Corporate / Our Perspective
Honda Rearview Report: August 9 - August 15, 2014
Published August 15, 2014
"This week we kicked off the biggest and most aggressive product launch in the history of the Acura brand in support of the all-new 2015 Acura TLX with a high-energy, in your face commercial that highlights the passion of the team of U.S. R&D engineers and manufacturing associates who created a new TLX that is "a thrill like no other."
I’ve spent a lot of time around this team and our objective with the marketing campaign is to capture the emotion and power of this group of American engineers and car enthusiasts based on their goal to "make a car we want to drive."
The "My Way" anthem commercial is a tribute to their efforts and heralds the fact that the TLX joins the Acura MDX as a U.S.-developed and produced model in the Acura lineup. The reality is that more than 90% of the Acura products we sell are made right here in America.
We couldn’t be more excited about this car and what it will mean for the Acura brand ... and, in a similar way, I couldn’t be more excited about our new marketing campaign.
Now, we get down to the business of putting Acura customers behind the wheel of this fantastic new TLX. And it’s not the last of the good news coming for Acura. Stay tuned."
- Mike Accavitti
Senior Vice President and General Manager