Acura About
Acura (Japanese: アキュラ, Akyura) is the luxury vehicle brand of Japanese automaker Honda Motor Company. It primarily competes with Lexus, Infiniti and Cadillac among others as a certified luxury vehicle. It has been used in the US, Canada and Hong Kong since March 1986 to market Honda’s performance automobiles and near-performance vehicles. The brand was introduced to Mexico in 2014 and to the Chinese market in 2015. The Acura brand will be introduced in Russia at the end of 2015. Honda plans to introduce Acura to the Japanese domestic market two years from 2015 or so.With the Acura brand, Honda is credited with being the first to tap into a market for luxury Japanese cars outside Japan. Before Acura, automobiles exported from Japan were primarily economical in design and largely targeted at low-cost consumers.
The Acura brand
In 1986, following a decade of research, Honda opened 60 all-new dealerships in North America to support its Acura automobile division. Acura was the first Japanese luxury brand to appear, and its initial offerings consisted of two models: the Legend, a V6-powered sedan, and the Integra, available as a five-door and three-door hatchback.The success of these models led to competing Japanese luxury brand ventures (Toyota’s Lexus and Nissan’s Infiniti).
Vehicle history
In 1990, four years after the debut of the Legend and Integra, Acura introduced the NSX, a midship V6 powered, rear-wheel-drive sports car. The NSX, an acronym for “New Sports eXperimental”, was billed as the first Japanese car capable of competing with Ferrari and Porsche. This vehicle served as a halo car for the Acura brand. The NSX was the world’s first all-aluminum production car.
Despite a strong start for the Acura brand (in terms of market acceptance), sales suffered in the mid- to late 1990s. Some critics attributed this decline in part to less inspiring designs. Additionally, during this time Acura switched to an alphanumeric nomenclature formula, dropping the Legend and Integra titles. The 1996 3.5 RL, which replaced the popular Legend, was seen by many as the epitome of this problem, namely because the RL designation was more anonymous than the former Legend title. Also, the RL’s 210 horsepower (160 kW) V6 (later increased to 225 hp) and front-wheel drive, together with a high price and styling that cautiously copied the larger and more powerful Lexus LS 400, did little against BMW, Audi, Lexus, and other competitors. During this time, the NSX also lost sales as Acura made few changes from its original 1989 trim. A year later, the Integra sedan was withdrawn, replaced by the Acura 1.6EL, which was only sold in Canada as a rebadged Honda Civic. The Integra sedan continued to be sold in the United States until 2010.
Despite these letdowns, Acura gained prominence in the 1990s with a young group of customers: tuner enthusiasts. Parent company Honda’s reputation with this demographic as a maker of “easy-to-tune” and “rev-happy” engines rubbed off onto Acura, and the Integra became a popular tuner car.
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