Jump to content
  • Greetings Guest!

    CheersandGears.com was founded in 2001 and is one of the oldest continuously operating automotive forums out there.  Come see why we have users who visit nearly every day for the past 16+ years. Signup is fast and free, or you can opt for a premium subscription to view the site ad-free.


What makes Acura better? Ads aim to tell

Recommended Posts

What makes Acura better? Ads aim to tell

Laura Clark Geist

Automotive News -- February 8, 2010 - 12:01 am ET

DETROIT -- American Honda Motor Co. will increase the marketing budget for its Acura division by 50 percent in 2010 vs. year-ago spending, says Steven Center, the company's vice president of advertising and public relations.

Most of Acura's marketing budget will be spent on advertising that emphasizes new products.

"Our messaging for years has been too ill-focused and not about the product," Center said last month at the Detroit auto show. "The ads weren't making the point and the point is: What is it about Acura that makes it better?"

Acura spent $264.1 million on measured media in the first 11 months of 2009, up 16.5 percent from the year-ago period, according to Advertising Age via Kantar Media, formerly TNS Media Intelligence. Advertising Age is a sister publication of Automotive News.

Much of the budget increase will be directed at the ongoing launch of the ZDX five-door hatchback and new, front-wheel-drive versions of the RDX crossover and the TSX wagon. The TSX goes on sale this fall. Center said Acura still will use its "Advance" tag line but put more emphasis on exclusive features, such as the brand's patented body structure system, high residual values and a surround-sound audio system.

Center said Acura's awareness levels have been consistently high, but consumers didn't perceive it being as prestigious as other luxury brands.

Center said the awareness/opinion gap is closing, albeit slowly.

In a study conducted from June to August 2009, GfK Custom Research North America found that 78 percent of respondents were aware of the Acura brand, but only 28 percent rated the brand as "excellent." That was up from six months earlier, when Acura's awareness was 74 percent and 26 percent of respondents rated it excellent.

In comparison, 86 percent of respondents in the same study were aware of BMW, and 54 percent rated the German carmaker excellent. And 80 percent were aware of Lexus, and 48 percent gave it an excellent rating.

"We want to have the emotion of BMW without the hardware," Center said.

Acura sold 105,723 new vehicles in the United States in 2009, down 27 percent from 2008. Last month, the brand sold 7,132 vehicles, down 9 percent from January 2009.

Read more: http://www.autonews.com/article/20100208/RETAIL03/302089980/1018#ixzz0exUD1ZMm

Share this post

Link to post
Share on other sites

how are only 80% percent of the people aware of lexus? are they living under a rock or something? :stupid:

Share this post

Link to post
Share on other sites

Built in snow shovel.

Given Acuras (with SH-AWD) perform the best among luxury makers in snow, this statement is quite ironic.

Can't wait to see the TSX wagon. Unfortunately it is highly likely that it won't be available in a trim that interests me (J37, 6MT, AWD).

Edited by siegen

Share this post

Link to post
Share on other sites
What Acura makes better?

It's not a Toyota. That makes all the difference in the world.

Edited by Cubical-aka-Moltar

Share this post

Link to post
Share on other sites

Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now

About us

CheersandGears.com - Founded 2001

We ♥ Cars

Get in touch

Follow us

Recent tweets



Important Information

We have placed cookies on your device to help make this website better. You can adjust your cookie settings, otherwise we'll assume you're okay to continue.