Who Owns Acura?

Who owns Acura? Acura was first introduced to the public in 1986 as a sub-brand of Honda. A decade ago, when Honda first introduced its high-end lineup to the United States, it did it under the name Channel II. Acura has established itself as a formidable competitor to Honda, with top-tier offerings like the MDX crossover and NSX supercar.

Who Owns Acura?

About Acura

Type Division
Industry Automotive
Founded 27 March 1986; 36 years ago
Founder Soichiro Honda
Headquarters Torrance, California, United States Minato, Tokyo, Japan

Acura is Honda’s high-end and sporty North American brand. On March 27, 1986, the trademark was released in the United States and Canadian to promote high-end and sporty cars.

Sales began in 1991 in Hong Kong and continued until 2009; in 2004 in Mexico; in 2006 in China; in 2014 in Russia; in 2015 in Kuwait; and in 2015 in Ukraine; and in 2015 in Mexico; in 2015 in China; and in 2022 in Russia, Kuwait, and the United Arab Emirates (until 2018).

  • Due to economic reasons and subsequently withholding it altogether, Honda postponed its plans to launch Acura to the Japanese domestic economy (JDM) in 2008, which it had originally intended to do 2008.

  • The Japanese carmaker Honda pioneered the creation of a luxury brand, Acura. Acura was launched at the same time as a new luxury car sales channel for JDM Honda dealerships, dubbed Honda Clio.

  • This channel joined the already existing Honda Verno and Honda Primo channels. Acura outsold well-established competitors like BMW and Mercedes-Benz during its initial few years on the market.

  • There was a decline in sales in the middle the to late '90s, but the brand had a renaissance in the early '00s as a result of radical redesigns and the launch of new models.

The late 1980s saw the introduction of both Toyota’s Lexus and Nissan’s Infiniti luxury brands as a result of the success of Honda’s first flagship car, the Legend.


Acura originally used a six-speed manual gearbox with a Type II engine in the 1993 Legend coupé. There was a Type R variant of the small Integra manufactured by Acura in the late '90s; it was distinguished by a less curb weight, a firmer and lower structure, and a higher power VTEC engine.

History of Acura

The 1980s:-

The launch of the brand coincided with the introduction of similar luxury offerings from Nissan’s and Toyota’s rivals in Japan, Infiniti, and Lexus, respectively.

To maximize profits, Japanese manufacturers had to sell higher-priced vehicles to the U.S. market since their domestic market was subject to voluntary export limits.

After ten years of planning and preparation, Honda launched 60 new Acura showrooms across North America in 1986. With the tagline “Acura. Precision Crafted Automobiles,” Acura became the pioneering Japanese luxury automaker.

Both the five-door and 3 hatchback versions of the compact Integra and the four-door executive Legend were part of its debut lineup.

The Legend was developed as a consequence of Project XX, a collaboration between Honda and the Austin Rover Group of the United Kingdom.

While the Honda Integra was an upgraded version of the Ricoh Quint hatchback, it shared several mechanical components with the Rover 800 series.

The 1990s:-

Acura’s midship V6-powered, rear-wheel-drive NSX sports vehicle made its début in 1990, five years just after Legend and Integra.

The “New Sports eXperimental,” or NSX, was promoted as the first Japanese vehicle that could hold its own against the likes of Ferrari and Porsche.

Both for the Honda and Acura companies, this vehicle acted as an “image car,” announcing the arrival of Honda’s VTEC engine technology.

The NSX was the first production car to be made entirely of aluminum, and it was advertised and seen by others as the “Common Supercar” because of its accessibility, quality, and dependability, none of which were common in the supercar market at the time.

Acura’s “A-badge” is a stylized pair of calipers, a tool used for exact measures, and it was first seen on the NSX.

This was done to convey the message that Acura automobiles are constructed to stringent and demanding standards.


Acura’s renaissance began in the early 2000s when the company released a string of newly styled vehicles.

The 1999 Acura 3.2 TL luxury car was the first of them. The 3.2 TL was praised for its well-rounded combination of sportiness and luxury, despite critics’ claims that it did not excel in any single area where luxury cars often excel.

Buyers were ecstatic with the TL because of its attractive features and reasonable pricing. Recent Acura models have continued this trend of extensive standard features and a few optional extras.

Acura added a new coupe to their lineup in 2001; it was given the RSX moniker. In other words, it was meant to take the place of the discontinued Integra.

In Japan, the Honda Integra (DC5) was sold under the RSX name. Therefore, the RSX may be thought of as the next generation of the Integra.

The RSX enjoyed the same level of success in the aftermarket tuning industry as Integra. Nonetheless, Acura discontinued the RSX after 2006, and it was subsequently discontinued in Japan.


For the 2004 model year, a new TL was available with a V6 rated at 270 horsepower (200 kW) according to SAE’s most recent technical specifications.

Sales in the United States skyrocketed to 70,943 units in 2005 thanks to the all-new TL. Furthermore, the Acura TSX debuted in about the same period.

  • The 2005 model year of the second-generation RL was named to the Car and Vehicle Ten Best list, and it was also named an “Editor’s Choice” by CNET.com.

  • As the RL was being debuted, the public did not consider Acura to be on the level with its German competitors, and it had higher expectations for the Japanese automaker.

  • Acura’s RDX is a compact SUV built on the company’s unibody chassis, and it was first offered to buyers in the United States in August of that year.

  • It employs Acura’s SH-AWD technology and is powered by the same turbocharged 2.4-liter 4-cylinder engine found in the RL.

A new generation of the RL was released in 2005, and it included a V6 engine with 300 horsepower (220 kilowatts), updated exterior design, and Super Handling All-Tire Drive (SH-AWD), which can direct nearly all of the vehicle’s torque to a single wheel during a turn.


Honda’s VTEC hydraulic valve timing technology was first introduced to the North American market in the 1990s with the release of the NSX, an immediate post exotic sports vehicle that served as a realistic alternative to European sports cars of the same ilk.

US sales:

Calendar year Total US sales
2010 133,606
2011 123,299
2012 156,216
2013 165,436
2014 167,843
2015 177,165
2016 161,360
2017 154,602
2018 158,934
2019 157,385

Marketing Strategies of Acura

According to Honda, the Acura logo, which debuted in 1990 for the 1991 generation year, is a caliper, a measuring device used in design that may alternatively be read as a crooked “H” (for Honda) or a stylized “A” (for Acura).

  • The initial logo, which was used without Soichiro Honda’s knowledge or consent, lacked the “H” formed by the tiny horizontal bar connecting the two vertical pillars.

  • Soichiro Honda ordered the destruction of the 5,000 badges that had already been manufactured, including removing the insignia from 309 vehicles that had already been manufactured (US-spec Integra, Legend, and NSX models).

  • The newest cutting-edge technology, such as keyless ignition and a blind spot monitor, are standard on the Technology and Advanced trim levels.

  • The Type-S and SH-AWD variants are built for speed, hence they have much more horsepower than the base models. The TL is one car whose trim levels are a hybrid of those of other models (i.e. “SH-AWD with Advance”).

  • Acura’s partnership with Marvel Entertainment began in 2010 with the release of Iron Man 2, which included a ZDX in the post-credits sequence.

The fictitious S.H.I.E.L.D. agency from Marvel Comics has officially adopted Acura as their vehicle of choice thanks to a marketing campaign revealed on April 20th, 2011.

Several Acuras, including the MDX, ZDX, RL, and TL, had cameo appearances in subsequent Marvel Studios films, including Thor and Captain Marvel: The First Avengers. Instead of his usual Audi R8, Iron Man (Robert Downey Jr. in The Avengers) drove an exotic Acura sports car built for the movie.


The current advertising theme for Acura is “Precision Crafted Acceleration.” There are a variety of recent models to choose from, each with its own set of trim levels, including the Technology, Advance, Type-S, SH-AWD, and A-Spec.

Specifications for Acura’s Security:

When shopping for a new Acura in the San Antonio area, we at Gunn Acura know that safety is at the top of the list of priorities for prospective buyers.

This is why we are so pleased to provide Acura buyers with vehicles that include the most up-to-date Acura safety technology, so that you may drive with complete peace of mind.

San Antonio drivers trust Acura:

All Acura cars have a 5-Star Aggregate Product Score from the NHTSA, proving the firm prioritizes passenger safety. Acura’s safety features include:

  • Collision Mitigation is offered on the RLX and MDX as part of AcuraWatchTM. You’ll be ready for anything with this cutting-edge gear. Acura’s radar or camera will flash a warning and automatically stop if you don’t react in time.

  • Adaptive Cruise Regulation and Lane Change Assistance are top driving aids, maintaining you secure and on track.

  • Jewel Eye® LED headlights with fog lights are designed with brighter LEDs to improve visibility. Acura’s automatic dimmer features reflect that emphasis.

  • Blind Spot Assist helps you be prepared. Customers can receive alerts if something is on their route on the road, preventing accidents.

  • Vehicle Stability keeps you safe on Fort Lee’s icy roadways. Acura brakes instantly adjust to a lack of traction.

  • Acura’s ACETM Body Structure will be crucial in a collision. Acura’s structure spreads impact energy across more of the car to protect people in a frontal collision.


It was a feature-packed Honda Accord that had been rebadged for the European and Japanese markets. With the introduction of this model, the Acura line-up lost its last 4-cylinder sedan (except for the Canadian market Acura CSX, which replaced the EL in 2006).

Frequently Asked Questions - FAQs

Here we discuss some questions frequently asked by people.

1. Do the United States or Japan claim Acura as their own?

Founded in 1986, Acura was the first Japanese carmaker to launch a premium brand in the United States. Since 1995, with the introduction of the Acura CL, and continuing until 2022, with the introduction of the Acura ILX, Acura has designed, developed, and manufactured automobiles in the United States.

2. Do Acuras share Honda’s quality?

In contrast to Acura automobiles, Honda models are known for being exceptionally dependable, fuel-efficient, and safe. Although there is some duplication among Honda and Acura models, whether you’re seeking a compact car, midsize car, compact SUV, or medium SUV, Honda is the best option.

3. Is there still a market for Acuras?

Some Acura models are more likely to retain their value than others. A 2017 Acura, on average, retains 75% of its initial price after five years on the market. The Acura Properly identifying is a good example of a car that doesn’t depreciate rapidly.

4. Which is more upscale: an Acura or a Lexus?

Lexus, a premium Toyota brand, is well-known for its high standards of quality and dependability. All in all, Honda’s cars are more refined than Acura’s.

5. Is there a brand that’s superior to Lexus?

Famous luxury automobile manufacturers include Lexus and Mercedes-Benz. However, Mercedes-Benz’s dependability is unparalleled. The overall performance, distinctive interior amenities, and fuel economy of Mercedes-Benz vehicles are superior to those of Lexus vehicles.

6. Should I consider buying a pre-owned Acura?

Acura automobiles can be more reasonably priced than some other luxury brands, despite the company’s positioning as a high-end manufacturer recognized for its speed. But stay with me, because I’ve got good news.

7. Can someone please explain why Acura uses this phrase instead of Honda?

Because Acura is only a brand name imprinted on select Hondas marketed in the United States, it is a complete and utter fabrication.

8. Why do Acuras go under the name Honda?

In the 1980s, the Japanese government imposed limits on the export of vehicles to the United States. Due to the regulations, exporting luxury vehicles was the most lucrative option. Because of this, in 1986 Honda launched Acura, the country’s first luxury auto brand.

9. What does Acura specialize in?

As the best carmaker, Acura is recognized for producing reliable, stylish, and high-tech vehicles. Acura is a highly regarded division of Honda, one of Japan’s top automakers. Tokyo, Japan is home to the company’s administrative offices and heart.

10. Which Acura model is the best one to get?

For $31,550 (MSRP*), drivers may get their hands on the very pinnacle of Acura’s luxury sedan lineup: the A-Spec with Technology Package.


The Acura brand may have its roots in Japan, but its automobiles are assembled in the USA. Acura produces the family-friendly Acura MDX and the track-ready Acura NSX, proving that the brand has a high-end vehicle tailored to any need. If you care all about keeping employment in the United States, then you should make Acura your top priority.

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