Honda is retooling the line, releasing the new RLX premium sedan this year to replace the slow-selling RL and revamping the stalwart MDX sport-utility vehicle, the brand's consistent star since its release in 2000. Audi is also catching up to Acura in the U.S., trailing by about 6,000 units this year as the Volkswagen AG (VOW) unit's sales rose 14 percent. Lexus rose 12 percent, Bayerische Motoren Werke AG (BMW)'s BMW is up 14 percent and Daimler AG (DAI)'s Mercedes-Benz had a 12 percent gain. While sales are up 4.4 percent in 2013's first nine months, competitors had even bigger gains. sales shrank 25 percent from the brand's 2005 peak of 209,610 to 156,216 last year. "They want to try things out and see what works and doesn't work, and because of the size of their marketing budget, they more than other industries are open to experimenting."Īcura's U.S. Because of larger screens and faster wireless networks, advertisers can target people at specific times, on specific devices, the company found, and those people tend to watch live video almost twice as long as video on demand in the home.Ĭar companies "want to be in the mindset of the consumer when they go online to look up a car," Adgate said. Mobile phones and tablets in April accounted for about 13 percent of all video-viewing, up from less than 3 percent in August 2011, according to a study by Ooyala Inc., an analytics firm that measures Web viewing habits for advertisers and other customers. The automotive industry also is responding to consumers' increasing inclination to research potential purchases online, said Brad Adgate, senior vice president of research at Horizon Media in New York.
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The online-only series joins other Internet-based efforts to promote cars. New models and more memorable ads are key to Tokyo-based Honda's goal to rejuvenate its premium line, eclipsed by German competitors and Toyota Motor Corp. Seinfeld tie-ins are part of a strategy by Accavitti to enhance emotional ties to the Acura brand that has had a meandering image since its 1986 debut. marketing chief, Senior Vice President Mike Accavitti. Acura is sole sponsor of Seinfeld's "Comedians in Cars Getting Coffee" Web series, the result of a bond formed with Honda's U.S.
(HMC) to inject some fun into Acura and give it a sportier luster.
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