Drive On: Honda’s Acura shifts focus to U.S.

31 Jan 2015 | Author: | Comments Off on Drive On: Honda’s Acura shifts focus to U.S.
Honda MDX

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Honda’s luxury brand, is design, engineering and production of its to the U.S.

The new 2014 MDX crossover that goes on sale in is the first Acura to be developed by the company’s Ohio tech the first Honda Group conceived here. The MDX architecture probably also underpin the Honda Pilot SUV.

as a brand is very heavily Mike Accavitti, Honda and senior vice president of operations, says. For a long that simply meant Acura only existed in the and Canada. The same vehicles Honda badges in the rest of the

Honda understands Acura become more distinctive, as the brand enters new markets as China, Russia, Brazil and the East. As the brand’s historic and largest market, Honda’s operations have an unprecedented to shape Acura’s future.

The MDX was designed by Acura’s studio in Calif. It just went production in Lincoln, Ala. model but the RLX and TSX cars is built in America.

Honda reinforced American identity when it to build the next generation NSX sports car in Ohio.

It’d be to have a higher brand in terms of pricing, and a higher perception of Acura’s status, Accavitti, a former Chrysler who joined Honda in 2012. said buyers see Acura as a choice because its cars good resale value and lots of features compared similarly priced competitors.

Acuras also tend to roomy interiors, good economy and high quality and said Frank Markus, director of Motor Trend and my driving partner in the MDX last

None of that has translated the prestige and prices Acura to compete in the top tier of luxury

Honda MDX

Acura has a crisis in design, said. Their vehicles don’t look very or good. Especially versus like the Audi A7 or Mercedes

They’ve got a long way to go on styling and to their controls.

The 2014 MDX — certain to be a highly profitable to Acura’s best-selling model — is to the brand’s immediate future, but the and-engineered NSX hybrid supercar may be the key in the term. It could change perception of the brand, particularly as jump on the high-performance bandwagon hyper-priced hybrids such as the Porsche 918 Spyder, $1.3-million P1 and $2.3-million LaFerrari.

We’re breathlessly awaiting the Markus said. It’s the hybrid supercar.

It’s the to the legendary NSX that helped put on the map in the 1990s. Acura expects the of all-wheel drive, three motors, a turbocharged V6 and high economy raise the brand’s

They can’t get the NSX fast said Jim Hall, managing of 2953 Analytics. Acura a serious flagship with a connection to the rest of its models.

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