christopher1

Why do you think Acura does not push on TV the rlx anymore??? Is it a failure??? Just a thought

04WDPSeDaN

iTrader: (1)

I believe they are waiting for George Knighton to accept the offer for an interview. Most certain that if the offer is accepted by George, RLX sales will sky rocket and Acurazine will once again rejoice in the RLX's success

George Knighton

I am *so* going to cyber-kick your ass.

RLX-Sport Hybrid

I volunteer to negotiate his compensation. He will most certainly deserves a new NSX as a start! I have your back George.

hondamore

The lack of marketing for the RLX may be born of simple math. That is, the accountants have done there calculations and concluded that, regardless of how much they spend on advertising, there are just only so many people willing to pay $60K for what is deemed by many to be "a fancy Honda". Spending millions and millions on an advertising campaign may result in a 50% increase in the number of RLX's sold, but that still only equates to around a thousand more units and likely not a lot of extra profit.

Honda/Acura seem to have chosen instead to use their advertising dollars to pump up the TLX and MDX to help maintain their brisk sales and healthy profits. Sadly, this leaves an excellent car in the RLX relegated to be a rare gem owned by loyal Acura buyers only.

That said, the upcoming release of the new NSX MAY provide an opportunity for Acura to take a stab at marketing the RLX Sport Hybrid and its "NSX-style drivetrain". We'll have to see what they decide to do.

neuronbob

RLX-related quote of the year.

Majofo

They don't want people to realize the RLX is really a 4-door NSX with downgraded tires

neuronbob

.....and no turbos. Maybe turbos for the 2017 MMC....

Majofo

Not if George accepts the role. He'll more than likely implement old lady and bat deterrant tech, as well as screen each purchase personally.

getakey

Golden state

sooththetruth

I would finish the sentence differently: that there is not even enough capacity to build enough RLX's (hybrids and P-AWS), if sales were to take off, to cover the cost of advertising.

Majofo

neuronbob

This Cavs fan says " "

But seriously, back on topic, only Acura knows why Acura chooses to de-emphasize the RLX. What if it does take off and demand outstrips supply? I know likely won't happen, but what if it does? Is there a plan? Will it be like Game 3 and 4 Cavs tickets and pricing will be significantly higher than face value?

3.2cls6speedmt

was there any push of the rl on tv?

I don't recall seeing any commercials.

hondamore

The first year of the RL (late 2004), they did a modest amount of advertising to introduce/explain the SHAWD concept.

getakey

remember this stupid commercial for the RLX

Colin

Probably because there is more upside to spending the ad money on ILX and TLX where the larger potential buyer pool is. I would expect that the RLX Hybrid will gain some exposure if they can piggyback on the NSX hoopla later this year.

sooththetruth

I liked that ad.

jwong77

Zero return on investment. Money better used elsewhere.

Colin

I would also add that this is not new. Throughout (Acura) history they only ever spend money on new or MMC models anyway. The RLX had ads when it was the new car.

George Knighton

Do you really think so?

The percentage of owners of the Sport Hybrid who received personal visits from Honda and Acura employees is really quite high for the number of cars.

All along, they might've been after something we don't understand.

The limited capacity at Saiyama might be another indicator of this. That they never intended to produce very many cars in the first place might mean that they were after something different...a particular kind of test market.

George Knighton

The OP might own a ZDX.

Was the ZDX a failure, or do you think they learned something?

ZDX v. Crosstour: Does that make any sense at all, to put out two basically identically aimed vehicles based on two completely different chassis?

Does Honda really not know what they are doing, or are they after something we do not understand, some kind of research into the Way Ahead.

George Knighton

My favourite US RLX ad, even though it makes no sense whatsoever. :-)

RLX-Sport Hybrid

Take the fog lights and wheels from the TLX prototype and add them the the RLX-SH. Winner!!!!

DASS

iTrader: (2)

[QUOTE=George Knighton;15464803]My favourite US RLX ad, even though it makes no sense whatsoever. :-)

George, I had never seen that commercial before, but I actually like it.

The other horses I suppose represented the other popular German or Japanese luxury car makers, and the unknown Acura comes up from behind to overtake them all.

I actually think Acura could be that major player again in the luxury car segment if the top brass would make a serious effort in marketing the car. Despite the naysayers, the RLX is a well crafted car but many people are not aware it's available.

I was at a dinner party last Saturday, and as I was leaving many guest were quite impressed with not only the technology in the car, but it was the styling that first captured their attention.

Since the company had to know they weren't going to sell many because the brand had kind of lost its way in the mind of many buyers, I would have loaded it down with the latest and greatest in tech, and positioned and marketed the car as a "limited edition." I would have only made a defined number of vehicles available for purchase, and marketed that fact, which would have given it an exclusivity that appeals to high end buyers.

neuronbob

The RLX is the Matt Dellavedova of the Acura lineup. You don't know it's coming, until it's there, and the tech in it will eventually distinguish Acura and put it right in the middle of the luxury scrabble. It's certainly hit the ground in sales.

OK, it's a stretch, but I'm celebrating the miracle that has occurred in games 2 and 3 of the NBA Finals.

Majofo

Stupid thread is stupid. Where's the brand identity? Many consumers can't tell the difference between the TLX and RLX inside and out. Some can't even tell the difference between the ILX. Review after review saying the same thing.

You want to know why Acura isn't marketing the RLX, because the Hyundai Equus, which is at the end of it's current gen, is outselling the RLX. In fact, the only so-called midsize luxury vehicle the RLX is outselling is the Volvo S80.

There are tons of RLXs sitting on dealer parking lots. It has nothing to do with capacity. Acura even considered building a plant in the US, but I'm sure they knew the vaporcar and RLX couldn't sustain any theoretical financial perks of doing so.

Nobody spends millions on tooling and assembly line changes to test the water. Especially a car manufacturer. They neither have the time nor money to do so. The Crosstour and ZDX are different but based on common production platforms that are bread winners for each division (Accord/MDX).

Acura has poor direction at best. They need to realize that people don't want different flavors of the same thing. Acura was working on a V8, turbo V6, turbo I4.. all in the dump, along with much of their fanbase. Now they're in some ambiguous blend of eco/tech. I think overall, they're still great cars, but their execution leaves much to be desired and many more scratching their heads.

Majofo

so stressful watching.. just when you think it's a lock.

flagship

if you look at the NSX website, it points to similarities to other cars in their lineup, including TLX, MDX and ILX....and...not RLX.

Acura | NSX Future Vehicles | Acura.com

scroll down to "it's in our DNA" section

Malibu Flyer

Now I find this very disappointing.....

It seems to say that the dual clutch, electronic gear shifter and jewel eye headlights are more noteworthy than the incredible drive train found only in the RLX Sport Hybrid [and soon in the NSX].

I guess I am becoming a believer in the point of view that Acura has no intention of marketing/pushing the RLX - in either flavor. I guess that DNA importance equates with number of cars sold. This DNA connection to the ILX, MDX and TLX is a very conscious and well thought out marketing ploy - not some mistake. They are intentionally overlooking the RLX.

Being a glass half full kind of guy, I would say that makes my RLX Sport Hybrid even more a badge of honor. Acura's virtually ignoring the RLX does nothing to change the smile on my face every time I slide into my Sport Hybrid.

MisterZDX

The ZDX just like the 4G TL were ahead of its time. I commend Acura for taking design risks during those times when other automakers were more conservative in design. Both the ZDX and 4G TL designs have aged well.

George Knighton

Yes. Part of the reason the ZDX and TL looked like they did was because they voluntarily complied with an upcoming crash standard that nobody else addressed until a couple of years later.

Very often, people don't like a Honda design until they're gone, and then they become popular as used cars and command prices that are higher than would be otherwise reasonable.

The 1992 EG designed in the UK and built in Japan? Everybody thought that was just so very ugly, but it became synonymous with Honda excellence in the used car market.

Zoommer

Will be driving the 2016 shortly and see what the suspension changes were. I do wish they would make the 360 video view parts available for retrofit. Don't care much personally for heated steering wheel. Had Acura updated the 2016 with Apple Carplay I would have considered trading in mine.

Zoommer

For 200 cars we and other websites do the pushing. For 20,000 cars Acura will do the pushing. It is in the numbers.

woropallo

Is it a 2016 RLX SH SWD? I be very curious to see what you think since I have one on order but have to wait 3 months for it to come in unless they can locate one that another dealer is will to trade.

jpadilla

I agree, there is no way in hell I would spend $60K on the rlx ... I'd rather get an E class or used S550 or used A8 for that price. But used, at $35-$40K its a fair deal. I always let someone else take the initial hit on depreciation.

Majofo

So essentially.. you're saying you wouldn't buy any new car. But you'd buy a used RLX.

MNH

I'm not sure it matters at this point if many people are not aware it's available. The truth is that the RLX SH in actuality is *not* largely available. I, for one, am aware of its existence. Despite that, it appears I won't be able to purchase one in my preferred color and trim. More people being aware of the RLX (SH at least) would likely just result in more disappointment vis a vis the real world lack of availability.

Why advertise it if it can't really be bought?

jpadilla

exactly, the point is that acura doesn't make commercials to sell used cars and $60K is overpriced for a new one. Wait a 6-12 months and get the same car with less than 12K miles for $20K less.

Malibu Flyer

I'm not sure it matters at this point if many people are not aware it's available. The truth is that the RLX SH in actuality is *not* largely available. I, for one, am aware of its existence. Despite that, it appears I won't be able to purchase one in my preferred color and trim. More people being aware of the RLX (SH at least) would likely just result in more disappointment vis a vis the real world lack of availability.

I'd suggest you take a test drive in a Sport Hybrid and then reassess your thoughts. Several on this Board have made the choice to take a car that isn't there first color choice because they really wanted the car. In general they seem to be very happy with the choice they made. I'm not saying that will be your choice but just passing along the experience of others.


Why advertise it if it can't really be bought?

In the case of the Sport Hybrid, my answer is that it is an opportunity for Acura to build their brand image of cutting edge technology. It is truly a real engineering feat. I'm not saying it is a prefect car but the hybrid drive train is outstanding, innovative produces a driving experience like few other cars.

If they were to sponsor a few opportunities for the automotive press to drive the Sport Hybrid, it would not be as large a cost as producing slick TV ads. The resulting reviews, read by many car "enthusiasts" would greatly help the Acura image. Who knows, if positive reviews of the car trigger a surge in demand Acura might well decide to produce more Sport Hybrids.