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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.

Honda, Acura EVs will adopt Tesla's NACS charging port

CARMEL, Calif. — As more and more automakers pledge to install TeslaÂ’s North American Charging Standard (NACS) ports on their electric vehicles, Honda says that it, too, will hop on the bandwagon. Future EVs from Honda – as well as its luxury division, Acura – will have NACS charging setups, giving these cars access to TeslaÂ’s huge network of Supercharger stations. "It is quite important," American Honda Motor Co. President and CEO Noriya Kaihara said in an interview Friday. "We also have to push NACS, as well. It is clear." As for when this will happen, Honda is currently at the mercy of General Motors. The Japanese automakerÂ’s next two EVs – the Honda Prologue and Acura ZDX – use shared architecture with GM, leveraging The GeneralÂ’s excellent Ultium battery technology. The ZDX will launch first, and have the traditional CCS port that isnÂ’t compatible with TeslaÂ’s chargers, but it will switch to the NACS design in 2025 or 2026. "We clearly depend on GM," Shinji Aoyama, Executive Vice President of Honda Motor Co., said during Friday's interview. "Once they [switch to NACS], this will follow for ZDX, as well." Looking to the future, Honda is part of a joint venture with seven other global automakers that will see the installation of more than 30,000 EV fast-charging stations across the United States and Canada. The chargers are still in development, but Honda says the companies are all aligned on the core values that are needed to make this charging network successful.  "The software needs to be really reliable and really open infrastructure so it communicates with every OEM's software," Jay Joseph, American Honda's Vice President of Sustainability and Business Development, said in Friday's interview. "The hardware needs to be capable of the highest levels of charging. It needs to be secure, it needs to be reliable, it needs to be accessible." Joseph said the current public charging companies know and understand the shortcomings with their systems, and that TeslaÂ’s Superchargers set an example of how to do chargers right. "If you look at what's so great about the Tesla Supercharger network, it's the maintenance," Joseph said. "They stay on top of it, they've got someone onsite monitoring the equipment, they're monitoring it electronically and remotely, and they fix it – fast. That's probably the most important thing." All the more reason for Honda – and other automakers – to switch to the NACS charging setup as quickly as possible.

2015 Acura TLX priced from $30,995*

Following a delay this spring, Acura is now ready to launch the 2015 TLX sedan this August, with pricing now confirmed to start at $30,995, *not including $895 for destination. This base MSRP is just $360 more than that of the outgoing TSX sedan; the TLX replaces both the TSX and TL in Acura's 2015 model year lineup.
That's a pretty fair deal considering that introductory price gets buyers a front-wheel drive TLX with a 2.4-liter inline four-cylinder engine with 206 horsepower,mated to a new eight-speed dual-clutch transmission, and featuring the automaker's Precision All-Wheel Steer (P-AWS) system. Adding a Technology Package ups the MSRP to $35,025.
Of course, the TLX is also available with a 290-horsepower, 3.5-liter V6 mated to Acura's new nine-speed automatic transmission. The TLX V6 P-AWS starts at $25,220 and climbs to $39,250 with the Technology Package. The bottom line on the range-topping Advance model is $42,500. Acura's Super-Handling All-Wheel Drive is available with the 3.5-liter engine, too - the SH-AWD Technology model starts at $41,450, while the SH-AWD Advance commands $44,700.