Acura’s US sales are crossing treacherous waters, with a pronounced 13.1% decline in year-to-date sales compared to the same period last year. The downward spiral accelerated in June, with a staggering 21.4% drop in sales. The bleak picture is compounded by the fact that all Acura models, except the RDX, have experienced significant sales downturns.
The TLX and Integra have been particularly hard hit, with sales plummeting 55.6% and 17.4%, respectively. Even the MDX, Acura’s top-selling model, has not been immune to the decline, with sales slipping 19.6%.
Acura attributes the sales slump to a major reconfiguration of its Marysville Auto Plant, which has impacted production of the TLX and Integra. The discontinuation of the ILX and NSX has also contributed to the decline.
However, the company is taking steps to revitalize its sales strategy, including the introduction of the all-electric ZDX, which has already shown promise with 338 units sold in the first half of the year.
Despite the challenges, Acura remains committed to regaining its footing in the market. The RDX, with its 28.4% sales increase, has emerged as a bright spot in an otherwise gloomy sales landscape.
As the company works to revamp its sales approach and expand its electric offerings, Acura is poised to bounce back in the second half of 2024. With a renewed focus on innovation and customer demand, Acura is determined to regain its momentum and return to its position as a leader in the luxury automotive market.