Acura: New Strategy news **Acura Reverses Product Plans (page 13)**

[fsttyms1]

Originally Posted by TMQ What fit and finish issue do you have with the 550i? I own an E60 also and don't see any quality problems. No quality issues per say, just i found the Genesis i was in had tighter more consistent gaps and fit than the 5 series i was in.

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[Colin]

Originally Posted by SpicyMikey

I could be wrong, but I think you are misreading their intent from what Ito said. He was backing off from early statements about being Tier 1 like Bently and Maybach. In the same statement he also reiterated Honda's intention to be more like BMW and Audi.

Reread it again and let me know if I'm wrong. It wouldn't be the first time.

I think people are either misunderstanding things (nothing new here when it comes to Acura communication and not necessarily our fault either) or twisting it to fit their agenda.

Ito said (with my thoughts below):

"a certain level of confusion" [about Acura]
(No shit. Acura is struggling for a unified identity, it's good that someone finally recognized this)

"We are in the midst of big changes. We've changed the direction of research and development."
(Nowhere does this say 'no Tier 1'. All is says is they're taking research elsewhere)

"I see the future of Acura as a merger of BMW and Audi--something between high technology and high performance."
(Let's dismiss the Bentley comments since they were never realistic. The real targets have always been BMW, Lexus and now Audi. I see no strategic change here, especially if the intelligentsia here consider these brands as "tier 1") )

"low-growth period of developing new products."
(Not good news. Earlier we were promised a new or revised model every 6 months. This now seems to be pushed to 1 year)

"We were thinking that we could come up with glamorous, gorgeous products that would sell. Now, our premium products will be expressed in advanced environmental technologies, rather than glamorous things attached to the product"
(Perhaps the most provocative statement. If 'glamorous' means "V-10" then it makes sense. They want to replace this as a status symbol with something different ie "advanced environmental technologies")

[Edward'TLS]

^^^^^ Ito did say a lot, but it seemed like he had said nothing.

[Colin]

Originally Posted by Edward'TLS

^^^^^ Ito did say a lot, but it seemed like he had said nothing.

LOL, is that the internet equivalent of putting your hands over your ears and saying La La La La.....

[neuronbob]

I was wondering when you'd chime in. I appreciate your doing so as your perspective is important in this discussion. Do you think Ito is the guy to pull things off for Acura? His candor is something we haven't seen in years from Honda. What do you think is the likelihood that his words will be followed with action?

Originally Posted by Colin

I think people are either misunderstanding things (nothing new here when it comes to Acura communication and not necessarily our fault either) or twisting it to fit their agenda.

Ito said (with my thoughts below):

"a certain level of confusion" [about Acura]
(No shit. Acura is struggling for a unified identity, it's good that someone finally recognized this)

"We are in the midst of big changes. We've changed the direction of research and development."
(Nowhere does this say 'no Tier 1'. All is says is they're taking research elsewhere)

"I see the future of Acura as a merger of BMW and Audi--something between high technology and high performance."
(Let's dismiss the Bentley comments since they were never realistic. The real targets have always been BMW, Lexus and now Audi. I see no strategic change here, especially if the intelligentsia here consider these brands as "tier 1") )

"low-growth period of developing new products."
(Not good news. Earlier we were promised a new or revised model every 6 months. This now seems to be pushed to 1 year)

"We were thinking that we could come up with glamorous, gorgeous products that would sell. Now, our premium products will be expressed in advanced environmental technologies, rather than glamorous things attached to the product"
(Perhaps the most provocative statement. If 'glamorous' means "V-10" then it makes sense. They want to replace this as a status symbol with something different ie "advanced environmental technologies")

[Colin]

Originally Posted by neuronbob

I was wondering when you'd chime in. I appreciate your doing so as your perspective is important in this discussion. Do you think Ito is the guy to pull things off for Acura? His candor is something we haven't seen in years from Honda. What do you think is the likelihood that his words will be followed with action?

Its hard to say. IMO, Ito will do what is necessary to protect the company just a Fukui did. If this means that they cancel a program because it no longer makes sense, I think he'd do it. Let's take the rumored V-8 for example. The J series has been around now for 12-13 years. Let's say it sticks around for another 2 years. I would interpret this as meaning a new engine is expected to have a 'shelf life' of 15 years. Maybe the program was canceled because the changing CAFE rules would have rendered a life of only 10 years. This means they would have to amortize the costs 33% faster in a shrinking market OR they could charge more for cars using the engine. We can see with the TL what the effect of a few extra thousand dollars has on sales volume.

IMO, Ito needs to work on getting our volume back up, clarify what the brand stands for and inspire confidence in the distribution and dealer network. As someone else pointed out, they're not running a 'car club' they're running a business. If they can get everybody profitable, then they can work on some fun stuff (that generates interest, but doesn't really sell in volume).

[iforyou]

Originally Posted by Colin

LOL, is that the internet equivalent of putting your hands over your ears and saying La La La La.....

Colin, you really cracked me up here....hahhahah!

[Black Tire]

Bring back the idea that brought us the 1999 TL and Legend. Go back to they're grass roots and watch sales go up. Anytime any company complicates they're product sales will go down. Get rid of the accountants and bring back the real designers.