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Acura to Tweak ILX in Quest to Shed ‘Near-Luxury’ Label

Honda’s premium brand acknowledges it is lacking in some areas, but still is looking to attract affluent buyers with revamped products.

Entry-level Acura ILX fell short of sales target.

Acura is set to begin the uphill climb to remake its image and secure more firm footing in the competitive American luxury vehicle marketplace, with planned changes to its new entry-level sedan in 2013.

The ILX was intended to attract a younger, more affluent buyer, but sales have missed the mark. Acura finished 2012 with 12,251 deliveries of the ILX, well short of the 30,000 originally targeted.

“(The ILX is) not hitting our sales expectations,” American Honda President John Mendel says during a discussion with reporters at November’s Los Angeles Auto Show. “Consumers have told us they like the 2.4L and they wish they had an automatic, but they say the midrange vehicle is underpowered and they don’t see the value in it.”

Acura to Tweak ILX in Quest to Shed
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