2002 Acura Rsx Type-s Coupe 2-door 2.0l on 2040-cars

Auto blog

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.

2013 Acura ILX Hybrid

This Is Not The Acura You're Looking For
Mid-level luxury brands have always had to do a bit of leg work to distance themselves from their more common cousins. Thanks to generation after generation of pervasive badge engineering (much of it from the Big Three), buyers can't be blamed for looking at brands like Buick, Lincoln, Infiniti, Lexus and yes, Acura as tarted up versions of Chevrolet, Ford, Nissan, Toyota and Honda products. For much of its lifetime in the automotive landscape, however, Acura has excelled at putting distance between its offerings and that of its parent company thanks to cars with superior driving dynamics, quieter cabins and clean, attractive aesthetics.
Yes, outliers and dull spots can be found in the company's recent track record, but by and large, Acura products remain situated well above the Honda rabble. When the brand announced it was getting serious about the luxury small car game with the ILX, those of us with a set of the company's keys in our past couldn't help but envision an honest successor to the long-dead Integra. Turns out, that wasn't what Acura had in mind.

Honda signs on as Pikes Peak sponsor, race participant

Honda plans to storm the Pikes Peak International Hill Climb on June 30, entering ten cars in nine classes at the race to the sky, and signing on as a corporate sponsor. Part of the company's return to grassroots racing - if that's what you can call factory-backed efforts - the banners of Honda R&D and Honda North America will fly on these entries: a first-gen Acura NSX, an Acura TL SH-AWD, Honda CR-Z, Honda Fit EV, one CRF450R and two CRF250R motorcycles, a CBR1000RR motorcycle and a TRX450 ATV.
One more entry, details of which are to be announced later, will be driven by IndyCar pilot Simon Pagenaud of Schmidt Hamilton HP Motorsports. LoveFab (pictured above during practice last year) will be there with its new, NSX-based Enviate, but as a privateer entry.
Honda's been to the mountain before, with high-powered gear in 2012 and record-setting EVs in 1994 and 1999, but it's never made noise like this. Have a read of the press release below for more info.