Acura pushing forward to become Tier 1 luxury brand, NSX could be revived

Posted: Feb 02, 2009
Filed under: Acura, Industry News

Acura is continuing its ongoing efforts to become a Tier 1 luxury brand despite the difficult economic times. According to Dick Colliver, executive vice president of American Honda Motor Co., Acura wants to move up the ladder without jeopardizing its “value-for-the-money” image.

“Being a premium luxury brand is not just about product. It’s the way dealers handle customers,” Colliver told Automotive News. ”You’ve got to earn your way into the segment. You don’t necessarily have to have a $90,000 sedan to get there.”

At a recent meeting with dealers, Colliver left open the possibility that the NSX could be revived since “the development is mostly done.” Honda announced late last year that it was canceling plans for the next-generation NSX.

Also in the pipeline is a new crossover for this year that will be slotted between the RDX and MDX.

Related Posts:

  1. Acura no longer gunning for Teir 1 luxury, will offer ’sensible’ luxury vehicles
  2. Acura betting on new 400-hp luxury sedan and coupe to compete with Tier 1 brands
  3. Acura to make ‘huge-shift’ to tier 1 luxury, will offer Acura-only vehicles
  4. Brand Perception Survey: Acura and Audi at the bottom with Mercury and Buick
  5. Acura Pushing Executives for V8 Models

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  • Acura designs are cool, but so are Infiniti designs - but cool is not Luxury...

    BMW, Benz, Lexus, even Cadillac are at a whole 'nother level!
  • Ivan Gutierrez
    I figure Hyundai is closer to Tier 1 luxury than Acura.
  • Ghidorah
    Glad to hear it altho I am still skeptical as to what Tier 1 means to Acura. When they finally brought out a truck, we got the Ridgeline. Not that there is anything wrong w/ the Ridgeline, it is just typical Honda/Acura out in left field interpretation.

    I do hope that they do something about the dealerships. Some are very nice, others are very luxurious but some are no better than a Honda dealership.
  • zermatt
    Tier 1 requires rear wheel drive vehicles and V8 engines. Acura has neither.

    Having the NSX will not promote them to tier one any more than the Corvette does for Chevrolet.
  • Pat
    I'm glad that the NSX may be back on the map but them becoming a Tier 1 luxury brand is scaring me
  • The designs seems pretty cool but they will need strong marketing if they want to compete with well known luxury automakers.
  • Well all I know is that Acura licks balls...seriously they are NOT a major competitor and will always be a couple of steps behind... Tier 3 AT BEST... get beat by the likes of Saab and Volvo...
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