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Honda spinning off Acura as stand-alone division in bid to wake up brand

Every major automaker has a different way of relating between its various divisions and brands. At Volkswagen, for example, the individual brands seem to operate with a large degree of autonomy. Under the Renault-Nissan Alliance, the two units share a common chief executive, but little else. The relationship between Honda and its luxury division Acura has always been rather close, but that's all about to change.
American Honda Motor Company has always handled sales and marketing in the North American market for both the Honda and Acura divisions, but new reorganization plans call for the two units to be separated under their own direction. Leading the Acura division will be Michael Accavitti, who moves into the position from his role as Senior Vice President for Auto Operations at American Honda. The Honda division will meanwhile be taken over by the current head of Acura sales, Jeff Conrad.
Both will report to John Mendel, the current executive vice president of the Automobile Sales Division that is being rebranded as the American Honda Auto Division. Unlike rivals Lexus and Infiniti - two brands that Acura beat to the market - Honda barely markets its luxury brand outside of North America. Its overseas presence is felt only in China, though we've yet to receive word on how the reorganization might effect that market - or for that matter, any potential of expanding into others.

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.

The Aston Martin Rapide leads this month's list of discounts

Aston Martin was an early entrant into the coupe-shaped sedan battlefield with its rakish Rapide. It was first shown in concept form in 2006 at the Detroit Auto Show before finally going into production in 2010. Ten years have passed since then, and this could well be your last chance to drive a new Rapide off your neighborhood Aston Martin dealership's lot as the four-door is replaced by the DBX crossover. If you've got your eye on a new Rapide — and congratulations if so — you'll be pleased to know that you can snag a 2019 model for the low price of just $217,484. Sure, that's still a lot of money, but it's $24,341 off the car's average $241,825 sticker price. That's the largest monetary savings of August, 2020, and it represents a discount of a little over 10%. And even if the Rapide is getting a little long in the tooth, it's still a strikingly beautiful machine, particularly in its most recent AMR guise. Looking for something different but still extremely rapid? The 2019 Acura NSX is selling for an average transaction price of $142,141. That's an 11% savings off its sticker of $159,703. Or you could opt for a Maserati Quattroporte if you'd like the convenience of a luxury sedan but not the price of the Aston Martin – the four-door Trident-badged machine's average transaction price this month of $107,372 is a 12.4% discount. And if none of that is up your alley, you could go full baller with a Rolls-Royce Cullinan SUV for $320,085. That's a savings of $12,665 off the car's average retail price of $332,750. Just think of how much Grey Poupon you could afford with all that leftover cash. For a look at the best new car deals in America based on the percentage discount off their suggested asking prices, check out our monthly recap here. And when you're ready to buy, click here for the Autoblog Smart Buy program, which brings you a hassle-free buying experience with over 9,000 Certified Dealers nationwide. Related Video: Featured Gallery Aston Martin Rapide AMR View 10 Photos Acura Aston Martin Maserati Rolls-Royce Car Buying Convertible Coupe SUV Luxury Performance Sedan consumer best deals