The Let's Get Lost Brand: Acura Pitches ILX to Generation Y

For the members of Generation Y who (hope they) have stable jobs and incomes and are (reasonably) confident about their financial future, Acura has a message: The brand has a car for you, the new "gateway" model ILX.

The Honda-owned luxury brand is debuting the all-new compact luxury sedan at a starting price of $25,900 with the expectation (and new messaging) that young Americans in their early thirties, with their act together and decent prospects, are going to gravitate to what Acura calls a true luxury car at an attainable entry-level price point.

"This car was specifically designed for these people because of what they've gone through," Mike Accavitti, Acura's U.S. CMO, told brandchannel.Continue reading...