NSX Gives Acura A Branding Headache
When the NSX was last available for sale, the rest of the world knew it as a Honda product. But now that the next-generation NSX is intended to be a flagship for the Acura brand, Honda has run into a small problem – Acura doesn’t exist in much of the world.
So far, Acura has expanded into China, Hong Kong and Mexico. Plans are in place to roll the brand out in Russia, the Ukraine and the Middle East, but Western Europe is off limits for now due to the region’s economic slump. But plans are in place to roll out the Ohio-built next generation NSX across the globe, and Honda will have to make a decision about whether to badge it as a Honda (like last time) or roll it out as a stand-alone Acura vehicle.
Honda dealers in the UK are reportedly taking orders for the car already, despite not having any distribution for Acura products. One way or another, it seems like the NSX will get a global roll-out.
More by Derek Kreindler
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Call it anything you please. I had a ride in a twin turbo NSX. It was incredibly quick and very agile. No other car I have ridden in is as fast,
I just wish it had the elegance of the original NSX, this one even has the "beak!" Somehow, everything that made Acura credible, they've managed to squander, deserved or not.
I agree with those posters who say "Sell it as an Acura right in the Honda showroom in countries where you don't have Acura." It would be a great "introduction" to the brand for those places on the globe.
How hard is it to sell an Acura as a Honda elsewhere? GM does that all the time, in this country!