MotorAuthority

Next-generation NSX may be limited to Acura markets only

Posted Tue Sep 30 2008 3:36 PM by Nelson Ireson

New NSX is expected to feature a 600hp (450kW) V10

The last NSX, discontinued in 2005, was branded as both a Honda and an Acura, depending upon the market it was sold in. That could change for the next-generation NSX, however, as Acura may be seeking to protect the brand identity of the halo sports car, and thereby its ability to charge a premium price. An unfortunate side effect for much of the world, however, is that the car would not be sold in markets where Acura doesn't do business.

Currently, the U.S., Canada, Hong Kong, Mexico, China and soon, Russia, are the only markets that get Acura-branded cars. The company is planning on introducing the brand to Japan in 2010 or after, and the use of the NSX as a halo vehicle to lure buyers and establish its credibility as a real step up from Honda may be exactly what it needs.

But that will still leave the majority of the world, including Australia, the UK, and all of the countries in Europe, without Acura or the NSX, according to latest reports. Speaking with GoAuto, Honda spokesman Fumihiko Ike ruled out bringing Acura to Australia, and along the way, he mentioned that the NSX would not be coming either, declaring that the two are inextricably linked.

“Internally we are trying to harmonize the policy because NSX is exclusively for Acura brand. But now we are not bringing Acura brand to Asia, maybe very strong resistance from U.S. people that we put the [Honda badge] on the NSX, that is going to dilute the image of Acura, so that is a big dilemma for us,” Ike said.

“We initiated the Acura brand for the sake of the U.S. market and how to rebuild the Acura brand in the U.S. that is our priority, so maybe we have to sacrifice (NSX availability in other markets) but we have to be patient,” he added.

Keeping the NSX out of so many markets may be the best thing for U.S. perception of the Acura brand, but the impact it could have on the NSX itself, not being available in the home of so many of the world's greatest sports cars - Europe - is a significant consideration - especially when the company is directly targeting those European greats. Perhaps that is what Ike was speaking of when he mentioned patience, though only time will tell what strategy Honda adopts for its newest NSX, and the wait will likely require a great deal of patience, since the car isn't expected to arrive until 2010.

The NSX has already had a very troubled birthing process, as designers deliberated over the car's appearance, which was at first expected to closely follow the Acura Advanced Sports Car concept, eventually scrapping their work and starting over part way through - though the spy shots and renderings indicate it won't stray far from the concept's lines. Brand issues delayed the car the year before, but now that several prototypes have been spotted testing on the Nurburgring, it is believed that final development is underway, and on schedule to meet the 2010 deadline.

story Tags:

• Acura
• Acura NSX
• Halo car
• Honda
• Honda NSX
• Markets
• NSX
• Sports car
• Supercar

Reader Comments

• Tue Sep 30 2008 4:43 PM

  azlan says

  nsx??? it doesnt give an impression of a new nsx, it looks more the size of an integra or something 'from the top photo anyway' it still looks great though!

• Tue Sep 30 2008 4:59 PM

  Mike says

  I wish they would've stayed with the mid engine design of the "real" NSX. To me this just looks like all the other FR Japanese coupes out there (350/370Z, G35, GT-R, Altima, the upcoming Lexus supercar, etc.) It doesn't have the identity of an NSX. Then again, I'm sure I could never afford one anyway!

• Wed Oct 1 2008 7:39 AM

  Gus says

  I'd agree, not really an NSX in my humble opinion.
  This looks like just another ordinary Japanese sports coupe, blending in with hundreds of other designs on the road.
  The NSX really stood out (which is hard for a Japanese car to do)...