‘Year of Type S' for Acura

Acura is heading into a critical phase of brand rebuilding with the launch of a redesigned MDX crossover this month, the new generation of the TLX sedan that went on sale late last year and the return of the Type S sports trim for both models this year.

Redesigned products and a renewed focus on performance were major themes at the Acura make meeting during the NADA Show last week, with expectations for stronger sales ahead, said John Connelly, chairman of the Acura National Dealer Advisory Board and owner of Acura Columbus in Dublin, Ohio.

American Honda and Acura executives attending the meeting declared this to be "the year of Type S," Connelly said.

"We'll see it in the MDX and TLX. They know that the customers have been asking for it, and they said it will be a good boost for the year."

Acura last marketed Type S variants more than a decade ago. The MDX is the first crossover to get the performance treatment. Connelly said he's hopeful that both the TLX and MDX with the sports trim will be on dealership lots in the first half of the year.

Inventories, which are an industrywide concern because of the coronavirus and a semiconductor shortage, were a key topic of the meeting. Acura is focused mostly on ramping up production of the MDX and making sure dealers have enough supply given strong customer demand for the new generation of the three-row crossover.

Acura told dealers it is keeping a close eye on the global microchip shortage to make sure retailers get their vehicles, Connelly said. "Inventory hasn't been an issue with Acura."

Management and dealers also discussed some of the lessons learned during the pandemic — particularly finding new ways to communicate with each other and with customers.

"If there's anything we've learned with the pandemic it's that communication is very important," Connelly said.

Another important topic was digital retailing, as Acura rolls out more brand-driven tools for online sales of new, certified pre-owned and non-certified used cars.

"They are working on ways to accelerate that," Connelly said. "Honda and Acura are working on ways to make us more transparent online."