Acura


2017 Acura MDX Advance SH-AWD – Better But Still Unclear In Its Mission

 

Cadillac -The Standard of the World. Built Ford Tough. Mercedes-Benz -The Best or Nothing. BMW – The Ultimate Driving Machine. Audi – Truth in Engineering. Well maybe not so much on that last one, but you get my point. Successful automotive brands have an image associated with them that may or may not be entirely accurate, but that’s what marketing is all about. Honda’s premium Acura brand has always struggled with trying to determine what it’s image should be, no matter how good its products have been and they have typically been very good. The latest stab at remaking the brand image image is the 2017 MDX SUV which I just spent a week with.

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2016 Acura ILX Premium A-Spec

2016 Acura ILX - 4 of 28

As Honda Motor Company’s premium Acura brand comes up on its 30th anniversary next year, it continues to have a bit of an identity crisis not dramatically different from that suffered by Lincoln. Honda has never really had a clear idea about what the brand was supposed to represent, in fact when it debuted in 1986, there wasn’t even a logo. While a stylized pair of calipers have long since represented the “A,” Acura remains as indistinct as ever. Following the launch of the new midsize TLX sedan, last year, the entry ILX got a mid-cycle revamp earlier this year. Does it finally have the character it deserves?

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2015 Acura TLX – Nice, But Not Special

2015 Acura TLX 09

It’s been nearly three decades since Honda became the first Japanese automaker to launch a separate premium brand. The original Acura Integra and Legend hit the streets four years before the first Lexus and Infiniti dealers opened their doors for business. Yet, despite that head start, Acura has never quite managed to define itself as a brand. I recently spent a week with the all-new 2015 TLX sedan to see if it provides any additional clarity.

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