Acura says the new TLX midsize sedan is selling well in the United States, with promising prospects after two full months on the market. Tipped to revive Honda’s luxury brand, the TLX convinced 4,890 U.S. customers in October, with only the MDX seven-seat crossover posting slightly better sales.
October TLX sales were up 26 percent from September, the first full month of sales for the TLX, which arrived in dealerships in late August. The TLX accounted for nearly one-third of Acura’s sales volume overall, with deliveries for the brand rising 8 percent in October.
“The TLX is going to be a core product for us. Whether it’s 1 or 2 [in the lineup] remains to be seen,” Acura general manager Mike Accavitti told Automotive News.
The TLX replaced two models – the TL, which midsize sedan customers deemed too large, and the TSX, a car that failed to deliver enough performance. According to Accavitti, regaining visibility in the midsize sedan segment is critical for improving Acura’s image. “To really drive prestige for a luxury brand, you do it through the midsize market,” the executive said.
That’s why Acura has allocated nearly a third of the TLX’s marketing budget to digital advertising, more than for any other vehicle in its history. The advertising campaign’s tagline is “It’s that kind of thrill,” and Accavitti says it tells potential customers that the TLX is a legitimate performance car, but not an impractical one.
“It’s not the fastest car you ever drove in your life, but it’s not supposed to be. It’s enough performance for consumers to suit the type of driving that they do,” the executive said.
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