Honda to invest $1 billion into Acura

Acura has always been a major contender in the luxury segment, but Honda is getting its act together as the company has reportedly decided to invest $1 billion (€769 million) dollars into the brand.

The end result is that the company will launch an series of new products including the RLX, MDX and NSX. It can’t be said whether the new models will finally attract buyers, but Honda is confident they will enable the brand shun its second-tier status. This is seen as important since Acura has been stated as sort of a value brand which will deter the consumers to pay premium prices.

Irrespective of the result, the plan to invest marks as a sudden change in the mindset from four years ago when Honda President vehemently wrote the brand off by shunning plans for V8 engines, rear-wheel drive platforms and a V10-powered NSX.

This is good news since the original decision was to give up the idea but the sudden change in decision has been taken in the interest of the company and Honda hopes the investment will mark a new beginning.

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