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

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)