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This is why Acura hasn't yet announced its EV strategy

Despite parent company Honda's green and friendly brand image, luxury marque Acura hasn't made a grand statement about electrifying their lineup. Even as brands like Jaguar, Land Rover, Bentley, and Infiniti pledge to entirely electrify their lineups in the coming decade, Acura has held back. The reason, according to Acura head honcho Jon Ikeda, is that it's focusing on reestablishing itself as a performance brand. In a wide-ranging interview with Automotive News, Ikeda says Acura came out of the gate strong in 1986 and did well for the first 20 years, but when the bottom fell out of the market in 2008 the brand experienced "growing pains." That spawned a period of self-reflection and, as Ikeda puts it, "What are we about?" The decision was made to go back to Acura's roots as the performance division of Honda. "That's what Acura is. That's what I fell in love with," Ikeda says. Ikeda joined Honda in 1989, but his promotion to Acura boss in 2015 was a surprise to many, including himself. That's because Honda had a tradition of putting engineers at the helm, and Ikeda was a designer, responsible for the looks of such cars as the FSX concept, 2001 Civic Coupe, and beloved 2004 Acura TL. 2021 Acura TLX Advance View 38 Photos When asked by AN whether Acura is worried that luxury competitors are putting stakes in the ground to claim EV brand identities, Ikeda says no. "For us as a brand, we needed to kind of refocus and reestablish ourselves as a performance brand... We want everybody to understand where we are, what we're about first. Even if we go electric we will continue to be a performance division of Honda and performance will be our focus." To earn its performance street cred, Acura poured resources into the second-gen NSX hybrid supercar, which served as testbed for how electricity can work harmoniously with performance. They will continue to campaign IMSA race cars to earn trophies as proof, and Ikeda also wants to bring more Type S models to the lineup. Ikeda says Acura is still in the process of rebuilding its foundation, but when he's done he expects people to associate Acura with performance. That sure seems ambitious to us, but products like the new TLX are a helpful stepping stone. It also explains why Acura is investing in different platforms to differentiate itself from Honda. To be clear, Ikeda isn't ruling out electrification.

Acura may go all AWD in bid to mimic Subaru's success

Acura's struggles have been well publicized. The Honda-owned luxury brand doesn't seem sure of where it's going or what it's trying to accomplish, with its cars and marketing lacking a coherent theme. Now, a new report from Automotive News claims that the brand could follow the success of Subaru and (to a lesser extent) Audi, and adopt all-wheel-drive as standard across its model range.
"I think that's the way we should go," Acura boss Koichi Fukuo told Automotive News.
Acura already offers some form of all-wheel drive on every vehicle in its line aside from the lamentable ILX sedan. That could change as Acura begins rolling out next-generation versions of its still relatively new stable of sedans and crossovers.

2019 Acura ILX first drive | New looks, same lackluster performance

Acura knows what it takes to make a fun, compact car that enthusiasts desire. It did so for three decades with the Integra, which eventually morphed into the still fun RSX. Then the ILX came around for the 2013 model year, and the world collectively yawned. It's actually still yawning, and the 2019 redesign isn't doing a whole lot to change that. One might expect more wholesale changes from a car entering its seventh year on the market, but we're still staring down the barrel of the same 201 horsepower 2.4-liter naturally aspirated four-cylinder and trick dual-clutch automatic transmission (which also features a torque converter for low-speed smoothness) from before. These pieces aren't necessarily the problem though. It's enjoyable to thrash the engine out to 7,000 rpm, and the dual-clutch snaps off surprisingly quick shifts when using the paddles in manual mode. It's a bit of a throwback to before all of Honda's performance engines switched to turbocharging for power. It pulls harder the more you wring it out, and begs to be paired with a slick-shifting six-speed manual like it was in the ninth-gen Civic Si. Sadly, everything else outside the powertrain (still) just misses the mark. The greatest part of Acura's old performance compacts was how they made you feel when you were driving them. There was an intimate connection between the driver and road at all times that is sorely lacking from the ILX. Turn in feel is soft and doesn't offer satisfying quick changes of direction. The old chassis feels its age in controlling body movements too. It all culminates in making the ILX feel like a larger car than it actually is. That's not to say the ILX handles poorly, though; it simply does so without any eagerness or feel — just like it has from the beginning. This is unfortunate because the ILX looks better than it ever has. Acura re-did the whole front nose from the A-pillar forward, and it attacked the rear fascia too. We got to check out and drive A-Spec trimmed cars, which add even more aggression to the styling but no performance upgrades. Sure there's three-too-many fake air vents, but the car finally grew some teeth compared to the ultra-bland looks from before. Props for not following the terrible industry trend of totally unreasonably-sized fake exhaust outlets too. The interior isn't as exciting.