Acura Says It Was Wrong To Focus On Benchmarking Lexus And Infiniti
Acura
general manager Jon Ikeda admits that for a while, the brand forgot its
roots and there was a disconnect between its advertising and the vehicles it produced.
Speaking at the Marketing 360 event hosted by Automotive News, Ikeda said that Acura’s messaging went down the wrong road as rivals like Lexus and Infiniti emerged as serious rivals.
“We started to chase what was in, what the market was talking about
more than staying true to ourselves,” Ikeda said. “When you start
benchmarking and looking at everything else, instead of looking
introspectively, is where you lose your way.
“We’re a lot more truthful [now] to who we are and what we’re trying to
be. I think it’s a growing pain we went through,” Ikeda added.
Under his lead, the automaker adopted its ‘Precision Crafted
Performance’ mantra and has put greater emphasis on its design, most
notably with the Precision Concept from the Detroit Auto Show back in 2016.
This new advertising direction continues despite the brand’s sales falling since their 2015 peak.
(CarScoops.com)
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