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Honda exec says US market near capacity, could hurt subprime buyers

Is there a point in the US auto industry where companies should start considering the welfare of their customers ahead of selling more cars? American Honda Executive Vice President of Sales John Mendel thinks that level exists, and we may be getting very close to it.
According to Automotive News, Mendel believes that finding more customers in the market could require pursuing subprime buyers and offering longer-term loans. However, he refuses to use those tactics. While selling models this way can improve things briefly, the strategies hurt resale prices and lower vehicle profits over time. The company won't do "stupid things in the short-term that damage the person who bought yesterday," he said to Automotive News. "It's a very, very short-term tactic especially in the subprime area."
American Honda, which combines the Acura and Honda brands, has seen market share decline from 9.7 percent to 9.1 percent through July 2014, according to Automotive News, and Autoblog's By the Numbers stats showed it posted falling sales in five of the seven months with data this year. Though, Mendel claims that was partially because the company focused on retail sales over fleets. The delays of the launches for the Honda Fit and Acura TLX likely didn't help either.

2014 Acura MDX ad campaign the most expensive in brand's history

Realizing that it must spend more marketing dollars to compete with the more established luxury automakers, Acura is preparing to launch its most expensive ad campaign ever for its redesigned 2014 MDX. At $78 million, according to Advertising Age, the new "Made for Mankind" campaign that kicks off next month is exactly double what Acura spent on the 2013 RDX launch last year. It's also the brand's first cooperation with its new agency, Boston- and Los-Angeles-based Mullen Advertising. Thanks to its bigger budget, we'll be seeing ads for the MDX pop up just about everywhere from television commercials, cinemas and billboards to videos focused on computers and mobile devices.
The first such video is entitled "Human Race," and it enunciates Acura's recent tagline highlight, the synergy between man and machine. More interestingly, the 2014 MDX, which went on sale this month, doesn't make an appearance in the 60-second spot until close to the end. This video is posted below as well as a press release from Acura along with images of various ads we should start soon.

Acura ILX Hybrid discontinued for 2015

Earlier today, Acura issued a press release detailing its entry-level 2015 ILX range, but something was missing. Honda's luxury arm listed all of the information about the naturally aspirated 2.0-liter and 2.4-liter ILX models, but nothing was said about the Hybrid - a model that, when we reviewed it in 2013, left us utterly cold. But now we know why: Acura has confirmed to Autoblog that the ILX Hybrid will be discontinued for the 2015 model year.
The company issued the following statement to us regarding the hybrid's demise:
The 2015 ILX remains a standout choice in the entry premium segment with its combination of performance, luxury, refinement and value and is the top-selling luxury vehicle to younger buyers. Based on the stronger appeal of the ILX 2.0 and 2.4 models, we are streamlining the ILX lineup to better align with customer demand, Acura will no longer offer the ILX Hybrid starting with the 2015 model year.