#acura

In the eternal quest to adhere to “sustainability”, Lamborghini will apparently be fitting the Aventador with a start-stop system and cylinder deactivation. Am I the only one that finds the recent trend of eco-friendly supercars ridiculous?

GM may not be announcing expanded production at Oshawa, but a few hundred miles down the 401, Toyota is ramping up production of the Lexus RX at their Cambridge, Ontario plant.

If you believe Ken Lewenza, president of the Canadian Auto Workers union, the CAW is well on its way to organizing Honda’s Alliston, Ontario assembly plant. Lewenza told Ward’s Auto that “We’re getting some enthusiastic and strong support, but we’re not there yet.” The biggest problem for Lewenza is that the CAW has been in that position for almost two decades with respect to Alliston and hasn’t made any progress.

So, you want a small, practical wagon with a little bit of Euro flair and luxury pretensions. Unless you’re willing to mix with the rabble in a VW, what are your options? Volvo V50? Dead. Audi A3? Not much time left before it’s d iscontinued in the USA. Try the BMW 3-Series Wagon if you want something German.

Even though 85 percent of Hondas sold in North American are built on the continent, the strong yen is hurting the company’s Japanese exports to the point where Honda is losing money on them.

Pursuant to our recent discussions of Honda’s spiral into the mundane – and the market’s warm reception despite this move, here’s another example of one of the big H’s vehicles picking up steam as it becomes more mainstream.

With a few of our readers providing some particularly good insight into Acura’s ILX campaign based on their work in marketing, I’m submitting an ad for the TSX from 2009 for their consideration, as well as my own commentary.

The ad, like all ads today, is aspirational, not reflective. It is showing you something you want to be, not “a person like you would like these products.”

The rest of the article talks about a sort of “aspirational fantasy” (my term, not theirs). JC Penny is trying to do it in their ad (discussed in the article) and Acura is trying to do it here. The problem is they haven’t quite got it.

Despite debuting over seven years ago, extensively refreshed in 2009 and nip/tucked again in 2011, the Acura RL remains a mystery. Flagship products usually sell in small numbers, but the RL is one of the rarest sedans in America. This isn’t exactly been a badge of honor for Acura. Overlooked by shoppers who flock to the cheaper Acura TL and largely forgotten by the automotive press (after all these years, TTAC has never fully reviewed the RL) With a full replacement due next year in the form of the RLX concept, I hit Acura up for an RL for a week to see how a flagship product from a major brand could manage to sell just 56 vehicles in Canada and 1,096 in the USA in 2011. For those who like statistics, the TL outsold the RL by 2,850%. Ouch.

We all know that the new Acura RLX will have a V6 and a neat SH-AWD system using electric motors and such – but how about the budget model, that revives the long-dormant four-wheel steering system from the Prelude, once known as 4WS!

Murilee’s piece on the Acura Vigor brought back some fond memories for me involving that car, and an utterly bizarre bit of automotive trivia that was thought to be lost forever – a Japanese-market commercial for the Honda Vigor that features sexual deviancy (panty sniffing, anyone), Italian art house cinematography and the requisite badly-garbled English slogans.

Remember the Vigor? Probably not. Nobody remembers the Vigor. This car dates from about the time that Honda really got serious about its decline from former untouchable greatness, which may or may not have had something to do with the death of founder Soichiro Honda in 1991.

The launch of the Acura ILX kicked off on Sunday, and Acura told the crowd of assembled journalists that their new ILX sedan will cost “around $27,000”.

Doing things The Honda Way involves as much blind faith in one’s methods as it does a quantifiable formula for success. While the company has had many successes (the 1973 Civic right up until the most recent Civic), there have been mis-steps, like the first-generation Odyssey and the lack of a V6 in the 1994-1997 Accords. The one common denominator is that no matter what, Honda remains convinced that their way is the best and only way of doing things, and they’re not interested in hearing any other opinions.

In a forthcoming review of Steve Lynch’s book “ Arrogance and Accords“, you’ll see that Acura was doomed from the start by inept management and internal politics that relegated the worst of American Honda’s corrupt to a division that needed its best players. On the other hand, they had the Integra, a wildly popular sedan that sold well – at the expensive of its prestige and Acura’s brand equity. Hoping to re-capture some of that magic is the ILX.