#AcuraILX

Like Lexus and Infiniti, Acura launched with two models, a bespoke flagship sedan and a smaller car based on an existing mainstream model. Unlike the Lexus ES 250 and the Infiniti M30, though, the Acura Integra received rave reviews. The Integra was discontinued for 2002 as part of Acura’s failed upmarket push. The Civic-based Integra sedan’s slot was sort of filled with the larger, heavier European Accord-based TSX. The 2004 TSX was a good car, but it was no Integra, and the model gained additional inches and pounds with a 2009 redesign. For 2013 Acura returns to its original playbook with a Civic-based four-door model. They’re not yet ready to officially admit the stupidity of going alphanumeric, so the new car is unfortunately appellated the ILX.

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.

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.

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”.

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.

With all of the leaks, it’s not so easy to be surprised at NAIAS. But I managed to learn a thing or two by attending. My top dozen takeaways:

1. Compared to a Lamborghini, a Ferrari seems…normal. Which isn’t necessarily a bad thing.