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Acura Integra to capstone combustion era as EV transition begins

The recent launch of the resurrected Integra nameplate is just part of a larger shift in mission at Acura. Its leaders have repeatedly said they want Acura to be the performance brand of Honda, where driving fun and dynamics come first. However, in a new report, Acura says it plans to go big on fully electric vehicles, at even greater speed than its parent company, by skipping the hybrid step altogether. According to Acura assistant VP of sales Emile Korkor, the Integra was a capstone to the internal combustion era at Acura. It marked a sort of homecoming to the marque's performance pedigree, and once Integra is launched, the brand will move forward with electrifying its lineup. The company's plans were revealed in an Automotive News interview, where Korkor said, "We're going to bypass hybrids altogether. So our shift is going very rapidly into BEV. That's our main focus." At first blush, that seems to be at odds with brand boss Jon Ikeda's public statements about Acura. As recently as a couple of weeks ago, Ikeda was saying that he wanted to take the Integra racing, as something of a mascot for the "fun" brand at Honda. Perhaps we've been desensitized to automakers making big proclamations about EV transitions a la Jaguar, Land Rover, Bentley, and Infiniti, but typically the green messaging has not been about performance in the traditional sense. Says Korkor, "We're not just dipping our toe in the water with electric at Acura, we are jumping all in. And that's not just because we need to. It's because we want to. Acura is really focused on performance, and electrification is one of the greatest ways we can augment that performance." While electrification and performance are not mutually exclusive, we have yet to drive an EV that connects to the road as beautifully as a 1990s Integra or NSX did. Acuras have never been about power and torque. Yet they were still compelling performance cars thanks to brilliant steering and driving dynamics. Then there's the issue of what Acura represents. Back in February, Ikeda said that Acura was purposefully holding off on an EV strategy because it needed to re-establish its performance bona fides. Now, Korkor says, "The benefit of returning to the Integra right now is that it's going to help shepherd a new generation of customers and build loyalty as we move into a new era." The problem is, the Integra alone isn't enough to establish that performance cred.

Looking for a deal? Check out your nearest Acura dealer

For the fourth time in the last year, an Aston Martin out-discounts all other automakers by offering the largest monetary savings off the retail price of an automobile in America. This time, though, the discount isn't on the aging (though still beautiful) Rapide sedan or range-topping DBS Superleggera, it's for the DB11 sports car. For those keeping track, the DB11 also led this discount list back in May of 2020. This time, though, the price is even lower than before. Right now, buyers of the Aston Martin DB11 are seeing discounts of $24,330. That's a 12.1% cut off the car's average retail price of $201,820 and it means buyers are paying an average transaction price of $177,490. Still expensive, but really not bad for a drop-dead gorgeous machine with as much as 630 horsepower. Next in line is a familiar face, the Acura NSX. As impressive as the Japanese hybrid supercar may be, Acura has been running big rebates on the NSX for as long as we've been running these lists. This month, the NSX buyers are seeing discounts of nearly 14% for an average transaction price of $138,648. The third biggest discount this month shows up on the most expensive vehicle on the list. The Rolls-Royce Phantom carries an average sticker price of $537,500. But buyers are getting about 4% off that for an average transaction price of $516,333. It may not be a massive discount when measured by percentage, but when the asking price is so high, even a small discount equals big bucks. Related Video:

Acura launches ad spots for Seinfeld's Comedians in Cars Getting Coffee

Acura and Jerry Seinfeld are expanding their partnership as season three of the comedian's web series, Comedians in Cars Getting Coffee, prepares to debut. Seinfeld has paired with director Barry Sonnenfeld to create a series of ads for the luxury brand showcasing the new Acura RLX and MDX.
There are eight spots, written by Seinfeld and directed by Sonnenfeld, that seemingly mock advertisements of the 1960s, with a deep-voiced, smooth-talking host highlighting the cars in question. It's all very folksy, Leave it to Beaver style humor. We'd be lying, though, if we said we weren't reminded a bit too forcefully of Dodge's successful range of Will Ferrell ads when watching the eight Acura spots.
"My idea for Comedians In Cars Getting Coffee was to show this certain aspect of the stand-up comedy world in a way that comedy fans would enjoy experiencing as if they were there," said Seinfeld. "There is absolutely no doubt that without Acura's support I would not have been able to continue beyond the initial experiment. And now Acura has enabled me to extend the concept by creating ads that fit the comedy tone of the show."