When did NSX switch from Honda to Acura?
In the United States and Canada, NSX has always been sold as Acura NSX since its 1990 debut. Honda NSX is the name used in Japan and most other markets. The second-generation NSX, launched in 2016, continues to wear the Acura NSX designation in markets where Acura is sold.
The question about when NSX “switched” from Honda to Acura reflects how automakers use market-specific branding rather than a single global branding change. Below is a detailed look at how the NSX has been branded across markets and generations.
Branding by market
Here's how the NSX is branded in different regions, depending on the presence of Acura as a local marque and the market's naming conventions.
- United States and Canada: Acura NSX (since the model’s US introduction in 1990)
- Japan: Honda NSX (the domestic-market name for all generations)
- Europe, Australia, and most other regions without an Acura presence: Honda NSX
The above illustrates that there isn’t a single brand switch; rather, NSX branding follows regional marque availability. In North America the badge has always been Acura, while in Japan and many other markets it has been Honda.
Gen 1 and Gen 2: branding and timeline
Gen 1 (1990–2005): Honda NSX in Japan, Acura NSX in North America
The first-generation NSX debuted in 1990. In the United States and Canada, it was marketed as the Acura NSX, while in Japan and many other markets it carried the Honda NSX name. The Gen 1 platform remained in production in various forms until 2005, with several updates during its lifecycle.
Gen 2 (2016–present): Acura NSX in North America, Honda NSX in Japan
The second-generation NSX premiered in 2016 and has continued the Acura NSX branding in markets where Acura is the local luxury marque. In Japan, where Acura branding isn’t used domestically, the car has been sold as Honda NSX. A notable recent development is the introduction of the NSX Type S in 2022, expanding the lineup within the Gen 2 framework.
Summary
In short, the NSX did not “switch” brands in a single event. Acura has served as the North American brand for NSX since its 1990 introduction, while Honda NSX has been used in Japan and most other markets without Acura branding. The second generation continues this same market-based branding, with Acura NSX in North America and Honda NSX in Japan.
Notes for readers
For context, the NSX nameplate has evolved through two generations. The first-generation car launched in 1990 with distinct regional naming (Acura NSX in the US, Honda NSX in Japan) and continued until 2005. The second generation began in 2016, maintaining the same market-specific branding pattern (Acura NSX in North America, Honda NSX in Japan), with a high-performance Type S variant released in 2022.
Are Honda NSX and Acura NSX the same?
Yes, the Honda NSX and Acura NSX are the same car, distinguished only by the brand badge and the market they were sold in. The Acura NSX is the model sold in North America, while the Honda NSX was sold in other markets like Japan and Europe. The primary differences are branding and market-specific features like left-hand drive for the Acura version and the use of different units of measurement on the instruments.
This video explains the difference between Honda NSX and Acura NSX: 16sPrivateAutoYouTube · Feb 15, 2024
Key differences
- Branding: The Acura badge was used in the U.S. and Hong Kong, while the Honda badge was used elsewhere.
- Market-specific features:
- Steering: Acura NSX models were built for left-hand drive markets, while many Honda NSX models were built for right-hand drive markets.
- Units: Acura models in the U.S. used Imperial units (miles, Fahrenheit), while Honda models in other regions often used metric units (kilometers, Celsius).
- Regulations: Some subtle differences exist to meet local regulations, such as the color of the turn signals or specific airbag requirements.
Is Acura just a rebadged Honda?
They are both owned by the same company, however, Honda specializes in delivering a range of mainstream automobiles for customers, while Acura is focused on the production of luxury performance models for SUVs and sedans.
Why did Honda discontinue the NSX?
Acura discontinued the NSX due to declining sales and a shift in the company's focus towards electric vehicles. Slow sales were caused by a high price tag, competition from established brands, and criticisms that its parts-bin interior felt cheap for a supercar in its price range.
- Declining sales: The second-generation NSX sold poorly, leading to its discontinuation after the 2023 model year. Sales were particularly slow in certain markets, such as Australia.
- High cost: The NSX was expensive, leading some consumers to choose more established supercar brands instead. A high price tag coupled with an interior that used components from less expensive models like the Civic and Accord led to criticism of it feeling overpriced.
- Focus on EVs: Acura is redirecting its resources to develop new electric vehicle (EV) models. This strategic shift is a significant factor in the decision to discontinue the NSX.
- Mixed reception: While praised for its performance, the NSX received mixed reviews for other aspects, such as the lack of a manual transmission option and the hybrid powertrain, which some enthusiasts felt made it less analog than the original car.
When did the Honda NSX become the Acura NSX?
1990
In 1989, Honda unveiled the first generation of the NSX (renamed from NS-X) at the Chicago auto show, and at the Tokyo Motor Show a couple of months later. It went on sale in Japan in 1990 and from November 1990 in Hong Kong and North America under Honda's luxury brand, Acura.
