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What Does the Future Hold For Honda's Luxury Division (Acura)?

There has been a lot of buzz lately about the future of Honda's luxury/ performance brand, Acura. Their current lineup is somewhat bland and uninspiring. The TSX and TL were great when they were first released in 2003 and 2004, but now they lag behind the competition. The RL had issues from the beginning, mainly due to a lack of a V8 engine. That leaves the new MDX and RDX, which are new and are doing well, although the styling of the RDX has been some what controversial.

According to a post on AutoSpies, a current Acura customer got an inside scoop on the automaker's upcoming model lineup from an Acura salesperson. The news is quite exciting:

-300+ horsepower will be standard across the range, which includes the TSX

-A TSX coupe is in the works

-AWD will be standard on all the models

-The RL will finally get a V8, which will be no larger than 4.2L

-A new flagship sedan to compete against the 7-Series and Lexus LS460. The RL will most likely remain in its current position.

What is interesting is the fact that if the automaker releases a flagship model that is higher than the RL, where will the RL fit in? The TSX seems like it will move up to compete against the 3-series class, the TL will compete against the 5-series class and the unnamed flagship (possibly Legend) would compete against the 7-series class. The RL seems like it may be a waste.

Supposedly the new V8 will be entry level and will maintain above average fuel economy.

How does all of this sound? It sounds pretty exciting to me and if the next TSX has AWD and 300hp, I may have to wait to buy a new car. Let's hope at least some of it is true!

Oh also according to the Acura rep, the new Accord will have a 280hp V6!

Full Story: AutoSpies

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Honda Looks for More than Just Horsepower from the Next Acura NSX
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2010 Acura NSX Caught Testing in Germany?

Comments (16)

Seamonster:

With the Lexus IS selling like crazy, it seems Acura's real problem is the lack of a decent rear-drive platform, not any amount of horsepower they can cram under the hood. AWD lets people feel safe, but its always complex (more expensive to repair), heavier and not as "pure" as a regular old RWD setup.

Yamnobody:

If I remember correctly what we call the Acura RL in other parts of the world is called the Honda Legend... so the choices are either Honda makes a new car bigger than the Legend or make it bigger.

Oknarf:

That has got to be THE ugliest car I have EVER seen. Period.

frankie:

the stink of high school integra drivers is starting to fade...slightly. but the tarnish is still there from all the ricers.

Eric:

The grill in the top picture reminds me of Lightning McQueen from the movie Cars.

Some of those new claims are interesting. AWD across the line up seems like too much. Time for some RWD. We know Honda can do it.

In Canada, we also get the CSX (rebadged Civic with 160hp K20 or 197hp Civic Si engine), no way will that model crack the 300hp mark. If it does, YUMMY power to weight ratio!

Noya:

I really hoped they would produce a RWD platform.

That's the main, if not only appeal the G35 has over the TL. If the TL were to be RWD it would sell very well. People just do not like paying $32-40k for a front wheel drive car that shares design themes with a $20k Accord.

And I think AWD is definitely not the answer. Audi anyone? Sure, a new Audi is fun to drive and have top quality interiors. But one with 30-40k+ miles that has been driven by a male under 40 just has too much wear on the drivetrain. I think Honda/Acura will lose it's resale and dependability ratings when everything they sell is AWD.

Noya:

I really hoped they would produce a RWD platform.

That's the main, if not only appeal the G35 has over the TL. If the TL were to be RWD it would sell very well. People just do not like paying $32-40k for a front wheel drive car that shares design themes with a $20k Accord.

And I think AWD is definitely not the answer. Audi anyone? Sure, a new Audi is fun to drive and have top quality interiors. But one with 30-40k+ miles that has been driven by a male under 40 just has too much wear on the drivetrain. I think Honda/Acura will lose it's resale and dependability ratings when everything they sell is AWD.

Marco:

to my mind, honda/acura is a company that makes small, moderately-powered, high revving FWD cars....a over-300HP RWD "honda" is just....well...not a real honda in my mind...

bring some type-r models to the america and everyone will be happy

Travis:

Bringing back the RSX would be a good start, Since i was about to an RSX Type S when they pulled it from the market.

Things going for the RSX Type S

Classy interior.
3 door hatch with good trunk space.
Plenty of front seat leg room.
Fairly sporty and a 6.7 sprint to 60 is not bad.
Good Fuel Economy 23 mpg city and 31 mpg highway
Affordable I was looking at 23K at my local dealership, MSRP was around 24K.

Honda honestly thinks I will just go out and buy a new Civic Si, and honestly I thought about that long and hard, but the interior is junk in the Civic, the gauge cluster and split dash is a joke. So sorry Honda no sale.

Maddox:

What Does the Future Hold For Honda's Luxury Division (Acura)?

Answer: More Dumb cars.

neosoul:

Well the 'luxury' brand game requires at least one -great- model in any of the general car types (flagship sedan/ regular sedan/coupe/suv/roadster etc.)

Unfortunately, after holding the torch for many years with their insanely beautiful NSX, they dropped it from the lineup. And, they do not have any awe-inspiring flagship (like Lexus's LS, or Benz's SL, or Bmw's 7) models to catch any interest from other buyers not focused on specific models. So basically while people are buying ultra-premium Camrys dubbed ES's from Lexus (on TOP of all the other models) because the of brand recognition, no one wants anything other than a RDX / TL from Acura - they would've bought the RDX / TL from any other badge (similar to what Infiniti offered with the I35) :(

I'm backing the article's idea of either redoing the RL, or introducing a bigger/badder model and let the RL compete with maybe BMW's 5 / and MB's E / Infiniti's M / Lexus's ES(??).

The new TL is fine, but needs more power. The TSX could stay the entry model and needs a V6 option. Although it desperately needs a model update/refresh to segregate itself from Honda.

Darmok:

What the TSX needs is the turbo 4 from the RDX, plus a few performance upgrades. An AWD option would be nice, but shouldn't be standard. Acura also needs a gearbox similar to the VW DSG system. Throw in some nice styling and they'll get my money.

Raomania:

I believe that the article is wrong in respeot to Acura's competitive matchups and model classes. It's my belief (and the belief of most automotive publications) that the TL is actually the direct competitor of the Lexus ES/IS, Infiniti G, and BMW 3-Series because of its engine and features. Now it may be true that the TL is not a great competitor but nonetheless this is what Acura intended This means that the TSX's place in this whole scheme is ambiguous and that there is some overlap between the TL and TSX. In addition, this means that the RL competes with the Lexus GS, BMW 5-Series, Audi A6, and Infiniti M, which has been the case for many years (even before the new RL debuted in 2005). So as of right now Acura does not have a big luxury sedan to compete with the big bangers like Lexus, Audi, Infiniti, and BMW and that is why they plan on releasing a more luxurious car.

So I believe the TSX's positioning is the one that is unclear and I believe Acura should improve the luxury of the TSX and at the same time improve the performance of TL. And if they plan on taking on the big luxury sedan market their best selling point will be price. They need to come out with a car with a strong engine that is full of features and price it to be significantly less than the rest if they hope to be successful, like Lexus in their early days.

TSXfan:

TL is too big to compete with 3 series (hint -- look in the back seat and overall vehicle length). TSX is slightly smaller than 3, but the next TSX will likely be similar again to the 3 series. Next TL will be closer to current 5 series.

KYLE:

Finally! Someone who knows what they are talking about. Raomania seems to know what they are talking about unlike all of you.
First off: Acura will never bring back the Legend name because it doesnt fit into the brand. TSX TL RDX MDX RL Legend???? Um.... No

Second off: RSX, even though a great car, had to go. In order for Acura to move upscale along the likes of Lexus and BMW they had to chop it from the model line.

Third off: Eric from Canda, you Candians only have Honda and the 300hp+ wouldnt apply. So your thinking of a 300hp+ CSX will never happen.

Fourth off: Acura TSX targets Lexus IS
Acura TL targets Lexus ES
Acura RL targets Lexus Lexus GS
A

KYLE:

Finally! Someone who knows what they are talking about. Raomania seems to know what they are talking about unlike all of you.
First off: Acura will never bring back the Legend name because it doesnt fit into the brand. TSX TL RDX MDX RL Legend???? Um.... No

Second off: RSX, even though a great car, had to go. In order for Acura to move upscale along the likes of Lexus and BMW they had to chop it from the model line.

Third off: Eric from Canda, you Candians only have Honda and the 300hp+ wouldnt apply. So your thinking of a 300hp+ CSX will never happen.

Fourth off: Acura TSX targets Lexus IS
Acura TL targets Lexus ES
Acura RL targets Lexus Lexus GS
A

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