Why is the Acura NSX not selling?

The Acura NSX’s sales lag is primarily a function of price, limited appeal to a niche buyer segment, and stiffer competition from more exciting or better-branded rivals that offer similar performance with broader desirability.

In this article, we examine why the NSX hasn’t attracted sustained volume, how it stacks up against rivals, and what Acura has done or signaled about its future in a market increasingly oriented toward electrified performance and brand halo.

What the NSX is and where it sits in the market

The NSX is Acura’s mid‑engine hybrid supercar, launched in its second generation in the late 2010s. It pairs a twin‑turbocharged V6 with multiple electric motors to deliver all‑wheel drive and a combined output that places it in the high-performance, six-figure tier. Unlike many rivals, the NSX emphasizes a balance of everyday usability and performance, rather than pure track supremacy or outright exotic pricing. That positioning, however, narrows its audience to a specific subset of enthusiasts who want hybrid tech, a refined GT character, and Acura reliability alongside performance.

Key factors behind weak selling

Below is a look at the main reasons the NSX has struggled to achieve broad sales momentum. The items reflect market dynamics, consumer expectations, and the product’s own strengths and limitations.

• Price versus value: The NSX sits at a premium price point that places it against established players with stronger halo brands and perceived driving emotion. For many buyers, rivals offer either more raw excitement, sharper handling, or more recognizable prestige for a similar or lower total cost of ownership.


• Niche appeal and brand perception: Acura’s image, while premium, does not carry the same exotic or performance mystique as brands like Porsche, Ferrari, or McLaren. That gap in brand halo makes it harder for the NSX to command attention in a segment driven by emotion and prestige.


• Driving experience versus expectations: Critics and enthusiasts have noted the NSX’s emphasis on refinement and smooth hybrid power delivery can feel less visceral than some competitors, especially those with traditional or more aggressive turbocharged layouts. For buyers seeking a “pure driver’s car,” the NSX can come off as more polished than thrilling.


• Limited dealer network and service costs: A smaller, specialist dealer network means fewer opportunities for test drives, service, and personalized attention. When maintenance or repair requires specialized parts and technicians, ownership costs can be higher and less predictable than with volume brands.


• Aging platform with limited updates: Although the Type S variant offered more performance, the car’s underlying architecture began to feel dated relative to newer rivals that bring more aggressive aerodynamics, lighter materials, and cutting-edge infotainment tech. That can limit renewed interest from buyers looking for the latest tech and driving sensations.


• Market timing and product cadence: The NSX has faced a slow update cadence and periods of limited availability, which can dampen mainstream interest and keep the model as a “cult” option rather than a mainstream weapon in the sports-car market.

Across these factors, the NSX’s appeal remains strong for a dedicated subset of buyers, but translating that into broad, repeatable sales has proven challenging in a crowded and price-sensitive segment.

How the NSX compares to rivals

To understand the buying calculus, it helps to compare the NSX with key competitors. The following points highlight where the NSX stands in relation to popular rivals in price, performance, and perception.

• Price and perceived value: Many rivals in the high-end sports car arena offer more aggressive price-to-performance ratios or stronger brand pull, which can sway buyers who are choosing one halo car over another.


• Performance and driving character: Competitors often deliver more aggressive throttle responses, sharper handling, or lighter weight. While the NSX provides high-tech propulsion and consistent traction, some drivers prefer the more “analog” feel of rivals with traditional V8s or more extreme weight savings.


• Brand halo and desirability: Porsche, Ferrari, and McLaren models tend to command stronger emotional appeal and recognition, helping those brands achieve higher attention-to-sale conversion even at premium prices. This brand effect can influence buyers who are deciding between a performance sedan/coupe from a mainstream luxury marque and a niche halo car from a rival.


• Ownership experience: The breadth of service networks, availability of parts, and community support around rivals can make ownership more reassuring for some buyers, especially those who travel or live outside major urban markets.


• Special editions and lifecycle: Acura has used limited editions, such as the Type S variant, to galvanize interest and offer a more aggressive performance profile. However, these editions reach a relatively small audience and may not shift overall demand enough to broaden the model’s market footprint.

In sum, while the NSX offers advanced technology and refined comfort, it competes in a space where brand prestige, driving drama, and dealer support are critical levers for shifting volumes. The NSX’s strategy has been to blend accessibility with performance, but market dynamics have favored rivals with stronger halo and broader appeal.

What Acura has done and what the future may hold

Acura has taken targeted steps to refresh interest in the NSX and to align the model with evolving market preferences. The most notable move has been the introduction of the Type S variant, alongside ongoing refinements and communications about the model’s role within Acura’s broader performance strategy.

• Type S limited edition: A high-performance, limited-run variant introduced to boost enthusiasm and demonstrate what the NSX can do with more power and revised dynamics. The Type S is positioned as a finale of sorts for the current generation, with a constrained production volume to preserve exclusivity.


• Refined powertrain and chassis tuning: Updates tied to the Type S and subsequent model year improvements aim to sharpen throttle response, handling balance, and overall driving feel, addressing some of the earlier critiques about refinement versus excitement.


• Marketing and dealer experience adjustments: Acura has aimed to better align NSX marketing with performance enthusiasts and to improve the ownership experience through training and support that reflect the car’s specialized nature.


• Strategic product focus: Within Acura’s broader lineup, resources are increasingly directed toward platforms and technologies that scale across more models (such as electrified crossovers and performance variants) while preserving niche halo for the NSX as a legacy vehicle in its segment.

Despite these efforts, the NSX remains a niche product whose sales are constrained by its price ceiling, designer intent, and the broader market tilt toward stronger brand halos and more aggressive driving experiences. Acura’s ongoing challenge will be balancing exclusivity with broader appeal in a shifting high-performance landscape.

Summary

The NSX’s sales challenges stem from a combination of a high price in a small buyer pool, competing against brands with stronger halo and driving excitement, and a niche positioning that doesn’t always align with mainstream performance car buyers. While Acura has pursued sharper performance through the Type S and refined its approach to ownership, the NSX still competes in a market where brand prestige, driving character, and dealer infrastructure play decisive roles. For enthusiasts who value hybrid technology and a balanced, refined supercar experience, the NSX remains compelling; for the broader market, its appeal is necessarily limited.

Was the Acura NSX a flop?

It was received with near unanimous praise from the automotive media, but ultimately the NSX struggled to find buyers for the majority of its 15-year production run. In this episode of “Revelations,” Hagerty's Jason Cammisa takes us through the history of the original NSX.

Why is Acura discontinuing 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. 

Is Acura going to make the NSX again?

Yes, Acura will bring back the NSX, but as an all-electric "NSX-type" sports car slated for a 2027 or 2028 release. The company confirmed development of a new, all-electric sports model that is expected to be the third generation of the NSX.
 
You can watch this video to learn more about the development of the new electric NSX: 55sCreatch & CarsYouTube · Aug 25, 2024

• A new powertrain: The next NSX will be fully electric, a departure from the previous hybrid model. 
• New platform: The new vehicle will likely be built on Honda's new 0 Series electric platform, according to CarBuzz. 
• Production timeline: Acura has stated it plans to introduce the new sports model in 2027 or 2028. 
• Official statements: While Acura executives have confirmed an "NSX-type" electric sports car is in development, they have indicated the final name may or may not be the NSX. 

This video discusses rumors about the features and specs of the new NSX: 53sNamCarYouTube · Jul 10, 2024

Why didn't the NSX sell?

The NSX failed to sell in high numbers because exceptional engineering met a weak market fit: expensive, complex hybrid performance from a non-exotic badge produced a car that neither satisfied purist drivers nor satisfied prestige buyers, while overall demand for low-volume sports cars declined.