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Acura built just 91 examples of the ILX last month, here's why

The short life of the Acura ILX has been vexed by one glaringly odd standard equipment choice, mediocre reviews, getting outsold by its competition as it posted slower-than-projected sales and a pledge by Honda to upgrade its supposedly upgraded offering. Therefore, when Automotive News reports that just 91 of the Civic-based Acura sedans were manufactured last month - after a string of production months in double-digits - it would be easy to press the button for the alarm bells.
But that would be hasty, because it is actually the 2013 Honda Civic that is crimping the production pipeline of the ILX. The vastly higher sales numbers of the Honda meant that all three North American plants that produce it needed to crank up output to satisfy dealer inventory needs, including the Greenburg, Indiana plant that makes both the Civic and the ILX. As the classic guns-vs-butter Economy 101 lesson taught us - in which making more of one necessarily means making less of the other - well, the Civic is the gun.
Honda prepared for this eventuality by cranking out the Acuras while it got ready for Civic production. The ILX has held steady at about 500 units shy of company projections every month, and the current inventory represents about 90 days worth of sales. That makes Greenburg's ostensibly low numbers in line with the realities of the ILX, and the situation probably won't change much as Acura gets ready for the improved 2014 ILX.

Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.

2021 Acura TLX Long-Term Update | Drive mode selector is a surprise delight

You may have seen last week my column espousing the sensory benefits of physical switchgear in cars. They can add a bit of fun and character in the smallest ways. As it turns out, our long-term Acura TLX has a great example of this idea: the drive mode selector. In most cars, drive modes are typically chosen via a nondescript button tucked away in the center console. Sometimes the selector is buried in an infotainment menu. But in the TLX, it’s a huge, gleaming knob placed front and center in the main control stack. It would be impossible to miss. ItÂ’s actually even more prominent than the buttons for shifting. 2021 Acura TLX A-Spec View 51 Photos With the size and placement, itÂ’s a nice dial to grasp, and works with smooth action and a solid stop in either direction for flipping through modes. But what really brings it together is the speed at which modes are selected, and the sound the infotainment system makes upon choosing one. In some cars it can take a long time for the system to acknowledge your selection and engage it, but the Acura activates it nearly as soon as youÂ’ve let the dial snap back to center. And it confirms your choice with sort of whoosh-y electronic clink through the speakers. ItÂ’s the kind of quick reaction and sound design you get from high-quality video game menus. All of these aspects make the TLX nicer to use and feel more premium. It doesnÂ’t feel like a hassle to change drive modes since it takes very little time and works well. ThatÂ’s especially welcome if you like driving it in the sport mode, since the car defaults to the normal mode on start-up. It also makes the car feel like it has fast-acting software befitting a premium car. It may seem like a small thing, but small things matter when cars have become so good. And I appreciate that Acura took its time with this seemingly little component. Related Video: