Acura to continue using the ‘Advance’ theme, despite confusions

Article by Christian A., on February 3, 2011

Even if dealers got confused about Acura's "Advance" theme and tag line for national advertising, Honda’s executives have decided to stick with it.

In an interview, Steve Center, chief marketing officer for American Honda, said that “Advance," which debuted in 2007, could stay "for 10 or 20 years." After several retailers raised doubts about the effectiveness of its brand message, Acura recently made modifications.

Center said that when people are asked to describe Acura, the answers are very varied. He believes that Acura is in “the right place” even when there was plenty of confusion from the brand message.

Center said that Acura will be working on the message behind "Advance" so that it is easier to understand, but he said that the idea is the same: leadership in technical innovation, including performance and safety.

Center said that “Advance” is not a two- or three-year identification but rather it is “something durable." Center asserts that he wants "Advance" to be for Acura what "The Ultimate Driving Machine" was for BMW. He admits that some tinkering is in store.

He believes that part of the confusion among dealers was that internally, Acura described its positioning as "smart luxury” but its ads never mentioned the phrase.

The newest "Advance" commercial shows an Acura TSX sedan being transformed into the TSX Sport Wagon while in slow-motion drift through a corner. Seemingly to show that the wagon still has its sport sedan roots, the sedan's sheet metal is stripped away from the car and replaced with wagon construction. [via autonews - sub. required]

Topics: acura, advertising

If you liked the article, share on:

Comments

Recommended

Opel revealed it has sweetened the pot for 2017 Insignia Grand Sport customers with the Opel Exclusive program. Through this program, the brand hopes to introduce a wide selection of...
by - February 22, 2017
Fireball Performance Cars has been known to make the fastest sixth generation LT1 Camaros in the world. Once again it has managed to walk the talk as it hit a...
by - February 22, 2017
The North American unit of German premium carmaker BMW is recalling around 19,000 units of its BMW i3 electric vehicle because of the risk of fuel leak. You may ask,...
by - February 22, 2017
A publication by the U.S. Patent and Trademark Office revealed that Honda is still looking into the Project 2&4 Concept. Officially unveiled during the 2015 Frankfurt Motor Show, the Project...
by - February 22, 2017
Barely a month before its official debut, Hyundai gave everyone a taste of what’s to come with the 2017 Hyundai i30 Wagon. Despite what little was shown, it did not...
by - February 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries