Acura: Sales, Marketing, and Financial News
11-14-2011, 08:16 PM
#1763
Safety Car
Holidays
Honda and sibling Acura are poking fun at holiday convention and extravagance, respectively, in their year-end campaigns, which offer up incentives and deals to clear showrooms for next year's models.
Acura's year-end push, “Season of Reason,” hitting airwaves for the 3rd year running, features Bette Midler and chef Gordon Ramsay as the embodiment affluent profligacy. The campaign by the rp& division of long-time Honda agency RPA is meant to appeal to affluent consumers who are looking to make a "smart choice" and are in no mood to flout their wealth, or overspend on luxury.
Said Susie Rossick, brand manager of Acura National Advertising, “Our goal is to stand out in the pack of end-of-the-year automotive advertising by being clever and wry, and these spots portraying holiday zealots overspending to hire personal celebrities is a funny twist on our successful past holiday campaigns.”
Each of the 2 spots opens with an affluent reveler announcing that he or she has hired celebrity talent to add spice to holiday festivities. In 1, a caroler has hired Bette Midler to make his singing troupe the best on the block only to be upstaged by the histrionic Midler, thus ruining the whole event. In the ad featuring celebrity chef Gordon Ramsay, an aristocratic woman boasts that she has hired Ramsay to prepare the holiday dinner, but the formality of the event is ruined because Ramsay goes ballistic in the kitchen, screaming at his underlings and firing them remorselessly. VO: “At a time when it’s easy to go overboard, Acura invites you to be smarter and over-save during the Season of Reason sales event.”
Ads will run on CBS broadcasts of NFL games, while online banners will roll through some 18 auto shopping sites like KBB.com, Edmunds.com and Cars.com. The campaign will also include print, POP and radio ads.
Honda, meanwhile, is bringing back actor Patrick Warburton (“Family Guy” and “Rules of Engagement” among other shows) as the voice for the ads, while up-market Acura is using Bette Midler and Gordon Ramsay. Walburton was the even-tempered voice of the “Good Reasons” campaign about Honda vehicle quality, which ran earlier in 2011.
The new campaign, “Happy Honda Days,” via Santa Monica-based RPA comprises nine TV spots touting holiday savings and incentives.
The campaign has Warburton mocking the whole convention of year-end ads. He strolls into a spare set in a red cardigan, with vehicles like Honda Pilot and Accord ranged behind him, and riffs mock-seriously. In one spot he riffs on his own presence in the ads and even on how the ads are structured. In another he takes on the cliché of year-end ads featuring vehicles with big red bows on top, given as gifts. That ad starts with him saying, "You a millionaire? No? Then you probably don't give cars to people." He proceeds to pull the big red bow off the top of an Accord. "But you can get one for yourself."
Honda's ad buy is generous: ABC, CBS, NBC and CW, including during “Desperate Housewives,” “Pan Am,” “2 Broke Girls,” “60 Minutes,” “Prime Suspect,” “The Office,” “Ringer” and “Gossip Girl.” Honda is also running ads on automobile websites like Car and Driver, Automobile, Consumer Guide Automotive, Edmunds, Motor Trend, Road & Track, AOL Autos, Automotive.com, Cars.com, Kelley Blue Book, Facebook, Google, Bing, MSN Autos, Source Interlink Media, Jumpstart, Vehix and Yahoo! Autos.
11-15-2011, 06:59 AM
#1764
Safety Car
Commercial
11-15-2011, 04:45 PM
#1766
The sizzle in the Steak
Cute....but the concept of a "non-overboard' luxury vehicle...
Hey everyone eat the cake that is less sweet.
Try the steak that is less tasty.
Acura: Why go all in for an over the top lux-make when you can go half-ass...
I dunno who they hire over at Acura for advertising.....the commercials are comical, but they sure as heck don't make you want to buy one of their vehicles.
Hey everyone eat the cake that is less sweet.
Try the steak that is less tasty.
Acura: Why go all in for an over the top lux-make when you can go half-ass...
I dunno who they hire over at Acura for advertising.....the commercials are comical, but they sure as heck don't make you want to buy one of their vehicles.
01-23-2012, 01:53 PM
#1767
Safety Car
Buzz
If web traffic is any indicator, Acura may be in for a good 2012.
Consumer auto website Edmunds.com and its sister site for car enthusiasts, InsideLine.com both said stories on Honda Motor Co.’s (NYSE:HMC) luxury Acura brand were among the most popular on the sites during the week of the 2012 North American International Auto Show, which wrapped Jan. 10.
“It was a pretty exciting show for Acura,” analyst Jessica Caldwell said. “They struggled over the past few years, but this year is more promising.”
The interest mirrored the readership of my blog giving online readers a 1st look at photos of the new models, which was the 3rd-most-read story on our website for the week.
The Dodge Dart, Cadillac ATS and Acura ILX, the brand’s new entry-level luxury sedan, topped Edmunds.com’s shopper consideration measures for the week among new releases. The ILX had a 119% increase in consideration by visitors — a measure of the views for that vehicle compared with web traffic on other new vehicles in the same segment.
Among redesigned and refreshed vehicles, the Acura RDX sport-utility vehicle made the top 4 with a 16% increase in consideration, trailing only the Ford (NYSE:F) Fusion, Toyota (NYSE:TM) Prius V and Lincoln MKZ.
“The RDX is in a great segment that is poised to do well,” Caldwell said.
Acura hopes that interest translates to sales. The brand set a sales goal of 180,000 vehicles this year, up 45% from the 123,299 sold in disaster-ravaged 2011.
Meanwhile, over on the enthusiast site, a video overview of the 2013 Acura NSX concept supercar, which will be built in Ohio, drew 560,000 views during that period – more than any feature on any other single vehicle.
Caldwell said while it is natural that new vehicles would draw the most interest, not all debuts move the needle to the positive. The newest Porsche 911 and the BMW 3 Series led all vehicles in the largest consideration declines in the wake of the show.
Also taking a step back in the measure? The newest Honda Accord, consideration of which dipped 1.9% for the week. A coupe version was shown at the show. Caldwell said that shouldn’t be a cause for alarm.
“It’s hard to judge their plans just on the coupe,” she said. “It’s still 2nd in its segment to the (Toyota) Camry.”
01-25-2012, 02:17 PM
#1768
Safety Car
Man Machine Synergy
After a dismal last year, Acura has hit the restart button, introducing 3 new concept cars at the North American International Auto Show and planning more to come. In Detroit, Acura showed off the 2nd-generation RDX, the new ILX compact sedan and the NSX Concept. Later this year the Honda luxury division will unveil its next-generation RL at the NY Auto Show.
To go with the new product and a host of new technologies, Acura has a new brand strategy which it is calling Man Machine Synergy. The philosophy is a development of the Honda motto: man maximum, machine minimum. The idea, says Honda Canada executive vice president Gerry Chenkin is that, “When man and machine connect, the extraordinary happens.”
The new brand strategy was born out of the 2008 economic crisis that claimed the previous NSX concept explains Chenkin at an Acura strategy meeting at Honda Canada headquarters. Chenkin explained how at that time a dramatic change occurred in the industry, away from conspicuous consumption and towards more care for the environment by luxury buyers – particularly new ones. ”The events made us refocus on what we wanted to do,” he said, and the failed NSX concept car, “digressed into the area of heavy vehicles,” and wasn’t, “a product unique to Acura DNA.” That said it, “would not have been able to deliver the kind of performance that Acura really speaks to,” using, “the latest technology, not necessarily the largest engine.”
Delving deeper, Alexandre Roger, assistant vice president of Acura Canada said the idea of the Man Machine Synergy philosophy is to use technology to “enable and enhance.” Roger points to European competitors, whose cars are designed for maximum capability, but if the driver’s talent isn’t at that level, the result is the, “frustration of the driver and a waste of technology”. Instead, Acura will design its systems to make drivers better.
The goal, says Roger, is to make Acura a prestigious and desired brand by matching the wants and needs of buyers with products, delivering a driving experience in tune with the Man Machine Synergy philosophy and to deliver an overall premium experience starting at the dealership. To do this Acura will follow 6 business principles: 1st, to use its Honda origin to deliver value; 2nd, to offer products with a far sighted vision and social benefits; 3rd, to deliver an “overwhelmingly” beautiful design; 4th, to develop strategies to communicate the new brand image; 5th, to offer superior customer care and 6, to work within a stable and sustainable business model.
Of note, Roger mentioned a new Concierge Experience for customers, though stopped short of adding specific details as to what sort of services would be involved by Acura dealers.
Addressing a pre-crash statement by Acura that it was seeking to become a tier 1 luxury automaker Chenkin says that is still the goal, but qualifies his statement, commenting that Acura will do so by sticking to the core values of the brand and not by chasing other automakers.
Chenkin even surprised us by candidly remarking that, “We’re approaching our 25th anniversary [as a brand in North America], so we figured this was as good a time as any to get our story straight.”
01-25-2012, 04:46 PM
#1769
The sizzle in the Steak
Alexandre Roger, assistant vice president of Acura Canada said the idea of the Man Machine Synergy philosophy is to use technology to “enable and enhance.” Roger points to European competitors, whose cars are designed for maximum capability, but if the driver’s talent isn’t at that level, the result is the, “frustration of the driver and a waste of technology”. Instead, Acura will design its systems to make drivers better.
The goal, says Roger, is to make Acura a prestigious and desired brand by matching the wants and needs of buyers with products, delivering a driving experience in tune with the Man Machine Synergy philosophy and to deliver an overall premium experience starting at the dealership. To do this Acura will follow 6 business principles: 1st, to use its Honda origin to deliver value; 2nd, to offer products with a far sighted vision and social benefits; 3rd, to deliver an “overwhelmingly” beautiful design; 4th, to develop strategies to communicate the new brand image; 5th, to offer superior customer care and 6, to work within a stable and sustainable business model.
Did I miss the part about the vehicle and how it's better than the competition?
Addressing a pre-crash statement by Acura that it was seeking to become a tier 1 luxury automaker Chenkin says that is still the goal, but qualifies his statement, commenting that Acura will do so by sticking to the core values of the brand and not by chasing other automakers.
01-25-2012, 04:54 PM
#1770
I would hope for 90% of the performance/features (where they choose to compete) with 70% of the cost. If they can bring product to market with this in mind, I think the strategy is fine. It probably won't suit many here, but it should be a success in the marketplace.
01-25-2012, 04:59 PM
#1771
The sizzle in the Steak
So you are saying they are gong to be a half step up from Honda?
01-25-2012, 05:06 PM
#1772
In Acura's best days, it's what they were. 2G Integra, 3G TL, 1G MDX even the 1G TSX. All based on a common chassis with unique engines or transmissions. Priced close enough to the 'lower' Honda to make it a feasible 'jump' for someone on the cusp, but still undercutting the 'higher' competition in price/feature content like Lexus, BMW etc.
01-25-2012, 05:54 PM
#1773
The sizzle in the Steak
In Acura's best days, it's what they were. 2G Integra, 3G TL, 1G MDX even the 1G TSX. All based on a common chassis with unique engines or transmissions. Priced close enough to the 'lower' Honda to make it a feasible 'jump' for someone on the cusp, but still undercutting the 'higher' competition in price/feature content like Lexus, BMW etc.
01-30-2012, 07:24 AM
#1774
Safety Car
SuperBowl
American Honda Motor Co. will break out big-time celebrities and comedic license in a pair of 60-second TV commercials that will run during the Super Bowl.
An Acura spot -- the 1st Super Bowl appearance for the brand -- will feature comedian Jerry Seinfeld going to ridiculous lengths to bribe the man who holds the rights to the first 2015 Acura NSX supercar.
Meanwhile, Matthew Broderick will reprise his role as high school truant Ferris Bueller, calling in sick to an acting gig and spending the day gallivanting in a Honda CR-V crossover.
Both commercials will have 30-second versions that will run on TV through spring, as well as links to social media and "Easter egg" prize hunts. Outtakes and extended versions will run online on Honda's YouTube channel.
Honda is trying to drive traffic to Honda and Acura Web sites and showrooms desperate to rebound from last year's earthquake-related inventory shortages.
"We want to entertain an audience, engage them into the brand and generate buzz and excitement," said Mike Accavitti, American Honda's chief marketing officer. "The ads convey the product, message and brand in a memorable way to our target in a relevant way. That's what you want."
In the CR-V spot, Broderick calls in sick to his agent, then spends the day avoiding him while driving a CR-V between a roller-coaster ride, a museum tour and -- you guessed it -- singing in a parade.
The spot highlights the CR-V's Bluetooth hands-free connectivity, as well as a true test of the suspension that fans of Ferris Bueller's Day Off will appreciate.
The spot was directed by Todd Phillips, known for his work on The Hangover and Old School. The backing music for the spot, of course, is "Oh Yeah," by Yello.
"Ferris' whole thing was to smell the roses because life moves pretty fast," Accavitti said. "While many of our competitors are suggesting people use cars to escape life, we're saying, 'Go embrace it, have some fun.'"
In that sense, the Bueller spot is consistent with the mainstream CR-V campaign's "leap list," showing young adults following their dreams before they settle down to married life, Accavitti said.
Seinfeld raises the stakes
Bueller? Bueller? A valet awaits Matthew Broderick’s appearance. In the Honda Super Bowl spot, Ferris Bueller spends the day gallivanting in a Honda CR-V.
The Acura spot shows Seinfeld attempting, repeatedly, to bribe the ordinary customer who is 1st in line to buy the NSX.
Seinfeld starts by offering $20. In escalating fashion he then offers the man the Soup Nazi, "the last living munchkin," dirty limericks at a family dinner, a space alien and his cigarette racing boat -- all without success. Finally, upon being offered access to Seinfeld's private zip line through Manhattan, the man relents. Only Jay Leno appears in a "jet-pack flying-squirrel suit" and wins the man's rights to the NSX.
While using celebrities can be dicey in car advertising, Seinfeld and Leno are car collectors, which adds legitimacy to the commercial, Accavitti said.
"This is unprecedented time in our history," he said. "We needed to get Acura noticed."
Citing the world debuts of the NSX, ILX sedan and RDX crossover at the Detroit auto show, Accavitti added: "We had the big bang in Detroit. We wanted to leverage that."
The Acura spot will run during the 3rd quarter. The Honda spot will run at the end of the 3rd quarter.
Both spots were created by longtime American Honda agency Rubin Postaer and are a change of pace from the years of pedestrian work from the shop.
"We had to free them, empower them and let them come up with some new ideas," Accavitti said.
"I've known they were capable of it. You can't coerce creativity out of people. This is not about putting hands around someone's neck and saying, 'You better be creative.'"
The Acura spot was directed by Craig Gillespie, known for the Snickers "Betty White" spot, in which the 90-year-old comedian appears to be slammed to the turf. Accavitti said that Seinfeld contributed substantial creative assistance in the final cut.
Comedian had input
"Jerry knew we were trying to sell cars," Accavitti said. "He wouldn't infringe on our brand, but we listened to the guy. The concept was by RPA, and Jerry helped tune it up. The alien thing was complete improv. The zip line was his idea."
Accavitti said the Super Bowl is worth the cost.
"Everything we do, we measure and analyze," he said. "So while Super Bowl ads are expensive endeavors, the reach you get, if done correctly, the lead-up and long-tail follow-up takes the [cost-per-million viewers] down below normal TV levels."
01-30-2012, 12:21 PM
#1775
6G TLX-S
01-30-2012, 12:22 PM
#1776
The sizzle in the Steak
Props to Honda for putting the HALO car in a super bowl add.
01-30-2012, 01:46 PM
#1777
Senior Moderator
Here's the Honda ad:
The Acura ad is not up yet.
Honestly....the Honda ad is OK.
The Acura ad is not up yet.
Honestly....the Honda ad is OK.
01-30-2012, 01:49 PM
#1778
The sizzle in the Steak
^^ Already in the CR-V thread and Ramblings.....and yea it's a pretty horrible ad...considering they are using such a high profile film as the basis for the ad.
Honda: You SERIOUSLY need a new ad agency.
Honda: You SERIOUSLY need a new ad agency.
01-30-2012, 02:09 PM
#1779
Here's the Honda ad:
http://www.youtube.com/watch?v=VhkDd...g&feature=plcp
The Acura ad is not up yet.
Honestly....the Honda ad is OK.
http://www.youtube.com/watch?v=VhkDd...g&feature=plcp
The Acura ad is not up yet.
Honestly....the Honda ad is OK.
01-30-2012, 02:24 PM
#1780
AZ Community Team
good commercial but was kinda hoping Ben Stein, Cameron and Sloan could have been in it
01-30-2012, 04:33 PM
#1782
Senior Moderator
Here's the NSX Superbowl ad:
Now THAT is funny as heck. Much better than the CR-V ad!
Now THAT is funny as heck. Much better than the CR-V ad!
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ttribe (01-30-2012)
01-30-2012, 05:00 PM
#1783
The sizzle in the Steak
Not bad 
They need to add the words "in 3 years.....maybe." at the end of the commercial.
Also a disclaimer about the exhaust sound being pre-recorded from another vehicle...and not necessarily the exhaust sound of the NSX......this could be in the fine print at the bottom of the screen.
:wink:
They need to add the words "in 3 years.....maybe." at the end of the commercial.
Also a disclaimer about the exhaust sound being pre-recorded from another vehicle...and not necessarily the exhaust sound of the NSX......this could be in the fine print at the bottom of the screen.
:wink:
01-30-2012, 06:32 PM
#1784
Here's the NSX Superbowl ad:
http://www.youtube.com/watch?v=WUFSHzT2xuY
Now THAT is funny as heck. Much better than the CR-V ad!
http://www.youtube.com/watch?v=WUFSHzT2xuY
Now THAT is funny as heck. Much better than the CR-V ad!
01-30-2012, 07:48 PM
#1785
Team Owner
iTrader: (2)
Join Date: Jan 2008
Location: Kansas City, MO (Overland Park, KS)
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Took a long time to get to the punchline, but funny.
I should have guessed Leno.
I should have guessed Leno.
01-30-2012, 08:00 PM
#1786
@ Jay Leno
01-30-2012, 08:38 PM
#1787
That sequential headlight startup was pretty sexy =|
also, i dont think well be seeing it anytime soon as we have yet to see any prototypes lapping the ring
also, i dont think well be seeing it anytime soon as we have yet to see any prototypes lapping the ring
Last edited by KillerG; 01-30-2012 at 08:42 PM.
01-30-2012, 10:40 PM
#1789
Senior Moderator
I can't stop watching the ad. "Leno......" "Can we talk about something else?" ROFLMAO!
ROFLMAO!
01-30-2012, 11:44 PM
#1790
Welcome to Olliewood
This. Exactly what I was preaching in the halo car thread. This is exactly how you market a brand using your Halo car. They should've switched out Ferris Bueller's California with the NSX and had two all-star commercials, but even if the CR-V ad wasnt great it still is generating buzz/attention. Better than no buzz at all. Finally, something to restore an ounce of faith into this brand.
01-31-2012, 02:08 AM
#1791
01-31-2012, 04:50 AM
#1792
Senior Moderator
That would make the ad absolutely epic, as the kiddos say nowadays.
02-01-2012, 04:19 PM
#1794
1st Gear
Join Date: Jan 2012
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Sort of in the same topic, here's the window sticker off of Tony Stark's (kinda-sorta) NSX from The Avengers movie. Odd though, the dashboard and center stack are covered with what looks like a dash mat in the pictures. http://collider.com/avengers-movie-t...images/140630/
02-02-2012, 02:08 AM
#1795
love that ad!
and there's no way Jerry would give up his Porsche collection, though I was half-expecting it the whole time
and there's no way Jerry would give up his Porsche collection, though I was half-expecting it the whole time
02-04-2012, 07:50 AM
#1796
I feel the need...
Honda Drafts Ferris Bueller, Seinfeld for U.S. Rebound Bid
.....Recent marketing efforts by Honda have been “unimaginative and forgettable,” said Jim Hall, principal of 2953 Analytics Inc., an auto consultant in Birmingham, Michigan.
U.S. sales success for Honda’s Accord and Civic models stretching back to the 1980s meant the Tokyo-based company didn’t have to work hard to promote its products, Hall said. “They got by selling on word of mouth.”
Improvement in the quality, designs and technology of competitors’ vehicles have eliminated Honda’s advantages, Hall said.
“The company has been getting by on its lingering high brand value,” Hall said. “That’s inertia.....”
U.S. sales success for Honda’s Accord and Civic models stretching back to the 1980s meant the Tokyo-based company didn’t have to work hard to promote its products, Hall said. “They got by selling on word of mouth.”
Improvement in the quality, designs and technology of competitors’ vehicles have eliminated Honda’s advantages, Hall said.
“The company has been getting by on its lingering high brand value,” Hall said. “That’s inertia.....”
“It was like we were jinxed,” Ito said.
Um
, Ito-san the company jinxed itself. Time to get back on track.No more resting on your past laurels.
No more rehashed drivetrains.
No more cheapening.
No more bloated platforms with each generation.
No more wacky designs.
No more power plenums.
02-04-2012, 09:58 AM
#1797
My first Avatar....
http://www.businessweek.com/news/201...bound-bid.html
Um , Ito-san the company jinxed itself. Time to get back on track.
No more resting on your past laurels.
No more rehashed drivetrains.
No more cheapening.
No more bloated platforms with each generation.
No more wacky designs.
No more power plenums.
Um
, Ito-san the company jinxed itself. Time to get back on track.No more resting on your past laurels.
No more rehashed drivetrains.
No more cheapening.
No more bloated platforms with each generation.
No more wacky designs.
No more power plenums.
02-04-2012, 11:47 PM
#1798
Drifting
Did you guys see these "web extras" for the Superbowl NSX ad? They're hilarious!!! LOL!
That "sock puppet" web extra is just absolutely hilarious - "just give him the car... NO!!!" ROTFLOL!
That "sock puppet" web extra is just absolutely hilarious - "just give him the car... NO!!!" ROTFLOL!
02-09-2012, 07:24 AM
#1799
Safety Car
AutoRemarketing
Jay Leno and Jerry Seinfeld didn’t just get a few chuckles Sunday night when the pair of comedians and car enthusiasts appeared together in a Super Bowl commercial.
Apparently, their comical spot for the Acura NSX “resonated well with consumers” and helped the luxury model achieve the strongest gain in its share of online shoppers across Jumpstart Automotive Group’s network of 15 websites.
Specifically, during the Sunday/Monday time frame, the NSX’s share of traffic jumped 479% week-over-week across the network, which includes auto sites like Vehix, TrueCar, JD Power Autos, CarGurus, U.S. News Autos and more.
More specifically, the NSX experienced a 78% week-over-week hike in traffic share on Sunday, then skyrocketed 690% on Monday.
“Jumpstart’s analysts say the humor of Acura’s commercial featuring Jerry Seinfeld and Jay Leno battling over who would own the first NSX seems to have resonated well with consumers, spiking considerable shopper interest in the vehicle which isn’t yet available,” officials noted.
“As of (Wednesday), YouTube viewer counts of the Acura NSX spot were the highest of all automotive spots this year at nearly 16.5 million views,” they added.
Following the NSX was the Fiat 500 (up 249%) and the Chevrolet Sonic (up 182%), respectively. 4th was the Hyundai Veloster, whose share of shoppers climbed 26%, with the Volkswagen Beetle was in 5th (up 13%).
Meanwhile, the heftiest decline among Super Bowl-advertising automakers was for the Chevrolet Camaro (down 56%), followed by the Hyundai Elantra (down 9%) and the Lexus GS (down 8%), respectively
Sharing some more data, Jumpstart noted that its websites showed a 33% week-over-week spike in mobile traffic on Sunday. More specifically, visitors using iPhones were up 44% with iPad users up 16%.
Officials also noted: “In an effort to create more hype around the ads and to engage consumers before the game, almost all of the auto advertisers ‘leaked’ their spots online last week, giving viewers a sneak peek at their creative as it would appear during the game and sometimes in a longer format than the spot for which they paid.”
Overall, Jumpstart’s network showed a 3% week-over-week gain in total audience with new visitor growth at 4% on Sunday/Monday versus the week-ago period.
“The auto advertising category exploded during this year’s Super Bowl,” said Libby Murad-Patel of Jumpstart’s Strategic Insights division. “With 20 auto spots and an estimated 1,245 seconds of broadcast time, this was a much busier ‘Big Game’ for automakers than two years ago during the recession and auto industry collapse.”
Last edited by TSX69; 02-09-2012 at 07:27 AM.
03-26-2012, 09:27 AM
#1800
Safety Car
TSX Here to Stay
Honda is ready to begin the makeover of its Acura premium brand this spring, and the timing could hardly be better.
In addition to the new ILX small sedan and redesigned RDX compact crossover coming in spring, a tease of the redesigned RL flagship due this fall will be shown at the New York auto show in April.
Then, the volume leading TL sedan and MDX mid-sized crossover are slated for 2013 redesigns. The much-hyped NSX supercar should arrive by the end of 2014.
6 years ago, Honda Motor Co. executives decided to move Acura upscale and shelve the brand's entry-level luxury offer -- the compact RSX hatchback, which was the successor to the Integra. The timing couldn't have been worse.
In less than 3 years, many of Acura's competitors announced plans to offer products that fit the RSX and Integra's niches. Then the global economy collapsed and many luxury-vehicle buyers pared back their purchases.
In May, Acura will return to the entry-luxury segment with the ILX. The sedan won't remind anyone of the sportiness of the RSX or Integra, but Acura hopes it will appeal to sensible Gen Y customers.
Conrad: "We're remaking the entire lineup over the next few years."
The collapse of Lehman Brothers "changed the philosophy for luxury purchases. People are making more rational purchase decisions, taking pride in the deal they strike," said Jeff Conrad, Acura Division general manager. "Generation Y aspires to luxury, but they need a little help getting there."
The new lineup will feature four sedans, the TSX, TL, RL and ILX. There is some overlap, but Conrad said Acura has no plans to eliminate any of the 4.
"We're remaking the entire lineup over the next few years," Conrad said. "Nothing goes away, and we're sticking with that. We've had a pretty strong reliance on sport-utilities and we want to bolster our sedans."
With 40,000 units of additional volume from the estimated $27,000 ILX, Acura expects its overall U.S. sales to jump 46% to 180,000 units this year -- up from 123,299 in 2011. If not for the Japanese earthquake and Thai flooding last year, Acura estimates its 2011 U.S. sales would have been about 150,000. So the volume jump is not as large as it would seem, Conrad said.
In the longer term, it's unclear whether Acura aims to fight head-to-head against Lexus, BMW and Mercedes-Benz.
"We want to take 1 year at a time," Conrad said. "We're not going to go set volume targets for future years. Everyone wants to continue to grow, but for the foreseeable future this is a pretty good level to be at."
Acura doesn't want to increase its dealer count, Conrad said. But the brand needs to improve owner loyalty.
At 45%, Acura customer loyalty is slightly below the industry average of 49%, according to the J.D. Power and Associates 2012 Customer Retention Study.
According to the study, Acura doesn't really compete in the luxury segment. It mainly attracts customers from -- and loses them to -- Honda and Toyota.
"I know we're not satisfied with our loyalty numbers," Conrad said. He said retention efforts will include data mining to better understand when and how to contact existing customers.
Acura is counting on 40,000 sales from the ILX this year.
Acura also will be more aggressive with presale marketing before redesigned products reach market. Already, 3,500 potential 2013 RDX buyers are in Acura's dealer system, waiting for the on-sale date to arrive.
On the plus side, Conrad said Acura's average customer age is 2 to 4 years younger than those of other premium brands.
Although Acura's core customers continue to be baby boomers, the brand is seeking to connect with younger buyers. In researching Gen Y -- consumers aged 19 to 31 -- Acura has discovered that "value for money" is the primary concern, replacing the baby boomers' focus on quality, reliability and fun-to-drive vehicles.
So what do the Gen Y customers covet? Connected cars, with features such as Bluetooth, Pandora and SMS text messaging. Cool engineering solutions for better performance aren't nearly so high on the wish list.
"The real key is not that we offer it, but that we offer it and put it on a vehicle and make it intuitive to use," Conrad said.
Acura will continue its appeal to Gen Y through its product placement arrangement with comic-book-movie franchise Marvel Enterprises. Already seen in Thor, Acura products will be highlighted in this summer's mutant-superhero flick The Avengers.
That should play into the cool factor that appeals to young buyers. When asked what makes a vehicle cool, Gen Y respondents said exterior styling, affordability and environmental consciousness.
"It's no secret the last few years have been pretty tough on Acura," Conrad said. "'Smart luxury' has become our internal mantra."
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Converts and turncoats
Acura conquests buyers from... While it loses its owners to ...
Honda 12% Honda 8%
Toyota 8% Toyota 7%
Lexus 4% Infiniti 4%
Nissan 4% Lexus 4%
BMW 3% BMW 4%
Source: J.D. Power and Associates 2012 Customer Retention Study
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KillerG (03-27-2012)