amid slumping RL sales, Acura realizes the RL is still not quite enough to compete in the $50K price range it sits in. Solution? A new V8 engine? well that doesn't make any logical sense, does it. who in their right mind would do a thing like that? so instead, they're recommending a "lower-content" version. something like the old Legend base, L and LS trim levels, i'm assuming.

http://www.autoweek.com/apps/pbcs.dl...024/LATESTNEWS

 

GO HERE TO READ THE NON MESSED UP VERSION: https://www.honda-acura.net/index.ph..._articleid=272



Acura Admits its RL is a Flop

Syracuse, NY - February 22nd -- Autoweek is reporting that Acura has admitted that it has failed with the US market version of the Acura RL and will seek to make changes to the model to increase sales. While the RL is a technological marvel and certainly the most heavily contented car you can buy for under $50,000, its lack of prestige and engine power have sent sales through the floor since its introduction last year.

RL sales are down 25% from their 'new car' pace since introduced last fall, and dealers are putting increasing pressure on the parent company to make significant changes to the model before it becomes the slow selling laughingstock that was the previous generation RL. Not only is the RL lacking a V8, it approaches $50,000. Not only is that $6,000 more than the old RL, it's a full $15,000 more than a loaded TL. "It's at a price point in foreign territory for us," Mike McGrath, chairman of the Acura dealer council, said at the National Automobile Dealers Association convention here. "Maybe Acura doesn't have the brand image" to sell a vehicle at that price. "It only comes one way: loaded. We need something in the low to mid-40s."

So what are the problem with the RL, besides its high price and no way to buy a 'base' version? They are many, and its slow sales were easily predictable.

Acura AccordWhile the TL and TSX feature sharp creases and a design coherence, the RL comes off as a rounded bar of soap. The grille doesn't match its Acura siblings, and it does not look like a $50,000 automobile. Its styling is far from ugly, but lacks the visual impact of the Infiniti M and BMW 5-Series. The styling does not set it apart from the rest of its class, and does not help with the RL's other misgivings. The fix? Nothing substanial can be done with this for now. Acura can redo the grille and bumpers and slap on some 18" wheels, but the body shape will have to remain the same through its life cycle.

Only a SixThe TL and RSX have class leading horsepower, while the RL makes due with the company's J-series V6. While it produces more power than any of its competitor's V6's, those looking for engine power likely would have already gotten a Benz, Bimmer, Infiniti or Lexus V8 anyway. Whether the RL has 250 or 300 horsepower probably doesn't even matter; the fact that it has no V8 and well under 300 ft-lbs of torque does. The fix? A V8, and now! But Honda is very resistant to a V8 and cancelled its last V8 development project more than 5 years ago.

Honey, what's an Acura?Once seen in the 1980's as the premier Japanese competitor to Mercedes-Benz and BMW, Acura has slipped off the scale due to completelely forgettable models and engines in the 1990's. They have rebounded greatly with the home runs that are the TSX and TL, but the RL was simply aimed too high. It is aimed at a market that is already set on German sedan greatness, or requires massive engine power or coddling luxury. The RL has a little of both but neither in spades. In order to overcome its deficit in power and luxury Honda chose to pack the RL with technological features, which appeals to a very small segment. Acura simply does not have the brand cachet that Lexus does to take sales away from the Germans, and does not have the engine power and styling that the Infiniti M45 does. The fix? Well, the fix was the RL. That didn't go well apparently.

Is this a decathlon athlete or a luxury car?Unlike its competition, the RL has no clear mission. It has the amazing Honda ability to be good at everything, but yet excels at nothing. While the M45 is a clear sports sedan, and the Mercedes-Benz E-Class has superior luxury, the RL has the luxury of a $30,000 Lexus and the performance of a $30,000 BMW. Nothing at all says $50,000 about this car, except its array of technology. But really, how many people would take LED backlighting in the door handles and floor instead of a V8 or rich leather? Not many. The fix? Sorry Honda, you misstepped on this one. When automotive writers say that a car has no 'soul', they're talking about cars like the RL. Like a damn good minivan, it tries to be good at everything yet ends up falling short of expectations.

GO HERE TO READ THE NON MESSED UP VERSION: https://www.honda-acura.net/index.ph..._articleid=272

 

they also need to fix that POS dail selector, give us at least a touch screen it is not nearly impossible, it IS impossible to control it without spending a few seconds looking at it... this is really not safe.

a v6 vs a v8... people are still stuck thinking there is a correlation between the number of cylinders and the power an engine has and its a stigma that needs to be broken somehow.

the styling is very nice in person... it flows very well somewhat like a astin martin-- the only problem is the v6 stigma and that it's kind of small

 

I don't think it's possible because it's true. There is a direct correlation in NA engines between maximum allowable torque and engine displacement. It's simply physics. The RL feels gutless next to any V8 rival.

 

Whether it's an undue, unfair stigma or not, if and when someone can plunk 50 large on a car, they are going to want torque. Period. I know I would. Power to pull you in to your seat off the line, and instant passing power on the freeway. Pretty much every car but the RL in the price range has it. The RL has horsepower in the upper rev range, but not a whole lot off the line.

Honda is going to have to develop a V8, or figure some way to generate at least 300 ft/lbs under 4000 RPM out of a V6. You can't sell the American public on fancy super handling all wheel drive alone.

 

Honda, quit being so stuborn and develop a damn V8 will ya?!

 

The RL while being a great car is simply not strong enough to steal customers from other brands. It's a combination of things really, most major being:

1) The RL is built much better than E class, 5 series, GS and M, it feels like a tank and has a better paint job besides maybe GS. However its styling is too bland it doesnt quite catch the eye.

2) It uses much better materials and hardware, and has a lot more gadgets than GS and M, but it doesn't look as rich, it look futuristicly boring, just doesn't have that sense of luxury. It also doesn't have a brand image of BMW to be able to get away with that.

3) It's engine isn't much better than M35 or even Avalon and upcoming Camry. Yeah, BMW can sell the 525 with less than 200hp for almost the same money as the RL, but Acura simply doesnt have the brand image.

4) No flexibility. There are people who could live without AWD and avi and half of other electronic gadgets to save a few bucks. And quite frankly, people that have 50k to drop on a car, probably can afford to drop a few more grand on a v8 variant. People that are buying V6 variants of cars are value buyers, and its necessary to provide them with options.

So basically, while the RL is a better car than most of cars it competes with but it simply doesn't appeal to many people. In order to steal customer that are willing to shell out 50k for a car, they need to do everything better - more HP, better styling, better interior and less money. Just look and the Infiniti M - it's simply destroying it's competition. More HP than any car in its class (besides of course the RL which has a bit more than M35, but that will probably change soon), awesome styling, gorgeous interior and so many options to chose from.

Right now the strongest selling point for RL is AWD, but M35x is stealing most of it's potential customers, and the upcoming GS350-AWD with much more competitive engine than current GS300 will make the situation even worse for RL.

If Acura isn't planning to discontinue the RL all together, they must take immediate measures to save the sinking ship. First and most of all, they need to offer options, and have base version start at $42k at most. Second, they need to do something about exterior styling, make it more agressive, and perhaps offer more colors. And then they need to go back to their roots, and make the engine the most powerful in class. It doesn't have to be a V8, but if it's gonna be a 3.5L V6, it needs to slap silly every other 3.5L V6 in its class, and perhaps match the power output of competition's V8's, like Honda used to do particularly with previous gen TL-S and NSX. Right now Honda is getting beat at their own game with Infiniti and Lexus technically ahead of them, and MB and BMW breathing down their neck.

And did I mention they need to resurrect the Legend name?

 

Ochdx, I agree with most of what you said. I just don't think they can match the power of a V8 with a V6. There's really no replacement for displacement, except for force induction, which is very unlikely. The reason the NSX can pull that off is because of weight. The RL can't do that because with all its gadgets and sound proofing, the weight goes up. Even if you have 350HP, which is more than all the V8 in its class, if it doesn't have over 300ft-lb of TQ, it's really hard to make it feel fast.

I don't know how Acura can make the RL with options without ruining their phylosophy. All their cars come in 1 trim +/- Nav. If RL starts to have options, then why not just make TL and TSX with options too then. After all, the whole selling point of Acura is everything comes standard for a reasonable price.

 

it's all about the image. people don't want to spend 50k on a honda. everyone says it needs a v8, but how many v8 versions of the RL's competitors do you see on the road? the number is low. it's just to say you have one.
now this is just ridiculous. i see nothing in the 5 or E that is says they're worth 46k or 50k respectively, but i don't see anyone complaining. you get at most what? a cd player? woo! i just don't get it.

 

The brand image is not hurting honda, look at Infiniti, they used to be in the dumps back in the 90ies, and look how well the G35 and new M45 are doing.