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Acura general manager Jon Ikeda admits that for a while, the brand forgot its roots and there was a disconnect between its advertising and the vehicles it produced.

Speaking at the Marketing 360 event hosted by Automotive News, Ikeda said that Acura’s messaging went down the wrong road as rivals like Lexus and Infiniti emerged as serious rivals.

“We started to chase what was in, what the market was talking about more than staying true to ourselves,” Ikeda said. “When you start benchmarking and looking at everything else, instead of looking introspectively, is where you lose your way.



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Say What? Acura Blames Focus On Lexus And Infiniti For Losing It's Way

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