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Marketing, Branding, Communications, and PR Professional

...And Part Time Marathoner

Injecting New Life Into A Diminishing Brand…One Turbocharged Cylinder At A Time

Posted on 14 Jan 2015 in Professional | 0 comments

For years Acura has been saying that they would re-release the NSX, the only two seat roadster in their portfolio.  Discontinued in the late 1990’s the NSX was a hit with car enthusiasts as it was a super-performing vehicle all while being relatively price friendly…that is if you consider 90 grand price friendly.  While I don’t, I do like to fancy myself as possessing discerning taste, so the car was a hit with me too.
Acura, once a thriving brand with the 25-45 years old demographic, has been experiencing a market share decline with the emergence of the other Asian brands and the resurgence in the US brands.
The all-new 2015 Acura NSX.  A thing of beauty.

The all-new 2015 Acura NSX. A thing of beauty.

Known for producing sporty, luxurious vehicles with a great number of standard features, Acura needed to figure out a way to put new life back into the brand and embrace the racing heritage of their parent company, Honda.
So two years ago they hinted that they would bring the NSX back.  Now, two years later (and following a Super Bowl commercial last year featuring Jerry Seinfeld) it is a reality.  They introduced the production of the new NSX at the recent auto show with a brand video that is trying to rejuvenate the brand on the back of an as-yet-to-be-released product.  An aspirational product.
The goal is to once again make Acura an aspirational brand by introducing an product that not everyone can obtain.  An interesting strategy and, in my opinion, a well done brand video.  The video is less about the car and more about the brand.  It just happens that the story of the brand runs in parallel to the story of the NSX.  Will the car be a hit?  Will it help to reinvigorate what has become a tired brand?  Will it round out Acura’s portfolio from the entry-level, opening price point ILX all the way to the brand’s flagship supercar, the NSX?  I guess we will have to wait and see.
 
Until then, enjoy
The New Acura NSX: A Legacy Perfected

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