What Happened to Acura?

Acura was launched on March 27, 1986, as the luxury and performance division of Honda, making it the first Japanese automaker to establish a dedicated luxury brand in the United States. Its initial offerings, the Integra sports sedan and the Legend luxury-touring sedan, quickly gained traction, with Acura outselling established European luxury brands like BMW and Mercedes-Benz in its early years. A significant milestone came in 1990 with the introduction of the NSX, a mid-engine sports car that challenged European supercars with its advanced technology, including an all-aluminum chassis and VTEC engine.

After experiencing a dip in sales in the mid-to-late 1990s, Acura saw a revival in the early 2000s, driven by redesigns and new model introductions such as the MDX luxury SUV in 2001, which quickly became a popular choice for families. The brand continued to emphasize 'Precision Crafted Performance,' a philosophy that guided its product development and motorsports involvement. However, the global financial crisis of 2008 impacted plans for Acura's expansion into Japan.

The 2020s have marked a pivotal period for Acura, characterized by a renewed focus on performance and a significant push towards electrification. The return of the Integra in 2023, including the high-performance Integra Type S, reconnected the brand with its sporty roots. This was quickly followed by the global debut of the 2024 Acura ZDX and ZDX Type S on August 17, 2023, marking Acura's first all-electric SUV. The ZDX, co-developed with GM using the Ultium battery platform, represents a crucial step in Acura's electrification journey.

Further expanding its SUV lineup, Acura introduced the all-new 2025 ADX premium compact SUV, which began arriving at dealerships in March 2025. The ADX serves as a new gateway model, attracting younger buyers to the brand. In February 2025, Acura indicated a more flexible approach to its electrification strategy, acknowledging market realities and potentially reintroducing hybrid powertrains, moving away from an immediate EV-only transition. This shift was further evidenced by the announcement in January 2026 that the next-generation RDX will feature a two-motor hybrid-electric system, a first for the brand, with production of the 2026 RDX being suspended later in the year in anticipation of this new hybrid model.

Looking ahead, Acura unveiled the RSX Prototype in August 2025, showcasing its first in-house developed electric SUV, which is slated for production in the second half of 2026. This model will be built on Honda's own EV platform in Ohio and will feature the new ASIMO OS. In terms of motorsports, Acura announced on April 22, 2026, that it would pause its IMSA Sports Car program after the 2026 season to focus more marketing efforts on the IndyCar Series. Acura's sales in 2025 totaled 133,433 units, showing a slight increase from 2024, with strong performances from its gateway models like the ADX and Integra, and its SUVs. As of April 2026, Acura continues to refine its lineup, with updates to the Integra and MDX, and the 2026 ADX arriving at dealerships.