Why did Acura stop making the RL?
Acura, the luxury division of Honda, made the decision to discontinue the RL sedan in 2012 after a decade-long production run. The RL was Acura's flagship model, but it struggled to gain traction in the highly competitive luxury sedan market. Several key factors contributed to the RL's demise and Acura's decision to end its production.
Declining Sales and Market Share
The primary reason Acura discontinued the RL was its consistently poor sales performance. The RL never managed to capture a significant share of the luxury sedan market, which was dominated by models from German automakers like BMW, Mercedes-Benz, and Audi. In its final year of production, the RL sold just over 2,500 units in the United States, a far cry from its peak of around 20,000 annual sales in the early 2000s.
Lack of Competitiveness
The RL struggled to keep up with its rivals in terms of design, technology, and overall driving dynamics. Compared to the more refined and engaging driving experiences offered by German luxury sedans, the RL was seen as outdated and lacking in performance and luxury appeal. This perception, combined with the RL's higher price point, made it a tough sell for many luxury car buyers.
Shift in Consumer Preferences
During the RL's production run, there was a noticeable shift in consumer preferences towards larger, more spacious luxury SUVs and crossovers. As buyers increasingly favored these versatile and practical vehicles, the demand for traditional luxury sedans like the RL declined. Acura recognized this trend and decided to focus its efforts on developing more competitive SUV and crossover models to better align with market demands.
Conclusion
The discontinuation of the Acura RL was a strategic decision driven by the model's poor sales performance, lack of competitiveness in the luxury sedan segment, and shifting consumer preferences towards larger, more practical luxury vehicles. Acura's decision to end production of the RL allowed the company to redirect its resources towards developing more successful and in-demand models that better aligned with the changing luxury automotive market.
