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50K TLXes is not quite where the TSX+TL volume was in the better days -they need closer to 60-70K/yr to call it a success.
I think it's more about ILX + TLX vs TSX + TL.
I doubt that the TLX will reach 60-70k/yr on its own. 10 years ago, the competition wasn't as intense now. Cars like IS300, CTS, A4, C Class weren't as well rounded as they are today (ATS for CTS in this case).
Also, at TLX's price point, it is competing head on with the likes of CLA and A3, even though TLX is in a different segment. While the TLX offers good value, consumers now have the choice to get something smaller but with a more prestigious badge. This wasn't the case 10 years ago.
Will 2015 for the RLX be what 2011 was for the RL, where sales dropped below 100/month?
If i had to bet im sure it will be. There "may" be a small spike once the vaporware shawd version hits but that will be for a month or 2 at most, then it will hit its 100 or less a month mark.
Acura, trying to reinvent itself yet again, is taking a cue from 1 of America's hottest-selling brands.
Honda Motor Co.'s premium brand wants to position all-wheel drive at the center of its revival bid, much the way Subaru did in the 1990s, to great success.
Awd, already on half the vehicles Acura has sold in the U.S. this year, could be offered as a standard technology on all vehicles.
"I think that's the way we should go," said Koichi Fukuo, Acura's top global executive.
Linking the brand's image to the technology would dovetail with the arrival of next-generation awd technology on Acuras. On the other hand, Acura has renewed all its volume nameplates in the last 3 years. That cadence means that shifting to an all-awd lineup may take years.
The awd plan is 1 of several ideas backed by a new U.S.-based Acura Business Planning Office formed in February to rethink the brand and stoke stagnating sales. None of those ideas is finalized. Fukuo presented the committee's evolving strategy to the Honda Motor board here on Tuesday, Oct. 7.
Much of the game plan is in flux, he said. But elements are emerging. Acura plans more powerful engines, but it won't be tempted into big V-8 or V-10 powerplants, Fukuo said. It also will stay clear of rear-wheel-drive layouts.
Acura had planned to roll out an rwd V-8 but scrapped the idea when the global financial crisis hit. Since then, it has been casting about for a niche to claim as its own.
"The key is awd," said Fukuo, who as senior managing director at Honda oversees the Acura division and advanced drivetrain vehicles such as hydrogen fuel cell cars. "As a premium brand, we need something different from the competition."
Of course, other premium brands also offer awd. It was installed on 58% of all BMWs sold in the U.S. through September and on 90% of all vehicles from Audi.
The success of Audi and Subaru, with the latter's well-marketed awd system and rabid fan base, isn't lost on Acura executives. Subaru isn't a direct competitor to Acura, yet Fukuo coined the term "Acurist" for the loyal customer he aims to cultivate, a nod to the "Subarist" moniker adopted by Subaru aficionados.
"Looking at Subaru, I felt that we have to have a strong, clear direction as a brand," Fukuo told Automotive News. "What's important is to have the technology, styling and performance to evolve all together. Otherwise, I don't think we can increase the number of loyal customers, so-called Acurists."
Subaru, poised for its 6th straight year of record U.S. sales, saw sales soar 20% to 375,485 vehicles this year through September. Acura's sales slid 1% to 119,750 through September, after rising 6% in 2013, trailing the overall market's 8% gain.
"Making Acura 100% all-wheel drive could be a good idea," said Tatsuo Yoshida, an auto analyst with Barclays Securities Japan. "It is very simple from a sales and marketing point of view to sell the cars with such technology."
Acura already offers awd on all vehicles except the entry ILX sedan. But the base model for every nameplate, including the crossovers, is front-wheel drive.
Subaru, by contrast, offers its vehicles with awd only, except for the rwd BRZ sporty car.
Acura is introducing next-generation awd technologies in 2 sedans. The 1st came in the new TLX sedan that debuted in August, and the next arrives later this year in a hybrid version of the flagship RLX.
A re-engineered Super Handling All-Wheel-Drive system, or SH-AWD, is offered as an option on the midsize TLX.
Meanwhile, the RLX will get Acura's Sport Hybrid SH-AWD, which teams 2 electric motors to deliver more control and horsepower. That system also will be a cornerstone technology in the NSX sports car due next year.
Fukuo said awd systems offer better handling, stability and acceleration. The latter will help Acura deliver responsive driving without a V-8. "We're aiming for a sporty, performance vehicle," he said. "A heavy engine is no good."
Mike Accavitti, the luxury brand's general manager, said in July that the awd technology is something Acura "can wrap our brand around," adding: "It's a space that we own."
But there is room for improvement.
About half of Acura's sales this year were awd vehicles, according to Kelley Blue Book, citing data from R.L. Polk & Co. That's ahead of Lexus and Cadillac and in line with Infiniti and Mercedes-Benz.
In sales this year, Acura ranks above Infiniti but behind Cadillac and Audi, putting it in the 2nd tier of premium brands.
At Subaru, awd accounts for 98% of sales.
"Subaru has carved out a niche with this and has cultivated one of the most loyal bases in the industry," said Edmunds.com analyst Jeremy Acevedo. "The awd direction Fukuo aims to take Acura in also shows considerable promise."
Of all the Acuras traded in from January to September 2014, 34% were swapped to buy another Acura, according to Edmunds. At awd-heavy Audi, it was 49%. At Subaru, 53%.
The Acura Business Planning Office, led by Honda North America Executive Vice President Erik Berkman, aims to hash out details of a new brand direction by the debut of the NSX, which is expected as early as January's Detroit auto show.
The NSX halo car will symbolize the new identity. But how to square that image with the rest of the lineup is a challenge.
"As long as you have an ILX that doesn't even pretend to be exhilarating, you're going to have problems," said Kurt Sanger, an auto analyst with Deutsche Securities Japan. "They are going to launch a luxury halo car the brand might not be ready for."
"Looking at Subaru, I felt that we have to have a strong, clear direction as a brand," Fukuo told Automotive News. "What's important is to have the technology, styling and performance to evolve all together. Otherwise, I don't think we can increase the number of loyal customers, so-called Acurists."
There you go, sunshine. That's the next goal, mmmkay?
A3, Q3, A4, A6 all have FWD trims, but like others have said, getting quattro doesn't require much more $$. I think FWD versions are more popular in other countries.
"Looking at Subaru, I felt that we have to have a strong, clear direction as a brand," Fukuo told Automotive News. "What's important is to have the technology, styling and performance to evolve all together. Otherwise, I don't think we can increase the number of loyal customers, so-called Acurists."
first off Subaru offers a CRAPLOAD of car for the money while offering true AWD. There are 4 trim levels for the Legacy + 2 available options on the top trim models and you are still under $34K.
Acura used to be like that... Offer a crap load of car for the $$ back in 87 they offered the Legend with a choice of manual or auto and that was it.. maybe they should get back to that?
first off Subaru offers a CRAPLOAD of car for the money while offering true AWD. There are 4 trim levels for the Legacy + 2 available options on the top trim models and you are still under $34K.
Acura used to be like that... Offer a crap load of car for the $$ back in 87 they offered the Legend with a choice of manual or auto and that was it.. maybe they should get back to that?
Acura is kinda doing that especially with the TLX and MDX - offering a crap load for the $$. You will have a hard time finding something that is as well equipped as the TLX for $30-$35k in the luxury segment.
You know, it's been a constant debate regarding offering nearly no options/packages or not. Some like that approach and with that approach, Acura can certain bring the costs down. But there are many others on this board that want Acura models to have more packages and options, like many other luxury makes.
"offering a crap load for the $$" -- Only correct if the buyers need/want all those options that are lumped together in a trim package.
However, if a buyer only want "ventilation seats" on the base TLX, then the buyer is fucked; because anyone who want "ventilation seats" will have no choice but to cough up $$$$$ for the most expensive top-of-the-line "Advance trim" model.
Therefore in some cases, if a buyer only want specific options, it may end up that a custom-optioned European luxury sedan will cost less than the Acura vehicle that contains those specific options but in a full-blown trim package.
"offering a crap load for the $$" -- Only correct if the buyers need/want all those options that are lumped together in a trim package.
However, if a buyer only want "ventilation seats" on the base TLX, then the buyer is fucked; because anyone who want "ventilation seats" will have no choice but to cough up $$$$$ for the most expensive top-of-the-line "Advance trim" model.
Therefore in some cases, if a buyer only want specific options, it may end up that a custom-optioned European luxury sedan will cost less than the Acura vehicle that contains those specific options but in a full-blown trim package.
Hence I said, "But there are many others on this board that want Acura models to have more packages and options, like many other luxury makes."
With that said, there are also cases with other makes where you need to get a certain package or packages because you can add one specific feature.
Honda Division has its best-ever October sales—up 5.5% on delivery of 105,745 new cars and trucks
All-new Acura TLX sales reach nearly 5,000 units in October, driving an overall 7.9% increase for the brand
Honda CR-V smashes previous October record with 29,257 sales, an increase of 29.7 percent over the same period in 2013; New Fit also sets new October sales mark
American Honda Motor Co., Inc. today reported total October 2014 Honda and Acura vehicle sales of 121,172 units, an increase of 5.8% versus October of last year. The Honda division set a new October record on sales of 105,745 vehicles, an increase of 5.5% for the month. The Acura division posted sales of 15,427 units to rise 7.9% in the same period.
Honda
The new October sales record for the Honda brand was driven by the success of core models leading to an overall 5.5% gain versus October 2013. The new 2015 CR-V, crowned Motor Trend's 2015 SUV of the Year, helped the model post its best October on record. The new Honda Fit also set a new October milestone and Accord sales rose for the 10th straight month—all helping to push the Honda brand to a new October pinnacle.
The redesigned 2015 Honda CR-V, which went on sale October 1, helped smash the previous October record, and was up 29.7% over 2013 on sales of 29,257 units.
The new Honda Fit nearly doubled its sales last month, setting an all-time October record with sales of 6,851 units, an increase of 83.4% for the month.
Honda's stalwart Accord posted a strong month, rising 7.8% in October with sales of 27,128 units to give the model its 10th straight monthly increase.
"The new 2015 CR-V is giving renewed momentum to what has already been an incredible year," said Jeff Conrad, Honda division senior vice president and general manager. "The success of the new Fit is an important step in re-establishing small cars as a pillar in the Honda lineup."
Acura
With the 3.5L SH-AWD model enjoying its 1st full month on the market, the new Acura TLX gained more than 25% versus last month's strong performance, reaching sales of nearly 5,000 units in October after less than 3 months on the market. TLX helped push Acura brand sales up 7.9% for the month.
TLX sales reached 4,890 units in October, jumping 25.9% over last month for its best month since joining the Acura lineup, and came within just a few hundred units of ranking as Acura's best-selling model.
With 5,324 units sold in October, Acura's current best seller—MDX—jumped 9.5% month-over-month despite being limited by tight supplies.
"With TLX sales nearly topping 5,000 units in a segment full of notoriously tough competitors, the new TLX is quickly establishing itself as a top player in the mid-size luxury sedan game," said Mike Accavitti, Acura division senior vice president and general manager. "This early success of TLX also demonstrates the strong potential of the performance direction for the Acura product lineup."
4890 TLX's is good, getting up to ~7K is probably the goal to match the TSX and TL previous production numbers of the mid-2000's.
That would be near impossible. Competition nowadays is way different than the competition 10 years ago. Every car in this segment is highly competitive. The same cannot be said about the competitors 10 years ago. In addition, you've got cars like the A3, CLA that didn't exist, or didn't exist in sedan form before. And then there are the higher trims of mid-size sedans that are very well equipped too.
That would be near impossible. Competition nowadays is way different than the competition 10 years ago. Every car in this segment is highly competitive. The same cannot be said about the competitors 10 years ago. In addition, you've got cars like the A3, CLA that didn't exist, or didn't exist in sedan form before. And then there are the higher trims of mid-size sedans that are very well equipped too.
I think Acura will get to 7k mostly on the pricing and feature/function content compared to the competition. The competition is stiffer and it's a 40% increase from current sales but possible IMO.
I doubt that the TLX will reach 60-70k/yr on its own. 10 years ago, the competition wasn't as intense now. Cars like IS300, CTS, A4, C Class weren't as well rounded as they are today (ATS for CTS in this case).
Also, at TLX's price point, it is competing head on with the likes of CLA and A3, even though TLX is in a different segment. While the TLX offers good value, consumers now have the choice to get something smaller but with a more prestigious badge. This wasn't the case 10 years ago.
Pretty much this.
Probably will see a spike as supply increases and the early demand is met, but should settle down later.
Also, since a decade ago, CUVs have taken an increasing piece of the sales pie.
And in a couple of years, there will be a new Buick Regal, which is the TLX's most direct competitor.
Accord hybrid is selling 1000 a month. Car with Acura badge can do better at the price point. Add one Type-S performance model and you are already at 7k easily a month.
Does the ILX with Acura badge do better at the price point ? 1.6K a month ? The answer is NO.
Does the RLX with Acura badge do better at the price point ? 0.26K a month ? Again NO.
compare ILX sales with Civic EX-L Navigation. Acura if priced closer to Honda will do much better. Accord hybrid is premium vehicle. with Acura badge it should do better than Avalon/ES/Accord hybrid.
Of October 2014's 15 best-selling vehicles in America with base prices above $45,000, 5 were GM products, 4 were Mercedes-Benzes, and 3 were BMWs.
BMW led the list with the 5-Series, though 5er sales decreased in October. Indeed, sales of the 3 leading $45K+ vehicles all declined year-over-year, while 4 other members of the top 15 posted decreased volume compared with October 2013, as well.
Among all premium brand vehicles, regardless of price, BMW was again in front, although the 5-Series fell to 6th place when less costly vehicles are taken into account. The Acura TLX surged forward once again with continually rising sales: 4890 TLX sedans were sold in October, nearly double the total achieved by the TL and TSX a year ago.
America's leading premium brand car line, BMW's 3-Series and 4-Series, finished the month 49,224-unit year-to-date lead over the next-best-selling premium brand car, Lexus's ES, and a 23,793-unit year-to-date lead over the next-best-selling premium brand vehicle, Lexus's RX. The RX leads the Acura MDX in the luxury SUV standings by 30,641 units. The Cadillac SRX is 8284 units back of the Acura heading into November.
Historical monthly and yearly sales figures for any of these top-selling luxury vehicles can always be accessed through the dropdown menu at GCBC's Sales Stats page, and for those not viewing the mobile version of this site, near the top right of this page, as well.
Regarding hybrids for sedans, they have only done well for mid-to full-size FWD-based sedans.
Camry
Sonata/Optima
Fusion
Accord
Avalon
ES
MKZ
For mid to full size RWD lux sedans, hybrids have been a total flop (as they have been geared more to performance than fuel economy), even for Toyota with the GS and LS hybrids.
The RLX hybrid is charting new territory - while it remains a FWD-based hybrid sedan, it is a full-size lux sedan in the midprice segment.
So while sales will definitely be better than for the GS hybrid (avgs. 16 a month), doubt that it will match sales of the ES hybrid (1,224 a month).
American Honda Sets New November Sales Records; Core Vehicles Lead the Way
Dec 2, 2014 - TORRANCE, Calif.
Honda Division and Honda Trucks also set new November marks, up 4.9 and 18.3 percent, respectively
Honda CR-V smashes previous November best with a gain of 37.7 percent versus 2013
Honda Fit shatters November record, jumping 55.1 percent
TLX and ILX sedans push Acura Cars up 29.5 percent in November while driving an overall division increase
American Honda Motor Co., Inc. today reported a new November Honda and Acura vehicle sales record of 121,814 units, an increase of 4.6 percent versus November 2013. Overall AHM truck sales also set a November record, increasing 12.9 percent on sales of 60,384 vehicles. The Honda brand set a new November best, recording sales of 106,957 vehicles—an increase of 4.9 percent for the month. The Acura brand posted sales of 14,857 units in November, increasing 2.0 percent over the same period last year.
Honda
Four core vehicles in the Honda lineup contributed to a best-ever November for the brand. The newly redesigned CR-V led the Honda division's record month, posting its best November sales ever while Pilot showed fresh strength with a double-digit increase; the two vehicles boosted Honda Trucks to a new November record. The Honda Fit also set a new November mark.
CR-V smashed its previous November milestone, with 32,378 units sold last month for an increase of 37.7 percent versus 2013.
The Pilot showed new strength in a robust truck market for November with sales of 9,228 vehicles for an increase of 13.2 percent.
Together, CR-V and Pilot helped push Honda Trucks to a best-ever November, gaining 18.3 percent for the month on sales of 51,735 vehicles.
Honda Fit sales shattered the popular subcompact's previous November best, recording a remarkable 55.1 percent rise on sales of 6,421 units.
"While the market seems to be constantly changing, Honda products continue to march on with strong performances month after month," said Jeff Conrad, Honda division senior vice president and general manager. "Even with plummeting gas prices, compact models like the CR-V and Fit continue to resonate with buyers."
Acura
Acura sedans pushed an overall brand increase in November, led by the new popular TLX and growing momentum from the ILX. Acura trucks also fared well, maintaining strong market performance as MDX continues to lead the Acura division overall.
The Acura sedan lineup rose substantially in November, gaining 29.5 percent for the month on sales of 6,208 vehicles.
TLX was Acura's second best-selling model again in November with over 4,200 units sold, even as tight supply of some models in the TLX lineup kept the new sedan from eclipsing its stellar October result.
ILX gained 4.4 percent for the month on sales of 1,652 units.
"The strength of Acura sedans is clearly on the rise since bringing the hot-selling TLX to market in late summer," said Mike Accavitti, Acura division senior vice president and general manager. "And with demand outstripping supply, we see even more upside potential with TLX and the rest of our sedan lineup in the coming months."
Honda Division sets new annual record with total sales of 1,373,029 vehicles
American Honda sets new light truck sales mark for calendar year and December
Acura Division has best annual sales since 2007, with best-ever month & year for trucks
American Honda Motor Co., Inc. today reported record Honda Division sales of 1,373,029 vehicles for 2014 as overall vehicle sales reached 1,540,872 units, the 2nd-best result in company history and an increase of 1.0% for the year. AHM light truck sales reached new monthly and annual records with December sales of 67,479 units, an increase of 6.2%, and total 2014 sales of 702,351 vehicles, up 1.5%. Acura Division sales also gained strongly in December, posting a 13.1% gain on sales of 17,809 vehicles, helping push the division to its 2rd best year since 2007.
Honda
The record Honda Division sales of 1,373,029 vehicles in 2014 was an increase of 1.0% versus 2013, led by a 2.0% increase in total car sales of 781,224 units. The Honda Division once again displayed considerable sales strength across both car and truck categories in 2014.
The award-winning Accord and the all-new Fit led the brand on the car side, while the new Honda CR-V re-asserted its leadership in the hottest segment in the industry, compact SUVs. Accord alone accounted for 388,374 sales in 2014, while CR-V captured 335,019 for the year, a new all-time annual record, and Civic again surpassed the 300,000-unit mark. The sub-compact Fit enjoyed its best December ever.
CR-V shattered its previous December and annual milestones, rising 12.6% in December on sales of 32,369 units, and 10.2% YTD on sales of 335,019.
The new Fit continued its hot streak, with 6,450 vehicles sold in December for an increase of 39.7% as total Fit sales reached 59,340 units in 2014, an increase of 10.9%.
Accord posted an annual increase of 5.9% on sales of 388,374 vehicles in 2014 while over 325,000 Civics were sold in 2014. Adding CR-V's record haul of 335,019 vehicles pushed the total for these three vehicles comfortably over 1 million units.
The Honda Pilot surged 28.0 percent in December on sales of 11,479 units in a fast-paced truck market.
"Despite the price of gasoline dropping well below $3 a gallon in many markets, Honda's strong, balanced lineup of cars and trucks helped us achieve record sales in 2014," said Jeff Conrad, Honda division senior vice president and general manager. "The great news is that we will build on this momentum with some great new products coming in 2015."
Acura
The Acura Division reported total vehicle sales of 167,843 units in 2014, up 1.5% — the brand's best year since 2007 – and 3rd consecutive year of increased sales. Acura finished the year strongly with 17,809 new cars and truck sold in December for a total gain of 13.1% month-over-month.
The Acura MDX and RDX combined for new all-time annual and all-time monthly sales records on combined year-to-date sales of 110,546 units, up 12.6%, and December sales of 11,919, up 10.7%.
MDX rode a wave of popularity en route to best-ever sales of 65,603 units for 2014, up 23.7% versus 2013. December sales were up 3.4% on sales of 6,761 vehicles for a new all-time sales record for any month.
RDX also set annual and monthly records, with total 2014 sales of 44,865, up 0.3%, and December sales of 5,156, up 22.3% for the month.
Total 2014 TLX sales reached 19,127 since its mid-August market debut, with December sales limited only by tight supplies of key models.
ILX posted a strong December, with sales rising 10% on delivery of 1,730 units.
"The Acura MDX and RDX declared loud and clear why we call them the best 1-2 punch in the luxury SUV game, with record sales in the history of the Acura brand," said Mike Accavitti, Acura division senior vice president and general manager. "With our passenger car lineup now strengthened by the successful launch of the all-new TLX, the upcoming introduction of the redesigned ILX, and the highly anticipated NSX supercar set for its global debut in Detroit, the Acura brand is poised for great things in 2015."
10-06-2014, 11:24 AM
and no mention of the RLX with falling numbers
AutoNews
Luxury
