Acura has so completely forgotten what it is (handsome, nimble, well-built low-priced luxury) that it is going to give being Subaru a shot. They may go all-AWD.
Automotive News reports that Acura plans to go all-in on all-wheel drive, in the hopes that it gives the brand some kind of identity.
"Looking at Subaru, I felt that we have to have a strong, clear direction as a brand," [Acura's top global executive] Fukuo told Automotive News. "What's important is to have the technology, styling and performance to evolve all together. Otherwise, I don't think we can increase the number of loyal customers, so-called Acurists."
The Acura exec went on to say that AWD could set Acura apart in the luxury world, somehow forgetting that Audi exists.
This move towards all-wheel drive comes after Acura tried dying its hair, getting its ear pierced, and wearing really loud band t-shirts in the hope that everyone else in middle school will finally notice them now.
Truth be told, luxury car sales in America are veering further and further towards AWD. Here's a line from Edmunds, quoted in Bloomberg when Tesla announced the Model S is getting AWD.
From 2009 through the first six months of 2014, the rate of premium luxury buyers who opted for all-wheel drive rose to 46 percent from 33 percent, according Edmunds.com.
So it's a fair business play for Acura to continue to focus on what's doing well (AWD). But an identity based on added rear diffs? Ask Audi's racing department how much that image costs to cultivate, or ask Subaru how many years they slogged through their granola-cruncher rep before hitting sales records.
Photo Credit: Acura (the first SH-AWD Ac, the 2005 RL, is pictured)