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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.

Acura RLX will die after 2020 model year

Only Acura knows why its flagship RLX sedan is still on sale; every year that we had occasion to remember the RLX — which wasn't every year — seemed like a good year to let the car die peacefully. Automotive News reports the deed is finally done, or rather, will be at the end of 2020, when Acura discontinues the model that started with the RL in 1996. Honda told U.S. dealers yesterday that in other markets like Japan, the four-door will continue to sell as the Honda Legend. Honda's comment to AN included, "With SUVs leading the luxury market, the highly successful RDX and MDX now serve as volume leaders of the Acura brand," and, "We will further strengthen our sports sedans, consistent with the performance-focused direction we have been taking Acura over the past four years." Speaking of the devil, the RL and RLX — and Acura as a brand — never got out from under the weight of the Legend sedan, that ancestor being the second of Acura's three albatrosses after the original NSX and the Integra. The RL never equaled the Legend's worst year of U.S. sales. The RLX, a combination of arousing performance under anodyne styling costing premium German money, might have performed the same feat viz the RL, but the RL sold less than 5,000 units here for the last five years of its life. The RLX has only exceeded 5,000 sales once, in 2013. Last year, 1,019 units found buyers.  Acura's focus now is the NSX halo and the continuing overhaul of the volume lineup. The new RDX is going great guns, the new MDX crossover is due this year. The slightly larger and Type S concept-inspired TLX sedan is expected to be another gift to 2020, followed by the return of a bona fide Type S next year, after which the ILX compact sedan gets its turn. Last year was the first time in five years the TLX dipped below 30,000 sales in the U.S., impressively steady going for a segment with shocking attrition. Although the demise of the RLX gives up on the aspiration for a big luxury flagship, the coming TLX should help us forget what the RLX represented. If we hadn't already.

Buy a new NSX and you can put the badges on as it rolls off the line in Ohio

Acura announced today that new NSX owners now have an opportunity to see their cars being built at the Performance Manufacturing Center (PMC) in Marysville, Ohio. At the starting price of $2,700, owners can participate in the "NSX Insider Experience" in which they'll tour the factory, as well as the Honda Heritage Center. The latter of which houses a HondaJet, an iteration of ASIMO, Honda's famous humanoid robot, and other pieces of Honda history. Owners on the tour also have the chance to talk with people on the assembly line about how it all comes together, and can even install the badges on their very own cars. If that's not enough, Honda offers a few other optional extras to make the trip special. They can add a tour of the factory in Anna, Ohio, where the NSX engines are made, as well as sign up for a performance driving experience in a new NSX. The driving portion is available in two- and four-hour sessions, and it takes place at the Transportation Research Center, which doubles as Acura's NSX proving grounds. Of course these extras will add to the cost, as will bringing guests. Honda even offers help with travel planning through Acura Concierge. The service can book your flight and other travel arrangements. It will also allow you to stay at the special NSX suite at the Joseph Hotel in Columbus, Ohio. Acura didn't go into detail as to what makes the suite specific to the NSX, but we're sure it's a nice place nonetheless. NSX owners interested in the program should check out the program's website, here. For people without the means to buy an NSX, you can still get a look into the factory by checking out our visit to the facility. Related Video: Featured Gallery Acura NSX Insider Experience Image Credit: Acura Green Plants/Manufacturing Acura Coupe Hybrid Supercars