As Acura marks its 30th anniversary, the brand is launching a new marketing campaign that celebrates its American roots and the key models that have contributed to its success. The milestone coincides with Acura’s emergence as the leading luxury brand to millennial buyers with the brand capturing the highest share of sales to this coveted and growing demographic among all luxury automotive brands1.
New Acura Ad Campaign Celebrates Turning “30 Years Young” with Millennial Sales Leadership © Honda Motor Co., Ltd.
This week, the new campaign debuts with a new Acura 30th anniversary broadcast TV spot titled “30 Years Young,” celebrating the youthful and challenging spirit of Acura: https://youtu.be/5aazEJEu_6c. Showcasing bright colors and the optimistic narration by Michael B. Jordan, the acclaimed actor and new voice of the brand, viewers are taken on a journey through Acura history and the products that signify the brand’s Precision Crafted Performance DNA. Historical footage intertwined with the current Acura lineup, featuring the next-generation NSX supercar, gives the ad a modern and authentic spirit.
The “30 Years Young” campaign debuts this week with a: 60 spot on cable broadcast and with: 15 spots featured on Acura’s social channels. The campaign extends into dealerships with 30th Anniversary posters and collateral.
“The Acura brand is 30 years young, and we wanted this spot to communicate the energy, excitement and optimism that surrounds Acura at this important moment in our history,” said Jon Ikeda, vice president and general manager of the Acura Division. “As we continue to focus on advancing our Precision Crafted Performance DNA, we are excited at how this direction is resonating with our millennial customers.”
Acura is marking the 30th anniversary milestone as the #1 luxury brand to millennials in America as a percentage of sales, capturing a greater rate of buyers aged 18-34 than any other luxury make. Individual Acura models are also resonating with this important and growing demographic. The Acura ILX is both a top selling model in the entry luxury segment and the #1 selling model to millennials in each of the past four years. The Acura RDX and MDX also rank as two of the top three luxury SUVs with under 35 year olds – with the RDX the number one model in its segment to this coveted buyer group1.
Acura’s sales success with millennials is helping drive momentum with the brand riding four consecutive years of sales increases and 2015 ranking as the best sales year since 2007. The excitement continues to grow as Acura is now on the eve of launching the next-generation 2017 Acura NSX supercar, with a significantly refreshed MDX luxury SUV coming to market later this year.
