Acura plays up standard awd on new RL in effort to build sales traction

[divinewisdom]

WASHINGTON -- Acura Division is escalating the competition among automakers that use all-wheel drive to boost sales, especially of sporty luxury cars.

Acura is making awd standard on its 2005 RL. It is the first completely new version of the division's flagship sedan since 1995.

Acura will promote its awd system's ability to improve handling on firm, dry surfaces, instead of just ensuring better traction on wet or slippery surfaces.

The automaker made up for the added weight of awd - and other expanded vehicle content - with greater use of aluminum.

Acura is counting on Super Handling-All Wheel Drive, as it calls its system, to give the RL traction in the marketplace. It faces competitors such as the Audi A6 and Mercedes-Benz E-Class cars.

The RL is "a very important new model for Acura," said Thomas Elliott, executive vice president of auto operations for American Honda Motor Co. Acura is Honda's performance and luxury division.

Acura direction

The RL establishes the brand direction, Elliott said at a press event here. The awd system likely will migrate to other Acura lines, he says.

The vehicle goes on sale in mid-October. Acura says it will be priced under $50.000. A comparably equipped 2004 RL is $46,145.

Acura wants to sell about 20,000 RLs a year in the United States, about 10 percent of the division's total. In 2003, sales of the current model were 6,829.

AWD antes up

The number of car models that offer awd nearly doubled to 23 between 1999 and 2004, according to
CarsDirect.com., an online car-buying Web site.

Sales are rising but remain under 5 percent of the cars sold in 2004, the Power Information Network says.

Sales of awd vehicles seem likely to jump. Automakers seek to satisfy buyers who have been accustomed to SUVs but are considering sport wagons or trendy tall sedans.

Most awd systems operate automatically to shift power between front and rear wheels when it is needed.

Acura says its system uses sophisticated sensors and a rear differential with an electromagnetic clutch.

It shifts all torque in rear wheels to one side or the other, depending on need.

Acura engineers say the system improves handling by reducing understeer while a driver accelerates and oversteer during deceleration.

Mark Bilek, editorial director of ConsumerGuide.com's automotive section, is a critic of awd.

He says awd systems generally encourage drivers to go faster than they should in adverse conditions.

That creates trouble stopping in emergencies, he says.

Automakers like awd as "a marketing ploy to make more money," Bilek contends.

Bilek says he's driven the new RL. It performs better on the racetrack than other awd systems, he says.

But he adds that consumers "don't drive on racetracks."

autoweek
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