Honda will strengthen Acura's image
James B. Treece
Automotive News / December 26, 2005 - 6:00 am
TOKYO - Honda Motor Co. will try to give the Acura brand a stronger identity.
"We're going to differentiate the Honda and Acura brands and grow both," Honda CEO Takeo Fukui says.
As one step to differentiate its two brands, Honda is reorganizing its engineering staff. Engineers will be asked to develop features and attributes that clearly support each brand's identity. Fukui says Acura will
continue as a sporty performance brand. It will not attempt to be a luxury brand like Lexus.
Honda will not separate Honda and Acura designers, he says. Toyota Motor Corp. separated Toyota and Lexus stylists before launching the Lexus brand in Japan in August.
Honda will launch its Acura brand in China next year and in Japan by the autumn of 2008. Stronger identities for each brand will be necessary when they are sold together in Japan.
The Acura brand debuted in the United States in 1986.
In China, the Acura lineup will include the RL and the U.S.-built TL. China also will get the successor to the NSX sports car. Fukui says the debut date of the NSX's successor has not been set.
Honda has not said what Acura models will be sold in Japan. The RL now is sold in Japan as the Honda Legend. Other Acura models also are badged as Hondas in Japan.
In China, the Acura lineup will include the RL and the U.S.-built TL. China also will get the successor to the NSX sports car. Fukui says the debut date of the NSX's successor has not been set.
James B. Treece
Automotive News / December 26, 2005 - 6:00 am
TOKYO - Honda Motor Co. will try to give the Acura brand a stronger identity.
"We're going to differentiate the Honda and Acura brands and grow both," Honda CEO Takeo Fukui says.
As one step to differentiate its two brands, Honda is reorganizing its engineering staff. Engineers will be asked to develop features and attributes that clearly support each brand's identity. Fukui says Acura will
continue as a sporty performance brand. It will not attempt to be a luxury brand like Lexus.
Honda will not separate Honda and Acura designers, he says. Toyota Motor Corp. separated Toyota and Lexus stylists before launching the Lexus brand in Japan in August.
Honda will launch its Acura brand in China next year and in Japan by the autumn of 2008. Stronger identities for each brand will be necessary when they are sold together in Japan.
The Acura brand debuted in the United States in 1986.
In China, the Acura lineup will include the RL and the U.S.-built TL. China also will get the successor to the NSX sports car. Fukui says the debut date of the NSX's successor has not been set.
Honda has not said what Acura models will be sold in Japan. The RL now is sold in Japan as the Honda Legend. Other Acura models also are badged as Hondas in Japan.
In China, the Acura lineup will include the RL and the U.S.-built TL. China also will get the successor to the NSX sports car. Fukui says the debut date of the NSX's successor has not been set.
