2010 J.D. Power Avoider Study says nearly half avoid Acura due to styling

Posted: Dec 23, 2010
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2010 Acura TL

Is Acura’s styling hurting the brand’s desire to become a top tier luxury competitor? If you asked us the answer we’d give you a “yes” without throwing in any sales figures or any other analysis on the brand. Why? Well, all you have to do is just look at what the TL sedan has become from what the TL sedan used to be.

While Acura continues to defend its current design theme, consumers seem to have their own ideas.

According to a 2010 J.D. Power Avoider Study, nearly half of Acura avoiders cited walking away from Acura due to the ‘unappealing exterior styling.’ That is far above industry average and well above most premium brands. The second reason that most avoiders cited was interior styling.

“Styling is hurting them,” said Kerri Wise, Power’s director of research. “It’s their biggest hurdle.”

However, there may be hope for Acura. The Acura TL is due for a midcycle change in March or April.

While most consumers have avoided Acura due the styling of the brand’s sedans, the smart packaging on the MDX and RDX has allowed it to cater to the increase in crossover demand. Acura RDX sales were up 52 percent this year, while the MDX was up 46 percent.

- By: Omar Rana

Source: Automotive News (Subscription Required)


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  • mothra

    I think that the TL is the only one of their vehicles that has some external styling issues. Their interiors look great IMHO … interesting that their sales are up over 20% outpacing the other luxury brands. If they got the styling right I wonder how much more they would have sold this year …

  • http://www.facebook.com/jacobleejones Jacob Jones

    I don’t like the canopening beak as the grill and the unproportional small tail lamps make their cars look larger than they actually are. All of their vehicles look like over styled Nissans from 5 years ago. The interior aluminum trim and overall shape of the seats are appealing. However, their buttons look like warts on the dash and their ergonomics seem like someting out of a Porsche nightmare. Additionally, their mpg is unacceptable given such small underpowered engines comparable to their competitors. I have read that most MDX owners are lucky to get 16, 17 mpg. Their powertrains seem mostly obselete even as they upgrade to 6 speeds something that domestic automakers already have had; Hyundai is at work on a 10 speed and MB is too on a 9 speed. They talk about reason but charging the same as their competition is absurd especially when the Genesis and LaCrosse are selling so well. Honestly, I bet the suprise they have coming will be an Acura version of the Ridgeline. Acura needs more of everything from Honda in order to bring more attraction to the brand.

  • Guest

    Totally agree.. When the time comes for me to replace my 2006 TL, it won’t be another Acura. They made a new TL so ugly…