Acura has always been an also-ran in the luxury segment, but Honda is finally getting serious about the perennial disappointment as the company has reportedly decided to invest $1 billion (€769 million) dollars into the brand.

Acura has always been an 'also-ran' in the luxury segment, but Honda is finally getting serious about the perennial disappointment as the company has reportedly decided to invest $1 billion (€769 million) dollars into the brand.

As a result, the company will launch an onslaught of new products including the RLX, MDX and NSX. It remains unclear if the redesigned models will finally sway buyers, but Acura is confident they will help the brand eschew its second-tier status. This is seen as critical since Acura has been positioned as sort of a value brand which means consumers aren't willing to pay premium prices.

Regardless of what happens, the investment marks as a stark turnaround from four years ago when Honda President Takeo Fukui essentially wrote the brand off by killing plans for V8 engines, rear-wheel drive platforms and a V10-powered NSX.

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Honda investing $1 billion into Acura - report