Acura to Move Closer to the Top

By: Anthony Fontanelle

Honda's luxury division Acura is not as popular as other luxury brands especially European ones. But the automaker is moving in the right direction by addressing the need for more quality vehicles by consumers.

The luxury brand has proven itself well in the past with Acura vehicles receiving praise and awards in the industry. Today, the automaker is on track to produce more quality vehicles which will propel them to the top of their class.

Already, Acura's dealers in the United States are hyped up with the possibility of Acura competing directly with such brands as Lexus, BMW, and Mercedes-Benz. These automakers, one being Japanese and the two others German, have been considered to be the leaders in the luxury market both in North America and other regions of the world.

The automaker promised a "big shift" to its dealers for next year. This shift is said to be geared towards catching up with the three most popular luxury brands. This means not only in terms of quality and reliability of their vehicles but also in its appeal to the consumer public. Ultimately, it will result in an increase of sale and production. It would be during that time that they can call themselves to be at the same level as Lexus or BMW or Mercedes-Benz.

Automotive News reported that in a meeting of Acura dealers in San Francisco, this is the message that was sent by Acura. The message is clear and hopefully for the automaker, their existing dealership base will help them in marketing the new vehicles that they will produce.

And indeed, Acura will be producing vehicles, new ones in the very near future. It is one of the promises given by the automaker to dealers. A new vehicle for every year is how the company aims to move closer to the tier 1 of luxury brands.

The automaker also announced that by next year, consumers and dealers alike will see a difference in Honda and Acura. As Lexus has been separated from Toyota, so will Acura be to Honda. This does not mean though that Honda will be letting Acura go. This means that there will be more distinction in Honda and Acura models.

Since Honda targets ordinary consumers, it is obvious that they will manufacture vehicles which almost everyone can afford. For Acura though, they have to focus on the upscale market, the consumers of which are those who can afford pricey vehicles.

If this promise by the automaker materializes, it is safe to say that more auto parts like will be mass produced. The automakers though have not yet announced whether they will be cutting production of some current models.

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