The Integra nameplate would’ve been perfect for ushering in Acura’s electric future.
If you’re not familiar with the 2022 Acura Integra Prototype, read in to the news and you’ll see a sleek, retro yellow four door hatchback. This all new Integra replaces the ILX, which lived its life as a Honda Civic in a tux. The world, journalists, and enthusiasts alike are divided. Some are disappointed by the looks, the fact that it is a rehashed Civic, the shared Civic SI powertrain, or simply the fact that it doesn’t seem to live up to the memory of the legendary high performance Integra GSR and Type R variants. Others like it because of its attractive entry price (Integra to start around $30,000), and its Honda bones now with added luxury.
To be fair, Acura isn’t doing themselves any favors because at the launch of the Integra prototype, they displayed it alongside the gorgeous three door hatchbacks of yore, painted it in the iconic Integra yellow, and showed glorious B-Roll footage of Integra’s of the past. But once that cover was unveiled, all the world saw was something luke warm. From my perspective and just general feeling based on initial reactions I’ve read, there’s no WANT, no WOW, no “Shut up and take my money” feelings. It was just “Oh. Four doors and its basically a Civic. Ehh”.
I want Acura to be more innovative and take more risk. Lets face it. As it sits with its internal combustion (ICE) powertrain, Acura/Honda is in a tough spot with this car. The Integra can’t be better than the vaunted, and already confirmed Type R, but can’t be too close to the Civic either. Remember that back in the day, there was no Civic Type R in the states, only an Integra Type R. So as an ICE car, its in a tough spot. How does Acura differentiate this car? Luxury? This is a given! Price? Kind of, but Honda exists and its well known that it’s based on a Civic. Design? Absolutely, and I think the Acura treatment mostly works well on the car. Performance? Yes! Plenty of opportunity here with a huge BUT…SI and Type R exist in the neighboring dealership.
What does Acura do? How can they differentiate with Luxury, Performance, and Design? What can they do to create a price differentiation? Why should someone choose Acura and the Integra over Honda and the Civic? The answer is electricity.
The Acura Integra is aimed at Gen Z and Millennials, which is the segment every car manufacturer wants to grab, and will have (and already has) tremendous buying power in the automotive industry. It’s the most important and largest demographic to date. Car manufacturers have known this for awhile, hence why luxury brands have moved down market since the late 2000’s and early 2010’s.
The way I see it, an internal combustion 2022 Integra is just a massive blunder.
However, the rise of Tesla has shown that high income Gen Zer’s and Millennials favor electric by a longshot. What car brand is the most aspirational for these demographics? Tesla. Why? Because Tesla is innovative, technologically impressive, environmentally friendly, and has prestige. A “cool” factor. I haven’t talked to any Gen Zer or Millennial that says “I want an Acura” (BTW I’m a Millennial). They see all the Tik Tokers and Youtubers in a Tesla and say “I want to be like them”. What car is the Millennial dream car? Tesla Model 3. What luxury car brands rank favorably with Gen Z and Millennials? Tesla, Audi, BMW, and Mercedes. By the way, the big three Germans are rapidly shifting to electrics in an effort to dent Tesla’s growing market share.
To that point, an electric is necessary for Acura. This is pretty much obvious. Look at what all the Europeans, Americans, and Koreans are doing. Rapidly shifting their development and focus into electrics because not only is it being federally mandated, but because of the Millennial and Gen Z target demographic mentioned above. Let’s not forget that even the youngest, non-driving age Gen Zers at this point have influence over the car choices their parents make. If Acura wants to survive, if it wants to be a luxury brand, if it wants to stand out, it needs eye catching electrics to attract its future buyers… high income Millennials and Gen Zers. A $30,000 ICE car does not do that.
The industry shift from ICE to electrics is realistically a never seen before opportunity for car brands to reset and refocus their image, demographic, and perception. This is an opportunity that probably will never happen again until another powertrain shift occurs which could be another 100 years. What Acura is currently doing (a heavy push with ICE cars) is honestly 7 years too late. Genesis is probably the last brand to pull such a feat and even they’ve already made significant electric plans. I’m not sure if Acura understands that the luxury car world has moved on, and it is going to require a very special ICE car to keep the brand alive, and that is what the Integra, or even TLX for that matter, is not.
Bringing back an iconic nameplate can only be done once, and Acura flubbed it horribly.
The Integra nameplate has come to stand for world class performance and a handicapped ICE Integra out a luxury brand just doesn’t do it in today’s age. A name change, especially bringing back an iconic nameplate like Integra, makes a huge splash in the news. Everybody suddenly pays attention. The best example is Ford, and their Bronco and Mustang Mach E revivals. The world all watched when those were revealed. Bringing back an iconic nameplate can only be done once, and Acura flubbed it horribly in my opinion.
The Integra nameplate would’ve been perfect for ushering in Acura’s electric future. Imagine a $40-55,000 full electric four door or two door coupe with 300-400 horsepower and competing directly against the Model 3. Currently Tesla’s best selling vehicle. An electric powertrain would differentiate it from the Civic SI and Type R, give it world class performance through fast acceleration and engaging dynamics, and would provide a premium sporty image for Integra and Acura. In its current four door coupe shape, it is ideal against cars like Polestar 2, Model 3, Mach E and EV6. An EV powertrain couldn’t be more fitting. Heck, if this Integra was electric, I would be so hyped I would’ve put in a deposit or a preorder. I am 100% serious. And sure, Honda is woefully behind in EV technology, but regardless, you have to play your hand strategically no matter what hand you have.
At the end of the day, the 2022 Integra is just an ILX. Enthusiasts would be less upset if it was called ILX. In fact, I think people would have thought favorably of this car if it was called ILX, because we’ve all come to know the ILX as a rehashed Civic and this rehash is genuinely pretty good. But the Integra name carries so much weight. So much prestige. It’s iconic in every way. Justly bringing back a nameplate means either a faithfully modern reincarnation of the past, or taking elements of what made the old car iconic and modernizing it. Acura’s 2022 Integra is sadly neither. As of now, only time will tell if this car will be a success, but the way I see it, an internal combustion 2022 Integra is just a massive blunder. A missed opportunity for Acura.
