Acura Announces New Image Program

2/17/2000 2:49:24 PM

At an annual meeting of its dealers this week, Acura announced a series of initiatives aimed at further enhancing the brand's sophisticated, performance image and focus on world-class customer satisfaction. The initiatives include a comprehensive program to upgrade dealership facilities, a new extranet-based consumer and dealer information network and a new look for its logo.

"These initiatives signal the dawning of a new era for Acura," said Dick Colliver Acura Division executive vice president. "In combination with class-leading products like the TL sedan and all-new CL coupe, and future models like the MD-X sport utility vehicle, these programs will play a critical role in continuing the revitalization of Acura as a leading luxury nameplate."

The new Acura logo maintains its signature caliper design but features a more circular outer ring and sharper three-dimensional appearance. A new color -- Acura Blue -- will be adopted for all future applications of the logo and the Acura brand name, replacing the current red Acura mark. The Acura Dealership Image Program is a multi-phase initiative designed to provide Acura dealers with a consistent new look that clearly communicates Acura's image of performance, advanced technology and precision design. "The goal is to create a look that sends a clear and distinctive visual message to consumers while creating a more customer friendly sales and service experience," said Colliver. The program combines an all-new exterior design with an enhanced interior image.

A key element of the exterior design is a monolithic entry icon. Prominently displaying the Acura name and logo, the icon serves as the entryway and visual centerpiece of the new exterior architecture. Other exterior design elements include a new, more distinctive, dealer brand sign featuring the new Acura logo with deeply beveled surfaces and sharp angles for a look of precision and power.

New interior design elements build upon existing improvements from the first phase of the initiative launched in 1998. The combination of these new interior modules and existing elements will lend a more contemporary, high-tech and interactive style that compliments the new exterior design while providing customers with a more comfortable, informative and user-friendly showroom environment.

The programs will be launched nationwide in the next several weeks and will continue through the end of 2002. All dealer modifications will be coordinated by the Acura Design Center to ensure a consistent look and feel for all dealerships while responding to the varying requirements of local markets and dealer facilities.

Another critical element of the program is the Acura Interactive Network. This new extranet-based system will integrate customers' in-dealership experience with their internet- shopping activities for a more consumer-smart buying experience. The network will also serve as a platform for the consolidation of all sales, marketing, and service communications between Acura and its dealers. "The internet is reshaping the retail landscape," said Colliver. "The Acura network will ensure that our dealers are properly equipped to meet the needs of the internet-savvy Acura customer." The Acura Interactive Network will be launched nationally in the next several months with the goal of having all Acura dealers online by the January of 2001.