Acura's Image Issues

Debuting in 1986, it was the first to challenge the German luxury marques in the U.S., yet American Honda Motor Co. Inc.'s Acura brand has never quite lived up to its intentions.

While its vehicles sell well enough, Acura's image has yet to achieve par with the Mercedes-Benz and BMW brands, or even that of Toyota Motor Corp.'s Lexus.

There are a multitude of reasons: Acura lacks a V-8; other than the NSX supercar, no other model has rear-wheel drive; and its vehicles feel, well, like really nice Hondas.

To put itself on a more even playing field, Acura has given its flagship RL a complete makeover. The current RL — 8 years old — sold a paltry 3,535 units through September, a 35.2% falloff from the unspectacular 5,457 sold in like-2003. Market share is a piddling 0.4% for the year.

However, Acura optimistically expects to sell 20,000 units of the redesigned RL. Although ambitious, the goal is attainable. But the '05 RL's sales still will fall far short of the BMW 5-Series (43,714 units in '04) and Mercedes E-Class (58,088).

Based on the same global midsize sedan platform as the Honda Accord and Acura TSX and TL, the new RL represents vast improvements in steering, ride and handling.

Gone is the '04's dull, dated styling, replaced by the sharp, angular family resemblance established with the TL. The interior is notably upgraded as well, with Honda's impeccable fit and finish.

The dash is clean, with a central knob (Interface Dial) to control audio, air conditioning and navigation functions. The look resembles BMW's iDrive system but is miles ahead in functionality and ease of use.

The RL is the first recipient of Honda's new Super Handling All-Wheel-Drive system, which, like its name suggests, does provide superb handling. The first of its kind, Acura says SHAWD delivers torque not just front to rear, but also left to right.

During straight-line cruising and moderate cornering, up to 70% of torque is at the front wheels; during full-throttle acceleration that same percentage is shifted to the rear.

The 3.5L VTEC V-6, mated to a 5-speed automatic Sequential SportShift transmission, delivers 300 hp and 260 lb.-ft. (Nm 353) of torque, besting the outgoing RL by 75 hp and 29 lb.-ft. (Nm 39) of torque.

In a circuit track test with the 5-Series, E-Class and A6, the RL's steering and cornering is noticeably better than Audi's and on par with the others.

Although the '05 RL has no options, Acura is banking on its standard in-car satellite AcuraLink navigation system to move the model. Acura says the system is the first of its kind in North America, with the ability to receive real-time traffic, accident and construction information for 20 major metropolitan areas via its connection to XM Satellite Radio's XM NavTraffic service.

AcuraLink performed well in a test. But it provides real-time information only for highways. As experienced in downtown Washington, accidents and construction backups are not restricted to interstates.

Priced at $48,900, Acura executives emphasize the new RL is less expensive than a comparably equipped A6, 5-Series or E-Class. But will status-conscience luxury owners care?

'05 Acura RL

Vehicle type: Front-engine, all-wheel drive, 5-passenger 4-door sedan

Engine: 3.5L (3,471 cc) SOHC V-6, aluminum block/aluminum heads

Power (SAE net): 300 hp @ 6,200 rpm

Torque: 260 lb.-ft. (353 Nm) @ 5,000 rpm

Compression ratio: 11:1

Bore × stroke (mm): 89 × 93

Transmission: 5-speed automatic

Wheelbase: 110.2 ins. (280 cm)

Overall length: 193.6 ins. (492 cm)

Overall width: 72.7 ins. (185 cm)

Overall height: 57.1 ins. (145 cm)

Curb weight: 3,984 lbs. (1,807 kg)

EPA mileage, city/highway (mpg): 18/26

Market competition: Audi A6; BMW 5-Series; Cadillac STS; Infiniti G35; Lexus GS300; Mercedes E-Class