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.