Acura expects resurgence in sedan sales with TLX launch in August

Article by Christian A., on July 14, 2014

The Acura division is expected to post bigger gain starting August when its mid-size TLX sports sedan arrives, Mike Accavitti, Honda’s US senior vice president for the brand, told Bloomberg in a phone interview. Acura will start production of the TLX – unveiled by Accavitti in New York last spring -- at Honda’s Marysville site in Ohio this month and is expected to reverse a slump for Acura sedans.

Acura gained only 1.3 percent in the first six months of 2014 – no thanks to a 32-percent slide in sedan sales offsetting a 31-percent surge in MDX and RDX SUV deliveries. Accavitti said that the launch of the TLX sedan will enable Acura to experience the same level of success as with the MDX and RDX.

In April, Honda transformed Acura into a division, providing it dedicated management, marketing and other resources. The brand will focus on the TLX and a promotional push, as it bid to catch up with other luxury marques like BMW, Mercedes-Benz, Lexus and Audi.

Takeshi Miyao, an auto analyst at Carnorama Japan noted that Acura doesn’t have a big lineup, adding that its sedans are not doing well. He said that since the TLX is being positioned “strategically in the volume zone,” he expects the model to help Acura compete with German luxury brands and Lexus.

Accavitti expects Acura to sell faster than the current pace of around 156,000 units in the US this year. Acura sold 165,436 units in 2013, and 77,951 units in first half of 2014.

BMW is leading the luxury car pack in the US with 157,382 deliveries. It is followed by Mercedes (151,624), Lexus (138,689), Audi (84,349) and Cadillac (82,117). Acura will commence promotion of the TLX next month in what Accavitti dubbed as “the biggest marketing campaign we’ve had.”

Topics: acura, acura tlx, sedan, sales

If you liked the article, share on:

Comments

Recommended

There is indeed very good news for fans and enthusiasts of Mercedes-Benz’s AMG GT range: a Black Series is coming to town. This was according to a report by Australian...
by - September 21, 2017
We all know of the standard M4 and the more powerful M4 GTS model, but in between those two models is the newest M4 CS. The CS trim comes with...
by - September 21, 2017
Hyundai has unveiled to the global public its latest sedan that elegantly combines luxury and performance in one innovative package under its Genesis luxury brand – the new Genesis G70....
by - September 21, 2017
A lot of people have been questioning BMW’s design direction lately, albeit the beautiful Z4 concept and the alluring 8 Series concept are excluded from this narrative. This began after...
by - September 20, 2017
We first saw the Galibier Concept eight years ago when Bugatti unveiled it. But today, it seems like they still have not given up on the development of an ultra-luxury...
by - September 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