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Acura Teases New Concept For Detroit

(Credit: Acura)

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Acura Teases New Concept For Detroit

Acura Precision Concept teaser

Acura Precision Concept teaser (Credit: Acura)

Acura’s whole approach to vehicle design is about to change, and it’s being teased with a mysterious new concept. The car, called the Acura Precision Concept, currently is being shown only in deep shadows. This is of course to get everyone excited and talking. A full reveal is scheduled for Detroit during the big show in January.

For quite some time, Acura has been criticized by automotive professionals and average consumers for the “beak nose” on its vehicles and other uninspired design elements. Now there’s the promise that the funkiness of the brand’s design language will melt away, and that Acura’s sales figures could climb in response.

Dave Marek, who is the global creative director for Acura, said the design of the Precision Concept is called “precision crafted performance.” Acting as the focal point for the whole vehicle is an emphasis on performance, a smart move considering that’s what made Acuras great back in the day. The concept vehicle will also serve as a reference for proportions for the revised product lineup.

While having a new design language should help remake Acura’s image, it needs to take steps to back up those looks. In other words, Acuras need to actually deliver a more performance-oriented experience, offering everyday excitement that’s been lacking from the brand pretty much since the Integra was killed off. The NSX is helpful, but if the rest of the model lineup consists of mediocre cars and crossovers, it won’t be enough.

Considering that the Honda brand is making a push more toward performance, turbocharging the Civic and making a new Type R model available in North America, Acura should be able to whip out some more exciting cars. Maybe the ILX, which right now is a weak showing in the market, could get a severe makeover that would make it a rightful heir of the legendary Integra Type R.

Stay tuned for details about the Acura Precision Concept’s reveal and any other juicy details the brand drops in Detroit.

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