Jump to content
  • William Maley
    William Maley

    Honda Separates Acura To Help Revitalize The Brand

    Sign in to follow this  

      Honda Makes Some Bold Moves With Acura


    At one time, Acura was a shining star in the automotive world. Thanks to impressive quality and a fun to drive quotient that many luxury automakers couldn't match at the time, Acura seemed it was going places. But in recent years, Acura has been a bit of a rut. Odd designs, complicated interior layouts, and trying to convince buyers that they're on the same level as Mercedes-Benz and BMW hasn't played in their favor. But Honda hopes to change that.

    This week, the company announced that Acura and Honda would be separated into their own divisions. Taking charge at the Acura division will be Michael Accavitti, who is currently Senior Vice President for Auto Operations at American Honda. Jeff Conrad, head of Acura sales becomes the head for Honda. The two will report to John Mendel, executive vice president of what is now called the Automobile Sales Division.

    "Our goal is to accelerate the already strong sales growth of the Honda and Acura brands through a more cohesive strategy, with a heightened focus on the unique needs of luxury and mainstream customers. These moves will more completely align the major activities for the Honda and Acura brands under dedicated brand leaders to take advantage of new opportunities in the marketplace with greater speed and efficiency," said John Mendel.

    Source: Honda

    William Maley is a staff writer for Cheers & Gears. He can be reached at william.maley@cheersandgears.comor you can follow him on twitter at @realmudmonster.

    Press Release is on Page 2


    American Honda Strengthens Auto Sales Division to Accelerate Sales Growth of Honda and Acura Brands

    03/10/2014 - TORRANCE, CA

    American Honda Motor Co., Inc., will strategically realign its automobile sales and marketing operations into separate divisions organized by brand, as the Honda Division and Acura Division. The moves, effective April 1, are intended to create greater clarity and more cohesive sales and marketing plans that are right for the products and customers of each brand.

    In conjunction with the strategy, the following executive changes were announced:

    Michael Accavitti will become senior vice president and general manager of the Acura Division. In his new role, Accavitti will be responsible for all sales, marketing and parts and service business for the Acura brand. Accavitti joined Honda in 2011, and is currently the senior vice president of Auto Operations, which includes responsibility for national marketing for the Honda and Acura brands.

    Jeff Conrad will become senior vice president and general manager of the Honda Division. Conrad will be responsible for all sales and marketing activities for the Honda brand. Conrad joined American Honda in 1982, and is currently the vice president and general manager of Acura Sales.

    American Honda automotive operations have long been separated by function rather than by brand. These moves will result in exclusive divisions, with dedicated sales and marketing teams for Honda and for Acura. Both brands will be housed under a single "American Honda Auto Division" to be headed by John Mendel, executive vice president of what is now called the Automobile Sales Division.

    "Our goal is to accelerate the already strong sales growth of the Honda and Acura brands through a more cohesive strategy, with a heightened focus on the unique needs of luxury and mainstream customers," said Mendel. "These moves will more completely align the major activities for the Honda and Acura brands under dedicated brand leaders to take advantage of new opportunities in the marketplace with greater speed and efficiency."

    Further, the strategy behind the creation of the Acura Division coincides with the recently announced establishment of a new Acura Business Planning Office, also effective April 1. This new entity will focus on strengthening the business and product strategies for the Acura brand. Erik Berkman, currently president of Honda R&D Americas, Inc., will become an executive vice president of Honda North America, Inc., and will lead the Acura Business Planning Office.

    "The realignment strategy that has created a new Acura Division reflects our growing commitment and the increased level of resources and leadership we are focusing on the Acura brand on a global basis," said Mendel.

    In addition to steady sales growth for the Honda and Acura brands in each of the past two years, both brands will continue to introduce new models in 2014. This spring, Honda will launch the all-new 2015 Honda Fit, to be followed later this year by an all-new compact Honda SUV. The Acura brand will introduce the all-new 2015 Acura TLX luxury performance sedan by mid-year.

    "The best time to make a change is when you're in a position of strength and we are not only coming off a great sales year, we are continuing to create new opportunities with a series of new and exciting Honda and Acura models," said Mendel.

    American Honda enjoyed near record automobile sales of 1,525,312 vehicles in 2013, the second best sales total in company history. Sales of Honda brand cars and trucks totaled 1,359,876 vehicles, an increase of 7.4 percent. Honda was led by the success of core models, with the Honda CR-V posting all-time record sales in 2013 to rank as the top-selling SUV in America, the Civic ranking as the top-selling compact car, the Odyssey ranking as the top-selling minivan, and Accord ranking as the best-selling car in America with individual car-buyers.

    Sales of Acura brand cars and trucks totaled 165,436 vehicles, an increase of 5.9 percent, and its best sales total since 2007. Further, sales of the Acura MDX and RDX in 2013 combined to achieve Acura's best sales year ever for light trucks.

    Sign in to follow this  


    User Feedback

    Recommended Comments

    Guess they really want to lag sales even more. :P Course they need to majorly reboot the whole car line.

    Share this comment


    Link to comment
    Share on other sites

    They might as well just shut this brand down. As long as your top seller is a mechanical twin to an Accord but with a goofy center console you are not a contender to the German luxury brands. Acura doesn't have 1 unique chassis, engine or transmission in the group, the body panels even look the same as Hondas. I don't get why anyone would buy a Lincoln or Acura, you could buy the Ford or Honda and save $10,000 or go buy a Cadillac, Infiniti or German car instead.

    Share this comment


    Link to comment
    Share on other sites


    Join the conversation

    You can post now and register later. If you have an account, sign in now to post with your account.
    Note: Your post will require moderator approval before it will be visible.

    Guest
    Add a comment...

    ×   Pasted as rich text.   Paste as plain text instead

      Only 75 emoji are allowed.

    ×   Your link has been automatically embedded.   Display as a link instead

    ×   Your previous content has been restored.   Clear editor

    ×   You cannot paste images directly. Upload or insert images from URL.




  • Similar Content

    • By Drew Dowdell
      Honda is continuing its global pull back of production by announcing it will cease automotive manufacturing operations in Argentina next year.  This is after announcing the closure of its Swindon UK plant  and the pull back of production in the U.S., mainly of the Civic and Accord. Honda is in the midst of consolidating production to fewer facilities and using fewer platforms to produce their vehicles. 
      Honda said it's plant in Campana, which produces the HR-V will focus solely on manufacturing motorcycles. Honda is in talks with the local union to potentially offer buyouts to those who will be affected by the cessation of automotive production. The total plant population is over 1,000 workers. Honda has been building motorcycles in Argentina since 2006 and automobiles since 2011.
       
       

      View full article
    • By Drew Dowdell
      Honda is continuing its global pull back of production by announcing it will cease automotive manufacturing operations in Argentina next year.  This is after announcing the closure of its Swindon UK plant  and the pull back of production in the U.S., mainly of the Civic and Accord. Honda is in the midst of consolidating production to fewer facilities and using fewer platforms to produce their vehicles. 
      Honda said it's plant in Campana, which produces the HR-V will focus solely on manufacturing motorcycles. Honda is in talks with the local union to potentially offer buyouts to those who will be affected by the cessation of automotive production. The total plant population is over 1,000 workers. Honda has been building motorcycles in Argentina since 2006 and automobiles since 2011.
       
       
    • By Drew Dowdell
      The minivan is not quite dead yet and the Honda Odyssey, one of the five remaining minivans still in production, is entering its 25th year on the market. Since its launch in 1995, the Odyssey has sold more than 2.7 million units. Honda is quick to point out that most of these are retail sales and not fleet.  The Odyssey has been the number one retail seller in the segment for 9 years running.
      For 2020, all Odysseys will be upgraded to a new 10-speed automatic transmission. This is mated to the existing 280 horsepower 3.5 liter V6 driving the front wheels. 
      Also for 2020, Honda is offering a $1500 25th Anniversary package that includes a chrome roof rack, body side moldings, chrome rear bumper protector, extra 25th Anniversary badges, illuminated sill plates, and for an additional $1,300, special 19-inch wheels.
      The Honda Odyssey is built in Honda's Lincoln Alabama manufacturing plant alongside the Pilot, Passport, and Ridgeline. 

      View full article
    • By Drew Dowdell
      The minivan is not quite dead yet and the Honda Odyssey, one of the five remaining minivans still in production, is entering its 25th year on the market. Since its launch in 1995, the Odyssey has sold more than 2.7 million units. Honda is quick to point out that most of these are retail sales and not fleet.  The Odyssey has been the number one retail seller in the segment for 9 years running.
      For 2020, all Odysseys will be upgraded to a new 10-speed automatic transmission. This is mated to the existing 280 horsepower 3.5 liter V6 driving the front wheels. 
      Also for 2020, Honda is offering a $1500 25th Anniversary package that includes a chrome roof rack, body side moldings, chrome rear bumper protector, extra 25th Anniversary badges, illuminated sill plates, and for an additional $1,300, special 19-inch wheels.
      The Honda Odyssey is built in Honda's Lincoln Alabama manufacturing plant alongside the Pilot, Passport, and Ridgeline. 
    • By Drew Dowdell
      Honda is cutting back on production at two of its U.S. plants in anticipation of a slide in sales.  The Marysville, Ohio plant and Honda of Indiana are the two plants being affected.  The cuts primarily come to the Accord and Civic built in Marysville. Marysville operates two lines and one shift at Marysville on Line 1 will be suspended temporarily. That line produces the Accord, CR-V, ILX, and TLX, but the cuts there will mostly impact Accord.  Acura production is unchanged at this time.  The CR-V is also produced in Indiana so some production can be shifted from Marysville to there. This news comes after the announcement of the closure of Honda's Swindon UK manufacturing plant which builds the CR-V for Europe and the Honda Civic Hatchback and Civic Type-R for the U.S.
      Honda sales are down 0.9% for the year, but the Accord has slipped 5.9% July YTD, and the Civic which is Honda's second most popular model has slipped 2.1% July YTD. CR-V, which is Honda's biggest seller is also down 0.9%, but a light refresh is in the works for the CR-V and should debut soon.
      Honda says these adjustments are to help maintain Honda's sales discipline and to flex to the shift in market demand away from sedans. Honda has already announced they are looking to trim fat from their model lineup and have fewer regionally specific models. They will also be reducing the number of variations available to one third of what they are today.  These plans are to be completed by 2025.

      View full article
  • Posts

  • Social Stream

  • Today's Birthdays

    1. Howard
      Howard
      (63 years old)
  • Who's Online (See full list)

  • My Clubs

About us

CheersandGears.com - Founded 2001

We ♥ Cars

Get in touch

Follow us

Recent tweets

facebook

×
×
  • Create New...