Acura: Sales, Marketing, and Financial News
03-03-2015, 10:08 AM
#2841
Safety Car
Feb 15
Mar 3, 2015 - TORRANCE, Calif.
Acura trucks set new February benchmark, with a 12.5 percent gain on sales of 8,415
Honda Fit sets new February record, rising 81 percent on sales of 5,652 units
Honda Pilot has February to remember, with sales up 82.7 percent
American Honda Motor Co., Inc. today reported February Honda and Acura vehicle sales of 105,466 units, an increase of 5.0 percent versus February 2014. Sales of Acura light trucks set a new February record, rising 12.5 percent on sales of 8,415 vehicles. The Honda Division sold 92,474 vehicles in February—an increase of 4.1 percent for the month. The Acura brand posted sales of 12,992 units in February, rising 12.5 percent over the same period last year.Honda Fit sets new February record, rising 81 percent on sales of 5,652 units
Honda Pilot has February to remember, with sales up 82.7 percent
Honda
Honda's remarkable Fit subcompact set another monthly record in February, posting an 81 percent increase over year ago totals. The Pilot again showed considerable sales strength, creating strong momentum as the company prepares for the arrival of the all-new 2016 Pilot this summer. Sales of the best-selling CR-V also rose in February, gaining 7.4 percent vs. the same period last year. Pilot and CR-V pushed Honda light trucks to a total increase of 12.6 percent for the month.
Honda Fit easily smashed its previous February record, rising 81 percent on sales of 5,652.
Sales of the best-selling Honda CR-V totaled 22,298 units, up 7.4 percent for the month.
The Honda Pilot posted one of its best months in the last year with sales up 82.7 percent on sales of 12,629 vehicles.
Overall Honda truck sales totaled 43,782 for a gain of 12.6 percent in February.
"Strong February sales of both the sub-compact Fit and our 8-passenger Pilot SUV demonstrate the power of the Honda brand with individual buyers," said Jeff Conrad, Honda division senior vice president and general manager. "Honda is delivering incredible value throughout our product lineup that is resonating with our customers."Sales of the best-selling Honda CR-V totaled 22,298 units, up 7.4 percent for the month.
The Honda Pilot posted one of its best months in the last year with sales up 82.7 percent on sales of 12,629 vehicles.
Overall Honda truck sales totaled 43,782 for a gain of 12.6 percent in February.
Acura
Acura trucks continue to light up the sales charts with RDX setting a new February best just ahead of the launch of the refreshed 2016 model. MDX also sold at near record levels during a transition month as the 2016 model became available at Acura dealers in early February. Combined, the RDX and MDX gave Acura trucks a new February sales record.
TLX sales remain strong, taking important share in the super-competitive mid-luxury sedan segment and spurring overall Acura car sales to 4,577 in February, an increase of 12.7 percent. And the significantly revised 2016 ILX went on sale mid-month, adding new power to a strengthening Acura sedan lineup.
RDX captured yet another monthly sales record with 3,862 units sold in February, up 32.7 percent for the month.
MDX maintained a strong pace as America's 3-row luxury SUV sales leader easily surpassed 4,500 units again.
RDX and MDX combined for a February record of 8,415 Acura trucks sold in February, an increase of 12.5 percent for the month.
"While bone-chilling winter weather takes its toll on much of the country, Acura sales continue to reflect a strong warming trend," said Mike Accavitti, Acura division senior vice president and general manager. "Our MDX and RDX luxury SUVs remain red hot—with refreshed 2016 models only adding fuel to the fire. And the substantially upgraded 2016 ILX sport sedan now in showrooms nationwide will burn brighter than ever."MDX maintained a strong pace as America's 3-row luxury SUV sales leader easily surpassed 4,500 units again.
RDX and MDX combined for a February record of 8,415 Acura trucks sold in February, an increase of 12.5 percent for the month.
03-03-2015, 04:57 PM
#2842
Team Owner
For reference: (i got from TLX section)
Infiniti Q50: 3,649
Acura TLX: 3,419
Lexus IS: 3,383
So Q50 is out selling TLX 2 months in a row now?
I just checked Q50 starts at $37k?
is Q50 really that good
Infiniti Q50: 3,649
Acura TLX: 3,419
Lexus IS: 3,383
So Q50 is out selling TLX 2 months in a row now?
I just checked Q50 starts at $37k?
is Q50 really that good
03-03-2015, 05:22 PM
#2844
Team Owner
That is a surprise to me as well.
They are like Carmrys running around in So cal... and of course there are as many 3 series as Accord.
They are like Carmrys running around in So cal... and of course there are as many 3 series as Accord.
03-03-2015, 07:13 PM
#2846
ILX under 1,000 per month again and less than last month's 992? 
I thought the new 2016 model would have helped sales a little.... push it back over 1,000 a month again.
Was there a supply problem?
RLX at 173...
Double digits in 2nd half of year.
I thought the new 2016 model would have helped sales a little.... push it back over 1,000 a month again.Was there a supply problem?
RLX at 173...
Double digits in 2nd half of year.
Last edited by AZuser; 03-03-2015 at 07:16 PM.
03-03-2015, 07:29 PM
#2847
Originally Posted by Mike Accavitti, Acura division senior vice president and general manager
"While bone-chilling winter weather takes its toll on much of the country, Acura sales continue to reflect a strong warming trend. And the substantially upgraded 2016 ILX sport sedan now in showrooms nationwide will burn brighter than ever."
Feb 2015:
Acura ILX: 959
Audi A3: 2,279
Buick Verano: 3,437
Cadillac ATS: 2,028
Mercedes CLA: 2,606
03-03-2015, 10:01 PM
#2848
Team Owner
i really think there is something wrong with Acura's production/supply chain.
There seem always a shortage of new cars. Other brands have similar issue when a brand new product is launched, but it seems Acura's issue is a lot more serious than others.
There seem always a shortage of new cars. Other brands have similar issue when a brand new product is launched, but it seems Acura's issue is a lot more serious than others.
03-03-2015, 10:16 PM
#2850
Team Owner
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03-03-2015, 10:28 PM
#2851
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03-04-2015, 10:27 AM
#2852
Senior Moderator
I seriously doubt the 2016 ILX was available in big numbers in Feb. Having said that anyone who thinks the 2016 will suddenly boost sales and save the 1st gen ILX needs there heads checked. It will help no doubt but it's not going to get Acura anywhere near their original plan of moving 40k units a year. They'll be lucky to hit 20.
03-04-2015, 01:09 PM
#2853
You'll Never Walk Alone
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I think it's still early days. It went on sale on what? Feb 10th? Not sure what the supply level is, if all the trims are available and stuff. We will probably have a better idea in the next few months? The ILX is now competitive but the pre-MMC ruined the reputation.
03-09-2015, 08:53 AM
#2855
Senior Moderator
I seriously doubt the 2016 ILX was available in big numbers in Feb. Having said that anyone who thinks the 2016 will suddenly boost sales and save the 1st gen ILX needs there heads checked. It will help no doubt but it's not going to get Acura anywhere near their original plan of moving 40k units a year. They'll be lucky to hit 20.
03-12-2015, 06:27 AM
#2856
Safety Car
Kuwait
Honda Motor Company, Middle East and North Africa (MENA) announced the launch of Honda’s luxury brand “Acura” at a packed press conference in Kuwait Monday evening at the Courtyard Marriot Hotel.
Addressing the gathering, the Director of Honda Motor Company-MENA, Shunichi Uchida stated the ACURA name was derived from “acu,” a Latin form, meaning mechanically precise or done with precision. Honda introduced the Acura brand to the US market in 1986 to be the world’s 1st Japanese luxury brand. At 1st, it was a 2-car show: the Legend sedan and the Integra sport coupe and sedan. The Acura brand is available officially in 5 markets, USA, Canada, Mexico, China and Russia. Kuwait will be the 6th market. In year 2014, Acura globally sold 190 thousand units and had it’s best year, in terms of annual sales, since 2007 and 3rd consecutive year of increased sales in the highly competitive US market.
Acura has been setting new standards in automotive design and engineering for 2 decades through bold innovation, a refined sense of aesthetics and precision manufacturing. By introducing groundbreaking technologies like Super Handling All-Wheel Drive (SH-AWD), Variable Valve Timing and Lift Electronic Control (VTEC), and the Advanced Compatibility Engineering (ACE) structural design, Acura has continuously redefined the state of the art.
Acura brand is meant for “Distinctive” customers who are looking for a stunning vehicle with exhilarating performance, unsurpassed comfort and safety features — with the most exacting attention to details. And the extreme care that Acura gives to the making of each automobile extends into the community and environment as well.
Acura products launched in Middle East will be 1st available in Kuwait through officially appointed exclusive dealer “Al Mulla International Auto Trading Company W.L.L.”. The new dealer will be responsible for sales and after sales through its state of the art facility, operations and hospitality to provide premium experience to Acura customers. Customers can book their car by visiting Acura Showroom and be among the 1st to own Acura brand. Acura model deliveries will start from April 2015.
On the 2015 Acura MDX and TLX which were unveiled at the event, Mat Hargett- Vice-President Acura Development Honda Research & Development in the Americas, said the 2015 MDX is the 3rd generation of Acura’s 7-passenger luxury performance SUV, the 1st to be developed from the ground up using an all-new, purpose-built platform (body and chassis) fully optimized for the needs of today’s luxury SUV buyers.
The new MDX harnesses a host of Acura signature technologies to deliver on Acura’s product direction of “Synergy between Man and Machine”, and to offer higher levels of luxury, silence, comfort and prestige in a vehicle that performs “at the will of the driver” with intuitive control and exhilarating dynamic performance.
Developed on the image of an “Executive Family Jet,” the 2015 MDX is sleek and refined, prestigious and powerful, and designed to deliver on the unique performance and functional needs of the luxury SUV driver and passengers. In designing the new MDX, Acura engineers focused on 3 core values: class-leading fuel economy ratings; new levels of prestige and luxury comfort; and top-level safety performance. At the same time, they sought to further enhance the MDX’s dynamic performance while maintaining its core appeal - the family-friendly, 7-passenger cabin and nimble, mid-size SUV exterior size and appearance.
The 2015 Acura MDX is powered by an all-new direct-injected 24-valve 3.5-liter i-VTEC V-6 engine with Variable Cylinder Management(tm) (VCM(tm)), producing 290 horsepower and 355N-m of torque. The MDX’s engine architecture is shared with 2 racecars that recently finished 1st and 2nd in the LMP2 class at the 12 Hours of Sebring endurance race in the American Le Mans Series (ALMS). Employing a 6-speed automatic transmission with Sport Mode and Sequential SportShift Paddle Shifters, the new MDX will be offered Super Handling All-Wheel Drive (SH-AWD) featuring Acura’s new Agile Handling Assist technology.
The new MDX boasts of an “Executive Aero Sculpture” exterior design that lends it a sleek, tailored and sophisticated appearance. The aerodynamic body design — refined by engineers in a new wind tunnel at the company’s Ohio R&D center — helps the MDX achieve an improvement in aerodynamic efficiency, making it 1 of the most aerodynamic and fuel-efficient luxury SUVs on the road.
The MDX’s dynamically tuned platform, more airtight body and triple path isolated dampers, along with the use of new sound-deadening materials, such as acoustic glass and expanding body sealers, and Active Noise Control technology, make this the quietest and most composed MDX yet.
With a single press of the illuminated 1-Touch Walk-In button, the 2nd-row seats automatically fold and slide to their forward-most position. The 2nd-row seats now features a 4-position recline and a new Extended Slide capability that provides 6 inches of total fore-aft seat adjustment for optimal balance between 2nd- and 3rd-row legroom. Rear cargo capacity is also improved and includes a new under-floor storage area.
Up front, there is a 10-way power adjustable and ventilated driver’s seat and an 8-way power adjustable and ventilated passenger seat. The MDX also addresses a major shortcoming of many luxury SUVs — available front-seat storage space — with a spacious new center console that can accommodate a purse, laptop case, or a pair of iPads. The MDX’s luxury quotient is further boosted by its interior appointments, including premium leather-trimmed interior, silver plated accents, LED overhead and cabin accent lighting, along with new luxury features, such as Smart Entry, 2nd-row sunshades, and auto-linked air conditioning and climate-controlled seats.
In addition, the 2015 Acura MDX harnesses a range of Acura signature technologies, such as Acura Jewel Eye LED headlights and more powerful Acura/ELS Studio premium audio system. The 2015 MDX offers a host of innovative driver assistive and visibility technologies, including a Multi-Angle Rearview Camera, Adaptive Cruise Control (ACC) with Low-Speed Follow, Blind Spot Information (BSI), and Collision Mitigation Braking System (CMBS).
The new MDX is equipped with a broad array of advanced safety technologies, including the next generation Advanced Compatibility Engineering II (ACE II) body structure, 4-wheel Anti-Lock Braking System (ABS) with Electronic Brake Distribution (EBD) and Brake Assist, Vehicle Stability Assist (VSA) with Traction Control, and airbags (front, front side, driver’s knee and side curtain with rollover sensor), as well as the available Forward Collision Warning (FCW) systems.
2015 Acura TLX:
The 2015 Acura TLX is an all-new midsize sports sedan. Developed under the theme of ‘Red Carpet Athlete,’ the all-new TLX is designed to deliver a unique and compelling blend of sports-sedan athleticism and premium (red-carpet) luxury refinement, while delivering on Acura’s product direction of “Synergy between Man and Machine” — characterized by vehicles that perform “at the will of the driver” with intuitive, exhilarating and confidence-inspiring driving dynamics.
To achieve its dual mission of even sharper sports-sedan performance and increased luxury refinement, the TLX employs a host of new technologies, including 2 new, high-output direct-injected i-VTEC engines; 2 advanced new transmissions, including the world’s 1st automotive Dual Clutch Transmission with torque converter; and the latest iterations of Acura precision-handling technologies — Precision All-Wheel Steer (P-AWS), and Agile Handling Assist (AHA). These new technologies, in combination with its all-new body and chassis design, help define the TLX as the most dynamically advanced Acura ever produced; quick and responsive in sporty driving, stable and sure-footed in higher speed maneuvers, calm and quiet during long-distance cruising. TLX was also designed to appeal to a broader cross-section of luxury sports-sedan customers, with wider range of powertrain and drivetrain options. .
The TLX’s new chassis, powertrains and precision-handling technologies are wrapped in a lithe new exterior design with taut body surfaces, dynamically sculpted fender arches, and purposeful character lines. Acura’s signature Jewel Eye LED headlights, standard on all models, lend the TLX an advanced and bright-eyed appearance while producing superior down-the-road illumination. Its LED lighting theme carries through to the LED-accented side mirrors, LED taillights and LED license plate illumination.
The TLX’s spacious 5-passenger interior is designed and engineered to underscore the ‘Red Carpet Athlete’ development theme of the new TLX, providing a high degree of refinement, luxury comfort and technological sophistication while supporting an exhilarating driving experience. High-end premium elements include a soft-touch, 1-piece instrument panel upper cover, and alloy and wood-grain accents.
TLX models featuring the new 3.5-liter V-6 engine utilize an advanced new Electronic Gear Selector, using an intuitive push-button array in place of a traditional gear lever, freeing up center-console space while presenting an advanced and futuristic appearance. All TLX models incorporate an Electronic Parking Brake with Automatic Brake Hold, which, when activated, retains brake pressure when the vehicle is stopped, simplifying driving in heavy traffic or on steep hills.
At the heart of the TLX’s athletic sports-sedan performance capabilities are 2 new powertrains, both utilizing direct-injection, i-VTEC valve trains with variable cam phasing, and low-friction technologies to deliver higher output and more linear and responsive power delivery, as well as to garner class-leading fuel-economy ratings.
The direct-injected 2.4-liter DOHC i-VTEC in-line 4, producing a peak 206 horsepower and 247 N-m of torque, is mated to an all-new 8-speed Dual Clutch Transmission (8DCT) with torque converter, the world’s 1st transmission of this type to be paired with a torque converter. Featuring Sequential SportShift, closely spaced ratios, ultra-quick shifts and automatic rev-matching downshifts, the 8DCT gives the 2.4-liter TLX an aggressively sporting yet refined feel.
The direct-injected 3.5-liter SOHC i-VTEC V-6 incorporates the Next generation variable cylinder management (VCM II), with the ability to deactivate 3 of the engine’s 6 cylinders, for improved fuel efficiency. The aluminum-alloy 24-valve engine produces a peak 290 horsepower and 355 N-m of torque. The engine is mated to a new 9-speed automatic transmission with wider gear ratios featuring Sequential SportShift.
TLX models, with either the 2.4-liter or 3.5-liter engine, come equipped with the latest iteration of Acura Precision All-Wheel Steer (P-AWS). P-AWS system was integrated into the fundamental chassis design from the earliest stages of development, allowing engineers to take full advantage of its independent left and right rear-wheel toe angle control to enhance overall handling precision, low-speed maneuverability and high-speed stability.
The TLX also advances Acura’s reputation for delivering cutting-edge safety and driver-assistive technologies. The TLX is the 1st Acura vehicle to deploy a new cooperative monocular camera and millimeter wave radar system that expands both the fidelity and scope of the vehicle’s road-sensing capabilities. This fusion of camera and radar technology underpins the TLX’s available Collision Mitigation Braking SystemTM (CMBS) which can now provide enhanced car-to-car and car-to-pedestrian collision mitigation while also enhancing the capabilities of the Adaptive Cruise Control.
The TLX is the 1st Acura vehicle to deploy a new Road Departure Mitigation (RDM) system, which is included with the Advance Package. RDM uses the monocular camera to recognize painted lane lines, Botts’ Dots and Cat Eye markers to determine lane boundaries. When the vehicle’s current travelling direction strays from a detected lane, the system warns the driver and assists by applying corrective steering input and, if required, braking force to help the driver maintain their current lane. Additional standard and available driver-assistive features include Blind Sport Information (BSI), Lane Departure Warning (LDW), Forward Collision Warning (FCW), and Lane Keep Assist (LKAS).
The TLX is built on an all-new platform (body and chassis) that was designed from the ground up to support and enhance the vehicle’s outstanding driving dynamics, luxury-sedan refinement, class-leading fuel efficiency and high-level collision safety performance. New Motion-Adaptive Electronic Power Steering delivers a high level of steering precision and responsiveness while aiding fuel efficiency.
03-12-2015, 07:18 AM
#2857
Stay Out Of the Left Lane
Join Date: Oct 2003
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It's interesting to see/hear that Honda is just launching the Acura brand in Kuwait now. I always think of most of the automotive manufacturers as global companies. I can understand targeting certain regions, but with the amount of money and affluence in Kuwait and other parts of that region, you would think they would have been there for years - 
03-13-2015, 12:16 AM
#2858
Midnight Marauder
Yeah, I think the Acura brand is only in the US, Canada, Hong Kong, China, Mexico, and Russia. Everywhere else, these are branded as Hondas.
03-13-2015, 05:57 AM
#2859
Lola
Acura doesn't exist in Hong Kong anymore. The last time they sold any Acuras in that market was 2008 I believe, when they only had one model available(RL), lack of RHD models from the US assembly line is probably the reason why the brand's failure there.
03-13-2015, 06:52 AM
#2860
Stay Out Of the Left Lane
Join Date: Oct 2003
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Same question as above - can you get an MDX or TL as a Honda in Hong Kong?
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03-13-2015, 07:43 AM
#2862
Lola
The Vigor, first/second gen TL were sold in HK as Acuras, and Honda Saber/Inspire for the Japanese market. Discontinued after 2004 because there wasn't any RHD exports coming from Ohio.
03-16-2015, 11:53 AM
#2863
Safety Car
AutoNews
Florida auto dealer Bill Wallace routinely stages special promotions at his Cadillac and Lincoln dealerships to lure BMW and Lexus owners in for a test drive -- offers such as a free dinner for 2 or Starbucks coupons.
"We get the lowest response on those types of promotions of anything we do," he says. "But we continue to bang away at it."
For Wallace and other dealers who sell luxury brands such as Cadillac, Lincoln, Acura and Infiniti, banging away is a fact of life. Try as they might, those 2nd-tier brands, with the exception of surging Audi, have struggled to make inroads against the powerful triumvirate at the top: BMW, Mercedes-Benz and Lexus.
The truth for aspiring brands on the outside looking in is that the rising luxury tide is not lifting all ships equally. Luxury brand sales, up 6.4 percent in 2014, grew faster than the mass market, but the top 3 brands plus Audi enjoyed the lion's share of the gains.
Combined, BMW, Mercedes-Benz and Lexus accounted for more than 1/2 of all U.S. luxury brand sales last year. With luxury sales projected by IHS Automotive to grow from 11.4 percent of the market last year to 12.7 percent in 2016, the stakes for aspiring brands are high.
Though Acura and Infiniti sales grew in 2014, they did not keep pace with the luxury market as a whole, but the 2 Japanese brands have gotten off to a fast start in 2015. In 2014, Cadillac saw its share drop more than 1 point to 9.1 percent as its sales dropped 6.5 percent.
The big 3 brands enjoy an enviable combination of advantages -- deep product lineups, global reach, strong residual values and rock-solid brand images -- that aspiring brands cannot match.
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Top luxury brands have more models to sell.
Models in 2014 Models in 2015
Acura 8 5
Audi 25 29
BMW 27 35
Cadillac 12 8
Infiniti 8 9
Jaguar 5 6
Land Rover 6 7
Lexus 16 19
Lincoln 5 6
M-Benz 19 19
Porsche 6 8
Volvo 5 6
Not since 1998 has any brand other than BMW, Mercedes and Lexus topped the U.S. luxury market in sales. That year, Lincoln led the field. Before 1998, Cadillac held an unbroken grip on the top spot going back to before 1970.
Since Mercedes grabbed the top prize in 1999, imports have dominated the playing field. Lexus ruled 11 straight years from 2000-10. These days, the top 3 remain locked in a bitter struggle for the luxury title. BMW has taken the crown 3 of the last 4 years but is 3rd so far this year, trailing Mercedes and Lexus.
Ambitious Lexus is breathing down the neck of Mercedes-Benz in a bid to regain the top spot it hasn't held since 2010. Through February, Lexus sales have jumped 26 percent, passing BMW to move into 2nd place behind Mercedes. Like its rivals, Lexus is basing its growth on an aggressive product offensive.
"If I did not want to resecure that luxury leadership position, then my boss probably put the wrong person in this job," Jeff Bracken, Lexus general manager, said at the Detroit auto show. "It's important. No question about it."
Mercedes has been equally bullish. "With SUV sales up 22 percent, we expect our momentum to continue as new or redesigned versions of almost all our light trucks hit the market in the next year," Steve Cannon, CEO of Mercedes-Benz USA, said in a March 3 release.
In 2014, BMW topped the U.S. luxury field with an 18 percent share, followed by Mercedes Benz with 17.5 percent and Lexus with 16.5 percent. From there, it's a substantial drop to Audi at 9.7 percent and Cadillac with 9.1 percent. Together, the top 3 accounted for 52 percent of the luxury market. No brands come near that kind of dominance in the mass market. The top 3 mass-market brands -- Ford, Chevrolet and Toyota -- accounted for 43.8 percent of nonluxury sales in 2014.
So dominant are the 3 top luxury brands, they're almost playing in a different segment, says Tom Libby, analyst for IHS Automotive.
When Lexus introduced its NX compact crossover in 2014, sales of the BMW X3 and Mercedes-Benz GLK declined, while sales of competing vehicles from "striver" brands weren't affected, he says.
"1 could conclude there's a lot going back and forth between those brands," says Libby. "When 1 of those brands brings out a strong entry, it does not affect the strivers. So perhaps it's a separate market."
Says Chris Lemley, who owns 2 Massachusetts Lincoln dealerships: "If you look at sources of sales and defections, those 4 brands [including Audi] are cannibalizing each other for the most part."
The top 3 brands enjoy higher loyalty rates than the brands fighting to join the club: 58 percent of Mercedes-Benz owners who went shopping in 2014 stayed loyal to the brand, followed by BMW at 53 percent and Lexus at 52 percent, according to IHS data. Among other brands, only Lincoln hit the 50 percent mark.
Chris Sutton, vice president of auto retail for J.D. Power and Associates, says customers of the top 3 luxury brands cross shop the other 2 far more than they do the brands in the 2nd group, with the possible exception of Audi.
"Among customers who bought a BMW in 2014, 21 percent visited an Audi dealer, 20 percent of them visited a Mercedes dealer and 14 percent visited Lexus," Sutton said. "Everything after Lexus is in single digits."
Unrelenting model assault
BMW, Mercedes-Benz and Lexus have expanded their model lineups at a rate that rivals, except Audi, have found difficult to keep pace with. The top 3 have created sub-niches where nobody imagined they existed, particularly in the SUV/crossover segments that are driving much of the growth in luxury. The BMW X4 straddles a line between a coupe and an SUV. Mercedes aims to bring new buyers with the GLA, a compact crossover that might have been called a station wagon in an earlier generation.
Meanwhile, Cadillac doesn't have a compact luxury crossover, while BMW fields the X1, X3 and X4.
Edmunds.com counts 35 models in BMW showrooms for 2015 including variants such as the M performance series. That's up from 27 in 2014. Lexus and Mercedes have 19 models each. Audi, in the midst of a product offensive aimed at joining the top tier, now offers 29.
By contrast, Cadillac has 8 offerings, down from 12 last year. Infiniti has 9 and Acura 5.
De Nysschen: Act exclusive.
Cadillac President Johan de Nysschen has spoken bluntly about the product gap between the top group of brands and those striving to join the club.
"Something has got to be wrong when a brand as iconic as Cadillac, and part of the fabric of American culture, has 1 crossover and 1 SUV. The Germans have so many we can't even keep track," he said during a presentation to Wall Street analysts in November.
Indeed, Cadillac has the full-size Escalade and the midsize SRX, while BMW offers 5 SUV/crossover nameplates, 7 when the M performance variants of the X5 and X6 are included.
'Annihilating the opposition'
De Nysschen knows the formidable challenges of challenger luxury brands as well as anyone. He served as global head of Infiniti and president of Audi of America before coming to Cadillac last August. In spite of some vehicles that critics have said are as good as the Germans', Cadillac has continued to tread water.
"Nobody who goes to work at Mercedes-Benz, BMW or Audi works on a part-time basis for those brands," he told Automotive News last year. "They are absolutely, 100 percent immersed in annihilating the opposition. They plan for our demise every working day of their lives."
Without a like mentality, he said, "we cannot combat juggernaut brands like those leading German 3, who got there by many, many years of consistent execution."
De Nysschen is frank about the yawning gap between Cadillac and the German stalwart brands, from sales volumes to brand image to the breadth of the vehicle lineup. To close that gap, he's trying to emulate those brands -- not in car design and brand identity, but in mindset. He wants Cadillac to act like it's an exclusive luxury brand, which requires tighter production and firmer pricing to avoid the all-too-frequent Cadillac fire sales that damage its resale values and image.
Howard Drake, chairman of the Cadillac National Dealer Council, told Automotive News that dealers back de Nysschen's efforts to turn Cadillac around.
"It's going to take pricing discipline on our part and not overproducing on their part," Drake said. "He's trying to drive margins up and position us more like a luxury brand.
"Dealers want to believe in Johan. They're rooting for the guy. But guys aren't going to sit there taking double-digit hits every month indefinitely. He's got to continue to evolve that message and reinforce what we're doing this for."
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Brand loyalty
Loyalty rates for luxury brands in 2014
M-Benz 58% Cadillac 44%
BMW 53% Porsche 44%
Lexus 52% Acura 40%
Lincoln 50% Land Rover 40%
Total luxury 49% Infiniti 39%
Audi 47% Volvo 34%
Jaguar 31%
Source: IHS Automotive
De Nysschen's former employer Audi stands a much better chance of pushing into the top 3 than Cadillac.
"Audi is closest to being able to transition from 2nd tier to 1st tier. The rest really have to struggle," says Karl Brauer, analyst for Kelley Blue Book.
Audi's sales jumped 15 percent in 2014 as the brand passed Cadillac and Acura to move into 4th place. Its U.S. sales lag behind its global success -- it led global luxury sales for the 1st 2 months of the year -- but an aggressive product offensive could change that. Audi's global reach is paying off, with a broad product lineup -- 29 vehicles for 2015 up from 25 in 2014 -- that makes it a match for its German rivals.
Acura, Infiniti and Lincoln face bigger uphill climbs. But leaders of those brands seem to understand they won't make up the ground overnight.
Acura finished 6th in the U.S. behind Cadillac in 2014 but has jumped past Audi and Cadillac into 4th place for the 1st 2 months of 2015, demonstrating just how hot the competition is among the aspiring brands.
Mike Accavitti, general manager of Honda's Acura division, says Acura is comfortable with its portfolio of 5 vehicles.
Though Acura has just 2 SUVs -- the RDX and MDX -- they're major players in 2 of the hottest segments: compact and midsize crossovers.
Accavitti says Acura always has been a "challenger brand" and is comfortable with that status: "We zigged while competition was zagging. We established ourselves quickly as an alternative to conventional luxury brands. Throughout our history, we have continued to offer that type of brand proposition."
He pointed out that the delayed arrival of the TLX last year slowed Acura sales, which have regained momentum now that the pipeline is full.
John Connelly, chairman of the Acura National Dealer Advisory Board and president of Acura Columbus in Dublin, Ohio, said: "Acura should stay with what it's good at, and it's good at making reliable luxury cars that will hold their value, cars that do very well in the certified pre-owned market. Honda is not a company that looks to grow by leaps and bounds."
Volvo, the Swedish luxury brand struggling to regain its footing after a product drought, also realizes it can't match the German luxury giants.
"They are in a rat race. We are not going to follow them," Volvo r&d boss Peter Mertens told reporters at the Geneva auto show earlier this month.
Lincoln's mini surge
Lincoln, a brand on a rebuilding mission after decades languishing in the luxury hinterlands, has shown 1 possible avenue to gaining ground: Wage an opportunistic campaign by strategically entering 1 promising segment at a time. Lincoln sales jumped 16 percent in 2014 almost entirely based on its new luxury compact crossover the MKC, a new nameplate in a segment where Lincoln previously didn't compete.
But Lincoln's gain came on a low base, rising from 81,694 U.S. sales in 2013 to 94,474 vehicles in 2014, less than a 3rd of what the luxury leaders sold.
"We have to realize we're not the biggest luxury brand," Ford Motor Co. CEO Mark Fields told reporters at the Detroit auto show, "and we need to use that to our advantage -- the personalized service that we and our dealers are delivering to our customers."
Infiniti, which is up 14 percent so far this year -- better than Acura, Cadillac and Audi -- is going through another leadership change. De Nysschen left for Cadillac last summer after just 2 years.
And there was more churn in February as Nissan CEO Carlos Ghosn named Randy Parker to replace Michael Bartsch as vice president of Infiniti Americas. In announcing the change, Ghosn said: "Infiniti has a long history of overpromising and underdelivering."
Larry Dominique, executive vice president for data solutions at TrueCar and a former product planning chief at Nissan, says the job of overtaking the major luxury brands will require patience: "If you look at this industry over 30 to 40 years, no brand has gained transaction prices and volume fast. It takes multiple generations of product, consistency, brand management and patience. It's tough to have the patience."
Wallace, the Florida Cadillac and Lincoln dealer, says challenger brands such as Cadillac and Lincoln have to get everything right.
"It's still not as cool to drive a Cadillac as it is to drive a BMW. They've got to work harder to cut through," Wallace said. "It's got to be a cool car with great marketing, great styling and a great lease offer.
"I feel if we had more people cross shopping, we have a nice story to tell, if you could get enough people into the showrooms. But it's a big leap getting them in."
Mike Colias contributed to this report.
Luxury battleground: A thumbnail sketch
> Acura
2014 share of U.S. luxury: 8.9%
Sales change from 2013: +1.5%
Promising vehicles: Redesigned TLX, NSX
U.S. models: 5
The skinny: Acura leapfrogged Cadillac and Audi to move into 4th place among luxury brands through the 1st 2 months of 2015. Honda's luxury brand is working to put quality woes in the rearview mirror and get some of its shine back from the coming NSX supercar.
> Audi
2014 share of U.S. luxury: 9.7%
Sales change from 2013: +15%
Promising vehicles: Q3, revamped Q7, electric R8
U.S. models: 29
The skinny: With its global reach and an aggressive product offensive aimed directly at its German rivals, Audi stands the best chance of any of the 2nd-tier brands at challenging the leaders.
> BMW
2014 share of U.S. luxury: 18%
Sales change from 2013: +9.8%
Promising vehicles: i3, i8, X4, refreshed X6
U.S. models: 35
The skinny: BMW has worn the luxury crown 3 of the last 4 years but trailed Mercedes and Lexus through the 1st 2 months of 2015. BMW has built its leadership by populating every niche with a dizzying array of new vehicles. Some skeptics wonder: How many is too many?
> Cadillac
2014 share of U.S. luxury: 9.1%
Sales change from 2013: –6.5%
Promising vehicles: CT6 sedan
U.S. models: 8
The skinny: Under new leadership that relocated from Detroit to New York, Cadillac seeks to reboot after losing 6.5% in an overall luxury market that was up 6.4% in 2014. New boss Johan de Nysschen hopes to restore Cadillac's panache and deliver a healthy dose of price discipline.
> Infiniti
2014 share of U.S. luxury: 6.2%
Sales change from 2013: +0.8%
Promising vehicles: Q30, QX30
Number of U.S. models: 9
The skinny: Infiniti is scrambling to find its footing after the departure of de Nysschen last year and of Michael Bartsch as vice president of Infiniti Americas, who was replaced by Randy Parker last month. Later this year, Infiniti's U.S. dealers will begin receiving a new model, the compact Q30 hatchback, that will demonstrate the benefits of the brand's globalization.
> Jaguar
2014 share of U.S. luxury: 0.8%
Sales change from 2013: –7%
Promising vehicles: F-Pace crossover, XE midsize sedan
U.S. models: 6
The skinny: Jaguar has ambitious growth plans but at the moment is in the shadow of sister brand Land Rover. The F-Pace crossover could do for Jaguar what the Cayenne and Macan have done for Porsche.
> Land Rover
2014 share of U.S. luxury: 2.7%
Sales change from 2013: +2.9%
Promising vehicles: Discovery Sport
U.S. models: 7
The skinny: In the luxury world, nothing is hotter than crossovers and SUVs, and that's all Land Rover sells. Maybe that's why Land Rover had to spend only 1% of sticker price on incentives, in a virtual dead heat with Porsche for lowest, according to TrueCar.
> Lexus
2014 share of U.S. luxury: 16.5%
Sales change from 2013: +14%
Promising vehicles: NX, RC F
U.S. models: 19
The skinny: Lexus hasn't been the luxury leader since 2010, but it overtook BMW and is running 2nd to Mercedes-Benz through the 1st 2 months of 2015. NX was the right vehicle for the right moment.
> Lincoln
2014 share of U.S. luxury: 5%
Sales change from 2013: +16%
Promising vehicles: MKC, MKX, MKS
U.S. models: 6
The skinny: Lincoln's long-term comeback plan finally began to bite in 2014, boosted by the MKC compact crossover. With a redesigned MKX midsize crossover on the way later this year, Lincoln's fortunes are looking up. But the hole is deep, and the climb is still long.
> Mercedes-Benz
Share of U.S. luxury in 2014: 17.5%
Sales change from 2013: +5.7%
Promising vehicles: GLA, C class
U.S. models: 19
The skinny: Mercedes has jumped into the luxury lead through the 1st 2 months of 2015. With the introduction of entry-level models such as the CLA and GLA, Mercedes hopes to conquest customers from mass-market brands. Coming new or freshened versions of crossovers and SUVs bolster prospects going forward.
> Porsche
U.S. share of U.S. luxury: 2.5%
Sales change from 2013: +11%
Promising vehicles: Redesigned Panamera
U.S. models: 8
The skinny: Purists didn't think Porsche should offer SUVs, but the Cayenne and Macan proved them wrong.
> Volvo
2014 share of U.S. luxury: 3%
Sales change from 2013: –7.9%
Promising vehicles: XC90, S60L
U.S. models: 6
The skinny: Volvo is hanging its hopes on the redesigned XC90 crossover, which has received glowing early reviews. It arrives not a moment too soon for the struggling Swedish brand.
> Acura
2014 share of U.S. luxury: 8.9%
Sales change from 2013: +1.5%
Promising vehicles: Redesigned TLX, NSX
U.S. models: 5
The skinny: Acura leapfrogged Cadillac and Audi to move into 4th place among luxury brands through the 1st 2 months of 2015. Honda's luxury brand is working to put quality woes in the rearview mirror and get some of its shine back from the coming NSX supercar.
> Audi
2014 share of U.S. luxury: 9.7%
Sales change from 2013: +15%
Promising vehicles: Q3, revamped Q7, electric R8
U.S. models: 29
The skinny: With its global reach and an aggressive product offensive aimed directly at its German rivals, Audi stands the best chance of any of the 2nd-tier brands at challenging the leaders.
> BMW
2014 share of U.S. luxury: 18%
Sales change from 2013: +9.8%
Promising vehicles: i3, i8, X4, refreshed X6
U.S. models: 35
The skinny: BMW has worn the luxury crown 3 of the last 4 years but trailed Mercedes and Lexus through the 1st 2 months of 2015. BMW has built its leadership by populating every niche with a dizzying array of new vehicles. Some skeptics wonder: How many is too many?
> Cadillac
2014 share of U.S. luxury: 9.1%
Sales change from 2013: –6.5%
Promising vehicles: CT6 sedan
U.S. models: 8
The skinny: Under new leadership that relocated from Detroit to New York, Cadillac seeks to reboot after losing 6.5% in an overall luxury market that was up 6.4% in 2014. New boss Johan de Nysschen hopes to restore Cadillac's panache and deliver a healthy dose of price discipline.
> Infiniti
2014 share of U.S. luxury: 6.2%
Sales change from 2013: +0.8%
Promising vehicles: Q30, QX30
Number of U.S. models: 9
The skinny: Infiniti is scrambling to find its footing after the departure of de Nysschen last year and of Michael Bartsch as vice president of Infiniti Americas, who was replaced by Randy Parker last month. Later this year, Infiniti's U.S. dealers will begin receiving a new model, the compact Q30 hatchback, that will demonstrate the benefits of the brand's globalization.
> Jaguar
2014 share of U.S. luxury: 0.8%
Sales change from 2013: –7%
Promising vehicles: F-Pace crossover, XE midsize sedan
U.S. models: 6
The skinny: Jaguar has ambitious growth plans but at the moment is in the shadow of sister brand Land Rover. The F-Pace crossover could do for Jaguar what the Cayenne and Macan have done for Porsche.
> Land Rover
2014 share of U.S. luxury: 2.7%
Sales change from 2013: +2.9%
Promising vehicles: Discovery Sport
U.S. models: 7
The skinny: In the luxury world, nothing is hotter than crossovers and SUVs, and that's all Land Rover sells. Maybe that's why Land Rover had to spend only 1% of sticker price on incentives, in a virtual dead heat with Porsche for lowest, according to TrueCar.
> Lexus
2014 share of U.S. luxury: 16.5%
Sales change from 2013: +14%
Promising vehicles: NX, RC F
U.S. models: 19
The skinny: Lexus hasn't been the luxury leader since 2010, but it overtook BMW and is running 2nd to Mercedes-Benz through the 1st 2 months of 2015. NX was the right vehicle for the right moment.
> Lincoln
2014 share of U.S. luxury: 5%
Sales change from 2013: +16%
Promising vehicles: MKC, MKX, MKS
U.S. models: 6
The skinny: Lincoln's long-term comeback plan finally began to bite in 2014, boosted by the MKC compact crossover. With a redesigned MKX midsize crossover on the way later this year, Lincoln's fortunes are looking up. But the hole is deep, and the climb is still long.
> Mercedes-Benz
Share of U.S. luxury in 2014: 17.5%
Sales change from 2013: +5.7%
Promising vehicles: GLA, C class
U.S. models: 19
The skinny: Mercedes has jumped into the luxury lead through the 1st 2 months of 2015. With the introduction of entry-level models such as the CLA and GLA, Mercedes hopes to conquest customers from mass-market brands. Coming new or freshened versions of crossovers and SUVs bolster prospects going forward.
> Porsche
U.S. share of U.S. luxury: 2.5%
Sales change from 2013: +11%
Promising vehicles: Redesigned Panamera
U.S. models: 8
The skinny: Purists didn't think Porsche should offer SUVs, but the Cayenne and Macan proved them wrong.
> Volvo
2014 share of U.S. luxury: 3%
Sales change from 2013: –7.9%
Promising vehicles: XC90, S60L
U.S. models: 6
The skinny: Volvo is hanging its hopes on the redesigned XC90 crossover, which has received glowing early reviews. It arrives not a moment too soon for the struggling Swedish brand.
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Legend2TL (03-17-2015)
03-17-2015, 01:46 PM
#2865
You'll Never Walk Alone
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In a sense, yes. However, these 5 models cover the most popular segments too. For instance, if they double the models to to 10 models, it's not likely that the sales will double. The 5 extra models will popular be in segments that wont be as popular (i.e. convertible, wagon, SUV coupe like X6, sports car, exotic, etc). With that said, other than the NSX, I think Acura can add a couple coupes, an Acura version of the HR-V, along with hotter version for their cars (Type S, Type R, etc).
03-17-2015, 02:12 PM
#2866
I drive a Subata.
iTrader: (1)
Is there any chart that shows the profit margin for these luxury brands?
03-17-2015, 02:38 PM
#2867
Moderator
Only companies required to disclose financial statements for securities registration purposes would give any information on their general profitability.
03-17-2015, 03:05 PM
#2868
I drive a Subata.
iTrader: (1)
You are right.
I read an article before that stated that BMW had the highest profit margin in the luxury segment. Feel like the market share # is an important indicator of how the brand is doing, but the profit margin should be the number one indicator.
I read an article before that stated that BMW had the highest profit margin in the luxury segment. Feel like the market share # is an important indicator of how the brand is doing, but the profit margin should be the number one indicator.
03-17-2015, 03:26 PM
#2869
Moderator
03-17-2015, 05:12 PM
#2870
Accavitti says Acura always has been a "challenger brand" and is comfortable with that status: "We zigged while competition was zagging. We established ourselves quickly as an alternative to conventional luxury brands. Throughout our history, we have continued to offer that type of brand proposition."
And I think Accavitti meant "challenged brand" when he said "challenger brand."
John Connelly, chairman of the Acura National Dealer Advisory Board and president of Acura Columbus in Dublin, Ohio, said: "Acura should stay with what it's good at, and it's good at making reliable luxury cars that will hold their value, cars that do very well in the certified pre-owned market. Honda is not a company that looks to grow by leaps and bounds."
Acura needs to experiment. Do something outside the box. Do something it's never done before or hasn't done in a while (ex: coupe, convertible, V8, RWD, etc.). Take a chance. Don't be afraid to fail.
Last edited by AZuser; 03-17-2015 at 05:23 PM.
03-18-2015, 07:12 PM
#2871
Azine Jabroni
RWD is another one. Even if they could just flip the SH-AWD biases to rear wheel would be close enough for me.
03-19-2015, 07:01 PM
#2872
Senior Moderator
I dont think Accavitti knows whats what. WHY on earth would you be comfortable challenging and never quite exceeding, Following but never leading. If you find its ok to remain behind what is the point of doing something at all? What i dont get is, why isnt there ANYONE there that strives to be leading? This should be coming from the Higher ups, yet its not. Are they that complacent as well or are they really just as lost?
This would require them to LEAD and NOT Follow. They with this current management are incapable of doing such a thing.
03-23-2015, 02:03 PM
#2873
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Whether we like it or not, when they cancelled the tier 1 plan along with the RWD platform, and go for that smart luxury path, it's pretty clear that Honda is happy to keep Acura where it's always been - value luxury brand.
The only hope is that it seems like they are now changing back to that "precision crafted performance" thing, so even if we don't get RWD acura's, may be future Acura models will be sportier than the current offerings?
The only hope is that it seems like they are now changing back to that "precision crafted performance" thing, so even if we don't get RWD acura's, may be future Acura models will be sportier than the current offerings?
04-01-2015, 09:43 AM
#2874
Safety Car
March 2015
Apr 1, 2015
Honda Fit continues to post major increases, gaining 58 percent in March on sales of 6,640 units while jumping 73.2 percent for the 1st quarter of 2015
Honda Pilot had another hot winter month, netting 11,937 sales for a 34.2 percent increase
Acura posts a month-over-month increase of 12.9 percent on sales of 14,670 vehicles in March
American Honda Motor Co., Inc. today reported March 2015 Honda and Acura vehicle sales of 126,293 units, with Honda trucks gaining 0.8 percent on sales of 51,516 units, while overall sales decreased 5.3 percent versus March 2014. The Honda Division sold 111,623 vehicles in March, a decrease of 5.2 percent for the month. The Acura brand posted sales of 14,670 units, down 5.8 percent over the same period last year.Honda Pilot had another hot winter month, netting 11,937 sales for a 34.2 percent increase
Acura posts a month-over-month increase of 12.9 percent on sales of 14,670 vehicles in March
Honda
With consumers showing a growing appetite for light trucks, the Honda CR-V and Pilot continue to set a blistering sales pace, soon to be joined this spring by the new gateway crossover, the 2016 Honda HR-V. The Fit is also maintaining tremendous momentum, gaining 58 percent over March of last year.
Honda Fit had another big month, rising 58 percent on sales of 6,640 units while jumping 73.2 percent for the 1st 3 months of 2015.
Sales of the best-selling CR-V crested 27,000 units in March.
The Pilot had another strong month posting sales of 11,937 vehicles, an increase of 34.2 percent, helping build momentum for the all-new 2016 Pilot coming this summer.
Total Honda truck sales were up 0.8 percent in March.
"With the best-selling CR-V continuing to set the industry pace for SUVs and a brand-new HR-V and Pilot on the way, we're in a great position to take advantage of the market shift toward trucks," said Jeff Conrad, Honda Division senior vice president and general manager. "We're also pleased with the stellar growth of Fit sales and the continued strength of our entire passenger car lineup."Sales of the best-selling CR-V crested 27,000 units in March.
The Pilot had another strong month posting sales of 11,937 vehicles, an increase of 34.2 percent, helping build momentum for the all-new 2016 Pilot coming this summer.
Total Honda truck sales were up 0.8 percent in March.
Acura
Acura posted a month over month sales gain as trucks continue to set the pace for the luxury SUV segment. Acura sedans continue to build momentum, led by the TLX and the redesigned, repowered ILX, which is just arriving at dealerships nationwide.
Total Acura sales are up 4.5 percent through the 1st quarter of 2015.
TLX notched its 3rd straight month-over-month increase with sales of 3,430 in March.
MDX and RDX maintained a solid pace as total sales surpassed 9,400 units, even as significantly enhanced versions of each come to market.
"The continued leadership of the MDX and RDX in the luxury SUV segment demonstrates the positive direction we are taking with our Acura product lineup," said Mike Accavitti, Acura Division senior vice president and general manager. "As we turn our attention to strengthening our lineup of Acura sedans, we are buoyed by the 1st Pirelli World Challenge series victory of the Acura TLX GT race car as a sign of good things to come."TLX notched its 3rd straight month-over-month increase with sales of 3,430 in March.
MDX and RDX maintained a solid pace as total sales surpassed 9,400 units, even as significantly enhanced versions of each come to market.
04-01-2015, 08:14 PM
#2875
Senior Moderator
Whether we like it or not, when they cancelled the tier 1 plan along with the RWD platform, and go for that smart luxury path, it's pretty clear that Honda is happy to keep Acura where it's always been - value luxury brand.
The only hope is that it seems like they are now changing back to that "precision crafted performance" thing, so even if we don't get RWD acura's, may be future Acura models will be sportier than the current offerings?
The only hope is that it seems like they are now changing back to that "precision crafted performance" thing, so even if we don't get RWD acura's, may be future Acura models will be sportier than the current offerings?
04-01-2015, 09:44 PM
#2876
You'll Never Walk Alone
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Also, it's all relative. For instance, in 1997, the base BMW 5 series was at $39k and the 540i was a bit over $50k. Nowadays, a base 5 series starts at $50k and you can go over $90k for a loaded 550i.
Another example, the 1997 Accord was a $15k (DX) to $25k (EX) car. Now, the price range is $22k-$34k. Heck, $15k can't even land you a Honda Civic these days. Even a base model Fit is more expensive than a 97 Accord DX.
When we talk about price, I think there's a difference between "value" and "cheap." Cheap refers to the actual price figure, if it's low or not. Value is more of a relative term - what do you get for a certain price compared to what you can get in other cars. And is the TLX a better value than others in the segment? That really depends on what your priorities are. If you could careless about the standard features, and only care about RWD and handling and badge, then no, the TLX isn't a better value to YOU.
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jhumbo (04-02-2015)
04-02-2015, 12:32 PM
#2879
Team Owner
College finals, people were busy in March.
That is their monthly excuse for March.
That is their monthly excuse for March.
04-02-2015, 02:03 PM
#2880