Edmunds | Help Contact Editor Sign In | Follow Inside Line
One point what went largely unnoticed yesterday in Honda CEO Takanobu Ito's introductory speech for the CR-Z in Detroit was his mention of hybrids. "We will be adding hybrids to the Acura brand," he offered.
Acura is coming off a disastrous 2009 sales year. Sales dropped almost 27 percent from 144,504 to 105,723. Some kind of shake-up is needed, and maybe hybrids will stir up some enthusiasm -- as Toyota hopes they will for Scion.
Advertisement
Latest Poll
What was your favorite Super Bowl XLVI Commercial?
Recent Posts
SNL Spoofs Chrysler "Halftime" Super Bowl Ad, Clint Eastwood
February 13, 2012 10:10 AM
Finish off the Man Cave With Slick Movie Car Posters
February 13, 2012 8:59 AM
We Go Skijorging Behind a Bentley Continental GT
February 10, 2012 2:59 PM
State Farm Insurance Builds Two-Faced Camaro RS
February 10, 2012 11:24 AM
Step2 Builds Best Racecar Bed EVER
February 9, 2012 12:23 PM
Advertisement
Tip the Editors
Got a breaking news tip for the Inside Line editors?
Send it to tips@edmunds.com
Manufacturers
Auto Shows
More Categories
Browse Archives
chopperx says:
12:58 PM, 01/12/10
The new look of Acura is about as boring as this speech
what a snorefest... if this is the best the CEO can do then I guess I can see why sales are slipping....
Bring some passion back Honda!!
1487 says:
01:01 PM, 01/12/10
Wont work. Luxury customers have little interest in hybrids. Lexus barely sells any hybrids aside from the RX400h and Cadillac doesnt sell many escalade hybrids.
Acura needs better styling, more differentiation from Honda and a unique interior design scheme that doesnt scream Honda on steriods. They also need some smaller, lighter, sportier offerings that appeal to young buyers.
rascal99 says:
01:18 PM, 01/12/10
I have an idea...stop building ugly cars!!! They are not simply boring, they're ugly. Stop it!
Seriously, their product is odd. I think they are appealing to too wide of an audience with the high tech gadgets, big engines, heavy frames, big comfy seats, "edgy" youngish styling, and in your face brand identification complete with the giant metal beaks. But it's a confusing mess. They even managaged to f*** up the TSX. Do something!
fuhteng says:
01:33 PM, 01/12/10
27% sales drop with the ugliest cars for sale in the US? Wow, I would have figured more than that.
moparbad says:
03:04 PM, 01/12/10
Acura announced they would sell diesel in the TSX. Never happened.
Will hybrids happen at Acura?
cjasis says:
03:43 PM, 01/12/10
It's really simple Acura... stop building ugly cars. Go back to what made you great in the late 80's and early 90's and stop trying to be something you're not.
estreka says:
05:03 PM, 01/12/10
The early naughts were the pinnacle of Acura design language. The latest gen has been nothing but awful.
cr_driver says:
05:22 PM, 01/12/10
Would have been nice 1 min more of video to see the unveiling of the car??
sucks.!!
mramos06 says:
05:54 PM, 01/12/10
why does Acura need a hybrid car? their cars are for the most part are fuel efficient they just need a whole new styling direction.
eriches says:
06:44 PM, 01/12/10
@ cr_driver: Here's a link to part 2 of the Honda video, which has the actual unveiling of the CR-Z: http://www.youtube.com/watch?v=SCEsGLwimKY. -- Erin Riches
m1tankr says:
07:37 PM, 01/12/10
What a shock, they go with that hideous buck tooth look, spread it across the whole line, & are surprised that sales tanked. A few years ago one of my friends parents were looking for a new car & I recommended the TL to them as I knew it would fit their personality. The bought one & love it. They were planning on getting a new one (they usually trade up every 4-5 years), but they can't stand the new looks.
technetium99 says:
06:11 AM, 01/13/10
They build cars so ugly the French would be embarrassed to own one and they think adding hybrids is the answer?!? The other day my 11 year old daughter asked why a car's butt was smiling at her and I looked over and saw that it was a new TL. Seriously, the front ends are hideous, but the rear of the TL (supposedly their bread & butter car) is triple dog fugly. It makes Bangle butt Bimmers look good. Take a clue from Audi, Kia, and Hyundai: Build beautiful cars and people will buy them. For the majority of Americans, cars are fashion statements. What does owning a car that looks like Buckbeak the Hippogriff from Harry Potter say about you?
hondacura4 says:
07:36 AM, 01/14/10
- Smart luxury, REALLY? Is there such a thing?
- Acura needs to change it's design direction.
- Acura needs to distance itself even further from Honda.
- In order for Acura to stand up on it's own feet Honda needs to invest in Acura on a GLOBAL SCALE so the division can be more independent. Without that investment Acura will continue to be FULLY controlled by Honda and will be limited.
- If Honda made that investment Acura could do its thing and a few Honda models could break the glass ceiling in terms of available options and outright performance.
- As of now Acura can't sustain itself simply because it's not a global brand.