The company will split its US operations into a Honda Division and Acura Division, each with separate leadership and dedicated sales and marketing teams. The brands will be headed by sales division executive VP John Mendel.
Mike Accavitti will shift from his current role as marketing chief for both brands and become the senior vice president and general manager of the Acura division. Current VP and general manager of Acura sales will take on a role as senior VP and general manager of the Honda division.
“Our goal is to accelerate the already strong sales growth of the Honda and Acura brands through a more cohesive strategy, with a heightened focus on the unique needs of luxury and mainstream customers,” said Mendel.
Speaking to the Detroit Free Press, Accavitti suggested the Acura group will be “luxury done in a different way” with a stronger brand position.
“We see Acura as being every bit of a luxury brand as the Germans or the other Japanese or the domestics to be honest,” he added.
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