Honda creates Acura Business Planning Office division

Article by Anita Panait, on February 26, 2014

Honda Motor Co. is creating a new group that will be in charge of planning business development for Acura – the Acura Business Planning Office.  It will be headed by Erik Berkman who is set to sit as executive vice president for the North American unit, Honda said in a statement. In December 2013, Tetsuo Iwamura, Honda's executive vice president and current North American boss, remarked that focusing on Acura was a top priority for Honda.

The Japanese carmaker logged a 10-percent drop in combined sales of Acura's ILX, TSX, TL and RLX sedans, offsetting growth for the brand's MDX and RDX sports utility vehicles. 

Acura is currently struggling to define its image in the luxury category, according to Ed Kim, an industry analyst for AutoPacific Inc. in Tustin, Calif. “Acura for many, many years has been a brand without an identity,” Kim said.

“They are good, solid, dependable, somewhat premium cars that don’t communicate any clear message about what they are. The best luxury brands stand for something.” Honda spokesman Jeffrey Smith remarked that Berkman’s appointment to the new Acura Business Planning Office is an indication of the high priority Honda places on the luxury brand.

Smith added that Berkman "brings very strong and dynamic leadership to the Acura brand." Berkman led the development of the 2004 TL sport sedan, which was considered as one of the most-successful cars in Acura's history. He also served as of North American research and development.

Topics: honda, acura

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Remember Zenos Cars, a British carmaker that specializes in designing and building lightweight and high-performance sports cars? If you are wondering how the company is faring with their E10 lightweight...
by - January 21, 2017
Mercedes-Benz has revealed that in 2017, its series 124 coupé will be celebrating its 30th anniversary. While this itself is a significant event, it will also mean that this model...
by - January 21, 2017
BMW’s 550i xDrive has long been considered as one of the most successful business sedans in the world. For the brand, this may not be enough as it has officially...
by - January 20, 2017
Amazon is now moving beyond the four corners of online retailing. Only recently, the retail giant has been awarded a patent for its Road Network system. Since the patented technology...
by - January 20, 2017
The newest version of the Lamborghini Huracan is not a Superleggera, but a Performante. When Lamborghini filed for a patent for a new name, there were still debates whether this...
by - January 20, 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