Honda today announced it would turn its luxury brand inward, introducing Acura vehicles in Japan beginning in 2008. Just as Toyota did earlier this year with its Lexus brand, Honda is looking to sell the Japanese market on a prestige brand that doesn't come from Germany, but that, like the game show "Takeshi's Castle," originates within its own borders. (According to the Associated Press, Nissan too wants to bring its Infiniti brand to Japan.) It, like its rivals, is also looking for a way to boost profit margins in Japan, where car sales have been flat year to year, despite that country's economy snapping back from a decade-long period of slow growth. Honda is starting its plan with 100 dealerships across Japan.
Honda to Introduce Luxury Acura Cars to Japan in 2008 [The Auto Channel]
Lexus Goes to Japan: First Models Unveiled [internal]