In March 2006, the Honda Motor Company celebrated an important milestone: the 20th anniversary of their luxury brand, Acura. Created to give Honda aficionados an opulent make that they could be proud of, Acura has successfully expanded the companys reach far beyond more prosaic models such as the Civic and the Accord. Today, Acura is a very different brand than the company that was birthed in 1986. Lets take a glimpse at Acuras past, their present line up, and what the next 20 years may bring for this esteemed Japanese automaker.
Back in 1981, Honda saw an opportunity opening up for itself that no one in Hondas headquarters wanted to miss out on: building and selling luxury cars to American consumers. Mercedes and BMW were both gaining traction in the U.S. as American luxury brands Cadillac and Lincoln sputtered and lost market share. Honda was already receiving widespread consumer acceptance and critical acclaim for the three models it was then selling in the U.S., so the decision to market more expensive and upscale cars was viewed as a strong possibility.
When Honda management decided to go with the upscale brand, they did this knowing that the cars would...
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