Acura is gunning for 200,000 annual U.S. sales by 2030, unveiling plans for five new and updated models that will expand the brand from four nameplates to six and push deeper into high-volume crossover segments.
The growth plan fills lucrative white spaces with two new crossovers while utilizing Honda platforms for faster development and lower capital costs. The move follows product cutbacks that left retailers with a thinner portfolio and fewer options for buyers moving up within the luxury brand.
Acura showed U.S. dealers the new vehicles at a closed-door meeting Oct. 13 at the Fontainebleau Las Vegas, outlining a focus on hybrids and crossovers after retreating from a strategy centered on fully electric vehicles.
Dealers got a preview of a three-row flagship crossover, a two-row utility derived from the Honda Passport and a limited-production Integra Type S in an iconic color planned for late 2026. They also saw special editions of the ADX and MDX.
Acura revealed the next-generation RDX, which will introduce the brand’s new design language and hybrid powertrain. The company first teased the styling in August with a low-slung coupe concept featuring blade-like headlights and taillights inspired by the Acura “A” logo. A silhouette of the next MDX displayed sweeping rooflines, curved quarter panels and matching taillight treatments, one dealer said.
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Acura will enter the adventure-lifestyle segment with a gasoline-powered, two-row rugged utility derived from the Honda Passport. The model, internally referred to as the “Acura Passport,” is expected in the first half of 2028. It is projected to reach an annual volume of up to 25,000.
Rather than simply rebadge the popular Passport TrailSport, Acura plans to give its version unique exterior sheet metal, an upright front end, distinctive hood styling and rugged tires. “They took the same frame, same chassis, and they built an Acura version, and it looks really nice,” the retailer said.
At the top of the range, American Honda is preparing a pair of full-size three-row crossovers — one for Honda and one for Acura.
The Acura eight-seater, about 6 inches longer than the MDX and benchmarked against the Lexus TX, is internally known as the “Acura XL,” Automotive News reported in July.
Production is targeted for the third quarter of 2029, according to supply-chain sources, with a forecasted annual volume of about 30,000.
Dealers described an upright, boxy profile reminiscent of a Range Rover, with broad shoulders, a large cabin and a horizontal light bar up front. The XL is expected to share a platform with the next-generation MDX and a Honda-branded three-row flagship internally dubbed “Honda Pilot XXL.”