Five Questions with Acura: A Brand on the Brink of Revival

November 11th, 2015 by

Acura is in the midst of rediscovering itself. For the past several years, Honda’s luxury division has had decent offerings, but nothing that set the world on fire the way names like NSX, Integra and Legend did during Acura’s heyday in the 1990s. But Acura promises things are about to change.



During the 2015 SEMA show, we had a chance to sit down with Jon Ikeda, vice-president and general manager of the Acura division to discuss the NSX, Ludacris and where Acura is heading in the future.

Q: Why restore Ludacris’ Acura Legend?

A: The guy is obviously so passionate about the brand and the car. When we talked to him, it became very clear to us that he was very attached to this car. I can relate to that, being a car guy myself. I’m sure a lot of people understand the emotional attachment that can build up with a car.

At that point, whether we fixed the car or not, he wasn’t going to throw it away, so I said, “C’mon, it’s the right thing to do. Let’s fix this guy’s car.”


Q: Acura always has a strong presence at SEMA. What is it about this show that’s important for Acura as a brand?

A: Our brand’s heritage goes back to precision-crafted performance, and I’m sure there are a lot of fans out there, whether it’s a new Acura or original Integra, who understand tuning and having fun with your vehicle.

I really feel strongly that it’s part of our heritage, this whole scene, and as long as we’re in it, we should be a big part of it.


Q: It must feel pretty good having the NSX on display at SEMA. How long until we start to see modified NSXs all over SEMA?

A: I have no idea exactly on when that will be, but I’m sure it will start to happen. To just get this car out in the hands of people who want to drive this vehicle, is an exciting time for the brand. It’s the epitome of precision-crafted performance for us.

Q: And speaking of the NSX, can you give us any details on the rumored baby NSX?

A: (laughs) We just got this NSX out, so I can’t talk about a baby NSX. We’re focusing on this [2016] NSX right now.

I will say this though. It’s really important to tie and leverage this vehicle and its performance to all the other core [Acura] models. Like the ILX on display here, with future sport variants and things, we want to really leverage what [the NSX] brings. That’s how we did it in the past, and I think Acura really needs to do that now.

Q: Honda is beginning to utilize turbocharging on its products in North America and Acura is with the NSX. Will we see more turbocharges from Acura in the future?

A: We can’t talk about specific engine layouts and things, but performance is what our brand is about. If it needs [turbochargers] to get the right performance for vehicles, then yeah, I could see that happening.

About Rosenthal Acura

Since 1986 Rosenthal Acura has provided top of the line vehicles with exceptional service. We have received Acura’s highly coveted Precision Team Award for customer service for 19 consecutive years. We are proud to be the only Acura dealership to achieve this honor 19 years in a row.

Our dealership was founded on the principle that the customer always comes first. This means that we do not simply sell cars, our professionals help you choose a vehicle that fits your needs and after the sale we will help you keep it running like new. We attend to every detail and accommodate your personal preferences. We always go the extra mile as the premier Acura dealership in the Washington DC Metropolitan Region.

Contact us to find out more about Rosenthal Acura’s Personal Approach at 1-877-300-4226.

To visit our dealership, check our Map and Location and Department Hours – we would like to meet you in person and help you with your car ownership needs. Our dealership is conveniently located in the Gaithersburg area and worth the drive.

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