The upcoming Acura ILX sedan is expected to boost Acura consideration among Generation Y buyers – those under 33 years of age. The ILX will be the smallest and least expensive Acura (starting at $27,000 and topping out around $33-$34,000) and is forecast – by Acura – to generate sales on the order of 2,500 per month or 30,000 ILXs per year (Acura managers say 30-35,000 per year is “about right”). By adding the ILX to the Acura lineup and a refreshed RDX crossover SUV Acura hopes to improve sales by 45% in the 2012 calendar year achieving total sales of 180,000 units. A 45% bump is impressive in anybody’s book, but this comes after 2011′s traumas of the Japanese earthquake and tsunami and the floods in Thailand which damaged Acura production in Asia and component supplies for vehicles assembled in the USA.
The ILX’s GenY target is a youthful customer with a mature mindset who wants a “Near Premium” small sedan. They see themselves as individuals with taste. They live in and around big cities like New York, Los Angeles, Chicago, and Dallas. They will sacrifice acceleration for fuel economy and innovative design.