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

Recommended

What can we expect from Mercedes-Benz for this year and the next? It seems all matters have been laid out with luxury carmaker’s vehicle lineup for 2017 and 2018. As...
by - September 19, 2017
It was in February when Ford revealed the new Fiesta ST, just before it made its official debut at the 2017 Geneva Motor Show in March. But it is not...
by - September 19, 2017
If you search for the word "grille" on the dictionary, what you will get is a definition that says "a grating forming a screen or barrier, or an ornamental one...
by - September 19, 2017
We recently heard that Italian automakers, Ferrari and Lamborghini, are not so keen on building an all-electric sports car just yet. On the contrary, Bentley has just confirmed that there...
by - September 17, 2017
Back in 2013, Nissan introduced the IDx Concept at the Tokyo Motor Show. When the audience first saw this, a lot of people got excited to see a lightweight sports...
by - September 17, 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