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Honda Forms Acura Division to Revitalize Brand

March 11, 2014

Photo of 2014 MDX SUV courtesy of Acura.
Photo of 2014 MDX SUV courtesy of Acura.

America Honda Motor Co. has realigned its automotive operations by brand, forming the Honda Division and Acura Division in part to revitalize its luxury nameplate. The moves go live April 1.

The announcement follows Honda's setting up of development unit called the Acura Business Planning Office that will also begin work April 1. Erik Berkman has been named executive vice president and division manager of the office.

Honda has also named Michael Accavitti senior vice president and general manager of the Acura Division and Jeff Conrad senior vice president and general manager of the Honda Division. Both brands will be housed under the American Honda Auto Division, which will be headed by John Mendel, executive vice president.

"The realignment strategy that has created a new Acura Division reflects our growing commitment and the increased level of resources and leadership we are focusing on the Acura brand on a global basis," Mendel said in an announcement.

The Acura MDX luxury SUV is the brand's top fleet vehicle with 342 registrations during the 2012 calendar year. The automaker has introduced the 2015 TLX mid-size sedan that will replace the TL and TSX sedans.

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