Acura: Created for Honda’s "Level Up" – A Brief History

Original Author: Honda誌
Published on: December 2, 2024

The Acura brand was founded in 1986 as Honda’s luxury division, making it the first Japanese luxury automobile brand. However, we believe it’s unnecessary to categorize Acura strictly as a “luxury brand.” This overuse of terms like “luxury” or “premium” has become a habit for some media outlets, as though a car without such labels would be reduced to a bicycle.

From our perspective, Acura’s creation was more about enhancing Honda’s brand image. Whether it’s luxurious or not is simply a packaging strategy. The key objective was to differentiate Acura from the Honda brand and cater to American market preferences. In Cantonese terms, Acura was created to “Level Up.”

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Honda imbued Acura with a name derived from the Latin word meaning “precision,” which also inspired the compass-shaped logo.

Honda's Journey in the U.S. Market

Honda’s presence in the United States began in 1959 with the establishment of American Honda Motor in Los Angeles, primarily focusing on motorcycles. During the 1973 oil crisis, Honda exported the fuel-efficient Civic to the U.S. market. By 1982, Honda had established a manufacturing plant in Marysville, Ohio, to produce the Accord. In 1985, Honda launched the R&D American Corp. technical research center. After analyzing North American consumer needs and conducting a product adaptation plan, Honda officially introduced the Acura brand on March 27, 1986, with sales initially handled by 60 Honda dealerships in the U.S.

Acura, derived from the Latin word “Accuracy,” signifies “precision.” The brand debuted with two models: the Legendand the Integra. In a mid-to-high-end market traditionally dominated by European cars, Acura sold 109,000 vehicles in 1987, including 55,000 Legends. The sporty Integra, with its focus on individuality, was also a hit with consumers.

Early Success

Acura’s precise positioning and enhanced product packaging earned it the highest customer satisfaction rating in its debut year. By 1987, Acura had expanded into Canada. That year, Acura’s sedans and sports cars received numerous accolades, solidifying its luxury brand reputation. The Legend Coupe, introduced in 1987, was named one of Car and Driver’s “10 Best Cars,” won Motor Trend’s “1987 Import Car of the Year,” and was recognized by Road & Track as one of the “10 Best Cars in the World.”

By 1990, Acura had been the top automotive brand in J.D. Power’s Customer Satisfaction Index (CSI) for five consecutive years, selling 138,000 vehicles—outperforming Mercedes-Benz and BMW.

The Introduction of the NSX

In 1991, five years after launching the Integra and Legend, Acura needed a flagship model to solidify its position in the luxury market. The result was the world’s first all-aluminum supercar: the NSX. Upon its debut, Motor Trend called it one of the “10 Perfect Cars,” while Road & Track praised it as one of the “10 Best Cars in the World.” That same year, Acura introduced the second-generation Legend and Legend Coupe.

Challenges in the Mid-90s

Acura faced challenges in the mid-1990s due to uninspired designs and a shift to alphanumeric model names, which failed to leave a lasting impression. The Legend, renamed the RL, struggled to compete with its peers. The flagship NSX, introduced in 1989, remained unchanged, leading to declining sales. The Integra was even withdrawn from the Canadian market and replaced by the rebadged Civic: Acura EL.

Strategic Adjustments

Despite these challenges, Acura innovated by completing some vehicle assembly in the U.S. to mitigate the effects of unfavorable exchange rates. The first car designed, manufactured, and assembled in the U.S. was the 1996 2.2L CL Coupe, followed by the 3.0L V6 CL. By 1999, over half of Acura vehicles sold in the U.S. were assembled domestically.

The MDX and TL: A New Era

In 2000, Acura introduced the MDX, its first in-house designed SUV. The MDX quickly achieved success, earning titles like Motor Trend’s “SUV of the Year” and North American Car of the Year. In the sedan segment, the TL, launched in 1998, combined sportiness with luxury and became a hit due to its excellent value.

Racing Success

Since its inception in 1986, Acura has actively participated in American motorsports to bolster its brand image. It has competed in events like the SCCA and IMSA GT series, winning the Daytona Championship in 1992 and the Sebring 12 Hours in 1993. Acura entered the American Le Mans Series in 2007, focusing on the LMP2 class, and later developed the LMP1 ARX-02A car in 2009. In 2016, Acura unveiled the NSX GT3 race car, which achieved impressive results in various U.S. events.

Acura's Global Expansion

Acura's growth has primarily focused on the U.S. and China, but its global reach has steadily expanded. In 1991, it entered Hong Kong, its first right-hand drive market, under the name “Honda Prestige.” In 2004, Acura entered Mexico, followed by China in 2006. Despite slower expansion compared to Toyota and Nissan, Acura's commitment to delivering quality vehicles remains unwavering.