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When I here names like ILX and TLX, I have to look them up to see what the difference is. I never had to do that years ago when they had names, I knew immediately what a Vigor or an Integra was.
When I here names like ILX and TLX, I have to look them up to see what the difference is. I never had to do that years ago when they had names, I knew immediately what a Vigor or an Integra was.
Acura got what they wanted, good idea or not.
They went to the system because people always said I drive a "Legend" or "Integra" or "Vigor" (for the 12 people that actually bought one). Versus, for who they see as their biggest competitor, everyone always just said I drive a "Lexus". So now, I think they've achieved what they want and more people say "Acura" as the letters are meaningless to most (although I think "MDX" has some brand value/appeal).
Trying to market the brand over the model could be good or bad, depending upon what you have behind it....
Yep. They made a huge mistake by dropping one of the best known names in the near luxury market when they killed Legend for the GL or whatever the heck they named it.
People like names. Gearheads get numbers, especially when they meant something like engine displacement or features like fuel injection (BMW's 320i, the i is for infektion, and the Mercedes numbers were the engine displacement)
Yes. The letter/number system only really works for the German car makers and Lexus.
Acura Legend sounds better than RL or RLX, for instance. They were building good brand equity with that name - it says something that even 24 years after the Legend, which was only made for 10 years, was discontinued, it has more brand equity than RL which was made for 17 years and discontinued just 6 years ago for the RLX.
The line-up of names they had in the early 1990s - Integra, Vigor, Legend - made a lot of sense, and they still have that sedan lineup - Integra = ILX, Vigor = TLX, Legend = RLX. They'd have to figure out something to call the SUV's but that shouldn't be too difficult. I could see keeping MDX, after all Honda has the CR-V which is a letter based name, and the MDX name has been around for 19 years and has built up a lot of brand equity.
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