Artiga, Jacama, Avatar? Get a Load of the Rejected Names for Acura

Honda considered names like Avatar and Artiga for its luxury brand before settling on Acura in 1986, aiming to embody precision and quality with a Western appeal. This naming strategy underscores the importance of branding in establishing market perception and differentiation, especially for Japanese automakers entering the U.S. luxury car segment. As Acura marks its 40th anniversary, its future direction remains uncertain amid ongoing product plan indecision.

Read the full article at The Drive

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