Honda Spins Acura Off As a Separate Division to Focus More Attention on the Brand

Ever since Honda created its Acura luxury division in the 1980’s the two brands have remained very close, but now Honda has announced plans to further separate the Honda and Acura brands.

The 2015 Acura TLX Prototype


Ever since Honda created its Acura luxury division in the 1980’s the two brands have remained very close, but now Honda has announced plans to further separate the Honda and Acura brands. Up until now, American Honda Motor Company has handled the sales and marketing for both the Honda and Acura divisions in North America, but starting next month the two brands will handle their own sales and marketing plans.
Michael Accavitti will become senior vice president and general manager of the Acura Division, while Jeff Conrad will become senior vice president and general manager of the Honda Division. Both brands will be housed under a single “American Honda Auto Division” to be headed by John Mendel, executive vice president of what is now called the Automobile Sales Division.

Related: 2015 Acura TLX Prototype Unveiled With a New 9-Speed Automatic Transmission

The move is obviously a step to breath some life into the Acura brand. “The realignment strategy that has created a new Acura Division reflects our growing commitment and the increased level of resources and leadership we are focusing on the Acura brand on a global basis,” said Mendel. Later this year Acura will introduce the 2015 TLX sedan, which is the replacement for the TL and TSX sedans.

Source: Honda