Acura is a Japanese automotive company which is the luxury division of Honda Motor Company. The company introduced the Honda in March 1986 in the U.S. market, Canada, and Hong Kong. Then also introduced in Mexico in 2004 and China in 2006. But the new Honda will introduce this brand in the Japanese market sometime in 2010. With the Acura brand, Honda made himself as the first Japanese auto manufacturers into the luxury car market abroad. Before Acura, Japanese cars exported more emphasis on simple design and low prices rather than a luxury car. Headquartered in Tokyo.
After approximately a decade of research, Honda opened 60 dealerships in North America in 1986 to support the Acura automobile division. Acura is the first Japanese luxury car brand is introduced, with the launch of the Acura Legend and Acura Integra. Legend is the development of the Honda Accord and Honda Integra is a development of Quint. Honda’s success makes other Japanese manufacturers take to make its luxury car brand (like Toyota’s Lexus and Nissan’s Infiniti, they founded in 1989).
In 1987, a full year sales of Acura, they can sell 109,000 units of vehicles, with sales reaching 55,000 units Legend sedan, and the rest Integra. In 1990, Acura managed to sell 138,000 units of vehicles (compared to sales of Mercedes-Benz 78 000 units and 64,000 units for the BMW and Lexus).