Acura Shifts Focus: Future to Feature More Internal Combustion Engines and Hybrid Vehicles Rather Than a Full Electric Lineup
In a notable shift from its initial all-electric lineup strategy, luxury car brand Acura has announced that it will expand its offerings by introducing new hybrid models and extending the lifespan of key Internal Combustion Engine (ICE) models.
Key Points in Acura's New Strategy
- Hybrid Models: Acura will introduce new hybrid models into its lineup, with potential candidates including the RDX and MDX crossovers.
- Internal Combustion Engines: The production of ICE models will be maximized alongside hybrids to cater to customer preferences in North America.
- Flexible Manufacturing: Acura’s strategy involves utilizing flexible production facilities, notably an EV hub in Ohio, which can accommodate ICE, hybrid, and EV models on the same production lines. This allows for adjustments based on customer demand.
- Continued EV Development: Despite the pivot, Acura remains committed to its electric vehicle development, with plans like the launch of the RSX SUV in 2026.
Acknowledging Market Needs
This change in strategy reflects a broader industry trend, where several automakers are reassessing their EV strategies in response to consumer behavior and market conditions. American Honda CEO Kazuhiro Takizawa confirmed that production of ICE and hybrid models will be maximized to meet the needs of customers in North America.
The Challenge of Transitioning
Takizawa-san expressed frustration with policy, which has made compliance a moving target for automakers. He also responded that changing the powertrain requires starting from scratch, and it's quite difficult.
Partnerships for the Future
To address the need for charging infrastructure, Acura is participating in the Ionna EV infrastructure initiative. This partnership aims to support the growth of electric vehicles and provide a seamless charging experience for customers.
The development of new vehicles usually takes 4 years or more, so it's expected that we will see the fruits of Acura's new strategy in the coming years. Honda's strategy to invest in flexible production in their EV hub in Ohio is proving to be smart, as it allows for adaptability to the evolving needs of the market.
[1] Automotive News, December 2021 interview with Emile Korkor, Assistant VP of Acura National Sales. [2] Interview with Kazuhiro Takizawa-san, American Honda CEO. [3] Honda press release, date unknown. [4] Car and Driver, date unknown.
- Acura is expanding its lineup with new hybrid models, such as the RDX and MDX crossovers, to cater to customer preferences, as part of a strategic shift in the automotive industry.
- Japanese automaker Honda, which owns the Acura brand, is committed to continuing its electric vehicle development, with plans like the launch of the RSX SUV in 2026.
- In response to market conditions and consumer behavior, several automakers, including Acura, have reassessed their electric vehicle strategies, resulting in a focus on hybrid and Internal Combustion Engine (ICE) models.
- The challenge of transitioning lies in complying with policy, which has proven to be a moving target for automakers, and in starting from scratch when changing the powertrain, as expressed by American Honda CEO Kazuhiro Takizawa.
- Acura is addressing the need for charging infrastructure by participating in the Ionna EV infrastructure initiative, in an effort to support the growth of electric vehicles and provide a seamless charging experience for customers.
