TORRANCE, Calif., April 28, 2016 /PRNewswire/ -- As Acura marks its 30th anniversary, the brand is launching a new marketing campaign that celebrates its American roots and the key models that have contributed to its success. The milestone coincides with Acura's emergence as the leading luxury brand to millennial buyers with the brand capturing the highest share of sales to this coveted and growing demographic among all luxury automotive brands1.
This week, the new campaign debuts with a new Acura 30th anniversary broadcast TV spot titled "30 Years Young," celebrating the youthful and challenging spirit of Acura: https://youtu.be/5aazEJEu_6c. Showcasing bright colors and the optimistic narration by Michael B. Jordan, the acclaimed actor and new voice of the brand, viewers are taken on a journey through Acura history and the products that signify the brand's Precision Crafted Performance DNA. Historical footage intertwined with the current Acura lineup, featuring the next-generation NSX supercar, gives the ad a modern and authentic spirit.
The "30 Years Young" campaign debuts this week with a: 60 spot on cable broadcast and with: 15 spots featured on Acura's social channels. The campaign extends into dealerships with 30th Anniversary posters and collateral.
"The Acura brand is 30 years young, and we wanted this spot to communicate the energy, excitement and optimism that surrounds Acura at this important moment in our history," said Jon Ikeda, vice president and general manager of the Acura Division. "As we continue to focus on advancing our Precision Crafted Performance DNA, we are excited at how this direction is resonating with our millennial customers."
Acura is marking the 30th anniversary milestone as the #1 luxury brand to millennials in America as a percentage of sales, capturing a greater rate of buyers aged 18-34 than any other luxury make. Individual Acura models are also resonating with this important and growing demographic. The Acura ILX is both a top selling model in the entry luxury segment and the #1 selling model to millennials in each of the past four years. The Acura RDX and MDX also rank as two of the top three luxury SUVs with under 35 year olds – with the RDX the number one model in its segment to this coveted buyer group1.
Acura's sales success with millennials is helping drive momentum with the brand riding four consecutive years of sales increases and 2015 ranking as the best sales year since 2007. The excitement continues to grow as Acura is now on the eve of launching the next-generation 2017 Acura NSX supercar, with a significantly refreshed MDX luxury SUV coming to market later this year.
Acura is a leading automotive luxury nameplate that delivers Precision Crafted Performance, an original approach to technology and design that creates a new driving experience with innovative technologies like Acura Super Handling All-Wheel Drive (SH-AWD) and Precision All-Wheel Steer (P-AWS). On March 27, 2016, Acura marked 30 years since its launch as the first luxury nameplate from a Japanese automaker.
The Acura lineup features five distinctive models – the RLX luxury flagship sedan, the TLX performance luxury sedan, the ILX sport sedan, the 5-passenger RDX luxury crossover SUV, and the seven-passenger Acura MDX, America's all-time best-selling three-row luxury SUV. This spring, Acura will launch its next-generation, electrified NSX supercar as a new and pinnacle expression of Acura Precision Crafted Performance.
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1Based on IHS Automotive, Polk new U.S. retail vehicle registrations as a percentage of overall brand sales for all luxury brands, the Luxury Compact CUV segment, and the Luxury Traditional Subcompact segment and age of head of household data for 18-34 year olds for CY2015.