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http://www.autonews.com/apps/pbcs.d...0121210/OEM03/312109938/rocky-ilx-launch-has-acura-execs-plotting-quick-changes

LOS ANGELES -- Acura sales are climbing again after last year's earthquake-caused inventory crisis, but the launch of the ILX compact sedan has been a disappointment for Honda's premium brand.

Now Acura is planning a powertrain change for the ILX and will highlight technical features on the RLX flagship sedan due next spring as part of a strategy to return brand sales to the 200,000 level.

The ILX "is not hitting its sales expectations," said John Mendel, American Honda executive vice president.

The ILX is based on the Honda Civic platform. And although some Audis borrow from Volkswagen and some Lexus models take from Toyota, the ILX's roots may be a bit too evident against the BMW 1 series and Lexus CT 200h.

The car was meant eventually to replace the aging, slightly larger TSX. But November was only the second time since the May introduction of the less-expensive ILX that it outsold the TSX, which is still going strong.

The ILX is being outsold by the Buick Verano, Volkswagen CC and Audi A4, though it has an edge on the CT 200h and the outgoing Audi A3.

Last month Acura sold 2,108 ILXs, compared with sales of 3,574 Veranos, 3,343 A4s and 2,197 CCs.

The main problem: The base and midgrade ILX have a 2.0-liter engine that is "underpowered, and consumers don't see the value," Mendel said.

What's more, the upmarket 2.4-liter engine only comes with a manual transmission. Though it's pitched as a performance feature, few Acura buyers actually want to row the gears.

"The car was planned for a 2.4 automatic, and we're working to fulfill that," Mendel said, though he could not say when.

"We're looking to sell about 30,000 units a year, and we're probably closer to 22 or 24 right now," Mendel said, speaking of the annual sales rate. "We're hitting two-thirds of our expectations, but we're growing every month and catching on more."

Fortunately for Acura, the redesigned RDX compact crossover -- also launched this year -- is off to a stronger start. It is outselling the Audi Q5 and Volvo XC60, and is hot on the heels of the BMW X3.

Although it shares some components and a platform with the Honda CR-V, the RDX has a more distinctive interior. The jerky turbo-four engine has been replaced by a smoother V-6 that has more power and better fuel economy.

The launches of the ILX and RDX set the tone for the redesigned RLX flagship sedan due next spring.

The current RL has been a flop, averaging just 35 sales a month for the past two years. Mendel wants to market the RLX as a technical tour de force, but with the twist that it offers "technology that improves your skills, not that takes them away."

That means pushing items like the RLX's standard Precision All-Wheel Steering (PAWS) system, which allows the rear wheels to have independent toe control during cornering. The rear wheels have their toe-in angles adjusted by electronic actuators while cornering, giving much crisper handling.

"The RLX has the right package to compete with more expensive vehicles," said Art St. Cyr, American Honda's head of product planning and logistics. "The previous RL didn't match what the customers were looking for."

Most luxury manufacturers have allied themselves with premium audio suppliers, and Acura is no different. The RLX will feature a system by Krell, which sells home stereo speakers for upwards of $65,000 a pair.

"We have to discover more ways to get this vehicle in the hands of people," said Mendel. "We need to get butts into seats."

Mendel is looking at expanding the loaner program Acura has with the W hotel chain. Currently, the program only offers guests a ride in the MDX crossover. But the RLX's much larger backseat allows that vehicle to be used as well, he said.

Acura sales were in free fall during the recession. In 2010, Acura sold barely half of its 2005 peak of 209,610 units. This year, sales are up 27 percent and the brand should easily break 150,000 units. And executives have said 200,000 units is a near-term goal.

Should RDX sales continue to be strong, and if the RLX does well, Mendel expects to hit that number in the next year or two -- especially with a redesign of the MDX mid-sized crossover coming next year and the redesigned TL mid-sized sedan and new NSX sports car coming in 2014.

"We have never had a true flagship sedan," said Mendel. "We're in a position now where we can build that flagship, and in a couple years we get the [NSX] sports car. It's when we need it that we will be delivering our signature in terms of smart luxury."

Hmmm...are the actual handraisers who'd consider this car actually complaining? I agree, this car SHOULD be a Civic with its pricetag, and not an Acura. Most of the ones I've seen have been purchased by young, professional women who are just ready to climb the corporate ladder. I guess the ILX has nothing on the IS250, or the Germans. They can just ante up and buy the TSX, which is the better buy IMO or learn how to drive stick and get the 6 speed.

 

Acura is shocked by this? You don't create a car catered to a higher price bracket on a cheap econo car. Sure it looks quite different but in America its a tough sell to have such "anemic" powertrain option for a "high" premium. But also the fact you're pricing such a car towards a demographic that likes to be "exclusive," and not the same as neighbor Joe's engine in his Civic that cost thousands less. But I'm wondering if its not just the powertrain itself. There's more to it. Its not a terrible looking car, its just very forgettable and IMO not that competitive. It would have worked 7 years ago but these days...eh. Acura has bigger problems than just this car, the elephant is in the room but Honda/Acura are arrogant and too prideful to admit Acura is in the black hole of identity...meaning they have non. They are losing if not already their clout. They had some nice cars but I'm talking about now. They are higher priced Honda's, they are too much like Honda's. But there's no strong brand identity and most don't know or think of Acura these days, its lost in the void of space. They are kidding themselves if a simple powertrain will change stuff. Sure it will garner more sales I'm sure but I'm sure its superficial. Idk.

 

couldn't they just stick the accords i4 in it?

 

no, because ILX's are basically Civics underneath

 

This aint Europe..

I think Honda has made many mistakes..

But looking at the new Civic, i have to say that they indeed did learn things the hard way..

 

If their goal is to sell more than 23 a month, they'll add an automatic to the 2.4 model.


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If their goal is to sell more than 23 a month, they'll add an automatic to the 2.4 model.

that would boost civic si sales as well

 

I believe the 2003 Corolla is rated for a faster 0-60 than that!

 

With a 5-speed, it probably can. The automatic though, is hampered by that 4-speed and those are roughly 10 second cars rather than 9 like the manuals usually are.

but brz/frs is sports car, ILX is.....not, which is why they should offer slush box

The stupid thing is, the CR-V uses the exact same engine with different tuning but has a 5-speed automatic, and it also happens to be the older design too. Why would Honda forgo parts bin engineering when this is something they've done with great success in the past? It seems now their going to stuff the CR-V box into the ILX realized the catastrophic error they've made in not doing that in the first place.

 

Honda and Acura are going to do what needs to be done so that this car is a sales success.

 

2nd thing they need to do is slash the price otherwise the new accord is a more logical buy.

 

http://blogs.automotive.com/exclusi...ter-engine-in-ilx-compact-sedan-nsx-pricing-discussed-121509.html#axzz2Ewf9XmBR

Looks like the demise of the 2.0 were premature. Aww shucks.

 

No surprise here. I looked at the ILX and was surprised how small it was. For the price they're offering, I rather get a Accord Sport w/ 6spd, the aero package, and some nice wheels to go with it with spare change to buy prime rib at Lawry's right after.

 

so has anyone seen one on the roads yet?

 

I have but I live in a place where this car has a market. That said this one appears to be the least successful of the bunch, I've seen plenty of ELs and CSXs but the ILX thus far is already rarer than the new ES and GS.

 

Seen maybe 2 and I feel bad for the owners as if they are getting shafted.

 

really? i like the styling but its overpriced for 150hp and 5-speed automatic for a "luxury" car! :facepalm:

 

Which is why I feel bad for the owners. I feel as if they are getting shafted for their money.

Also the rear end is ugly IMO.

 

Which is why I feel bad for the owners. I feel as if they are getting shafted for their money.

Also the rear end is ugly IMO.

Looks kinda mazda-ish but i dont have a prob with it. Verano rear end, now that is ugly.

 

Yeah Lexus IS are very popular in California.

Even the ES.

But seriously I really don't understand all the hype about BMW. For one thing their interiors are extremly terrible, no matter if your talking base or top model. They're a tier below.

Also their performance isn't all that impressive for their price. And let's face it, their designs aren't very attractive.

Lexus have are if subtle elegance and the interiors are top notch and the engines and driving experience of Lexus are very refined.

 

BMW and Merc don't have to deliver if they really didn't want to and for a time being Mercedes hasn't. Why is Lexus always considered a tier lower? They don't have any brand prestige and that's all Merc and BMW need to essentially beat Lexus. The ability to look down on others is what some people strive for, which is why a lot of BMW drivers end up being utter douchebags. They'll be bought as status symbols, is it a really stupid reason to buy a car over another, I certainly think so, but for many this is apparently a valid reason.