If 30 is the new 20, whatever you do, don’t tell Acura. That’s because Japan’s first luxury car company is rolling out its new “30 Years Young” advertising campaign in honor of a milestone that is perhaps easier to get excited about when it’s a sign of your company’s enduring Legend (see what we did there?)
Any way you look at it, this is a big milestone for Acura. When Honda decided to create a class of vehicles that would be worthy of its reputation for excellence and reliability but provide a blend of luxury and performance that would look at home in the garage of executives and enthusiasts alike, brands like Lexus and Infiniti didn’t exist. Acura may have been a Japanese company, but it only really existed in the United States.
Fast forward 30 years, and you would be forgiven if you thought Acura was an American company. Its headquarters are in California, its main factory is in Ohio, and despite expanding to several other countries, Acuras were first sold in the U.S. and Canada and have never been sold in Japan.
So where will the next 30 years find the company that showed the world what a non-luxury carmaker can do when it tries its hand at manufacturing luxury vehicles?
Don’t be surprised if Acura finds a way to make viscerally American cars in a decidedly Honda manner. The days of Acura essentially refining and rebadging Japanese Domestic Market (JDM) cars like the Legend and Integra are long gone, replaced by a focus on technology, safety, and luxury. Between the release of the new NSX and the unveiling of its Precision Concept car, Acura looks poised to make its 30th birthday the beginning of an entirely different, exciting adventure.
We feel privileged to be along for the ride.