The Acura brand, launched by Honda in 1986, initially featured the Integra and the Legend. Over time, the lineup expanded, with the Integra evolving into the RSX and the Legend becoming the RL. After two decades, the Integra/RSX has reached its final year of production. Here’s why Honda decided to discontinue this once-popular model.
One key reason is Acura’s brand strategy shift. The Integra was initially conceived as a ‘bridge model,’ facilitating the transition of Honda owners to the Acura brand. The price difference between the two brands was a hurdle for some Honda owners. The Integra was priced slightly above the most expensive Honda but below the Legend. Honda now separates the two brands with distinct research and development departments. Acura is being repositioned to compete with Infiniti and Lexus, luxury brands lacking a bridge model.
Secondly, the RSX was due for a redesign. The existing model was aging, and the investment required for a new model would impact the company’s profitability. Acura has suggested a coupe version of the TL sedan might be introduced to meet any remaining consumer demand for a luxury coupe.
Consumer preferences are also changing. The market for sports coupes is limited and shrinking. Chevrolet discontinued the Camaro, and Pontiac, the Firebird. While the Mitsubishi Eclipse and Ford Mustang remain, consumer interest has declined over the past five years.
There are rumors of a new NSX, Acura’s discontinued two-seat sports car, making a comeback. With likely limited sales of under 10,000 units annually, the high-priced NSX would serve as a ‘halo’ model for Acura. Acura dealers in the USA are eager for the car, and Honda may oblige.
During its peak, the Integra was a popular vehicle, and a frequently stolen car. Scarce parts made the Integra a target for thieves; this issue will worsen as the RSX production ceases. Consider installing an alarm system on your Integra/RSX. The Integra/RSX you drive could be your last; don’t let thieves decide that for you!