The push for greater sales has not only lead to the creation (and eventual) release of the TLX – the model set to supplant both the TL and TSX – it also prompted Honda to do something for the first time since it created the Acura brand. Starting this year, Acura and Honda will have their own marketing departments. This move provides the opportunity to create distinct advertising campaigns that champion each brand’s strengths, as well as give clarity to its employees and consumers, respectively.
Mike Accavitti, former head of marketing for both Honda and Acura, expressed gratitude and relief regarding the announcement by American Honda Motors. He will now be solely responsible for Acura’s marketing as its new general manager; Jeff Conrad, now Honda’s general manager, will assume those responsibilities for his brand. Though they now have the ability to create a singular focus, becoming general managers means that both men will have additional responsibilities.
“It’s theoretically easier,” explained Mike Accavitti in an interview with Marketing Daily, “but the breadth of my assignment is greater because it’s not just about marketing; I also have sales and service.”
A problem that the Acura brand has faced is that most resources and finances were allocated to Honda, since it sold 1.3 million vehicles per year as opposed to Acura’s 150,000. Accavitti believes that with this newfound focus and a concerted effort, the company will be able to “Unleash Acura’s potential.” One of the first measures taken to unleash this potential is greater access for customer’s to provide feedback that will help guide product development; to accomplish this, a new 10-person Acura Business Planning Office offers a direct line for consumer insight.
Once the TLX comes out this summer, the brand can take time to generate clear communication with consumers about its lineup: the entry-level ILX, new keystone TLX, and flagship RLX.
2015 Acura TLX