Jon Ikeda, Acura’s general manager, said there’s a lot of buzz around the RDX
LAS VEGAS — Acura’s Jon Ikeda hopes to see a “big transition” in how consumers think and feel about the brand in 2018.
The brand’s completely reworked 2019 RDX crossover will be a huge driver of that potential shift.
Ikeda, Acura’s general manager, said there’s a lot of buzz around the RDX, which will hit the market as the first Acura fully developed under an edgier design direction first relayed with the Precision concept that was shown at the 2016 Detroit auto show. Acura and its dealers, he said, are excited about what the RDX can do for the brand.
Speaking after Acura’s make meeting, Ikeda described the dealer mood in Las Vegas as optimistic. He said the brand discussed how it wants to work with dealers to increase profitability.
Ikeda thinks the marketing around the critical RDX will need an emotional touch.
“This car has so many best-in-class features. Panoramic sunroof, 16-way adjustable seats. We told dealers when we market this thing, you’re going to see all of these features come through,” Ikeda told Automotive News. “This is the first new car in a while. We don’t have to just talk about value and deals.We can sell this from an emotional perspective.”
While Acura looks ahead to the RDX, its sedan lineup is showing encouraging signs. ILX sales increased 22 percent in February from the year-earlier period, and are up 9 percent through two months. The Acura TLX saw a 16 percent spike last month. TLX sales are trending 15 percent higher through February compared to the year-earlier period.
“Sedans, we know the weak spots. The numbers we need to be at, we’re there right now. While the segment’s all down, we’re picking up share with all three models: RLX, TLX and ILX,” Ikeda said. “If we can get momentum on our RDX and MDX, we think, especially with the new RDX coming, we’re going to have a strong lineup going into the summer.”
He added later: “We have a common understanding where we all want to take the brand. We have to do it in the right way. We had discussions around that. We’ve got a brand new product [with the RDX]. We’re going to be very careful with what we do with this car. It’s the right car for the right segment at the right time.”
Dealer Jim Smail of Smail Auto Group in Greensburg, Pa., is confident in the brand’s direction.
“I think the brand is going to be a true premium brand to contend with. The introduction of the RDX at the New York auto show is going to be a game changer for the segment and Acura particularly,” Smail said after the make meeting. “As that moves forward, it’s going to show the direction of Acura and where we’re going. Acura has some pretty firm goals, but they’re going to make them.”
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