Acura: Sales, Marketing, and Financial News

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Old 01-17-2018, 02:32 PM
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^ same here, I get most of my parts online. Wonder if it was strongly encouraged/suggested at Acura corporate? The original dealership at both places was never 1st tier, and the one I went to yesterday was definitely tier 1 at least in terms of the building and interior design.
Old 02-01-2018, 02:41 PM
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American Honda Reports January Sales Results - Sales - Honda News

Feb 1, 2018 - TORRANCE, Calif.
  • Honda Pilot notches 5th straight monthly gain with 62% jump in January
  • Honda HR-V hits new January record as sales climb 10% for the month
  • Honda Civic rises 2.8% on heels of all-time annual record
  • TLX and RLX lead Acura cars to 9.3 percent gain in January, bucking industry trend

American Honda Motor Co., Inc. (AHM) today reported January sales of 104,542 Honda and Acura vehicles, a decrease of 1.7 percent versus January 2017. Honda Division sales were down 1.6 percent on sales of 95,634, with Honda cars narrowly down 1.3 percent on sales of 45,224, and inventory constraints leading trucks to slip 1.8 percent on sales of 50,410 units. Total Acura Division sales declined slightly in January, recording a 3.2 percent drop on sales of 8,908 units. However, passenger car sales gained 9.3 percent on sales of 2,979 vehicles.




Honda

Following a record year for Honda trucks, Pilot continued to show its true market strength as improved supplies helped it to a 61.8 percent increase, with HR-V recording a double-digit gain. Civic enjoyed a notable gain for the month, while overall car sales lagged a bit behind January 2017.
  • Pilot sales jumped 61.8 percent on sales of 11,619 in January, its 5th straight monthly increase.
  • HR-V set a new January record, gaining a robust 10 percent on sales of 6,259 for the month, continuing as one of the segment's hottest selling vehicles.
  • Civic sales were up 2.8 percent in January, while all-new Accord begins to gain momentum with the just-launched national marketing campaign.

"With a strong and fresh product line-up, we're confident in the fundamental competitiveness of our products in their segments," said Henio Arcangeli, Jr., senior vice president of the Automobile Division & general manager of Honda Sales.

Acura

After a strong December — its best month of 2017 — Acura Division sales were relatively flat in January. However, Acura cars bucked the downward trend for luxury sedan sales with a gain of 9.3% for the month.
  • Led by TLX and bolstered by the recently refreshed RLX, Acura car sales were up 9.3 percent on sales of 2,979.
  • With the TLX A-Spec increasing showroom traffic, sales gained 13.2 percent in January.

"Led by the TLX A-Spec, we're pleased to see our efforts with Acura sedans paying off in the face of a challenging market for luxury cars," said Jon Ikeda, vice president & general manager of Acura Sales. "We're looking forward to showing the 2019 RDX Prototype in Chicago next week, as the auto show circuit comes to one of Acura's strongest markets."
Old 02-01-2018, 06:18 PM
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Led by the TLX A-Spec, we're pleased to see our efforts with Acura sedans paying off in the face of a challenging market for luxury cars," said Jon Ikeda, vice president & general manager of Acura Sales.
Old 02-02-2018, 07:23 AM
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Sizable Clarity sales.
Old 02-02-2018, 04:00 PM
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Jan 2017 vs Jan 2018

Acura TLX = 1,903 --> 2,155 (+13.24%)

Audi A4 = 1,737 --> 2,024 (+16.52%)

Audi A4 All Road = 222 --> 255 (+14.86%)

BMW 3 series = 4,032 --> 4,551 (+12.87%)

BMW 4 series = 1,944 --> 1,585 (-18.47%)

Buick LaCrosse = 1,307 --> 3,006 (+129.99%)

Cadillac ATS = 974 --> 1,155 (+18.58%)

Cadillac CTS = 691 --> 662 (-4.20%)

Infiniti Q50 = 3,206 --> 2,712 (-15.41%)

Infiniti Q60 = 732 --> 612 (-16.39%)

Lexus ES = 2,171 --> 2,640 (+21.60%)

Lexus IS = 1,423 --> 1,447 (+1.69%)

Lincoln MKZ = 2,090 --> 1,176 (-43.73%)

Lincoln Continental = 1,167 --> 815 (-30.16%)

Mercedes C Class = 6,453 --> 4,419 (-31.52%)

Volvo S60 = 593 --> 642 (+8.26%)

Volvo S90 = 223 --> 547 (+145.29%)
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Old 02-02-2018, 04:06 PM
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wtf is up with Buick? did we get more senior citizens overnight?
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Old 02-02-2018, 04:10 PM
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Dang, I'm surprised the Continental not selling so well. I would've thought that could be competitive...guess not...
Old 02-02-2018, 04:45 PM
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^Dead brand
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Old 02-02-2018, 05:13 PM
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Originally Posted by kurtatx
^Dead brand
Well, maybe the Navigator will revitalize them...saw a headline that said they can't make the new Navigators fast enough. Thought the Continental had good value proposition and would revitalize the dying brand.....guess the market have spoken otherwise
Old 02-02-2018, 05:15 PM
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Yeah but it's another sedan... and less and less people want sedans. I'm not surprised it's doing little for them. It's also not exactly cheap either.
Old 02-02-2018, 05:24 PM
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Yeah very true. Sedans in general are going down in sales, and as that post already listed....Soooooo many competition in the entry to mid level luxury market....probably very hard to gain marketshare easily...
Old 02-03-2018, 07:01 AM
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Down 13%, I’m interested to see how the Accord sales will develop over time. I personally think they didn’t go in a good styling direction and that this generation will be what the 4G TL was to the TL/TLX lineup.
Old 02-03-2018, 11:50 AM
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Camry sales were up.

Camry : 20,313 --> 24,638 (+21.3%)
Old 02-07-2018, 01:43 AM
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The styling is controversial, and I also heard on some forums where poeple find the front knee space a bit tight.But IMO, the styling is nowhere near 4G TL level....I'd be a bit surprised to say that's the main reason for the sales figures.

My understanding is that there are several reasons for the decline:
1. 2.0T came late and inventory for those is still low
2. No more Accord coupe. What was the ratio between sedans and coupes back then?
3. Not much, if any incentive, unlike the Camry

Right now Toyota has 0.9% APR for up to 72 months and a $209 36 month with $2799 down on the 18 Camry SE I4.

On Honda web site, for an Accord 1.5t Sport CVT with $2799 down, you will need to pay $401 a month using Honda's "estimate payments" tool. Perhaps you can take $50-100 off that with dealer pricing, Even at $100 off, its still $100/month more than a camry...I'm surprised Honda is selling that many accords given the crazy lease deals on the camry...
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Old 02-07-2018, 11:28 AM
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Just because Accord got a tiny turbo, all of a sudden Honda thinks they are more premium than Camry, = higher price !

But as long as it sells, that is all it matters. I would expect to drop when the market levels out for those 2 new cars, probably towards 2nd half of 2018.
Old 02-07-2018, 11:37 AM
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Originally Posted by iforyou
The styling is controversial, and I also heard on some forums where poeple find the front knee space a bit tight.But IMO, the styling is nowhere near 4G TL level....I'd be a bit surprised to say that's the main reason for the sales figures.

My understanding is that there are several reasons for the decline:
1. 2.0T came late and inventory for those is still low
2. No more Accord coupe. What was the ratio between sedans and coupes back then?
3. Not much, if any incentive, unlike the Camry

Right now Toyota has 0.9% APR for up to 72 months and a $209 36 month with $2799 down on the 18 Camry SE I4.

On Honda web site, for an Accord 1.5t Sport CVT with $2799 down, you will need to pay $401 a month using Honda's "estimate payments" tool. Perhaps you can take $50-100 off that with dealer pricing, Even at $100 off, its still $100/month more than a camry...I'm surprised Honda is selling that many accords given the crazy lease deals on the camry...
The 2.0T was late to the game, but it did arrive in late December, if I'm not mistaken. I think it was the start of the 3rd week of December when I took one out for test drive. Though maybe there were shortages, even though it is now available. It'll be interesting to see how the next five months go.
Old 02-07-2018, 03:27 PM
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I'm curious what Feb and Mar sales will bring, a friend bought a EX-L 2018 Accord in December and had to look around for the config/color combination he wanted. Most dealers in the mid MD area didn't have much stock.
Old 02-07-2018, 04:00 PM
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Originally Posted by iforyou
Right now Toyota has 0.9% APR for up to 72 months and a $209 36 month with $2799 down on the 18 Camry SE I4.

On Honda web site, for an Accord 1.5t Sport CVT with $2799 down, you will need to pay $401 a month using Honda's "estimate payments" tool. Perhaps you can take $50-100 off that with dealer pricing, Even at $100 off, its still $100/month more than a camry...I'm surprised Honda is selling that many accords given the crazy lease deals on the camry...
Canadian prices, right? That's high for U.S. Local dealers don't have any lease deals on Sport trim, just LX.

At 2 different dealers:

24 month lease, 12K miles per year @ $3,999 down, $199/month.
Or 36 month lease, 12K miles per year @ $1,998 down, $248/month
Old 02-09-2018, 07:59 AM
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Acura Aims for Slow and Steady Growth in 2018 and Beyond Industry content from WardsAuto

Acura Aims for Slow and Steady Growth in 2018 and Beyond

Feb 8, 2018 Christie Schweinsberg WardsAuto
A senior brand official is hopeful refreshes and variants, as well as the 3rd-gen RDX, can stimulate sales.

Acura is hopeful it can gain volume in 2018, after seeing U.S. sales dip 4.2% last year to 154,602 units.



“We would definitely like to (grow),” Jon Ikeda, general manager of Acura in the U.S., tells WardsAuto in an interview, adding the brand’s mantra is to “(pace) ourselves and try to do better, every year.”


The Honda-owned near-luxury brand hit its high point in the U.S. in 2005 with 209,610 sales, WardsAuto data shows. Since the recession ended, it has hovered in the 150,000- to 200,000-unit range annually. Like many luxury brands, Acura is seeing a sharp falloff in car sales as more and more consumers embrace light trucks.

Acura sold 48,421 cars last year, down from 53,504 in 2016 and nearly 20,000 fewer than the 67,929 cars the brand sold in 2015 in the U.S.

The brand’s best-selling car, the midsize TLX sedan, slipped 6.5% in sales in 2017, to 34,846, while the compact ILX 4-door lost 19.5% of its 2016 volume, falling in 2017 to 11,757 deliveries.

Acura also saw a slight dip in sales of its 2-model light-truck lineup of the RDX and MDX CUVs. MDX sales slipped 1.1%, while RDX deliveries were down 2.0%.

The downward trend for the MDX and RDX continued into last month, when the CUVs fell 9.3% and 7.5%, respectively, on a volume basis.

Acura last year said aggressive incentivizing by competing midsize luxury CUVs hampered RDX, while a lack of inventory was a factor in MDX’s decline. Honda last year shifted MDX production to its East Liberty, OH, plant from Lincoln, AL, in hopes of keeping the pipeline for the CUV flowing.

Meanwhile, Acura car sales grew 9.3% in January, with a refreshed RLX flagship sedan up 67.5% on low volume of 134 units vs. 80 in January 2017.

A new A-Spec variant of the TLX (which has sporty appearance features such as a spoiler and unique wheels) is credited with boosting that car’s January sales 13.2%.

Acura’s other cars, the ILX and NSX supercar, fell 5.3% and 32.0% in January.

Ikeda is noncommittal when asked if the newer, sportier 10th-generation Honda Civic, with its performance-oriented Si and Type R models, is hurting the ILX.

“There’s all kinds of stuff (impacting ILX sales),” he says. “What we like to talk about in the context of being an Acura is, we want to be able to give an Acura experience. It’s not just about the car, you come into the family. You’re in a premium brand. Those are the things we discussed. ILX is ILX and we’re going to keep moving with the ILX.”

Ikeda is hopeful the sedan refreshes and variants, plus the 3rd-gen RDX and the refreshed-in-2017 MDX can stimulate brand sales in 2018. However, he notes the new RDX doesn’t arrive until summer.

“While we are definitely hoping to do well with this (vehicle), we are launching it halfway through the year,” he says, implying its impact on the sales charts may not be significant.

In a separate interview, Henio Arcangeli, senior vice president-Automobile Div. for American Honda, tells WardsAuto the automaker is expecting to sell about 50,000 RDXs in 2018, an annual volume it has seen for the past few years.An Acura spokesman says the brand wants to attract a wider swath of customers with the new RDX, while Ikeda says Acura has back-burnered studying the China-market small CDX CUV for the U.S.

“Some customers who look at smaller, entry premium CUVs will look at the RDX and see a bigger backseat, nice power, and say, ‘That’s a viable alternative” to an Audi Q3 or Mercedes GLA", the spokesman says.

Despite slow sales, Ikeda praises the NSX for being the brand’s halo, drawing customers to Acura dealerships who may not otherwise walk through the door.

“The NSX is a product that’s not just about numbers,” Ikeda says. “What that car does for us as a brand is just huge. When we put that car in our marketing, it always rates higher than the same commercial we did without the car in there. We’re leveraging it more and more and will focus on selling more, and the more we get out there the better it is for our brand.”

Ikeda concedes NSX awareness isn’t where Acura would like it to be, noting some people who drive it at experiential events don’t know it can be ordered right now at dealerships. Of store stock, Ikeda says Acura is aiming for build-to-order but knows its dealers like to have floor models to attract interest or seal sales.

“For a dealer to sell a TLX A-Spec, (they may want) to give somebody a test drive in the NSX to close the deal on the TLX – it’s a sales tool for them,” he says.

Acura has bet its future on the mantra of “precision-crafted performance,” and still to come toward that goal are an exclusive-to-Acura twin-turbo V-6, as well as the return of the Type S performance sub-brand, both timed to launch in the next few years.

The Type S was last offered on the ’08 TL sedan and went beyond appearance items to include a track-tuned chassis, higher-output engine and bigger brakes.

“There’s a refocus on performance for us,” Ikeda says. “That’s why we invested in NSX, that’s why we’re racing.”



He calls the Type S the “final link to get our core models to link up with the true performance of the NSX.”



cschweinsberg@wardsauto.com

Old 02-09-2018, 10:07 AM
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Ikeda is noncommittal when asked if the newer, sportier 10th-generation Honda Civic, with its performance-oriented Si and Type R models, is hurting the ILX.

“There’s all kinds of stuff (impacting ILX sales),” he says. “What we like to talk about in the context of being an Acura is, we want to be able to give an Acura experience. It’s not just about the car, you come into the family. You’re in a premium brand. Those are the things we discussed. ILX is ILX and we’re going to keep moving with the ILX.”
An almost 6 year old stale car is what's hurting sales. It should have gotten a major refresh last summer. But since the market demand is for CUVs/SUVs, Acura forgot about it and focused elsewhere.

Last edited by AZuser; 02-09-2018 at 10:09 AM.
Old 02-12-2018, 02:09 AM
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Originally Posted by TacoBello
The 2.0T was late to the game, but it did arrive in late December, if I'm not mistaken. I think it was the start of the 3rd week of December when I took one out for test drive. Though maybe there were shortages, even though it is now available. It'll be interesting to see how the next five months go.
From what I've heard the 2.0T was out in late December but ya inventory is still low. Heard something about how Honda can't make the 10AT fast enough which is the bottleneck.

Originally Posted by AZuser
Canadian prices, right? That's high for U.S. Local dealers don't have any lease deals on Sport trim, just LX.

At 2 different dealers:

24 month lease, 12K miles per year @ $3,999 down, $199/month.
Or 36 month lease, 12K miles per year @ $1,998 down, $248/month
Those are figures I got from TOV and they are in USD. Ya they are high lol...and that's probably why the sales figures aren't as great.

Originally Posted by AZuser
An almost 6 year old stale car is what's hurting sales. It should have gotten a major refresh last summer. But since the market demand is for CUVs/SUVs, Acura forgot about it and focused elsewhere.
Probably because the new ILX is gonna be quite a bit different than the smart luxury themed ILX that is out in the market now.
Old 02-12-2018, 02:33 AM
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From the above article...

Acura has bet its future on the mantra of “precision-crafted performance,” and still to come toward that goal are an exclusive-to-Acura twin-turbo V-6, as well as the return of the Type S performance sub-brand, both timed to launch in the next few years.
Um.... what? I knew it was a single turbo forsure, but this is the first I've heard anything about it being a twin turbo. That must be an error. Even the patent drawings seemed to indicate a single turbo.
Old 02-12-2018, 07:39 AM
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Originally Posted by TacoBello
From the above article...



Um.... what? I knew it was a single turbo forsure, but this is the first I've heard anything about it being a twin turbo. That must be an error. Even the patent drawings seemed to indicate a single turbo.
Yeah, I would think the second turbo is a bit superfluous if the car is going to compete with the 340i, S4, etc. Probably not worth the complexity
Old 02-13-2018, 05:28 AM
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Originally Posted by TacoBello
From the above article...



Um.... what? I knew it was a single turbo forsure, but this is the first I've heard anything about it being a twin turbo. That must be an error. Even the patent drawings seemed to indicate a single turbo.
I would be interested in seeing that drawing. Twin turbo setups are common for v6 motors. Are they planning to have a single turbo hang off one bank of exhaust ports while the second bank is not utilized or will all six ports merge into an exhaust manifold powering the single snail?
Old 02-13-2018, 11:07 AM
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I dont think it matters in a stock car application. I mean you can get the same # and performance with single or Twin with the V6... it all comes down to execution.

I think they can get to 350-370hp easily even with half a turbo
Old 02-13-2018, 11:17 AM
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Originally Posted by SDSilverM3
I would be interested in seeing that drawing. Twin turbo setups are common for v6 motors. Are they planning to have a single turbo hang off one bank of exhaust ports while the second bank is not utilized or will all six ports merge into an exhaust manifold powering the single snail?
I can't readily find the drawings, but, they are somewhere here on AZ, if you scour long enough. The literature and the drawings seemed to all indicate a single turbo.

Oonowindoo is right, though. You can have either a single or twin turbo setup with a V6, and they can both make similar power. It really comes down to how the piping is done and what your ultimate goals are, though. I know for my 370z, there are single and twin turbo aftermarket kits. Each with its own inherent positives and negatives. Though they more or less make the same ultimate power.
Old 02-13-2018, 04:00 PM
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Thanks, guys. Good to know. I wonder how the single setup affects response and drivability vs twins.
Old 02-13-2018, 04:15 PM
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Nowdays there are twin scroll single turbo (BMW) that spins at different speeds. Bascially it acts like a traditional twin turbo without the need of having the extra turbo.

Or you can have the traditional twin turbo set up...

Both set up can be tuned to act exactly the same.... So it really does not affect much either way. Unless Acura choose to use some out dated technology.

I personally prefer single twin scroll turbo, simply for 1 reason only. The less hardware i have, the less chance i will have issues and cheaper to fix.
Old 02-13-2018, 07:06 PM
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Originally Posted by oonowindoo
Nowdays there are twin scroll single turbo (BMW) that spins at different speeds.
That's not my understanding of a twin scroll turbo. Thought it had separate plenums so that exhaust pulses from one set of cylinders wouldn't interfere with scavenging from the others.

One impeller though that spins of course at one speed.
Old 02-14-2018, 11:39 AM
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^ Yah you are right.

Maybe spinning was not the right word. I was trying to say this

The first inlet to the turbocharger is designed for lower engine speeds where exhaust gas flow rate is low and is therefore small in diameter. This will maximise pressure on the impeller blades where most conventional turbos would be struggling to spool. The second inlet is consequently larger in size to deal with a high flow rate of exhaust gases.
Old 02-17-2018, 08:39 AM
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Originally Posted by oonowindoo
Nowdays there are twin scroll single turbo (BMW) that spins at different speeds. Bascially it acts like a traditional twin turbo without the need of having the extra turbo.

Or you can have the traditional twin turbo set up...

Both set up can be tuned to act exactly the same.... So it really does not affect much either way. Unless Acura choose to use some out dated technology.

I personally prefer single twin scroll turbo, simply for 1 reason only. The less hardware i have, the less chance i will have issues and cheaper to fix.
like svtmike said, thats not how twin scroll turbos work, and in all honesty i would imagine the complexity of the exhaust for it could lead to harder packaging in a V6 and more to go wrong as opposed to an inline 6.
BMW uses an inline 6 with all 6 cyls on one side allowing easy exhaust plumbing and plenty of room, where as Acura will be using a V6 which would need much more exhaust plumbing, and one would assume more under hood heat to try to isolate. To me i would think it would be easier packaging to run TT vs a single. Plus running twins allows you to run smaller faster boost building like the Ecoboost V6s which are almost instant boost. Id much rather have twins.
Old 02-19-2018, 12:48 PM
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it does not really matter with today's technology, they can achieve the same result with many different application. twin, single, single with a small battery pack. when a Honda's V6 can already get 300+hp, adding 1 or 2 tiny turbo will get 350-370hp easily without much lag. Now if they target is 500+, then they probably will have to think about this issue more carefully.

But IMO, the less hardware there is, the cheaper/less chance i will have things breaking down. At least that is the theory on paper.
Old 02-19-2018, 02:48 PM
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True... but you're also forgetting one thing: displacement.

The last 3.0L V6 Honda used was in the 03-07 Accord... and it made only 240hp... nowhere near 300hp.

Granted, that was an "appliance" V6- designed to run forever as opposed to being a race bred engine, but, still. You're right- getting 350hp out of 3.0L V6, utilizing a turbo, should be a cake walk.
Old 02-22-2018, 10:05 AM
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Ifor Yeh. always talk about sales and market share.

https://www.cnbc.com/2018/02/21/slow...discounts.html
While Nissan's U.S. growth strategy boosted its market share to around 9.2 percent at the end of 2017, up from around 7.8 percent in 2010, it has also raised its marketing expenses to levels which are among the highest in the industry.

Figures from data and analytics company J.D. Power show that in 2017, Nissan offered incentives averaging 16.7 percent of the price of each vehicle sold — higher than an industry average around 10.6 percent.

Nissan discounts in 2017 were second highest only to Hyundai Motor's 18.6 percent, and were higher than 13.6 percent at Ford Motor and 14.1 percent at FCA. They were also significantly higher than 9.6 percent for Toyota Motor and 7.9 percent at Honda Motor.
Old 02-23-2018, 12:54 AM
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^ Eh, nothing surprising or new.

Nissan has also been dumping heavily into rental fleet, as has Toyota.
Old 03-01-2018, 10:19 AM
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Lightbulb Feb



American Honda Reports February 2018 Sales Results - Acura News

American Honda Reports February 2018 Sales Results

Mar 1, 2018 - TORRANCE, Calif.
  • Honda HR-V sets new February sales record, gaining 6.9%
  • Honda Pilot sales jump 49% in February, its 6th consecutive month of sales gains
  • Honda Odyssey bucks minivan market trend as retail sales drive 3.4% increase
  • Double-digit gains for TLX, ILX and RLX push Acura cars up 17.4% for the month
American Honda Motor Co., Inc. (AHM) today reported February sales of 115,557 Honda and Acura vehicles, a decrease of 5 percent versus February 2017. Honda Division sales were down 5.6 percent on sales of 104,588, with Honda cars down 6.9 percent on sales of 50,646, and trucks down 4.4 percent on sales of 53,942 vehicles. Total Acura Division sales gained 1 percent in February with 10,969 units sold. Acura cars gained 17.4 percent on sales of 3,866, while trucks decreased 6.2 percent on sales of 7,103 vehicles for the month.

"As supplies of our light-truck offerings continue to grow, we've maintained a strong sales pace, notably with sharp increases to Pilot and HR-V," said Henio Arcangeli Jr., senior vice president of the Automobile Division & general manager of the Honda brand. "We're selling every CR-V we can build and it continues to lead the segment in average transaction price, which demonstrates its true retail demand."

Honda
Based entirely on retail sales, the new Accord performed strongly in a midsize segment that continues to be marked by heavy incentives and fleet sales. Pilot jumped nearly 50 percent in February as Honda's flagship SUV extended its winning streak to 6 straight months. Odyssey sidestepped the recent downward minivan trend, while HR-V moved ahead with a new February record.
  • HR-V set a new February benchmark, rising 6.9 percent on sales of 6,791.
  • Pilot sales jumped 48.9 percent on sales of 12,056, gaining for the 6th month in a row since production supply increased.
  • Against a receding segment tide, Odyssey made a solid gain based on retail sales, rising 3.4 percent on sales of 7,034 in February.
Acura
Much as they did in January, Acura cars drove against the industry tide with a solid 17.4 percent gain in February.
  • TLX sales were up 16.1 percent in February on sales of 2,794 units.
  • ILX gained 22.3 percent on sales of 904 vehicles.




Last edited by TSX69; 03-01-2018 at 10:23 AM.
Old 03-05-2018, 07:44 PM
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RLX made a killing
Old 03-12-2018, 12:07 AM
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http://www.autonews.com/article/2018...sit-on-the-lot

Acclaimed 2018 Accords sit on the lot

March 12, 2018 @ 12:01 am

MARYSVILLE, Ohio — A 2018 Honda Accord moved methodically down the line at the Marysville Auto Plant here in February as workers in white uniforms carefully assembled and inspected the reigning North American Car of the Year.

The product features a bevy of enhancements, including a quieter ride thanks to spray foam injected into the body cavities. The sedan also provides a more solid driving experience, a byproduct of its first-ever use of a high-performance adhesive.

The new Accord, however, is leading a complicated life.

Dealers love the storied sedan, saying it's a formidable package that tops the rival Toyota Camry. Some even say it's Honda's most impressive car to date.

Even so, Honda dealers are struggling to sell it, as dealers everywhere struggle to sell midsize cars. Some have resorted to turning down shipments from Marysville.

The whirlwind of activity at the plant, therefore, is turning out to be the last action that many Accords see for some time. Once they reach dealer lots, Honda's award-winning sedans are forced to sit. Inventory levels stood at a 104-day supply on March 1 — high by any standards, let alone Honda's typical sparse count.

Dealers around the country blame a lack of enticing lease offers.

Consumers are looking for deals, but they aren't finding any for the Accord, an improved specimen that carries a higher sticker price — $24,460 with shipping — than the previous generation. This means consumers who leased a 2015 model, for instance, are returning to stores now to find that their monthly payments will be considerably higher if they want another one.

One dealer, who declined to be named, said Honda is abandoning buyers who only lease.
On its website, Honda lists a standard three-year Accord lease that calls for a $249 monthly payment with $3,199 down on the LX, its base trim, for well-qualified customers. But in Los Angeles, a Camry can be leased for $219 a month with $1,999 down. In Miami, the Camry deal is $199 per month with $3,198 down.

"Where lease is heavy, like Florida, New York, Ohio and California, that's where we're getting hurt," said Rick Case, CEO of Rick Case Automotive Group, which has Honda stores near Miami and in suburban Cleveland. "When you get two cars as close as they are, it's not that much better than the Camry that people are going to pay $50, $60 [or] $80 more a month."

Case said his Davie, Fla., location turned down some Accord deliveries in January and February. The store has more than 600 Accords in stock; it normally carries around 400.
Stores, the dealer said, are having difficulty making any money right now. Although Honda paid attention to detail with the Accord, the quality message is a tough sell when consumers are leasing it for only a few years.

"The quality gap has narrowed between the domestics, Honda and Toyota," the dealer said. "When you're buying a car, you have a great story to tell a customer. When you're leasing, they say, 'Well, it has at least three years of warranty on it.' They're just renting it anyway. It is an uphill battle."
By all accounts, the Accord is the best overall (sans the sheetmetal) family, mid-size sedan on the market, but these days, that's not good enough as buyers (or leasees) are expecting deals - even on new models.

That's how the Altima and Sentra continue to sell in big nos.

But if Honda and Honda USA are willing to give up some sales (well, leases) in order to maintain fiscal discipline, then they need to better match production to demand.

Last edited by YEH; 03-12-2018 at 12:14 AM.
Old 03-13-2018, 06:14 PM
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Even so, Honda dealers are struggling to sell it, as dealers everywhere struggle to sell midsize cars. Some have resorted to turning down shipments from Marysville.
Damn.

Has to be a first.
Old 03-14-2018, 09:37 AM
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NSX sales looks bad comparing 2018/2017 year to date numbers.
The early adopters and "wanna have it's" are done, and now it's transitioning to mainline customers.
Down -1/2 which is not a good sign.


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