Acura Celebrates Its 30th Anniversary With A Special Marketing Campaign
Campaign includes a 60-second commercial, 15-second internet ads, and posters at dealershipsby Robert Moore, on
Acura was founded as a luxury division of Honda on March 27th, 1986, which means this year marks the brand’s 30th anniversary. Adding to 30 years of success is the fact that Acura has become the leading luxury brand to millennial buyers, as it has the highest share of millennial customers among all luxury brands. That said, Acura has launched a new advertising campaign to help it celebrate all of its success.
The new marketing campaign includes a new 60-second ad titled “30 Years Young.” The video is narrated by Michael B. Jordan and depicts a quick rundown of Acura’s history. It’s a pretty hard feat to accomplish in 60 seconds, but the ad starts off showing the original Acura NSX, and some historical images and footage. Halfway through the video, we see Acura engineers working, then shortly after the screen is graced a quick slide show of each Acura model and eventually ends with the new Acura NSX as it barrels down a desert road. Don’t take my word for it, though. If you’re a fan of Acura, you’ll want to watch the clip for yourself.
Jon Ikeda, the Vice President and General Manager of Acura, said, “The Acura brand is 30 years young, and we wanted this spot to communicate the energy, excitement, and optimism that surrounds Acura at this important moment in our history. As we continue to focus on advancing our Precision Crafted Performance DNA, we are excited at how this direction is resonating with our millennial customers.”
The campaign kicks off this week with the 60-second commercial airing on broadcast television, and there will also be 15-second ads featured on the brand’s social channels. By the end of the month, Acura dealerships should be sporting 30th-anniversary posters and “collateral.”
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Why it matters
With major brands like BMW and Lamborghini celebrating their 100th anniversaries this year, Acura’s 30th might not seem that important. After all, BMW just debuted the Vision Next 100 concept to celebrate its 100th, and Lamborghini celebrated its 100th with the Centenario. Be that as it may, Acura has had some pretty impressive accomplishments that make the last 30 years worth celebrating.
In the late 1980s, the brand launched its flagship model the Acura Legend, which is credited with inspiring other Japanese manufacturers like Toyota and Nissan to dive into the luxury market with Lexus and Infiniti, respectively. In 1990, the brand launched the Acura NSX and pretty much rewrote the rules for exotic sports cars by given in practical alternative to European sports cars.
Since then, the brand has continued to grow, and now – according to Acura – it has a greater rate of buyers that are aged 18 to 34 than any other luxury brand. The Acura ILX has been the number one selling model to millennials for the last four years, and the top selling model in the entry-level luxury segment. Furthermore, the Acura RDX and Acura MDX have also become quite popular with the Millennials. If you’ve never driven an Acura, you probably won’t get it. But, I can tell you one thing. I personally own a 1993 Acura Legend with more than 260,000 miles on it. It is more comfortable, fun to drive, and has more features than some luxury models today. That just goes to show the kind of quality and reliability that makes the Acura brand so special. Happy 30th anniversary Acura.
Read our full review on the Acura NSX here.