A buddy of mine asked me if I ghost-wrote Mark
Rechtin's AutoNews article "Acura finds sales, still seeks luxury
identity" http://www.autonews.com/apps/pbcs.dll/article?AID=/20101220/RETAIL03/312209984/1274
as it reminded him of our three-part series written earlier this year, in which
I discuss Acura's identity problem:
- Audi & Segmentation (May 13);
- Segmentation Part 2 - Acura needs a true flagship (May 13), and
- Segmentation 3 - Cleaning up Acura (August 8).
The frustration with Acura is that, while on one
hand it continues to say that it's happy with the intelligent value shopper,
articles like Mr. Rechtin's yet belie a keen sense of misgiving at Acura that
it apparently actually wants to measure up to "real" luxury brands
where it matters most - in the perception of the consumer. This is where I
scratch my head.
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