Acura to focus on Gen Y buyers, hopes to bump U.S. sales by 46% in 2012
Honda is finally making some moves with Acura, and you’ll see those moves within the coming months. Along with the redesigned 2103 Acura RDX, the brand will start offering the ILX sedan. Those will be followed by redesigned versions of the Acura RL, TL and the MDX for 2013. Following that the awesome Acura NSX will join the lineup in 2014.
Acura says that it hopes the ILX will appeal to sensible Gen Y customers.
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The collapse of Lehman Brothers “changed the philosophy for luxury purchases. People are making more rational purchase decisions, taking pride in the deal they strike,” said Jeff Conrad, Acura Division general manager. “Generation Y aspires to luxury, but they need a little help getting there.”
The new Acura lineup will consist of four sedans, the ILX, TSX, TL and the RL. While there will be some overlaps Acura has no plans to get rid of any of the four.
“We’re remaking the entire lineup over the next few years,” Conrad said. “Nothing goes away, and we’re sticking with that. We’ve had a pretty strong reliance on sport-utilities and we want to bolster our sedans.”
– By: Omar Rana
Source: AutoNews
