Acura's SUVs Can't Compensate for Sinking Sedans; Will a New Beak Help?

Steph Willems
by Steph Willems

Burying its loathed “shield”-style grille in the deepest depths of history’s dustbin is a big part of Acura’s plan to reverse falling sales, but product seems to be at least as big a problem as design.

The automaker, which has seen its U.S. sales fall 10.5 percent so far this year, is in the midst of a design pivot, though many feel that the brand needs a bigger shake-up then just a “diamond pentagon” grille.

According to The Columbus Dispatch, Acura is all too aware of its slipping standing.

“Of course, we’re never content with things,” said Acura public relations manager Matt Sloustcher. “This is a long-term game. Over the past year, we’ve put into place long-term, fundamental building blocks.”

What Sloustcher is referring to is the design elements borrowed from Acura’s Precision Concept, unveiled in Detroit in January. That sharp-edged sedan sported a wholly new face, which Acura claimed would be the new look for the brand. Already, the grille has found its way to the front of the 2017 MDX, with other model refreshes on the way.

October sales of the MDX SUV topped last year’s same-month total by 14.7 percent, so it’s possible that consumers like the new look. Still, like every automaker these days, Acura faces a rapidly changing marketplace where traditional passenger cars aren’t the draw they used to be. Buyers want moar crossovers and SUVs, and Acura’s lineup isn’t big on utility — especially when compared to some of its premium rivals.

What to do? First, it needs to back its sales hits with production that actually meets demand. As part of its SUV-focused production shake-up, parent Honda will soon start production of the MDX in its East Liberty, Ohio assembly plant. That means more volume for one of Acura’s few points of light. The smaller RDX has seen its sales remain steady, but it would need to do better to offset the loss of passenger cars sales.

As for the brand’s struggling sedans, at least one analyst feels the automaker would be better served by swapping one slow-seller for a new crossover or SUV. The TLX has seen its sales fall 23 percent this year, with the entry-level ILX down 16.2 percent. Don’t bet on sporty appearance packages changing that trajectory.

Ed Kim, director of industry analysis for consulting firm AutoPacific, told the Dispatch that Acura might already have a sales savior in the CDX, a subcompact utility vehicle sold only in China.

“Personally, if I was the one running Acura, I would consider dropping (the ILX sedan) and picking up the CDX,” Kim said.

The CDX, based on Honda’s HR-V, comes with a turbocharged 1.5-liter four-cylinder and eight-speed dual-clutch automatic. Subcompact crossovers are a growing segment, and Acura could fairly easily plug the gap in its lineup. However, there’s still the unanswered question of how buyers would feel about a badge-engineered HR-V with a steeper price tag.

According to an Acura representative, the brand has no immediate plans to bring the CDX to North America.

[Image: Honda North America]

Steph Willems
Steph Willems

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  • LD LD on Nov 15, 2016

    The new beak is a huge improvement. I will begin to look at Acuras again. Lexus should follow this lead and change their terrible corporate nose also.

  • Archistorian Archistorian on Nov 15, 2016

    Waited a while to comment. Wanted to see the range of comments because...I have just bought a 2017 Acura RDX Elite, after extensive shopping! Let me comment on the easy things first. Dealership experience: commenting on one's dealership experience doesn't say all that much about a car, or even a brand. I visited at least 12 dealerships in my quest for a new car. My conclusions? Mazda was the worst (2 dealerships). Didn't have the model I wanted to see in stock (CX-9 Signature). Couldn't explain why I should buy that car if their life depended on it. Never called back even when they received some. One of the Mazda dealerships didn't want to let me test drive the car in town and restricted me to a pre-determined (nice) highway circuit (I laughed at him and walked out). Honda and Toyota were close seconds (not even the receptionist spoke to me in 3 dealerships. Salespeople kept surfing the web until I walked out in two cases. I had to ask for help in one case). Volvo and Subaru felt like nobody had invested in the dealership since the 1990s and the salespeople were not really interested in their product. The BMW guy couldn't work the iDrive and the Volkswagen guy was trying to convince me that test-driving a base 2014 Touareg TDI was as good as test-driving a 2017 petrol Execline. Audi, Lexus and Acura were all very good. What does that say? Nothing. Your buying experience may vary depending on were you are, on the day and on who you happen to stumble onto. Mine made me eliminate a number of potentially good brands and vehicles. But, there are plenty of other ones out there. You're selling me a car? You should make an effort. Reviews do not mean much either. Most of them are copying from each other or from the corporate blurb, sometimes verbatim. In many cases, you wonder if they actually drove the car. In other cases, it's clear they didn't. I narrowed down my selection to an Audi, an Acura, a Volvo, a Mercedes or a BMW based on some of the more detailed, hands-on reviews, including TTAC. One example of dubious reviewing: One of the big downsides of the RDX, based on almost all the reviews, is the two-screen infotainment system. Yet, reviewers who posted actual road tests and demonstrated the system on video thought it was pretty decent. So did I. I mastered it in about 10 minutes with no help from a rep or a manual. Can't say the same of the iDrive or Sensus... Your priorities, your life-experience (no Ford or GM for me), your driving style and your budget are also factors. For me, level and quality of amenities vs price is a factor. Reliability, dealership location and friendliness, actual ride quality and useability are factors. The quality of the sound system is a factor. Overall aesthetics is something of a factor but, you are inside the car when you drive it. In the end, after careful study, visits to the dealership and test drives (I test drove the RDX extensively twice, both times without a sales rep on board), I picked the RDX over a Q5 or an X3 because the RDX (similarly equipped) was 14000Can$ less than a Q5 and 20000Can$ less than a X3 and, while I could afford the more expensive cars, I just couldn't justify it in my mind. Yes, the Q5 and the X3 are nicer vehicles with great rides, but are they 25% or 40% better than the RDX? Not to me but, I won't judge you if you buy one. Finally, just to address another point of contention here, I also studied and test-drove the CR-V Touring (12000Can$ less than the RDX). To me, it rides like a cart on a dirt road and has a lousy sound system (vs the ELS). Your experience may vary.

  • Ronin It's one thing to stay tried and true to loyal past customers; you'll ensure a stream of revenue from your installed base- maybe every several years or so.It's another to attract net-new customers, who are dazzled by so many other attractive offerings that have more cargo capacity than that high-floored 4-Runner bed, and are not so scrunched in scrunchy front seats.Like with the FJ Cruiser: don't bother to update it, thereby saving money while explaining customers like it that way, all the way into oblivion. Not recognizing some customers like to actually have right rear visibility in their SUVs.
  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
  • CanadaCraig I would like for this anniversary special to be a bare-bones Plain-Jane model offered in Dynasty Green and Vintage Burgundy.
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