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Honda spinning off Acura as stand-alone division in bid to wake up brand

Every major automaker has a different way of relating between its various divisions and brands. At Volkswagen, for example, the individual brands seem to operate with a large degree of autonomy. Under the Renault-Nissan Alliance, the two units share a common chief executive, but little else. The relationship between Honda and its luxury division Acura has always been rather close, but that's all about to change.
American Honda Motor Company has always handled sales and marketing in the North American market for both the Honda and Acura divisions, but new reorganization plans call for the two units to be separated under their own direction. Leading the Acura division will be Michael Accavitti, who moves into the position from his role as Senior Vice President for Auto Operations at American Honda. The Honda division will meanwhile be taken over by the current head of Acura sales, Jeff Conrad.
Both will report to John Mendel, the current executive vice president of the Automobile Sales Division that is being rebranded as the American Honda Auto Division. Unlike rivals Lexus and Infiniti - two brands that Acura beat to the market - Honda barely markets its luxury brand outside of North America. Its overseas presence is felt only in China, though we've yet to receive word on how the reorganization might effect that market - or for that matter, any potential of expanding into others.

Acura Precision Cockpit Concept is much more than a digital gauge cluster

Audi Virtual Cockpit is one of the single best pieces of technology on the market, bar none. It blends beautiful graphics, easy interaction, and loads of information in a way that similar all-digital gauge clusters from brands like Jaguar, Land Rover, and Cadillac can't match. Other brands might not stand even with Audi, but Acura is certainly going to try. The company is demonstrating its efforts at the 2016 Los Angeles Auto Show with the new Precision Cockpit. Like Audi, JLR, and Cadillac, Acura is using a 12.3-inch display in place of a traditional set of gauges that changes color schemes and animations based on the driving mode. A prominent central display joins the digital IP and features what looks like an evolution of the company's current infotainment software. But rather than a knob and dial or physical buttons, Acura is taking a page out of Lexus' book, using a touchpad to control the center display. View 7 Photos But before we lament the touchpad too much, it's worth pointing out how Acura says its arrangement is different. Using something called "absolute positioning," the touchpad behaves more like an actual touchscreen – tap a corner on the pad and whatever's in the same corner of the display responds. In that way, it sounds like Acura is trying to marry a touchscreen with a more ergonomically comfortable interface. Color us curious. Precision Cockpit also stands apart in how Acura optimized it, designing the system with semi-autonomous driving in mind. The company went as far as to use a real-time 3D graphics engine to display what the vehicle's sensors "see" inside the instrument cluster. There's even an advanced vision mode that allegedly shows "cars, pedestrians, cyclists, and other objects – even those obscured from vision – using artificial intelligence to predict future pathways." While Acura is calling Precision Cockpit a concept, the company confirmed in its official release that the Android-based system "will power future production cars." If it comes with all the tech Acura's promoting here, Precision Cockpit stands to be a significant step forward in the digitization of car interiors. Related Video: News Source: AcuraImage Credit: Acura LA Auto Show Acura Technology Emerging Technologies Infotainment Concept Cars Videos Original Video

The new Acura Integra was never meant to be a retro car

The new Acura Integra Prototype was never supposed to be a retro or nostalgic design process. It would be easy to assume it was, as Acura’s messaging leading up to the big reveal leaned heavily on the Integra nameplate's heritage. From the model name embossed in the bumpers, to videos of shifting the older modelÂ’s manual transmissions, Acura yanked fairly hard on our heartstrings. And then the cover came off last week, and while there are very subtle cues hinting at old Integras here and there, the new car doesnÂ’t look much like the old ones at all. Unlike designers of the new retro-tastic Nissan Z and Ford Bronco, Acura decided to create something altogether new and different. “So, admittedly, when we started planning this car, it was never to create a retro Integra,” Acura product planner, Jonathan Rivers, told Autoblog. “We actually looked at it from the viewpoint of say, if the Integra had never left the lineup, how would it have evolved? How would it have changed over the years? We think this is the result of that.” There was never going to be a two-door coupe model, because as Rivers points out to us, coupes just don't sell these days. However, sportbacks are popular — just look at the sheer number of them coming from Germany these days — and it suits the customers Acura is trying to capture with the Integra. “The target customer is a millennial with an active lifestyle, so they need space for their gear but they also want to have a great car to hit the canyon roads with every now and then,” Rivers says. “Once again, over the generations, the Integra is just that.” For any naysayers throwing their hands up about the Integra seemingly being a fancy Civic, we possess two points of refutation. One, thatÂ’s exactly what the Integra has always been. It was literally badged and sold as a Honda in many other countries, and its bones have always been Civic-based. ThatÂ’s the IntegraÂ’s history, and while Acura doesnÂ’t officially come out and say so, itÂ’s most certainly the same today. On the design front, maybe you think the photos make it look a little too close to the new 11th-gen Civic Hatchback? Well, pictures on the internet donÂ’t always tell the full story of a car design. “None of the sheetmetal is shared with either the four-door or the five-door Civic,” Rivers explains.