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.”
Why it matters
Acura Celebrates Its 30th Anniversary With A Special Marketing Campaign
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.
As Acura marks its 30th anniversary, the brand is launching a new marketing campaign that celebrates its American roots and the key models that have contributed to its success. The milestone coincides with Acura’s emergence as the leading luxury brand to millennial buyers with the brand capturing the highest share of sales to this coveted and growing demographic among all luxury automotive brands1.
This week, the new campaign debuts with a new Acura 30th anniversary broadcast TV spot titled “30 Years Young,” celebrating the youthful and challenging spirit of Acura: https://youtu.be/5aazEJEu_6c. Showcasing bright colors and the optimistic narration by Michael B. Jordan, the acclaimed actor and new voice of the brand, viewers are taken on a journey through Acura history and the products that signify the brand’s Precision Crafted Performance DNA. Historical footage intertwined with the current Acura lineup, featuring the next-generation NSX supercar, gives the ad a modern and authentic spirit.
The “30 Years Young” campaign debuts this week with a: 60 spot on cable broadcast and with: 15 spots featured on Acura’s social channels. The campaign extends into dealerships with 30th Anniversary posters and collateral.
“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,” said Jon Ikeda, vice president and general manager of the Acura Division. “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.”
Acura is marking the 30th anniversary milestone as the #1 luxury brand to millennials in America as a percentage of sales, capturing a greater rate of buyers aged 18-34 than any other luxury make. Individual Acura models are also resonating with this important and growing demographic. The Acura ILX is both a top selling model in the entry luxury segment and the #1 selling model to millennials in each of the past four years. The Acura RDX and MDX also rank as two of the top three luxury SUVs with under 35 year olds – with the RDX the number one model in its segment to this coveted buyer group1.
Acura’s sales success with millennials is helping drive momentum with the brand riding four consecutive years of sales increases and 2015 ranking as the best sales year since 2007. The excitement continues to grow as Acura is now on the eve of launching the next-generation 2017 Acura NSX supercar, with a significantly refreshed MDX luxury SUV coming to market later this year.