Acura: Sales, Marketing, and Financial News
#2121
You'll Never Walk Alone
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You can list all the reasons you want but purchasing decisions come down to value and looks. In this regard, my 2004 TL was a head above the competition. Performance was also important to me. The numbers were also good.
A car can be fast, sporty, and economical but if it looks like the east end of a west-bound horse, few will buy it. IMO, the last good looking TL was the 3rd Generation.... and it was not earth shattering. It isn't gorgeous; it's handsome. No visible warts. No ick factor.
The 4G+ however..... IMO is oogly. Both the front and the back. And it's performance is mediocre. It doesn't stand out in any particular area. It has an out-dated transmission and lacks a V8 option. It is FWD. Acura used to be a technology innovator. Now, it's playing tech catch-up with Ford econoboxes.
Acura (TL or RL) will never achieve full-fledged luxury status until it has at least one model that cures those short comings.
A car can be fast, sporty, and economical but if it looks like the east end of a west-bound horse, few will buy it. IMO, the last good looking TL was the 3rd Generation.... and it was not earth shattering. It isn't gorgeous; it's handsome. No visible warts. No ick factor.
The 4G+ however..... IMO is oogly. Both the front and the back. And it's performance is mediocre. It doesn't stand out in any particular area. It has an out-dated transmission and lacks a V8 option. It is FWD. Acura used to be a technology innovator. Now, it's playing tech catch-up with Ford econoboxes.
Acura (TL or RL) will never achieve full-fledged luxury status until it has at least one model that cures those short comings.
1.) Good looking
2.) Good balance of handling and ride comfort
3.) Highest horsepower rating despite not being the fastest. Heck, my 2G TL-S is faster than a 3G TL 5AT in stock form
4.) Comprehensive feature set
5.) Affordable pricing
6.) Very important is the fact that the competition was relatively weak.
By the end of the lifecycle, the 3G TL's straight line performance was mediocre, its features didn't quite match up with the others, it had an outdated tranny, no AWD option, etc. And these shortcomings reflected in the sales numbers too:
2006: 71.3k
2007: 58.5k
2008: 46.7k
2009: 33.6k
Even with the help of the Type S trim, the sales just fell in the final two years of the 3G TL. And that was before the economy went sour.
The 4G TL came out exactly when the economy tanked. The fact that the car was still using 5AT didn't help either. To make things even worse, its styling was controversial at best. Don't forget, at around that time, new CTS, facelifted G, new A4 all came out.
Hopefully, Acura will get the TLX right. It's such an important model for the brand if they want to get a slice in the entry-level luxury sedan market. Acura should be familiar with the formula that brought them so much success with the 3G TL. Add to that with multiple new ED powertrains, AWD and hybrid options, and keep the size and weight reasonable, and that should get the sales up.
#2122
I feel the need...
Ask OG Aziner's who've left the brand since '05 why they left, I highly doubt its because Acura's marketing didn't strike their fancy.
I think power plenum didn't really start in production until the 4G TL in 2009.
#2123
I feel the need...
I object to the mediocre performance label for my 6MT SH-AWD. It ran neck and neck with the S4 with most critics. IF you can get past the plenum, it is a very compelling daily driver. But the facts of the matter are, if I didn't get a five gizzle ugly discount, its highly unlikely it would be in my garage.
#2124
Moderator
#2125
Senior Moderator
They want Acura to be a luxury player yet the "Made for Mankind" slogan (IMO) doesn't convey anything luxurious, exciting, or special about the brand. It does nothing to help the brand stand above mainstream brands like "The Ultimate Driving Machine" or "The Pursuit of Perfection" does.
"Made of Mankind" seems more appropriate for Honda. To me, "Made for Mankind" feels like they're saying "Made for your average Joe."
The "Made for Mankind" ad is boring too. The MDX is just sitting there, motionless.... lifeless.
Where's the excitement and energy? Why not show someone actually driving the car and having fun?
Audi 2013 Big Game Commercial - "Prom" - YouTube
They could also try to be not so serious and have a little fun/try to be cute
Audi A6 TV Commercial - "Alien" - YouTube
Audi quattro® TV Commercial - "Ahab" (30s) - YouTube
BMW 3 Series Funny Superbowl Commercial - 2013 New Car Review HD - YouTube
Or they could talk about their history/heritage
BMW 3 Series Car - BMW 2013 - YouTube
Hope the ad agency has something better up their sleeves because when I see an Audi or BMW ad, they open up my eyes or put a smile on my face.
"Made of Mankind" seems more appropriate for Honda. To me, "Made for Mankind" feels like they're saying "Made for your average Joe."
The "Made for Mankind" ad is boring too. The MDX is just sitting there, motionless.... lifeless.
Where's the excitement and energy? Why not show someone actually driving the car and having fun?
Audi 2013 Big Game Commercial - "Prom" - YouTube
They could also try to be not so serious and have a little fun/try to be cute
Audi A6 TV Commercial - "Alien" - YouTube
Audi quattro® TV Commercial - "Ahab" (30s) - YouTube
BMW 3 Series Funny Superbowl Commercial - 2013 New Car Review HD - YouTube
Or they could talk about their history/heritage
BMW 3 Series Car - BMW 2013 - YouTube
Hope the ad agency has something better up their sleeves because when I see an Audi or BMW ad, they open up my eyes or put a smile on my face.
#2126
Senior Moderator
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ttribe (07-10-2013)
#2127
You'll Never Walk Alone
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Nobody said marketing isn't important, but my point is product comes first. Hyundai and Kia are doing very well because they have compelling products at competitive price points.
Ask OG Aziner's who've left the brand since '05 why they left, I highly doubt its because Acura's marketing didn't strike their fancy.
Power Plenum originated with the 2G MDX and proliferated from there and has been nearly universally panned. Yet, Acura insists it is a winning face.
Ask OG Aziner's who've left the brand since '05 why they left, I highly doubt its because Acura's marketing didn't strike their fancy.
Power Plenum originated with the 2G MDX and proliferated from there and has been nearly universally panned. Yet, Acura insists it is a winning face.
Hyundai and Kia now have good products. But they also have the marketing to boost sales even higher. Heck, they even go as far as providing false EPA information to gain sales.
I don't know, but IMO I don't think the grille on the 2007-2009 MDX is the power plenum.
Original Power Plenum Concept:
2007-2009 MDX Grille:
2010+ MDX Grille:
#2128
I still like that 2nd gen MDX pre-MMC refresh shield.
#2129
#2131
Safety Car
July 2013
American Honda Motor Co., Inc. today reported July 2013 U.S. sales of 141,439 units, a total increase of 20.9% compared with July 2012 (up 16.1% based on the Daily Selling Rate, or DSR*). The Honda Division posted July 2013 sales of 126,289 units, an increase of 21.3% compared with July 2012. Acura Division U.S. July sales of 15,150 units jumped 18.1% compared with July 2012.
Honda
Accord and Civic both top 30,000 July sales, with Civic breaking a 13-year-old July sales record
CR-V breaks July sales record set last year by more than 6,500 units, with sales of 27,226, up 32.5% compared to July 2012
Pilot and Ridgeline both see 5th consecutive month of double digit sales gains, up 32.5 and 67.7 percent respectively, from July 2012
"In July, all of our core models - Civic, Accord, Odyssey and CRV - showed double-digit gains," said John Mendel, executive vice president of sales at American Honda. "This indicates Honda's commitment to retail sales is resonating with consumers seeking not only fun and fuel-efficient vehicles, but also products that retain their long-term value."
Acura
Acura posts a 18.1-percent sales gain, and a 35.4% gain in light-truck sales setting an all-time light-truck sales record
MDX, new from the ground up, topped 5,500 units and set a new July record last set in 2005, making it Acura's top-selling model
RDX continues its amazing run with 15 consecutive month of record sales (3,936 units sold)
"The all-new MDX is off to the kind of dominating start we expected, teamed with RDX to give Acura a powerful 1-2 punch in the important luxury light-truck segment, and new momentum in Acura showrooms," said Jeff Conrad, vice president and general manager of Acura sales. "MDX delivers due to its fundamental advantages in areas that resonate with luxury SUV shoppers."
#2132
Someone found an Element to sell two years after it was discontinued?
MDX sales still strong. RDX sales down slightly from last month. Same with ILX, TSX, and TL sales. Maybe the RLX is taking sales from the againg TL? Or maybe it's because the RLX has the exclusive pot hole proof feature.
MDX sales still strong. RDX sales down slightly from last month. Same with ILX, TSX, and TL sales. Maybe the RLX is taking sales from the againg TL? Or maybe it's because the RLX has the exclusive pot hole proof feature.
Last edited by AZuser; 08-01-2013 at 04:40 PM.
#2134
Team Owner
#2135
אני עומד עם ישראל
617 people bought a pot hole proof sedan. Nice.
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ttribe (08-01-2013)
#2136
on another note, I saw a new MDX on the road the other day. Gotta say, it was one good looking cuv.
#2137
Safety Car
August 2013
09/04/2013 - TORRANCE, Calif.
Best month ever for CR-V contributes to Honda brand 29.1% sales increase
Accord, Civic and CR-V each top sales of 30,000 units in August
All-new MDX breaks all-time record, boosting Acura brand sales up 9.0%
Acura RDX posts 16th straight record month of sales
Setting a new August record, American Honda Motor Co., Inc. today reported U.S. sales of 166,432 units, a total increase of 26.7% compared with a year ago (up 22.2% based on the Daily Selling Rate, or DSR*). Year-to-date sales of 1,053,449 units represent a year-over-year increase of 11.0 percent. The Honda Division posted August 2013 sales of 149,381 units, an increase of 29.1% compared with August 2012. Acura Division U.S. July sales of 17,051 units were up 9.0% compared with the prior year.Accord, Civic and CR-V each top sales of 30,000 units in August
All-new MDX breaks all-time record, boosting Acura brand sales up 9.0%
Acura RDX posts 16th straight record month of sales
Honda
CR-V breaks all-time sales record set in March 2012, with sales of 34,654 up 45.1% compared to August 2012
Accord and Civic both top 38,000 units, with Civic posting its best August since 2009
Pilot and Ridgeline both see 6th consecutive month of double digit sales gains, contributing to a new all-time Honda light-truck record
"With 3 of our core models topping 30,000 units and the Honda brand up more than 29%, our August sales definitely didn't take a break for the holiday weekend," said John Mendel, executive vice president of sales at American Honda. "We're keeping our foot on the gas as we transition into the 2014 model year including the introduction an all-new Accord Hybrid in October."
Acura
Acura posts a 9.0% sales gain, and a 27.3% gain in light-truck sales, setting an all-time light-truck sales record for the 2nd straight month
The all-new MDX set a new all-time record with its best month ever, up 17.1 percent
RDX was up 49.7% with its 16th successive monthly sales record
"More luxury SUV shoppers are choosing the Acura brand than ever before," said Jeff Conrad, vice president and general manager of Acura sales. "RDX is unstoppable after 16 straight monthly records, and the all-new MDX is already proving it's the 1 to beat, setting records in its 1st 2 full months of sales."The all-new MDX set a new all-time record with its best month ever, up 17.1 percent
RDX was up 49.7% with its 16th successive monthly sales record
#2138
Team Owner
The only thing that keeps Acura alive is RDX and MDX. 2 SUVs ... sad.. just sad...
#2139
RLX sales fell again. Went from 617 in July to 459. It would be nice if Acura could stay fairly consistent like with the MDX and RDX and increase sales.
Feb '13 = 60
Mar = 336
Apr = 400
May = 273
Jun = 499
Jul = 617
Aug = 459
Feb '13 = 60
Mar = 336
Apr = 400
May = 273
Jun = 499
Jul = 617
Aug = 459
Last edited by AZuser; 09-04-2013 at 01:00 PM.
#2140
Senior Moderator
But boy did they ever hit a home run with the MDX and RDX. No surprise really. If they ever get their sedan's in order look out Lexus.
RLX was DOA from day 1. No surprise what so ever.
RLX was DOA from day 1. No surprise what so ever.
#2141
Clearly it's a supply issue, nevermind the demand part. Also, the economy.
#2142
Team Owner
That will require a new car with a new engine.
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ttribe (09-04-2013)
#2143
Moderator
#2144
6G TLX-S
#2145
#2147
AZ Community Team
Honda is on a roll with it's decent sales blended across a range of vehicles (Accord/Civic/CRV/Ody/Pilot).
A nice upscale FWD Accord is no longer to cut it for Acura, they need to be serious with their sedans.
Last edited by Legend2TL; 09-08-2013 at 07:52 AM.
#2148
אני עומד עם ישראל
#2149
Senior Moderator
25-33% drop in the TL from 1 year
#2150
Team Owner
The problem is pretty obvious, other than the beak, of course.
Accord V6 has 95%+ of what a FWD TL offers at a much lower price. So Honda made the Accord too good.
Now if Acura makes the next TL(X) better to further differentiate from Accord, then it will get into RLX territory.
It seems like it will become the old TL/RL story all over again.
Honda/Acura never gave itself enough room to "Advance" when they made the RLX only SLIGHTLY better than their current TL.
Any improvement on the next TLX will destroy RLX.
Not that it has any hopes left anyways.
Accord V6 has 95%+ of what a FWD TL offers at a much lower price. So Honda made the Accord too good.
Now if Acura makes the next TL(X) better to further differentiate from Accord, then it will get into RLX territory.
It seems like it will become the old TL/RL story all over again.
Honda/Acura never gave itself enough room to "Advance" when they made the RLX only SLIGHTLY better than their current TL.
Any improvement on the next TLX will destroy RLX.
Not that it has any hopes left anyways.
#2151
Senior Moderator
Hmmm, what could they possibly do to differentiate the TL(X) from the Accord????
I can't think of anythi.......oh wait what if the TL(X) and Acura in general has its own platform?? maybe even RWD based? what if they had a unique powertrain.....
:thehorseisdeadgiveitup:
I can't think of anythi.......oh wait what if the TL(X) and Acura in general has its own platform?? maybe even RWD based? what if they had a unique powertrain.....
:thehorseisdeadgiveitup:
#2152
Team Owner
um.. for starters.... Make the TLX Smaller than the current boat size TL and RLX bigger.
If you can't differentiate TLX from Accord, at least try to differentiate TLX from RLX.
If you can't differentiate TLX from Accord, at least try to differentiate TLX from RLX.
#2153
6G TLX-S
But that will never happen.
So a more realistic approach would be :
TL(X) : AWD only, no 2WD available.
Accord : FWD only.
#2154
Burning Brakes
The problem is pretty obvious, other than the beak, of course.
Accord V6 has 95%+ of what a FWD TL offers at a much lower price. So Honda made the Accord too good.
Now if Acura makes the next TL(X) better to further differentiate from Accord, then it will get into RLX territory.
It seems like it will become the old TL/RL story all over again.
Honda/Acura never gave itself enough room to "Advance" when they made the RLX only SLIGHTLY better than their current TL.
Any improvement on the next TLX will destroy RLX.
Not that it has any hopes left anyways.
Accord V6 has 95%+ of what a FWD TL offers at a much lower price. So Honda made the Accord too good.
Now if Acura makes the next TL(X) better to further differentiate from Accord, then it will get into RLX territory.
It seems like it will become the old TL/RL story all over again.
Honda/Acura never gave itself enough room to "Advance" when they made the RLX only SLIGHTLY better than their current TL.
Any improvement on the next TLX will destroy RLX.
Not that it has any hopes left anyways.
#2155
Team Owner
Honda does not need to make a sedan that's leaps and bounds better or luxurious than the Accord. They just need to make a good looking luxurious looking sedan. The 3G TL sold like hot cakes upwards of 7K a month. The Pilot or CRV can be optioned out to be as nice as the RDX or MDX. However the RDX and MDX distinctly look like upscale SUVs and are marketed that way. The 4G TL was a monstrosity. The revision in 2012 made it more palatable. This will not cut it in a hyper-competitive entry level luxury market.
Have you seen the Accord in the 3G TL Era?
3G TL's interior/exterior/feature/power were all 1 or 2 levels above 7G Accord.
Now? not so much
um... CRV is a 4 cylinder.. and RDX is V6 now. Do you remember what happened to the RDX when it had 4 cylinders?
Pilot is a nice car but the interior and power is not even close to the MDX.
Honda made the 9th Gen accord so good, i can't see what else they can do to differential TL (i know what they can do, but Acura will not do it)
Acura will try.. and try so hard that no one will buy RLX anymore.
#2156
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The rumour is that the TL(X) will be smaller than the existing accord and it will replace both TSX and TL. This means the TLX will be much smaller than the RLX to prevent the previous TL vs RL issue.
I think we can all forget about RWD for the TLX. I can see a base model with the K24 with DI that is slightly more powerful than the Accord's unit (220hp/200lbft) mated with CVT or 6MT. The next step up could be the J30 from the Chinese RDX which is good for 260hp/220lbft (6AT and 6MT perhaps). The top trim will have the RLX's J35 for 310hp. Some of the above might come with P-AWS or the mechanical SH-AWD.
As for hybrids, we might see trim with the Accord's hybrid system (higher tune?), and another trim that has the eSH-AWD (detuned to 350hp?).
Price range should be $30k (base 2.4 6MT) to $55k (eSH-AWD).
I think we can all forget about RWD for the TLX. I can see a base model with the K24 with DI that is slightly more powerful than the Accord's unit (220hp/200lbft) mated with CVT or 6MT. The next step up could be the J30 from the Chinese RDX which is good for 260hp/220lbft (6AT and 6MT perhaps). The top trim will have the RLX's J35 for 310hp. Some of the above might come with P-AWS or the mechanical SH-AWD.
As for hybrids, we might see trim with the Accord's hybrid system (higher tune?), and another trim that has the eSH-AWD (detuned to 350hp?).
Price range should be $30k (base 2.4 6MT) to $55k (eSH-AWD).
#2157
Some dude
I'm not one to keep track of Acura commercials considering I already know there's nothing they sell that interests me but I did stumble upon this article today:
http://jalopnik.com/acuras-new-ads-p...ing-1369932279
http://jalopnik.com/acuras-new-ads-p...ing-1369932279
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ttribe (09-24-2013)
#2158
Moderator
Thought this quote from that link was worth repeating:
Your design firms are a farce, your product development teams fail to listen to the market (enthusiast or not), and you've stagnated for far too long. Yes, you have sales - but the passion that once followed wherever you were is now gone.
Even when reviving the NSX, the car that I adore, you drag your feet. It feels old to me before it's even been released. Please, wake up.
Don't let your marketing terminology of "perpetual change" turn into a design philosophy of "perpetual design". Spice things up. Makes things better. Outperform, not simply match, the competition. You've done it before and you can do it again.
And for God's sake give us a Type R that has greater feeling than my toaster!
Even when reviving the NSX, the car that I adore, you drag your feet. It feels old to me before it's even been released. Please, wake up.
Don't let your marketing terminology of "perpetual change" turn into a design philosophy of "perpetual design". Spice things up. Makes things better. Outperform, not simply match, the competition. You've done it before and you can do it again.
And for God's sake give us a Type R that has greater feeling than my toaster!
#2159
Safety Car
Sept 2013
American Honda today reported September 2013 U.S. sales of 105,563 units, a decrease of 9.9 percent compared with September 2012 (a decrease of 2.1 percent based on the Daily Selling Rate (DSR*)), while year-to-date sales remain up 7.9 percent over 2012. Reflecting Honda's consistent focus on retail sales, the Honda brand posted September 2013 sales of 93,915 units, a decrease of 8.7 percent compared with September 2012 (a decrease of 0.7 percent based on the DSR). Acura U.S. September sales of 11,648 units decreased 18.9 percent compared with September 2012 (a decrease of 11.9 percent based on the DSR).
Honda
Strong sales of the Accord continue, up 13.8 percent year to date, on sales of 25,176 units in September
Honda light truck sales are up 7.8 percent year to date compared to 2012 helped by the Ridgeline, which tallied a 7th straight month of sales gains in September, up 9.9 percent compared to 2012
Solid September sales of 22,983 units keep Civic up 8.3 percent year to date and 6.7 percent compared with last September
"Even as we catch our breath from all-time record August sales and with 2 fewer selling days this month, the Honda brand continues on a strong pace for the year," said John Mendel, executive vice president of sales at American Honda. "The already strong appeal of the Accord lineup will grow even greater with the launch late this month of the 2014 Accord Hybrid, which delivers 50 mpg1 city EPA-rated fuel economy."Honda light truck sales are up 7.8 percent year to date compared to 2012 helped by the Ridgeline, which tallied a 7th straight month of sales gains in September, up 9.9 percent compared to 2012
Solid September sales of 22,983 units keep Civic up 8.3 percent year to date and 6.7 percent compared with last September
Acura
Acura light truck sales including the all-new 2014 MDX and 2014 RDX are up 16.2 percent year to date compared to this point in 2012
RDX sets 17th successive monthly record, with sales of 3,022 units
MDX remained the top selling Acura model in September, with sales of 4,539 units
RDX sets 17th successive monthly record, with sales of 3,022 units
MDX remained the top selling Acura model in September, with sales of 4,539 units
Last edited by TSX69; 10-01-2013 at 11:52 AM.
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jwong77 (10-01-2013)
#2160
Midnight Marauder
What happened to TL sales? Did they stop making them?