Acura, the luxury car brand of Honda, is going all out on the marketing campaign for its 2014 MDX model. The automaker wants to elevate its game in the luxury auto market and become recognized as a top-tier producer, such as the BMWs, the Audis, and MBZs. This marketing campaign is “the biggest launch in Acura history in terms of scope and dollars,” Forbes reports.
It could be risky business, as even the management team at Acura is questioning whether the vehicle has sufficient mind-share with consumers to pull it off.
But Acura has remained outside the top tier of U.S. luxury marquees consisting of the Germans and Lexus , and Honda wants to change that proposition for the short and long term, starting with this campaign for the vehicle that often has been its volume-leading nameplate.