Much to the dismay of Acura, the ILX hasn't exactly been the success Honda's near-luxury brand expected it to be selling a little over 12,000 units in 2012, or less than half than the 30,000 originally targeted. That's something Acura freely admits.
"The ILX is not hitting our sales expectations," American Honda President John Mendel told reported at November’s Los Angeles Auto Show, according to Wards Auto. "Consumers have told us they like the 2.4L and they wish they had an automatic, but they say the midrange vehicle is underpowered and they don’t see the value in it."
Acura currently offers the Civic-based ILX with a choice of three powertrains, including a 150hp 2.0-liter gasoline engine linked to a 5sp automatic, an 111HP hybrid model with a 1.5-liter engine, and a range-topping 201hp 2.4-liter gasoline unit paired exclusively to a six-speed manual.
To increase sales, among other things, Acura plans to add an automatic transmission option for the most powerful engine of the range while also improving the ILX's equipment features.
"We’re doing some value enhancements on the car," says Mendel. “We’re planning some as we go forward. But I think, overall, we have a good plan for ILX. It is bringing in buyers to Acura we had wanted, as in first-time luxury (buyers) or move-ups.
"We had a little bit overestimated the size and the growth of that segment to begin with. But it’s probably getting two-thirds of our (volume) expectations. The nice part is that it’s increasing every month, catching on more. It’s accepted. It’s kind of a growing segment."
Story References: Wards Auto
9 Comments:
Is it the 5 speed automatic? Could a lot of buyers realize it's a Civic in drag? Are the dealers treating it as a product to be upgraded from? All three?
Tweak all you want Acura but it won't work. People see a Civic and won't pony up the extra cash for it. I've seen a couple on the road and it is a very underwhelming design. Acura has lost it's identity. The brand doesn't resonate with buyers. Big problem.
A 4-door Acura with the 2.4 liter and a 5-speed automatic trans? Yeah, Acura, you've already got something like that, it's called the TSX and it has a far better front suspension than that horrid little ILL5 you're pawning off as luxury.
this on is similar looks like civic. what is its market price.
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2012 FIAT 500 ABARTH
Acura give up already.... your formula is not working. It's been going downhill ever since the end of the 90's. Trading a Lux Accord (TSX) and down grading to Civic Hmmm.
If Acura didn't have the TL or MDX the would be done like Suzuki.
the appearance is mediocre at best, and it just doesn't look premium, or near premium either. the rear is stubby, the lights (back and front) look cheap and i am really glad it is not sold in australia
Acura is to Honda as Lincoln is to Ford.
Honda/Acura were initially about value, but with there being no excuse for better styling they've fallen behind in today's world. Time to really up their styling game like Lexus is finally doing.
Who is spending $40k on a Civic?
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