Acura has managed to attract the bigger percentage of buyers aged 18-34 among luxury brands in the US, something that fits in perfectly with its 30th anniversary.
The ILX has been enjoying the top selling spot for the past four years, and the first place among millennials has been secured with the RDX and MDX with the RDX being the number one model in its segment in this important buyer group.
Honda’s luxury brand is also launching a new marketing campaign titled “30 Years Young” that, in its own words, is showcasing its youthful spirit. The main spot takes viewers on a journey through Acura’s history blended with their current lineup, including of course the new 2017 Acura NSX hybrid supercar.
“The Acura brand is 30 years young, and we wanted this spot to communicate the energy, excitement and optimism that surrounds Acura at this important moment in our history,” said Jon Ikeda, vice president and general manager of the Acura Division. “As we continue to focus on advancing our Precision Crafted Performance DNA, we are excited at how this direction is resonating with our millennial customers.”
Last year’s sales have been the best since 2007, with the brand enjoying four successive years of growth. The company is now working on the launch of the much anticipated, twin-turbo hybrid NSX supercar in a bid to further boost their image, while the significantly updated MDX SUV is scheduled to hit the market later this year.