Honda was the first Japanese car manufacturer selling products in the luxury car segment in the U.S.. But Acura has never reached the pinnacle as Toyota's Lexus brand, also is the best-selling luxury brand in the United States from 2000 to 2011. Sales are not as expected, and not just ahead of compatriot rival, but also located "under the wing" of the brand from Germany, while the Acura technology be appreciated. So Honda wants to change this fact, and take Acura to pass other competitors.
Acura NSX concept appears in North America 2013 exhibition. Photo: Bloomberg.
This has special meaning to the Acura NSX sports car recently a focus of attention in the automotive industry when appearing at the Detroit show concept version 2 or the ability to mass production. Two other models benefit from the investment of the parent company the RLX and MDX.
4 years ago, then-president of Honda Takeo Fukui considering plans to expand into cars. At the same time, Acura sales in the U.S. fell by nearly half. So Fukui change your mind. He cut up plans Acura dealer network in Japan. Death He also plans to develop a new NSX with a V10 engine, canceled plans to compete to the German model.
But now, Honda turned in a different direction than the German rivals. Acura does not seek profit in developing markets such as China. Instead, the brand seeks to restore the credibility of the Acura with the leading role of technology in the United States.
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