Rumor Mill: Acura Abandons "Tier One" Goal for Volume Sales

Colum Wood
by Colum Wood

Acura is reportedly moving away from its brand strategy to become a “tier one” luxury automaker in favor of volume sales. While no official word has been given by Honda or Acura representatives, the news has been reported by Honda fan site, TOV, which claims that several dealerships have been told a new strategy will focus on “Smart Luxury.”

What “Smart Luxury” means is not exactly clear, however, additional dealer information does seem to point towards a higher volume sales and away from vehicles like the NSX. Acura will also continue with its plan to not offer a V8 in the RL, instead delivering it as a hybrid (assumedly with a V6) – which is likely to make V8 power. A new V6 engine is also in the works for many of the vehicles in Acura’s lineup, but the biggest news is that Honda’s luxury brand aims to bring a new entry-level car to market to slot in under the TSX.

While we’re obviously sad to hear about the future of the NSX, it’s refreshing to see Acura working with its strengths, namely, returning to building small fun-to-drive cars. And who knows, maybe this sub-TSX model is the necessary step in bringing back the RSX.

[Source: TOV]

Colum Wood
Colum Wood

With AutoGuide from its launch, Colum previously acted as Editor-in-Chief of Modified Luxury & Exotics magazine where he became a certifiable car snob driving supercars like the Koenigsegg CCX and racing down the autobahn in anything over 500 hp. He has won numerous automotive journalism awards including the Best Video Journalism Award in 2014 and 2015 from the Automotive Journalists Association of Canada (AJAC). Colum founded Geared Content Studios, VerticalScope's in-house branded content division and works to find ways to integrate brands organically into content.

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