Acura Charts Sales, Customer Satisfaction Success
With over a quarter of a million units sold in less than three years of operation, the Acura Automobile Division of the American Honda Motor Co., Inc. continues its strong performance in the highly competitive luxury/performance market segment of the U.S. automotive market.
"Acura has definitely become a force in the industry, " said Acura vice president Ed Taylor. "The luxury/performance market segment is extremely competitive, and the Acura Division has established itself as a strong contender. Especially gratifying has been our number one finish in the J.D. Power Customer Satisfaction Index (CSI) report for the second consecutive year. "
The Acura Division finished first in the J.D. Power CSI survey in 1987 after its first year in business. The report measures customer satisfaction for both the product and dealer service during the first year of ownership and is conducted annually by J.D. Power and Associates, an industry recognized independent automotive market research firm.
In 1988, Acura again ranked number one in the survey, over second place Mercedes-Benz.
"While the CSI report obviously rates our products very highly, it is the service provided to our customers by our Acura dealers that has been the key to our number one ranking," said Taylor. "Customers in this market segment demand and deserve excellent service. More than anything else, our showing in the CSI report reflects on our excellent dealer network."
Currently, there are 263 Acura dealerships in the U.S., comprising a network that began with 60 dealers on opening day, March 27, 1986.
Public acceptance of the Acura Legend line of luxury/performance sedans and coupes, and of the Integra line of 3-door and 5-door sports sedans, has also grown since their initial introduction. After strong first-year sales of 52,869 for the nine month period in 1986, the Acura Division sold 109,470 Legends and Integras during 1987. Through August, 1988 Acura sales stand at 84,815 units, with total sales for the 1988 calendar anticipated to reach 140,000.
Both the Acura Legend and Integra lines continued to garner recognition during 1988. The Legend Sedan and Coupe were named to ROAD & TRACK's"10 Best Cars Based On Value" list for 1988, and the Coupe was chosen as one of their "10 Best Cars In The World." Both the Legend Coupe and Integra were named to CAR AND DRIVER's "10 Best" list as well.
All Acura models feature programmed fuel injection and 4-valve-per-cylinder engine technology. The twin cam, 16-valve engine featured in the Integra 3-door and 5-door sports sedans produces 118 horsepower for spirited performance. The Legend Sedan and Coupe are powered by a single-overhead cam, 24-valve V-6 engine delivering 160 horsepower. Both lines feature sophisticated engine technology derived from Honda's highly successful Formula 1 racing program.
For the second consecutive year, Honda-powered race cars have dominated the F-l circuit, with the McLaren-Honda team dominating every race to date. Last year the Williams Team, powered by Honda's 1.5-liter turbocharged V-6, won the Constructor's Championship and the Driver's Championship for Nelson Piquet. In 1988, McLaren drivers Alain Prost and Ayrton Senna have won nearly every race, clinching the Constructor's Championship and dueling for the Driver's title.
"Acura's racing heritage from Honda Motor Co. Ltd. has played a key role in product development and our success." Taylor said. "In the years ahead, competition in the luxury/performance market will become even more intense. as other manufacturers from Japan introduce their own upscale divisions."
"The Acura Division will have a three year head start -- three years of solid growth and success. We will have to work even harder to increase and maintain the kind of edge reflected in our high customer satisfaction ratings."