Why did Acura discontinue the RL?
Acura, the luxury division of Honda, made the decision to discontinue the RL sedan in 2012 after a decade-long run. The RL was Acura's flagship model, but it struggled to gain traction in the highly competitive luxury sedan market. Several factors contributed to the RL's demise, including its high price, conservative styling, and lack of distinctive features compared to its rivals.
Declining Sales and Market Positioning
The RL was introduced in 1996 as a replacement for the Acura Legend, but it never achieved the same level of success. Sales of the RL declined steadily over the years, from a high of around 30,000 units in the early 2000s to just over 5,000 units in 2011. This was in part due to the RL's positioning in the luxury sedan market, which was increasingly dominated by models from German automakers like BMW, Mercedes-Benz, and Audi.
High Pricing and Lack of Distinctive Features
Another factor that contributed to the RL's demise was its high price tag. The RL was typically priced in the $45,000 to $55,000 range, which put it in direct competition with more established and prestigious luxury sedans. Additionally, the RL lacked the distinctive styling and advanced features that many luxury buyers were seeking, such as all-wheel drive and more powerful engine options.
Shift in Consumer Preferences
The decline of the RL also coincided with a broader shift in consumer preferences towards SUVs and crossovers. As more luxury buyers opted for these larger, more versatile vehicles, the demand for traditional luxury sedans like the RL waned. Acura responded to this trend by introducing new SUV models like the MDX and RDX, which became the brand's best-selling vehicles.
Conclusion
In the end, the combination of declining sales, high pricing, and a lack of distinctive features ultimately led Acura to discontinue the RL sedan in 2012. The decision was part of a broader strategy to reposition the Acura brand and focus on more popular and profitable models, such as its SUV lineup. While the RL may be remembered as a capable and well-engineered luxury sedan, it was unable to keep pace with the changing preferences of luxury car buyers.
