Acura U.S. CEO Says the Next Few Years Are ‘Critical’ to the Brand

Acura is aware that it is in need of a reboot.

The Japanese marque’s U.S. executives admit that the rest of this decade is vital to the brand’s future prospects, according to Motor Trend. That’s because Honda’s luxury outpost is in the process of reimagining itself and the vehicles it sells.

Acura has seen its U.S. sales stagnate this decade—numbers rose in 2025, but by less than 1 percent—which is why it’s ready to try something new. During a recent press roundtable, executives from the automaker, including the CEO of American Honda, Eiji Fujimara, outlined some of the changes coming. They include crafting a new design language, updating the brand’s current lineup, and reducing the amount of money it puts into selling each individual vehicle.

“The next three to four years are critical for Acura,” Fujimara told reporters. “We are rebuilding the brand.”

The automaker shared the first glimpse of its new design language earlier this month during Monterey Car Week. There, it unveiled an all-new concept called the Nexera Vision that was designed by its L.A. design studio. The prototype is a sleek sports coupe with an aggressive stance, razor-sharp “phantom” lighting package, and a set of butterfly doors. It’s unlike anything in the brand’s current lineup of vehicles, though that should change soon. Elements from its head-turning look are expected to be present in the redesigned RDX, which is set to launch as a 2028 model.

While the new RDX is right around the corner, the rest of the updates won’t arrive until around the turn of the decade. The next-generation Integra sports sedan isn’t expected to arrive until 2029. It will be followed by an updated version of the MDX crossover in 2031 and the even smaller ADX in 2032. That doesn’t mean we won’t see updates before those dates; just don’t expect anything too radical.

Acura leadership also revealed that despite cancelling the battery-powered RSX (along with the futuristic Honda 0-Series saloon and SUV) earlier this year, the brand still views EVs as being an integral part of its future. Honda is still intent on reaching carbon neutrality, and the best way to do so is with vehicles that produce no emissions, though the development of such models is temporarily on pause. Acura envisions each of its next-gen vehicles arriving on new platforms that will be able to accommodate gas, hybrid, and, eventually, all-electric powertrains.