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New Acura design chief admits company went "a little overboard" with The Beak



By Zach Bowman

Automotive News reports Toshinobu Minami, the new head of global design for Acura, says the company may have gone "a little overboard at some points" with the company's shield grille. Minami said Acura has had bad feedback on the design from multiple directions, but says the company isn't going to "buckle under that pressure." Instead of scrapping the beak design all together, the designer wants to keep the corporate look while simultaneously reaching further out toward a premium design language. Honda, meanwhile, will receive models with a sportier and more active-looking exterior. Acura recently debuted more demure interpretations of the shield grille on models like the ILX and the NSX Concept.

Minami says reactions have been somewhat less vitriolic compared to the past, and the designer contributes that in part to people growing accustomed to the look. It's either that, or we're all just tired of complaining about how awkward the Acura stable looks when the company is happy to run around with its fingers in its ears.

New Acura design chief admits company went "a little overboard" with The Beak
 

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I wouldnt exactly say they went overboard with the grille design. Its Acura's Trademark for their line of vehicles. And now Lexus has done the same with their grill as well starting with the 2012 line up. I mean when i look at the grille it just says executive to me and class. But a little boring in my honest opinion.
 

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I hated it at first, but the look has grown on me and although it could be improved, it won't for a long time. Only time they will change it is when they're ready a new generation of acura vehicles.
 

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i hate it.. they need to hide it and make it one with the car.. in anycase i would just plastic dip that part black..
 

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i hate it.. they need to hide it and make it one with the car.. in anycase i would just plastic dip that part black..
I've seen people do that and even vinyl wrap it and it helps big time. Blacked out grille with the chrome board still exposed!
 

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yes that is the look that i have been seeing on the new TL's and TSX as well!
I wonder if anyone tried to cut the bar out and just have the smaller bar grilles continuing up like below the "beak"
it could either look amazing or give the car an incomplete look.
 

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I think its a nice touch and adds elegance. Kind shows how luxurious the car is. And its Acura's Trademark grill. I would just keep it on there.
 

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Even though it is a trade mark part.. it kind of either makes or breaks the car, but really depends how you see it i guess.
 

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Like most things, I feel it's just a matter of preference. I don't see as a turn off for potential customers IMO. I could be wrong.
 
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