Acura to kill RSX - TSX Coupe on the way?

[nadepalma]

Source: http://www.autoweek.com/apps/pbcs.dl.../60501001/1041

Moving Upscale: Acura decides to kill the RSX coupe as it moves to separate from Honda brand
By KATHY JACKSON | AUTOMOTIVE NEWS
AutoWeek | Published 05/01/06, 7:46 am et



LOS ANGELES -- Acura will kill the RSX coupe at the end of the 2006 model year.

John Mendel, senior vice president of automobile operations at American Honda Motor Co., says the company is considering replacements for its cheapest vehicle but would not elaborate. Some dealers say Acura will add a coupe version of the TSX.

Elimination of the RSX, Acura's least expensive vehicle by about $8,000, looks like part of Acura's long-term plan to move upscale and separate from sibling brand Honda.

Consumers can now buy a 197-hp Honda Civic Si for about the same price as a base 155-hp RSX.

"The Acura brand has been inconsistent," Mendel said during an interview with Automotive News. "We want to be performance, luxury and technology -- in the BMW area a little bit."

This summer Acura will introduce the small RDX all-wheel-drive crossover, Acura's first vehicle with a turbocharged engine. A redesigned MDX SUV goes on sale this fall with a V-6 engine that Acura promises will deliver more horsepower than any other vehicle in its class.

The base RSX, on the other hand, is powered by a 2.0-liter inline four-cylinder engine making 155 hp. It is priced at $20,940, including the $615 destination charge.

By comparison, the Civic Si is powered by a 2.0-liter inline four-cylinder engine making 197 hp and teamed with a six-speed manual transmission. It sells for $20,840, including shipping.

The RSX was introduced in 2002 and freshened in the 2004 model year. U.S. sales fell 10.6 percent the first three months of this year, to 4,150 units.

By comparison, Acura's best seller, the TL, posted sales of 16,804 in the same period.

Guido Vildozo, automotive analyst with Global Insight in Lexington, Mass., says the RSX needs to go if Acura wants to distance itself from Honda and move upscale. "Where do you position RSX now that Honda has the Civic Si?" Vildozo asks.

Rob Mohr, sales manager for 20 years at Montano Acura in Albuquerque, N.M., says dealers have heard that Acura may add both coupe and convertible models to the TSX sedan, the second-least expensive Acura, which lists at $28,505, including shipping.

But Mohr questions the brand's decision to kill the RSX. He says the inexpensive sticker brought in a lot of customers.

"It's a mistake," he says. "It's a great first car for Acura. We had our chance at the luxury market and blew it. Now we're going to lose a lot of the RSX customers, and I'm not so sure we can get them back."

The RSX is the successor to the Integra, an Acura mainstay in the past. In 1995, for instance, the Integra posted U.S. sales of 61,316.

The Integra outsold the Acura Legend by more than 3-to-1 and accounted for 63.1 percent of Acura sales.

Acura already has learned some lessons about high price tags. The redesigned RL flagship sedan arrived in the fall of 2004 loaded with such equipment as all-wheel drive and a navigation system. The sticker is just shy of $50,000.

But sales are down by more than a third this year. So Mendel says the company will bring out a trim line this summer that will give customers more flexibility with options. He says the vehicle will be priced more in the mid-luxury range.

[Butz]

Isn't the RSX a TSX Coupe more or less?!

[JVal14]

I guess this solves my question of when they'll update the RSX. It too bad really, it was a nice little car. I would have thought that a new one based on the new Civic would have done quite well, but I guess Acura disagrees.

[MBHockey13]

As someone who LOVED his Integra and now LOVES his RSX, I'm both sad and confused to see this go! It's a fantastic car and nothing in its class can really compete with both the performance and the sophistication. Other cars may have better numbers, but they don't have the whole package.

The Integra was always a great seller. I think losing the Integra name is one of the major reasons sales are as down as they are - though, it is still a good seller.

This is a bad move by Honda/Acura.

[SuperSS27]

why buy the RSX when you can buy the Civic SI with 42 more horsepower for the same price? Smart move by Acura, time to get out of the little teenage boy market and move upscale with the other models.

[Mikkoo]

Originally Posted by SuperSS27

why buy the RSX when you can buy the Civic SI with 42 more horsepower for the same price? Smart move by Acura, time to get out of the little teenage boy market and move upscale with the other models.

Because you pay more to get the Acura name. And besides some of think it's much more classier looking than the ugly Civic.

[nadepalma]

Originally Posted by SuperSS27

why buy the RSX when you can buy the Civic SI with 42 more horsepower for the same price? Smart move by Acura, time to get out of the little teenage boy market and move upscale with the other models.

And this was poor planning by Honda. As soon as they new Civic debuted, they should have cancelled the entry-level RSX and just stuck it out with the uplevel version with 200+hp (I can't remember the exact HP rating...was it 205?). That way it would at least keep some distance from the Civic Si -- even if it's marginal at best.

[mjdart]

I always thought the TSX was a 4-door RSX, now killing the RSX to make a 2-door TSX - let's call it the RSX

[nadepalma]

Originally Posted by Butz

Isn't the RSX a TSX Coupe more or less?!

No, not at all. The RSX is based on the previous generation Civic -- all the mechanicals are the same, save the engine in the Type-S which has a higher HP rating, etc. The TSX is based on the European (and Japanese) market Accord -- narrower and smaller than our Accord (Honda has a specific chassis for the North American Accord) -- so they can sell it as a competitor to cars like the S40, 9-3, etc. So they're two different set ups altogether. By all means the TSX has been successful for Acura, even if it's imported rather than built here in the States. So I'd imagine that a 2door TSX would sell okay, as long as they don't change the name on it and market it under the TSX nameplate. Remember when the CL and TL were mechanically identical, shared the same interior, etc. and they cancelled the CL? Some said that it was due to the fact that they didn't have the marketing might behind it. This might be true, but if they market it as a TSX coupe, then they can get two products for the price of one in advertising.

[boblutzfan]

Originally Posted by Butz

Isn't the RSX a TSX Coupe more or less?!

No. The RSX is a derivative of the former Civic platform. The TSX is based on the European Accord. The question is what does the European Accord coupe look like. This would give us a hint as to the next TSX coupe.

Acura let the RSX grow long in the tooth while bringing out a superior Civic Si for equall or less money depending on how it is optioned. The TSX is a nimble compact sports sedan that could make a nice coupe - but would need more power since it is much heavier than the RSX.

[boblutzfan]

Originally Posted by nadepalma

Remember when the CL and TL were mechanically identical, shared the same interior, etc. and they cancelled the CL? Some said that it was due to the fact that they didn't have the marketing might behind it. This might be true, but if they market it as a TSX coupe, then they can get two products for the price of one in advertising.

It might have something to do with the fact that a true performance luxury 2 door needs to be RWD like the 3 series. The CL was a nice coupe - but it was too big and fat for the class and the engine was driving the wrong set of wheels. Very similar to the deceased Elderado/ETC.

If you want a FWD Acura coupe - the Accord EX with the V6 and stick will suit just fine.

Hopefully Cadillac can beat Acura to the punch by bringing out a RWD CTS coupe with the next body style.

[Saturn69]

I'd prefer an RSX to a Civic anyday, simply based on looks. I like hatchbacks because of both the utility afforded by the 3rd door and the uniqueness of it not being a run-of-the-mill coupe. The RSX is the only Acura I've ever liked, I think it's a nice looking car, more substantial and classy than a Civic. And no two-tier Delta Flyer-like instrument panel, just clean, simple, purposefull design with no need for electronic gimmickry or flash to get the job done. Shame on you, Honda.

[69Firebird400]

The one sales manager that they quoted had, I think, a good observation:

"It's a mistake," he says. "It's a great first car for Acura. We had our chance at the luxury market and blew it. Now we're going to lose a lot of the RSX customers, and I'm not so sure we can get them back."

Although I agree that the RSX is inconsistent with the rest of the Acura lineup, it has also been a great way to get younger, less-affluent buyers in the showroom and interested in Acuras. It has been the opposite strategy of Toyota's - if you want a Lexus, you pay >$35,000 in most cases. While the RSX dilutes the brand's cachet somewhat, it does allow younger buyers to own "an Acura" rather than a Honda, and enjoy some of the perks that go along with owning a near-luxury car.

The Acura dealership sales manager complaining about the loss of the RSX, however, reminds me a lot of Pontiac dealers complaining about the loss of the Sunfire for entry level sales. Hmm...

[stevecmh]

i always liked the look of that car... it really doesnt look like anything else out there... and it has always had a good price too.

[Ty_99]

It is an intesting move. Like MBHockey13 said earlier, changing the name from Integra to RSX hurt the car alot. When I was working at a GM dealer a while back I had the opportunity to drive a RSX Type S and to be honest came back disappointed. But that was me personally. But alas it was a pretty decent little car.