OK, so now you have a Rick 2000

 

Now that I've read most of the comments from above, I feel that I need to get on my soapbox and "splain" myself.

First of all, Acura isn't trying to be like Lexus. Remember, Acura was the first "premium brand" of Japanese car to enter the US. It should really be the other way around (but I strongly feel that Lexus has far surpassed what Acura had originally planned). Now it's true that Acura, along with Lexus and Infiniti, only exist in the US where we are more concerend about "brand recognition" than most other countries. However, I want to say that my reason for wanting the S2000 labeled as an Acura has nothing to do with this -- but part of me does wish the car had more "prestige" (if you can call it that). I've had numerous encounters where people just think the S2000 is like any other Honda (i.e. front-wheel drive, economic, etc). Still a great car but something on par with a Miata or MR-2 Spyder. I really can care less what they think, or maybe I do and that's why I mentioned it, because I bought the car for the technology it employs, for the driving pleasure it brings, for the grin it puts on my face with every turn I take and with every journey into VTEC, for the great performance value it is, and because it's a dedicated "purpose-built" sports car.

My main reason for wishing that the S2000 was marketed and labeled as an Acura is for the improved customer service one gets with one of the premium-brand Japanese cars. As an example, my brother owns a Lexus GS400. When he brings his car to the dealership for service, they give him a "loaner" car for the day. They seem to care more, don't question your requests or reasons, don't tell you that the "Internet is full of garbage and don't believe anything you read there", and bascially bend over backwards to keep you happy. This doesn't just apply to the more expensive models in their line-up either. You get the same care and attention to detail with an ES300. You aren't paying more for a premium-brand just because of some luxury features, you are also paying more for better customer service. That's what you'll remember when you drive away from the dealership after every visit. That's what will keep you coming back to that dealer and help keep you loyal to the brand.

In my opinion, Honda dealerships (at least the ones I've encountered) aren't accustomed to selling a car like the S2000. They don't know how to treat a customer the way I think a customer should be treated when they buy a car like the S2000. They are used to selling "commodity products" like Civics and Accords. Those cars sell just based on their names and reputation. The Honda dealers became like kids in a candy shop when they got the S2000 -- they just went crazy. They didn't know how to act -- outrageous mark-ups, forcing options, a take-it-or-leave-it (and chip-on-the-shoulder) attitude, and more. They saw it as an opportunity to take advantage of the customer. Granted there are some dealers who haven't done this, and I wish there were more, but they are a very rare breed. I bought a special car and I want to be treated specially, not the way every Civic and Accord owner is. Doesn't the S2000 compete with cars like the Boxster, SLK, and Z3/M Roadster? Don't their dealerships have a little more class and treat their customers with some respect. Remember, the customer isn't always right but the customer is still the customer. A sale of a car doesn't end with the dealer handing the owner the keys. It goes far beyond that -- throughout the ownership of the car.

I also remember reading (or hearing) that the Acura dealers were very upset that Honda decided to introduce the S2000 with the Honda label. They felt the same thing -- the Honda label is suppose to mean affordable, reliable transportion. The Acura label is supposed to represent the luxury and performance division of the Honda name. That was the Acura idea: to offer more luxury, peformance, and a higher level of customer care versus the other Japanese labels. Was it also an excuse to sell more expensive cars? Probably so (come on, it's a business). After all, at the time, most Americans had a problem with spending more than $25,000 on a Japanese car. I still don't think that most Americans would spend nearly $95,000 on an NSX if it had a Honda badge on it's trunk and hood. Remember, the NSX was created to compete with some of the best sports cars in the world (i.e. Ferrari mainly). In the marketing world, Honda knew that this couldn't be done with the car being sold as a Honda in the US.

With all of that said, I'm going to get off my soapbox now. I hope I didn't offend anybody.

 

[QUOTE]Originally posted by Silver Bullet
[B]Now it's true that Acura, along with Lexus and Infiniti, only exist in the US where we are more concerend about "brand recognition" than most other countries.