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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.

How Seinfeld hopes he'll help industry make better car commercials [w/video]

Bloomberg has a fascinating look into a web series that continues to be a favorite around the Autoblog offices - Jerry Seinfeld's Comedians in Cars Getting Coffee. The series, which is in its second season, sees the affable comedian picking up fellow comedians in a range of interesting cars, and having conversations with them over the drive and a cup of joe.
The piece by Bloomberg dives into the development of the series, as well as Seinfeld's tie-up with Acura, which saw the Honda-owned brand begin sponsorship this season. That relationship started not with his web series, though, but with a Super Bowl ad, alongside fellow funnyman and car enthusiast Jay Leno, that saw them competing over a new Acura NSX. Have a click over to Bloomberg for an entertaining piece that looks beyond the YouTube series. We've also wrangled Seinfeld's original Super Bowl ad for the Acura NSX, which you can see below.

2015 Acura TLX prototype to debut in Detroit, TSX to be discontinued

Acura confirmed that its new mid-range sedan, the TLX, will debut in prototype form at the 2014 Detroit Auto Show next month. The automaker is currently mum on specific details, but in a press release, Acura stated, "The all-new model will feature more emotional styling with tidier, sports sedan proportions wrapped around two all-new advanced powertrains that provide even more athletic performance, along with a host of signature Acura technologies."
During an event in Detroit earlier this week, Mike Accavitti, American Honda's senior vice president, told Autoblog that the introduction of the TLX will create a three-tier sedan lineup for the luxury brand in the United States. In other words, the TLX won't just replace the aging TL, it will also mark the death of the smaller TSX sedan (and wagon). The TSX will officially be axed sometime next year.
The 2015 TLX will be available with either two- (read: front) or all-wheel drive, and will use two direct-injected engines, both of which will be mated to a brand-new transmission. We'll have more details in just a few weeks, but for now, scroll down to read Acura's official press blast.