Jon Ikeda, Acura Brand Officer, talks to us about the future of Acura.
After languishing for many years as a Honda-plus product, Acura has reinvested in luxury and performance, setting it apart from its corporate counterparts sporting an “H” logo. Look at the 2021 Acura TRX and 2019 Acura RX for proof. Both ride on brand-specific platforms, and feature the 3.0-liter turbocharged V6 of the TX Type S, which are flagship Honda engines.
Acura is on the move with its edgy design and zesty turbocharged performance and an advertising campaign that revives the brand’s old “Precision Crafted Performance” mantra, Acura. Jon Ikeda, a long-time fanboy and current brand chief, is the best person to know that.
Ikeda says, “The future Acura is kinda the past Acura. A little Back to the Future happening there.” “Back in 1980s, we brought in a unique vehicle and brand that was based on performance. That’s what our focus has been.”
“Growing Pains”
Acura’s past history is something Ikeda doesn’t hide. The brand came out strong with the Legend, Integra and first-generation NSX. However, it fell into a kind of middle-management malaise and produced bland RL and the Odyssey-in-drag second-generation MDX. There are fine autos, but nothing that is particularly noteworthy.
Ikeda says, “I think there were some growing pains and a bit of wandering.” You can do crazy things in your 20s. However, once you reach your 30s, you start to know a lot more about yourself.” Acura is embracing its heritage of performance. Acura’s racing history, which dates back to almost the founding of the brand, and halo models such as the NSX and sport-compact darlings are just a few examples. Integra Type R . “Step by Step, we’re moving our way to where we need to be.”
The brand’s introspection led to the return of the NSX GT3 (and ARX-05 prototype) to racing, which made their debuts at endurance and sports car races all over the globe in 2017 and 2018. The NSX supercar was also returned for 2017, a model we had driven many times . The RDX is achieving 50 percent sales, which means that half of Acura’s buyers are new to Acura.
Ikeda said, “That gave us a lot confidence going into what were doing.” “We’ve doubled down with [the 2021] TLX now, and obviously we will continue to move forward with the MDX or other cars that follow.”
There will be “other cars”, which will include faster and more exciting versions of the existing nameplates.
Ikeda states that Acura is a performance brand, and hasn’t spoken about luxury for a long time. Acura has stopped using luxury in its primary messaging. This is a nod to the brand’s first two years, when it was not used in official marketing. Acura is not focusing on the L word, as Ikeda says. “We are regaining that sense of joy and optimism in our performance image.
The Type S Family
The TypeS family will also be back. The 2021 TLX Type S is leading the charge. It boasts a turbocharged twin-scroll 3.0-liter V6 engine, a 10-speed automatic gearbox and standard Super Handling All-Wheel Drive technology. Although official numbers have not been released, we expect 350 horsepower and 380 pound feet from the TLX.
Ikeda stated that the engine has been committed and will be used in all cars. We should have performance variants for all our cars, so Type S is back. A-Spec was just a quick play for us”- refers to the sporty styling package, which doesn’t necessarily increase grip or speed but “but with this engine, this car and what’s next, we can just ground this brand.”
We tried our best to get Ikeda on the phone to confirm what Type S was going next, but it is possible that we will soon be able to see it. Two performance variants will be produced by Acura by 2021. The next model should be announced before the year ends. It is not clear if the next Type S will come from an Acura product or something new. However, the smart money believes that a completely redesigned MDX will arrive in 2021 with an optional 3.0-liter turbo-six and the legendary Acura badge.
On the Horizon
After 2020, the RLX will cease to be available. This creates space in the company’s car lineup that includes the flagship NSX and the sporty TLX Type S. We speculated that the brand may include other four-door sedans above and below the TLX. Ikeda didn’t give any details, but he said that if the brand came out with a larger sedan or a more compact car, it would be designed with performance in mind (including a Type S version).
His history with Acura goes back to 1989. He was involved in the launch of the 1996 RL as well as the design of Acura’s most beloved product, the 2004-2008 TL. Ikeda has a unique position to talk about Acura’s future and does so with trademark flair.
He says, “We want cool stuff done in a fun way.” “I believe we can succeed, and one thing that is most important to us is, Hey, you have gotta be yourself!’