Acura is undergoing a profound product transformation, which started with the RDX compact crossover and significant refreshes of other models, but 2020 in particular should position the brand to conquest rivals and increase sales in a flat or down market. Both the TLX midsize sedan and MDX midsize crossover will be fully redesigned.
"The market isn't growing, so everybody's trying to conquer each other's sales," said John Rickards, chairman of the Acura National Dealer Advisory Board and president of Bobby Rahal Automotive Group in Pennsylvania. "And I would say for Acura, if there's a time that's right to be doing their conquesting of other brands, it's now; 2020 is going to be the year."
Even without a lot of product news last year after the RDX was redesigned in 2018, Acura held its own with recently refreshed products, factory support for the growing certified pre-owned program, and targeted incentives when they were needed.
New sales fell 1 percent overall, but some vehicles such as the ILX sedan made big conquest gains.