Although Toshinobu Minami, Acura’s new global design chief, wants to change almost everything about the looks of Honda’s premium brand and he opted to retain one of its most striking features – the so-called “beak.” According to Minami, the beak, the brand’s shield-like double pentagon grille, may have gone too far in the past and but people are starting to like the look. Minami said the basic design language of the Acura will remain, with some minor tweaks.
In a recent interview, Minami admitted that they may have gone overboard in some aspects. Minami also said that although Acura received much criticism on the “keen-edge” grille design, they are not going to buckle under that pressure.
The new Acura ILX entry sedan, which was rolled out this spring, is the latest model that features the V-shaped grille. The beak also appeared on the redesigned TL as well as on the NSX concept sports carunveiled at this year’s Detroit auto show. Acura, however, toned down the beak from its previous looks, which were introduced under Acura's "keen edge" design overhaul that began in 2008.
According to Minami, he aims to make the Honda brand sportier and more active. He also aims to make Acura go “further out,” which may involve going premium. Honda President Takanobu Ito named Minami as head of exterior design for Honda and Acura in September 2011 to infuse more visual interest into the carmaker’s utilitarian styling.