How Acura’s precision crafts its performance
Acura is a subsidiary division of Japanese manufacturer Honda Motor Company that focuses on the luxury vehicle production of sedans and SUVs. It is the first Japanese automotive company to offer a performance and high-performance luxury brand in the market.
The brand was first introduced in 1986 through 60 dealerships across North America. The company first offered two vehicles: the Legend- an executive class full-size vehicle, and the Integra- a compact class sportscar. The Legend was a hit and its sales were competing with its counterparts from Mercedes Benz and BMW.
In the 1990s, the company introduced the NSX, a rear wheel drive sports car with a midship V6 powered engine that was expected to compete with Ferrari and Porsche models. Another model introduced by Acura during this period was the Vigor in 1992.
By the turn of the new millennium, Acura made major redesigns of its previous models and adopted a new naming system. The company focused on models that were ‘rev happy’ and easy to tune, in an attempt to appeal to tuner enthusiasts.
Around the time of its inception in the American market, Acura became involved in motorsports racing. Its latest racing model, the Rotek Racing Audi TT RS won the USAF 25 hours Thunderhill challenge.
Branding and slogan
The company’s long time slogan has been “Acura. Precision Crafted Performance.” Despite its shorter history compared to most other car manufacturing companies, it has gained a decent portion of the automotive market by up scaling the performance and features of its cars without
compromising on its low ownership cost.
Acura has made at least 21 automobiles, with the newer models named through an Alphanumeric system. Sedan models are grouped as models ILX, TS, TL, TSX, and RDX; SUVs are grouped as MDX, ZDX, and ZDX models.
The Acura RDX 2008 is a high-end SUV that has been praised for its excellent crash test scores, standard features, powerful engine and handling. The 2008 model upgrades included an auto-dimming rear view mirror, heated front seats and a moon roof.
Although Acura is under the Honda flag, the Philippines does not have an official distributor of these brands. Most of the brand’s cars are imported from abroad, mainly from the US, before being sold locally