Acura to Be Bolstered by Dedicated Strategy Office

Sami Haj-Assaad
by Sami Haj-Assaad
The 2015 Acura TLX GT Race Car and TLX Prototype.

Honda is hoping to accelerate the revitalization of its Acura brand by opening a new office devoted to the development and planning of new Acura vehicles.

Current Honda R&D president Erik Berkman will manage the new team, which is officially being called the Acura Business Planning Office. The news comes after a 10 percent drop in Acura’s sedan sales, overshadowing the successful RDX and MDX crossovers.

Acura’s bounceback may already be on the way as both the TLX sport-sedan and NSX supercar are slated for a release later this year. A performance-oriented identity may be possible for the brand as both of these cars will be racing in future events. A TLX race car will be competing in the Pirelli World Challenge, while the NSX will be seen in Japan’s SuperGT racing series.

The brand’s main competitors ( Infiniti, Audi, BMW and Mercedes) are also maintain active racing presences, the company will also have to create some exciting vehicles with key differentiation from those in the Honda lineup, something that hasn’t happened with recent new sedan launches.

Sami Haj-Assaad
Sami Haj-Assaad

Sami has an unquenchable thirst for car knowledge and has been at AutoGuide for the past six years. He has a degree in journalism and media studies from the University of Guelph-Humber in Toronto and has won multiple journalism awards from the Automotive Journalist Association of Canada. Sami is also on the jury for the World Car Awards.

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