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New Honda president says FR sedans (and V8s) are out
 Date: July 20, 2009 15:24
 Submitted by:  JeffX
 Source: Automotive News
 Credibility Rating: Not Specified


Who would have figured that July 20th would have held more than a single newsworthy story, but it's not even lunch time on the west coast and we're already up to our third item of the day. On a normal Monday I probably would have come across this sooner but I'm actually hurtling down the freeway somewhere outside of Lexington, KY as I type this.

This is apparently all over the blogs already, but in case you missed it, Automotive News ran a story earlier today with the following headline: New Honda chief: We don't need rwd sedans.

The story is available here, but it may require a login and/or subscription.

Basically the gist of it is that Takanobu Ito claims that Honda has suspended its RWD development program and will shift its focus towards developing hybrid powertrains for larger vehicles. Ito-san is quoted as saying "It would be meaningless to emulate what other companies have been doing for more than five decades." , and that they intend to pioneer in new areas.

TOV Opinion
As Acura is currently in the midst of fortifying their brand image in an effort to pull level with "Tier 1" marques, I can't imagine there possibly being a worse time for the president of Honda to make such a declaration. Just when it seems like things were looking up for Acura (with word of a proper flagship RL, unique FR platforms, and true "Tier 1" powertrains in the works), the news has been steadily getting worse for the past six months or so. The cumulative effect of this series of blows is taking its toll on Acura's brand credibility amongst enthusiasts, which arguably drive a brand's overall image. Will the effect ultimately prove fatal for Acura? Only time will tell.

Last edited by JeffX on July 20, 2009 15:37

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Subject Thread Originator Replies Last Post
  Get Real People
hondaxprt 29
  What is Honda/Acura doing about my Demographic....
seabbott 44
  Same as the argument against the V6 Accord
JMU R1 14
  Is Anyone Really Surprised?
TSX69 39
  Acura: the neglected child
intune 10
  So... ALMS?
Ganplosive 5
  Jeff I agree
6SPDTL 10
  A disappointment for current fans? Not really.
Potenza 59
  This decision's impact on the TSX and TL
Tallguy 9
  The definition of Luxury
Neilap 15
  How come Acura fans are RWD V8 fans?
danielgr 88
  All-Wheel Drive + V10?
R-Z 2
  Hyundai > Acura This isn't 1995 anymore
Slawsk 0
  ...and what about Toyota influence?
King77 0
  Everything´s wrong
King77 1
  so... new V6?
gogzy 10
  Screw 'Tier 1' , Screw 8-cyl, If you don't like it...
Ammo 3
  Model Release Matrix......
DevilMayCry 0
  Honda's view of the luxury market
longhorn 3
  The most successful Acura ever: V6 Legend
iceman6 9
  2016 Fuel Mileage Standards
Garlick 12
  This strategy makes sense, at least for Acura
osaze 2
  What Acura Does Right
Insider 0
  I like FWD!
TCWatkins 7
  Safe? check, Green? Check, Fun......um....uh..
BigDoggie 3
  Aside from "branding", is there any reason SH-AWD isn't enough?
atomiclightbulb 23
  Now our halo car is going to compete with the Supra
Ganplosive 0
  diesel vs. hybrid for larger vehicles?
sil1 6
  We don't need SUV fiasco - part II
_Alex_ 0
  Let's make a protest!
SoulMate 10
  If it doesn't have a profitable business case . . . forget it.
tifoso1 0
  Gloom! Doom!
S600=Dream 12
  Time to rebrand Acura as Honda?
iMacDaddy 12
  Acura's future direction
slowro 0
  Pulling back V8 is pulling the brand back as well.
Acura4ever 1
  My 2 cents...
HONDAxACURA 1
  No RWD or V8? Ok fine whatever, but then get on with the 'new pioneering' already, sheesh...
TurkMan71 0
  Well its over....
Powered by Honda 4
  predictions
Rush 7
  Love the picture
NickDC5 1
  FML...
VTEC_Inside 0
  Acura grow some F*CKING BALLS!
CivicB18 4
  Heard this before...not worried.
Brutus1 3
  No guts, no glory
DavidJ 0
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