When the Acura TLX was rolled out in August, this midsize sedan carried a promise of reviving Honda’s luxury brand in the United States. After two full promising months of sales for the TLX, the model is proving true to its promise. In fact, Acura sold 4,890 units of the TLX in October, close behind the MDX seven-seat crossover.
October sales were a 26-percent improvement over September sales. According to dealers, the TLX’s driving characteristics are helping to appeal to customers who may want a Mercedes-Benz or a BMW.
With the success of the TLX seen after just two full months of sales, Mike Accavitti, Acura general manager, told Automotive News, remarked that the model will be a core product for Acura. The TLX served as a replacement for the TL midsize sedan that customers think as too large and the TSX that failed to deliver enough performance.
According to Accavitti and analysts, the TLX is crucial to revamping Acura's afterthought image into a fun-to-drive luxury marque. Karl Brauer, senior analyst at Kelley Blue Book, remarked that the TLX "lands in the sweet spot" in terms of size, interior space, performance, price and styling.
It should be noted that Acura had been trying to determine what should be on its sedans to make them click. While its crossovers have experienced good demand, Acura couldn’t help but see its sedans lose big time to rivals that are always taking a step forward in terms of design, technology and performance characteristics.
The TL, once a strong competitor in the midsize category, began to lose ground after a 2009 redesign that Acura admits was a turnoff. Brauer remarked that Acura hasn't had “a compelling sedan for a decade." He noted every sedan from Acura since 2004 had failed to gain good demand from buyers, until the TLX came.