Sliding in new directions both mechanically and stylistically, Acura is taking steps to revitalize itself as a brand, but will keep its notoriously “beaky” front end look despite its questionable reception.
“We concede that we went a little overboard at some points,” Honda design executive Toshinobu Minami said to Automotive News. “We actually had pretty bad feedback on this initially from different directions. But we are not going to buckle under that pressure.”
New cars to come from the brand like the ILX, introduced this Spring, carry the sharp front end, though it’s been toned down since its 2008 debut.
Minami also said he wants Honda to move into sportier territory in the future, which will spur Acura to “[go] further out, maybe pursuing premium,” he said.
While it’s not entirely clear what he means by that, it could be an interesting step for the brand after throwing in the towel against large luxury competitors like BMW, Audi, Mercedes and even Lexus. Then again, the ILX is expected to best it’s only direct competitor: the Buick Verano and properly positioned, the NSX could bring new vigor the brand is hoping for.
[Source: Automotive News]