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Posts Tagged ‘acura design’

New Boss Aims to Transform Acura into Luxury Leader

New products, new technologies needed to get "butts in seats."

by on Apr.24, 2014

Mike Accavitti with a prototype Acura TLX.

Considering the cost of bringing a car to market, every new vehicle is important, but few more so than the 2014 Acura TLX making its first public appearance at the New York Auto Show this week.

Acura has scored a pair of solid hits with its two SUV models, the RDX and bigger MDX, but as the third sedan in the Acura line-up, the TLX is meant to fill a critical gap between the Japanese maker’s entry-level ILX and its recently added flagship, the RLX.  It’s no easy challenge, going up against a range of major competitors such as the Mercedes-Benz E-Class, BMW 5-Series and Lexus GS lines.

In the Know!

The TLX is “critically important,” suggests Mike Accavitti, the long-time Chrysler executive who was recently named head of the Acura division. “We have to start somewhere,” he adds.”

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Acura Went “Overboard” Says New Design Chief

That said, the “beak” won’t vanish.

by on Jun.21, 2012

Acura went "a little overboard" with its beak-like grille, admits the brand's new design chief.

It may be the single most consistently derided design feature for any brand on the market in recent years, but while the new head of Acura design admits the maker went “overboard,” the Japanese luxury brand won’t entirely abandon “the beak.”

That’s the derisive term that critics routinely used to describe the chrome, V-shaped shield that dominates the face of most recent Acura models, such as the TL sedan and MDX crossover.  The distinctive feature has been toned down slightly on the maker’s latest additions, including the all-new ILX, however.

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“We concede that we went a little overboard at some points,” conceded Toshinobu Minami, the new design director for Honda’s luxury brand, in an interview with Automotive News.  He blamed this styling mis-cue on some “pretty bad feedback” the maker got after introducing what Acura then described as its “keen edge” styling theme in 2008.

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Acura Pushing For 45% Sales Growth in 2012

Maker betting on new ILX, redesigned RDX for big surge.

by on Mar.23, 2012

The 2013 Acura ILX will be a critical piece of the brand's turnaround strategy.

After years of struggle, Japan’s first luxury car brand is forecasting a 45% surge in demand this year that will help it challenge top-tier rivals.

Acura officials say they’re counting on new and updated models – notably the entry-luxury ILK sedan and redesigned RDX crossover — to provide the moment that will boost sales to 180,000 for the year.  An all-new flagship scheduled to debut at the New York Auto Show next month should also add momentum.

Insight!

“This is where we think we would have been” were it not for the impact of last year’s Japanese earthquake and tsunami, said Acura marketing chief Jeff Conrad.

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