A NEW ERA FOR ACURA: Precision Crafted Performance Takes Shape
Precision Crafted Performance Takes Shape
When Acura debuted more than 30 years ago, “Precision Crafted Performance” defined the brand. World-class engineering, technology and performance were the foundation for Acura's early success, embodied in iconic cars like the Legend, Integra and NSX. These timeless values, the original and authentic DNA of Acura, infused with new thinking and new technology, are the foundation on which Acura is building its vision for the next 30 years.
In this new era, Precision Crafted Performance is once again defined by NSX, in next-generation form. Like its progenitor, the new NSX, which launched in the summer of 2016, explores the outer boundaries of supercar design and technology – from its aluminum intensive, robotically MIG welded spaceframe to its 573-horsepower electrified power unit and three-motor torque-vectoring AWD system.
Painstakingly crafted by state-of-the-art robotics and master technicians at the company's bespoke Performance Manufacturing Center in Marysville, Ohio, the NSX has been heralded by automotive media and sportscar experts alike for its innovative approach to supercar performance, and was named Road & Track magazine's ‘2017 Performance Car of the Year'.
“The new NSX is certainly an amazing supercar and technological tour de force, but it's more than that. It's really our north star,” remarks Jon Ikeda, Vice President and General Manager of Acura. “It reminds us every day of what Acura is at its very best, and it has played a crucial role in helping sharpen how we think about Acura design and performance, and even how we market our products.”
Even as the NSX was establishing a new high bar for Acura performance and prestige, the company's designers were also thinking about how to evolve its design language for a new generation of Acura sedans and SUVs. That thinking was manifested in the Acura Precision Concept, which appeared on the concept lawn of the Pebble Beach Concours d'Elegance in 2016. This masterpiece design concept, with its NSX-inspired supercar-like stance, performance-minded proportions and alluring design details, pointed the way toward a bolder, more distinctive future for Acura design.
“Acura has always been about performance, but performance needed to be more strongly expressed through design,” remarks Dave Marek, Acura global creative director. “You will see the design language of the Acura Precision Concept in all our future models. Starting with the current model RDX where the design flows from the Diamond Pentagon Grille.”