	Agent00J Life is too short to drive boring cars...
	View My AgentSpace

ACURA Executives LISTEN UP - This is YOUR CUSTOMER BASE Speaking...

Agent00J submitted on 07/24/2008 Official AutoSpies Timestamp: 11:14 AM
from: www.autospies.com

[45] user comments | category: Misc News

Print this Page |

Digg It |

del.icio.us

ACURA Executives LISTEN UP - This is YOUR CUSTOMER BASE Speaking...

With all the controversy surrounding Acura with the recent redesigns of the TSX, RL and the soon to be released TL, I was reminded of an article I had read in which Acura stated the reasoning behind changing the name of the Legend to the RL was simply about brand recognition.

Acura was concerned that the value of the Legend name was becoming more powerful and recognizable than the name Acura, and as such by steering clear of names instead using letter and numbers to identify their cars, the name Acura would instantly be recognizable. People would know that an RL was an Acura, as opposed to their argument of the Legend essentially becoming a brand in and of itself.

If I had the ability to insert sound effects, insert the sound of brakes squealing to a stop here.

THEY DIDN’T WANT THE NAME LEGEND TO BECOME MORE POWERFUL THAN THE BRAND NAME ACURA???

Am I missing something here? I would argue that having a name as powerful as Legend in the case of Acura would be a manufacturers dream. Think about it, when you hear names like Mustang, Corvette and Camaro you immediately know the makers. Even in German car circles nameplates like M3 and A4 bring brand recognition for their makers as well.

And yet Acura made the decision to take nameplates like Legend and Integra off the table replacing them with emotionless letter and number combos like RL or RSX.

The Germans have used letters and numbers for decades. Audi, BMW and Mercedes have entire model lines built around a combination of letters and numbers. Those combinations have become legends in their own rite, cars like the 2002tii, 450SL and M3 don’t need their makeRs name to be said, it falls into the category of, “you just know” who made that car.

But in the case of Acura, you really have to second-guess the logic in going from a name based to an alphanumeric model designation. Acura has been losing market share simply based on the fact it never really has fielded a true contender to go up against the likes of the Lexus LS and the big German sedans. Furthermore their insistence on carrying on the quasi-front wheel drive architecture has got to stop, lets go with a true rear wheel drive setup. We all know that as good as SH-AWD is, it is still a predominantly front wheel drive car. The major players in this segment ALL are rear wheel drive with the exception of the A8 from Audi, and that model sells in such small numbers it really shouldn’t be counted here.

The thing to consider here is this, Lexus started their brand using alphanumeric designation, and it has served them well. Everyone knows a LS is from Lexus. Infiniti started with the same, and although they struggled to establish its brand identity in the beginning, the brand has really come into its own.

Acura started as the Legend and the Integra. Great cars by all accounts. Second generation Legends are still by far one of the best looking sedans on the road. Even today if you mention the name Legend or Integra, people know you are talking about Acura.

Based on the current design direction, I would say that Acura really has it in for itself. Ugly is not a word that is strong enough to describe what is happening to once great cars. I don’t care how well engineered they are, an ugly car is an ugly car.

I would propose Acura go back to its roots, and start over. Bring back the Legend sedan and coupe. Bring back a replacement for the Integra; include a coupe in that line-up as well. The RDX and MDX can stay, but give them a name, an identity as they get redesigned.

Make Acura great again. Acura started the whole Japanese assault on the Germans, and yet no one at Mercedes or BMW is worried right now about what Acura is going to do next.

Make rear wheel drive platforms, not this AWD stuff. Why not put an Integra replacement on the S2000 platform.

Stop trying to be all things to all people and make yourself unique again, make Acura a name plate people lust after again, unique products that stand apart from the crowd for all the right reasons, not because of ugly styling.

For me a return to Acura’s roots would be a return to leadership and innovation, something Acura’s parent company Honda prides itself.

Tell me I am wrong…

Be sure to check out the Mercedes Fashion Show - Anytime you combine Girls and Bikinis you know your going to have fun!!!

Comments:

Images hosted in your AgentSpace can now be posted in the comments section using the following syntax (case matters):
[img]IMAGE URL[/img]
Example: [img]http://agent004.myautospies.com/users/150/Sample-Gallery/sample1.JPG[/img]

HSCenterconsole - 7/24/2008 11:36:19 AM

+13 Boost

00J you are on a roll with postings the last couple of days.

I agree with you completely. Why would a company willingly remove a product name because it had too much brand recognition? I feel like the RL became completely lost in its own blandness.

reply to this comment

Maverick2020 - 7/24/2008 11:44:20 AM

+11 Boost

The problem with Acura is that Honda does not know what it want it wants the brand to be.

Is it a step-up brand from Honda? Or is it a true premium luxury brand?

Honda seems happy to squeak out 200,000 units a year of competent yet rarely ground-breaking vehicles.

And you are dead right. The first and second generation Acura's where terrific. I owned the first and second gen Legend and it was--at the time--the finest car around. But somehow, Acura lost its Mojo and hasn't really ever got it back.

reply to this comment

Ynot - 7/24/2008 11:46:54 AM

-2 Boost

Doesn't everyone know that 'TL', 'RL', 'MDX' etc are Acura? Naming structure doesn't weaken sales. Acura made a decision to refocus itself as a key player in the luxury arena. They have a poor positioning strategy. Looking at the 2009 TL - it seems to be a GS competitor vs. the ES. The problem most of us will face is that have grown to know and love the TL as an ES competitor.

reply to this comment

silver1 - 7/24/2008 11:55:35 AM

+1 Boost

Your wrong.....The Acura TL is one nice looking car... It doesn't look like anything else on the the road. It has that WOW factor and thats what I like....

I said the same thing about the TSX till I saw it in person. I hated it on picture but love it in person, couldn't stop looking at it.....But the TL is lovely in pictuture. It gives me that 1990's feelings of luxury cars like Legend, 1994 Lexus GS, Infiniti J30.....

This will be on my shopping list for 2009.

This new TL is a winner as far as looks, lets just hopes it performs just as good as it looks..

reply to this comment

gkearns56 - 7/24/2008 11:59:05 AM

+6 Boost

Agree. I've owned a Legend in the early 90's and also a 2006 TL. I thought both were super nice cars. However, whoever in Honda Corporation is giving the go-ahead with these UGLY looking car front ends, should be replaced. Look at the new Honda Pilot front-end, it's down right ugly. Now with the new TSX, RL, and now TL front ends; What is going on in the design department for Honda. These front-end fake grills are gaudy looking - fix them Honda before it's too late.

BTW: Honda something else to ponder - the UGLY rear-end on the TL. I recently stopped by a Nissan dealer to look at the new 2009 Maxima. The dealer said one reason NIssan went back to its "roots" (slogan of 4 dr sport car) was numerous people disliked the large jelly bean shape and especially the rear-end on the last Maxima model. Now if you look very carefully at the TL back-end you can see a couple of different car designs. It all adds up to an ugly rear like many people complained about with the Maxima. I for one will not be waiting in line for this current TL car.

reply to this comment

silver1 - 7/24/2008 12:04:21 PM

-8 Boost

You guys just have to grow on the new styling....it's very futuristic.....VERY. Other than the New Lambo G that just came out, this is the most futuristic looking car out on the road.

reply to this comment

GTR35 - 7/24/2008 1:57:41 PMView My AgentSpace

+1 Boost

Futuristic? This thing looks like Flavor Flav with that bling blang grille. I see a bunch of Chrysler 300C and Dodge Magnum owners trading their ghetto mobiles for this one.

BMWsuk - 7/24/2008 12:05:17 PM

+4 Boost

The problem is Honda don't know what Acura brand means. Are they supposed to be a luxury brand, a sporty brand or an oldie brand ? Honda can't decide so every year, they make and sell enough Acuras to pay for some execs vacations in Bahamas and that it seems is good enough for Honda.

As OOJ stated, the old Legend was a very good car but it is all gone now. RIP, Acura.

reply to this comment

ed300zx - 7/24/2008 12:44:02 PM

+5 Boost

Couldn't agree with you more. Great article! Play on playa. Bring back the Legend with a V8 and rear wheel drive. I hate the nose on the new Acura's.

reply to this comment

adamsaf723 - 7/24/2008 12:49:28 PM

+2 Boost

My beef with Acura has nothing to do with how they choose to name their cars.

Acura has yet to do anything drastic (at least for the positive) in a long time. Every great car they've had they've discontinued or totally raped out of awesomeness. The NSX, Integra/RSX, Legend, CL!! The bridge between Honda and Acura is becoming shorter as far as features, ammenities, ride, performance, and Honda even look better now.

Acura needs to make a lot of changes, and I agree with you. They need to recognize that their sales aren't down because of the economy, but because their cars are unappealing. They have the price point, but so does Infiniti, and they did it right from the start.

The reason why Lexus and Infiniti became such successful brands, is because they have great service and they built the company around one amazing car, and branched off new segments of innovation. They are trying to make the jump into the luxury market, but Acura is somewhat stagnant in where they reside.

Once they identify their problems, they have the tools to get back on top again. Honda is doing GREAT, they have great engines in their stock pile, great repuations as far as reliability and low cost maintenance, and so much more.

I'm hoping this new NSX marks the car to change Acura. It was the NSX that gained Acura global viewings 15 years ago, and hopefully it can do it again.

reply to this comment

IVANURI97 - 7/24/2008 12:52:57 PM

+5 Boost

I think it's about time to bring back names and drop the alphanumeric designations or leave them just to the SUV's and crossovers. The RL replacement should be the Legend, I can hear the commercials and see the print ads now...The Return of a Legend. I think it would bring a lot of people back to their showrooms who went to other brands.

reply to this comment

NISSANINFINITI - 7/24/2008 6:43:30 PM

+4 Boost

I AGREE 100%....GREAT IDEA....ACURA I HOPE YOUR READING THIS!!!!

Whelan - 7/24/2008 12:53:18 PM

+5 Boost

Once again I'll put down what Acura needs to do here as it seems more on topic:

fire the design team, they need new blood in there, these new models look like battle armor versions of their old selfs. Kinda like the He-Man toys where you could put on shields and helmets, it's exactly what they did here.

Secondly, they need to majorly upgrade the cars. Only offering a 4cyl. in the TSX is shameful, who is it's competitor? The thin is not much quicker than a Civic EX, that is pretty lame. Upgrade the engines, add turbo's, go RWD. Offer a V8 in the MDX and RL for cryin out loud! Options are everything. People at first loved the fact that you got an Acura two ways, with or without navigation. Made it simple for price and features. But there has to be some more give. Engine options, wheel choices, etc. People want exclusivety not to drive off in the same car as the guy behind him and in front of him.

More models, more models, more models. Boost the lineup. Give Acura an edgy sculpted S2000, bring back the RSX as a competitor to the Infiniti G37 coupe or even the upcoming Lexus IS coupe. Although that would be hard as the IS is really poking around at the 3 series right now. Either way, now you have a roadster, coupe, small sedan, large sedan, flagship, small SUV, large SUV. You complete the package other than offering a luxury crossover.

The ideas needed to help this company out are so generic and basic but it seems Acura was put in the corner and forgotten about because nobody knows where they want to take the brand. I personally say aim high and forget Lincoln and Volvo, go right for the competition and hit Lexus, Infiniti, BMW, M/B, Audi. Honda has the techonology and the quality to do it, they just need to really fixate on how.

reply to this comment

_43LE - 7/24/2008 1:43:50 PM

+5 Boost

I have lost all faith in Acura. When I shop for a new car it will probably be from MB, Audi, or Infiniti.

reply to this comment

lewishamiltonpimp - 7/24/2008 1:44:10 PM

-5 Boost

OOJ, you miss the point entirely.

When Acura rolled out the Legend, it was sold everywhere else as a Honda. Ditto the Integra. Maybe that had something to do with the change to letters.

reply to this comment

Agent00J - 7/24/2008 1:52:48 PMView My AgentSpace

+5 Boost

I may have missed the point (I don't think I did, but you could be right) however I know for a fact I would much rather own a Legend over a RL.

-00J

MZauto - 7/24/2008 1:58:17 PM

+2 Boost

Acura, it's so not right lately!

reply to this comment

klipprand - 7/24/2008 1:58:45 PM

+1 Boost

Have to agree that I hate the new grilles, reminds me too much of Saturn. Have to disagree on the SH-AWD. Audi is doing quite well with Quattro, especially since they have tuned it to give more RWD like performance and handling. Acura can do the same. If you live, like I do in an area where the roads are not always the greatest, AWD is a godsend. And although it would be nice to have a V8 option from Acura, with gas prices as they are the better MPG from V6 and I4 engines is looking pretty good.

reply to this comment

silver1 - 7/24/2008 2:01:22 PM

-5 Boost

It at least the new TL look better than the upcoming old mans 7-series-mini-cooper

reply to this comment

Star - 7/24/2008 2:07:04 PM

0 Boost

RIP Acura.

reply to this comment

silver1 - 7/24/2008 2:12:29 PM

-6 Boost

You wish! When it comes to interior quality, Acura can't be beat...Audi, Acura and Lexus are the only ones in the 1st Tier when it comes to Interior...

Star - 7/24/2008 2:26:58 PM

-5 Boost

Get real buddy. Acura is the economy car sold in Europe under the Honda badge. They strugled for years to achieve the quality of interior simmilar with what VW offers without succes. When it comes to interiors
1. Mercedes
2. Audi
3. BMW
4. VW
5. Lexus
6.
7.
8.
9.Infiniti
10.
-
-
-
127. Rebadged Honda(sold in Europe)

silver1 - 7/24/2008 2:44:27 PM

+2 Boost

What plant are you from?

JDPower.com

Body Interior Quality Design:
Taken from the Initial Quality Study (IQS), which looks at owner-reported problems in the first 90 days of new-vehicle ownership, this score is based on the appearance of the interior and exterior, and the sound of the doors when closing.

These are facts. Your results are just from your planet. whatever planet you from.

1. Acura 4 1/2 stars
2. Mercedes 3 1/2 stars
3. BMW 2 Stars

auto001 - 7/24/2008 2:25:00 PM

-3 Boost

This is a non issue, Acura change to the cleaner naming system to distinguish it from Honda name like accord, civic, odyssey etc, and since people are usually forgetful, having a simple naming system is the key to instant brand recognition.

reply to this comment

jsell - 7/24/2008 2:54:09 PM

+2 Boost

WOW so much disdain for the products that I sell. I will be one of the first to admit that the new grills are hideous. But only a select few of the individuals who have seen, driven or even bought the new TSX have ever said anything about the grill at all. Acura will keep on keeping on in that they will continue to appeal to their core audience and current owners. Current owners have very FEW if any complaints about their cars. The concern that I have, is we need cars to cut into the GERMAN buyers and Lexus owners. The TSX, while being a great car, is not going to pull any customers from the 3-series or C-class. The MUST have car from Acura simply doesn't exist.
With that said, Acura is currently working on a variety of models. A new V-8 powered sedan (true 7 series rival), a coupe and convertible, a bigger SUV and the long awaited (and about 2 yrs too late) NSX. Hopefully Acura can pull this off.
new lineup
NSX V-10
LEGEND v-8
LEGEND TYPE-S V-10
TL COUPE
TL CONVERTIBLE

ALWAYS A CHANCE.......RIGHT????

V-10 NSX

reply to this comment

silver1 - 7/24/2008 3:00:33 PM

-1 Boost

I agree on you with the TL-Coupe... Now That will be nice. I miss the CL-Coupe...
Shame on Acura for getting rid if that car. SHAME

Denmark - 7/24/2008 4:40:32 PM

+1 Boost

My lease was coming due on the 2004 Civic Si and I was looking foward to getting a 2009 TSX. Then I saw the pictures.... I hurried out and picked up the only 2008 White TSX 6 speed with Navi I could find and save $140/month with the deals they had one.

reply to this comment

EL34 - 7/24/2008 4:47:39 PM

0 Boost

Com'on Acura, at least copy BMW or Mercedes for goodness sake.

Stop producing turds, but at least these turds are not as bad as Nissans.

:-\

reply to this comment

answer - 7/24/2008 5:15:42 PMView My AgentSpace

+1 Boost

The new TSX looks a lot better when seen in person. (Still ain't saying much though)

The Legend name should be returned quickly, before even those who remember it stop caring.

The RL needs to be special. It is a great car, nice interior and everything, but nothing stands out (other than the tacked on grille now).

The new NXS needs to be marketed brilliantly too. I'm sure it will be an awesome car no matter what, but it needs to get the general public excited about the Acura brand again.

reply to this comment

answer - 7/24/2008 6:30:48 PMView My AgentSpace

+1 Boost

Meant NSX. (duh)

monkeyrun - 7/24/2008 5:20:33 PM

+2 Boost

With designs like this, Honda might as well just shut down the Acura brand.

I am glad I no longer have my TSX.

reply to this comment

Bored - 7/24/2008 7:02:04 PM

0 Boost

To me, Acuras are to Honda as Buick is to GM. Near-luxury that gets by on past glory.

A few of you mentioned building an Acura based off the S2000, such as a new Integra. I agree whole heartedly. It be nice if Honda brought back the Prelude on that platform as well (especially since every spy photo of the new NSX looks too much like a past Prelude).

reply to this comment

Audiphile - 7/24/2008 9:23:06 PM

+1 Boost

A couple of other blogger have made a good point. Mass-market marques give their models names, while the upscale marques go with letters & numbers. Chevrolet Malibu vs. Cadillac CTS, Toyota Camry vs. Lexus GS, Volkswagen Jetta vs. Audi A6, Nissan Altima vs. Infinit M, and Ford Fusion vs. Lincoln MKS are a few examples. Thus it sounds like Acura made the right naming decision for the wrong reason.

However, I don't care whether a car is given a proper name or an alphanumeric character stream. The car's performance, engineering and design are more important to me than a naming convention.

I have the highest regard for Honda's engineering prowess and its reputation for reliability and fine build quality. However, they have made a mess of Acura's marketing strategy.

The bland Acura styling is not sufficiently different from the cheaper Honda models. In addition, Acura engineering is no better or more advanced than that of Honda. In other words, Acura has to justify their higher prices.

reply to this comment

senorgato - 7/25/2008 1:06:00 AM

+1 Boost

amazing how many people have posted on such an irrelevant thread

reply to this comment

Dr550 - 7/25/2008 1:40:17 AM

+1 Boost

"Remain calm. All is well." Acura, get back to the real driving experience.

reply to this comment

agent507 - 7/25/2008 9:50:35 AM

+2 Boost

1. human
2. animal
3. matter
4. nothing for a long time
5. Staar

reply to this comment

SteadFast - 7/25/2008 8:18:20 PM

+3 Boost

Once again OOJ decides to post an articles while either intoxicated or simply in bad taste. I will tell you OOJ that, yes, you are wrong about Acura. What tells me so is your biased love for the german automobiles. It's obvious to see you hold them on such a high pedestal. Sure it's probably hard not to, I mean every time you start your M3 and really drive it into an apex I'm sure at that moment it's the greatest car in the world....to you. Now back to reality, a place far away from your high school like crush on the german movers.
Truth be told I agree with you in regards to the Legend and Integra nameplate in the sense that they were great names but in order to compete in the U.S. market Acura made the right move in going with the alphanumeric designations. Why? Because the majority of American buy luxury cars based on what it will do to emphasize their own status and subsequently appease their ego. Sounds crude? Maybe, but truth be told what people are buying is the stigma of the brand and model. I agree Acura is not held in the same limelight as that of Mercedes, Lexus, and of course your beloved BMW, but that is what is in fact appealing about the brand to me and other true car enthusiasts. I'm proud to admit I'm a big Acura fan for this reason. Regardless of anyone's opinion or biases Acura is undeniably the leader in value in the luxury market. Dollar for dollar Acura's provide the consumer the best performance, luxury, and technology much like how the Corvette is the best sports car for the money. How about the style? That's subjective for any brand, it's pointless to make comparisons to another brand, and Acura's history has proven that their vehicles are never ugly as your obtometrist neglected eyes have told you, enough said.
Finally OOJ just stop the Acura bashing, a lot of your recent posting have been nothing but your hate towards the brand, you obviously know nothing pertinant about the brand. Rather I suggest you post news and commments about the German brands that you love so much and spare us your ranting. You are not part of Acura's customer base and you certainly do not speak for those of us that are.
By the way, in case you are wondering, I currently own and love my two BMW's (2008 X5 and 2007 M6), they compliment my 2004 NSX nicely. :)

reply to this comment

Reason - 7/26/2008 6:50:22 AM

+2 Boost

I couldn't have said it better myself. You are definately spot on Steadfast! OOJ I too have noticed that your posts are Acura bashing and that your preference towards BMW's are in fact a reflection of your arrogance which makes your opinions not credible in the least.

You're just as bad as other notoriously dilusional members on this site. Let's see some postings with substance from you from now on, hopefully on subjects you know something about.

To post a comment for this story, you must first Login.

If you do not have an account, you will need to Register (It's Free!).

Most Recent Stories

BMW 3 Series Sedan and Wagon Facelift show up at German dealerships Mercedes-Benz SL65 AMG Black Series Billboard Advertisements A Driver's Paradise - A Country Club For Racing It's Getting Deep: Auto Maker's Propaganda Machines Continue To Pump Out Bull Crap In An Effort To Bolster Sales!Camping with the new Volkswagen Tiguan Nissan GT-R pricing increased for 2009 Video: Dodge Viper SRT10 ACR's record Nurburgring run Fiat to manufacture world’s cheapest car by 2010 VW hints that the Microbus might be coming back after all Mysterious "Project B" Mustang concept to debut at SEMA Mercedes GL Class facelift spied almost undisguised 2009 Honda Civic Sedan and Hybrid Facelift Released in Japan Diesel variants of the Subaru Impreza & Forester heading for Paris 2010 Ford Mustang photographed driving around 2009 Toyota HiLux Facelift - Official details & Pictures Ford decides to reveal the 2009 Ford Focus RS again, this time in Paris Hyundai will show the i20 i-blue concept in Paris Agent 00J's $100,000 Challenge: Whose Car Collection Will Reign Supreme?AUDI AG Records Significant Growth in European Export Markets During August Which is Faster, The RS6 Or The R8? The Answer May Surprise You Toyota Remains Unconvinced That US Auto Sales Have Hit Bottom Yet Lexus Outlines 2009 Model Year Changes GM Facts and Fiction: GM Tells It Like It Is. Tuning: Brabus B63 S breaks cover BMW worldwide August sales up 2 percent Do You Agree? LA Times Blame Big 3 Problems On Unfair Foreign Competiton!Paris Motor Show: Subaru Debuts Diesel Forester And Impreza BMW's Newest Baby SUV The X2 Breaks Cover - Is BMW On The Right Track?Renntec Mercedes C63 AMG Ferrari Enzo Replacement Spied New Jaguar XF-R Spy Shots from California Desert Sarah Palin Opens A Can Of Alaskan Whoop-Ass On Obama And Democrats-But What Does She Drive?Recall Issued for 2009 Jaguar XF CONFIRMED: Chevrolet Volt to be revealed this month Study: Women get ’turned on by engine sounds of Maseratis Lamborghini Gallardo LP560-4 gets diamond wheels and pink brakes Will Buyers Be Willing To Settle For A 4 Cylinder BMW, Or It That Just Too Far Of A Stretch Upcoming Beetle Design Will Inject More Testostorone Rumor: Ferrari working on a 430 Scuderia Spider 2010 Chevrolet Camaro orders start next month Hyundai to show Santa Fe hybrid concept in Paris Is Imitation The Sincerest Form Of Flattery? Honda Releases Their Own Prius Look Alike!2009 Mazda MX-5 Facelift Citroen reveals new hybrid concept Early look at America-bound Ford C-Max Spies Become MythBusters When It Comes To Your Options If You Think You've Bought A Lemon Is BMW The Company Actually Behind The Audi A4 Driving Experience App?NHTSA Sides With Toyota On Unintended Acceleration Issues Claiming 400 Owners Had No Case Chrysler Still Sits In The Basement, Sales Down 34% For August How Low Should It Go? Analysts Predict Oil To Plunge As Low As $80 A Barrel!

More Recently Added News

Join AutoSpies

00K's Corner

Join Agent00K as she brings a special perspective to the automotive world.

Photo Galleries

AutoSpies presents the best Auto Show Photos, Automotive Videos, Car Reviews and Hot Rides.

Latest Galleries

More Galleries