What is it about Acura’s vehicles that makes them better than the competition? Can’t think of anything? Well, according to Acura, that’s because they’ve failed to effectively present their products to the customers (not because there is actually something “third-tier luxury” about the brand).
According to the Acura’s vice president of advertising and public relations Steven Center, American Honda Motor Co. will boost the marketing budget for Acura by 50 percent in 2010, as compared to a year ago.
“Our messaging for years has been too ill-focused and not about the product,” Center said. “The ads weren’t making the point and the point is: What is it about Acura that makes it better?”
Center said that Acura’s advertising will focus more on the brand’s patented body structure, high residual values and a surround-sound audio system. The ongoing launch of the Acura ZDX and the upcoming TSX wagon will be the focus in 2010.
– By: Kap Shah
Source: Automotive News (Subscription Required)