Acura was not only the very first Japanese luxury auto brand in this country but it also has managed to bring a number of other firsts to the U.S. market over the 25 years it has been in business. Acura was the first to introduce an in-dash navigation system, third row seating in a luxury suv, the first company to build a supercar (NSX) with an aluminum monocoque body. They also brought enthusiast performance to the common man and woman with the iconic and affordable Integra.
Fast forward to 2012 and the entry level luxury car is again a hot concept in the market as older baby boomers downsize and Gen-Y is expected to start coming into some money (though we doubt anyone with mountains of college loans to pay off could afford the ILX’s $25,900 starting price on a Starbucks Barista’s salary).
Still, Acura is wise to lower the point of entry into its brand as this so often leads to customers returning to buy TL’s and MDX’s or RDX’s as their needs and wants change over time. But with a hope for 40,000 sales a year, did Acura play it a little bit too safe with the styling of this new entry level luxury model based on the Civic platform? Part of the answer to that question will depend on what you look for in a new car and your perception of what an Acura should be. The only thing we are sure of is that the ILX, for better or worse, is not the rebirth of the Integra. Maybe someday.
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