like it is solely the reduction/stoppage in RLX production, but not the flagship sedan's unpopularity, that is generating the poor RLX sales.

Whereas it should be more reasonably to say that it is the RLX's unpopularity that is generating the poor RLX sales, and the reduction/stoppage in RLX production further exacerbate this poor sales problem.

Since we are no member of the Honda/Acura managment/accounting team, we don't know whether Acura is making or losing money on each RLX sales. However, what we know for sure is that for every RLX sales, Acura is losing, up to $10K in revenue for each RLX sales agreement being signed.
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Old Sep 10, 2014 | 07:44 AM
  #835  
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For whatever it is worth, although people in this forum seem to have cross-shopped the RLX with cars like the A6, it seems to me that the only people I know in real life who have an RLX were cross shopping it with the Cadillac XTS and Volvo S80, or they went to the RLX from a previous Honda without shopping anything else at all.

For whatever that's worth. :-) We might be off the mark when we're talking about the people for whom the RLX was intended.
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Old Sep 13, 2014 | 06:46 AM
  #836  
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It seems that what is missing, by and large, in this whole discussion is the fact that Acura management may have actually done one thing right: they stopped production of a car with a major defect and safety issue, i.e. the suspension.
As far as anyone knows-which is not much since Acura is not officially saying anything -they have yet to determine the root cause of this defect and have no fix available. This, despite the fact that they have stated that every, repeat, every 2014 RLX has this defect.
What they have done wrong is they have not communicated this message unequivocally to all owners, nor have they stopped sales of these defective cars. Further, they have rejected requests for long-term loaners of a different model until this is corrected.
The brand has been severely damaged by this fiasco, along with the delay/cancellation(?) of the hybrid and the nsx. At the same time, there must be a sense of complacency based on the relatively strong sales of the mdx, the lone success in the lineup.

Last edited by mgalbr22; Sep 13, 2014 at 06:47 AM. Reason: Spelling
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Old Sep 13, 2014 | 10:34 AM
  #837  
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Originally Posted by Edward'TLS
That's why the RLX supply has been dialed-back and even cut off, in order to cut further loss.
The point I was trying to make earlier is your exact statement above. You tend to communicate as if every opinion or viewpoint you have is a "hard fact", when in fact you don't have hard facts to back most of your view points on why the RLX production has come to a complete halt. The only hard facts we have are the results of what is going on internally at Acura, and that is the sales numbers and lack of inventory. No doubt. From there is nothing but pure speculation and opinion.

Speculating, sharing our opinions and debating the world of Acura is part of the fun of this forum. But it's also important to chose our words properly when topic is focused around something that we don't have hard inside information to backup. Example above: saying "I think" versus" That's why"...can make a big difference in how others read your contributions to a particular debate or thread.

That's all I was trying to say.

No harm, no foul
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Old Sep 13, 2014 | 10:37 AM
  #838  
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Originally Posted by holografique
The point I was trying to make earlier is [his] exact statement above. [He tends] to communicate as if every opinion or viewpoint [he has] is a "hard fact"....
He not only does that, he will become overtly disrespectful if you ask too many questions or (gods forbid) challenge something.

So I just don't engage him any longer.

:-)

We can probably make an intelligent extrapolation about the production by finding out to what model Saitama switched when they stopped the 5G Legend run.
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Old Sep 19, 2014 | 02:00 PM
  #839  
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Originally Posted by Edward'TLS
Please be sensible.

The reason why there is a lack of inventory is because Acura has suspended and later even stopped manufacturing the RLX sedans.

And the reason why Acura has suspended and later even stopped making the RLX, is because the RLX is not selling well, and Acura has to cough out rebates up to $10K per vehicle in order to get rid of the RLX inventories that got stuck in Acura dealerships.

If the RLX is making profits for Acura, why on earth would Acura slows down the production rate and then shuts down the production line altogether ?

As for sanity check, the hot selling MDX is making huge profits for Acura, and Acura has absolutely NO intention in slowing/shutting down the MDX production line, but only to run it at full steam.

So whether the RLX is losing or making money, that prompts the RLX production line to be suspended/stopped and also that prompts Acura to offer up to $10K per RLX in order to get rid of the stuck RLX inventories in dealerships; the answer should be crystal clear.

Also, unless you are a member of the Honda/Acura management/accounting team, otherwise it is purely guesswork as of the exact monetary figure of the entire RLX program (including marketing, rebates, etc.) and thus how many sold RLX units needed in order to break even.

And yes, Acura wouldn't have built the RLX if it didn't think the flagship sedan wouldn't make a profit for the company.

But expectation and reality are two completely different thing.

In reality, the RLX is not selling well, and Acura must be shocked to learn that it's flagship sedan is selling so poorly afterwards. (But it's flagship SUV is selling extremely well, at ~6K units per month consistently).

The RLX has once achieved an all-time high of selling ~900 units a month. This is a very good number, if the momentum can hold up.

But unfortunately the RLX has dropped back to selling ~200-300 units a month.

If according to your logic, it will seem like Acura deliberately slowed down the RLX production and also offered rebates of up to $10K, just because Acura didn't like to sell 900 units/month, but rather like to sell 200-300 units/month !?

Very faulty logic indeed.
Hi, I am new to this forum, just got my 2015 RLX Advance last week.It was delivered from Japan to the dock of Miami and delivered to my dealer in Tampa Fl. I traded a 2014 Avalon Limited for this car. However before I decided to buy it, I did try the Audi A6, BMW, MB and Lexus. I found they were close but chose the Acura because of the size, comfort, technology and my experience with a previously owned 2002 RL. I don't believe that they have stop production or else how would I have received my car? Also, what with the $10k rebate? The only incentive they had when I brought the car was 1.9% financing for 3 years. This is an interesting discussion and I really don't understand it. Why care whether the RLX is selling like hot cakes or not, I brought the car because me and my wife like it. I really don't care if the kill the model or keep producing it, we have what we want. So don't take this disrespectful but What the point of this discussion?

2015 RLX Advance
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Old Sep 19, 2014 | 08:37 PM
  #840  
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^^^^
Welcome to AZ! I think you'll fit in just fine. Congrats on the new RLX and thanks for the mention of current incentives.
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