Honda’s John Mendel: Redefining Acura
September 19, 2007
When Honda renamed the former Arrowhead Pond entertainment and sports 
venue in Anaheim, California, the Honda Center, the automaker did what it does with its car owners: it asked customers what they thought.
Specifically, Honda asked what patrons thought about the center’s name change. But, the company got more than what it asked for: it got comments like "now that Honda runs the center, the food will be better and the bathrooms will be cleaner."
“Holy s---,” John Mendel, who was promoted to executive vice president of automobile operations for American Honda Motor Co. this year, recalls thinking as he read the survey responses. “Now we’re being held responsible for hot dogs, beer, bathrooms and everything else.
“But,” he adds philosophically, “that’s the power of the Honda brand. You put the Honda name on something, and there’s a certain level of expectation.”
And that’s what keeps John Mendel awake at night –- protecting the Honda 
brands and delivering on customer expectations –- more the customer expectations of Honda and Acura car and truck owners than the quality expectations of Honda Center patrons for hot dogs and beer -– though Mendel claims they, too, have improved.
“I wake up scared every morning of the enormous responsibility I have to care for these brands –- Honda and Acura,” admits Mendel, who appears poised to take over American Honda, succeeding the Richard Colliver. “Those before me have done a phenomenal job, and I want to do even more.”
Redefining Acura
While the Honda brand, with its longer history and larger volume, clearly is his No. 1 priority, Mendel is focusing heavily on the redefinition of the Acura brand, which celebrated its 20th anniversary last year. While young in automotive terms, the Acura is the oldest of the Japanese luxury marques.
“Our goal is to move Acura into a Tier 1 luxury brand,” says Mendel emphatically. “We’re pretty clear about it. BMW is well established, and Acura is not, in terms of a brand image. The good news for us is we don’t have a lot of baggage.”
While in Detroit for the launch of Acura’s 2008 product line earlier this month, Mendel tried to explain to gathered journalists where Acura is headed. No two- or three-word explanation, like “The Relentless Pursuit of Perfection” or the “Ultimate Driving Machine,” suffices. Acura's current "Advance" tagline only hints.
For starters, Acura, says Mendel, is being positioned to be closer to BMW and Audi in their sporty performance, than the plusher “country club” Lexus and Mercedes. “But even within that perceptual map, there’s an area that’s even more sport and more luxury that holds an opportunity for us. You can have both. They’re not mutually exclusive,” he explains.
Future Acura models will have performance, but performance a driver can live with on a daily basis, as the NSX was a livable sports car. Mendel points to the RDX, with its first-ever turbocharged engine in an Acura, or Acura’s Super Handling All-Wheel Drive as other examples of livable performance.
In the future, performance will mean a V10 engine. It also could mean clean diesel engines for larger Acura sedans (a clean diesel already is rumored for a future Honda Accord). It could mean rear-drive architecture. Mendel doesn’t talk specifics.
“Acura brand has always been about performance and dynamics,” continues Mendel. “One of the additions now is the technology piece. But it is clearly not a technology race. It’s not about more stuff or faster Bluetooth that differentiate you. What Acura is going to be in the future is delivering a driving experience and performance across everything at a level that’s unique in the marketplace.”
Acura will have technology that is simple and easy to use, as Acura navigation systems have been from Day One. “You have to think beyond a specific technological thing and think more holistically about the man-machine interface, the integrity and feel and the driving dynamics,” says Mendel.
Mendel apologizes: “I don’t mean to get too Zen on you.”
It sounds about as mystical as Zen. Maybe it’s one of those things that we’ll get when we see it. And see it, we soon will.
2008: A Milestone Year for Acura
As 2006 was a milestone for Acura turning 20, 2008 will be a milestone year in laying out Acura’s new direction, Mendel suggests.
“For the first time in its history, we’ve got a very clear vision of what the brand is going to be when it grows up,” says Mendel. “The next three to four years are going to be absolutely critical for us to put a fine point on that.”
Mendel notes the all-new RDX and redesigned MDX tip the future direction of Acura.
“Next year at this time, you will have a pretty good idea of the direction we’re heading,” Mendel assures. “You will not see a big bang -– as if suddenly it was this and now it isn’t. Rather, you’ll start to see vehicles roll out in the 2008 calendar year with
Posted by Michelle Krebs at 9:31 AM under Analysis , Companies , Featured , Personalities , Technology | Comments (12) | digg this | Seed Newsvine
To become a "Tier 1" luxury brand, I think Acura will need to come out with (some...the more, the merrier) RWD-based vehicles with performance comparable to the competition.
It's not the same knowing the Anaheim (Mighty) Ducks now play at the Honda Center instead of the "Arrowhead Pond". I don't know why Arrowhead decided not to extend that partnership unless Honda make the facility an offer its people couldn't refuse. With the Ducks winning the Stanley Cup last year, that would've been a great marketing opportunity for Arrowhead. Instead, Honda probably reaped the benefits of their new partnership to some extent. I just felt that was a match made in heaven regarding venue sponsorship - ducks on the pond.
Posted by: SubyTrojan | September 18, 2007 at 2:58 PM
It's too bad we can't edit comments here. I meant "Honda made the facility an offer." Apparently, that wasn't the case. The CliffsNotes® version is the facility was on hard times and Honda basically came in to save it. Thanks for the info, Michelle.
Every time I go to an Angels game, it's weird seeing all the old "Arrowhead Pond" street signs that have been appropriately renamed.
Posted by: SubyTrojan | September 18, 2007 at 3:54 PM
for acura to become a Tier 1 luxury brand they will need to work on customer service. Today - it is no better than a regular Honda dealer. The new guy should visit a Lexus dealership and take a lot of notes.
Posted by: cd | September 21, 2007 at 10:56 AM
Mendel,
You need to spend sometime at a Lexus dealership. Your dealerships are no better than a Ford.
Posted by: cc | September 24, 2007 at 4:27 PM
Its good to see Acura is finally getting the basics rite. Its sad it took them 20yrs... But never the less... Its better late than never. Acura needs to get some basic luxury features such as Ventilated / Cooled seats. Which is a very nice feature offered on other luxury brands. Suggested model line up for Acura cars should be:
1. Acura Tsx - SH-Awd, Turbo 4 cyl, Advanced Vtec. (250 - 280 Hp)
A coupe variant of the TSX would be a welcome, since Acura currently has no coupes.
2. Acura TL - SH-Awd, V6 or Small V8 Advanced Vtec (300 + Hp)
3. Acura RL - SH - Awd, V8 or V10 a must, ( 350 - 400 Hp)
Posted by: John | September 25, 2007 at 10:06 PM
Its good to see Acura is finally getting the basics rite. Its sad it took them 20yrs... But never the less... Its better late than never. Acura needs to get some basic luxury features such as Ventilated / Cooled seats. Which is a very nice feature offered on other luxury brands. Suggested model line up for Acura cars should be:
1. Acura Tsx - SH-Awd, Turbo 4 cyl, Advanced Vtec. (250 - 280 Hp)
A coupe variant of the TSX would be a welcome, since Acura currently has no coupes.
2. Acura TL - SH-Awd, V6 or Small V8 Advanced Vtec (300 + Hp)
3. Acura RL - SH - Awd, V8 or V10 a must, ( 350 - 400 Hp)
Posted by: John | September 25, 2007 at 10:06 PM
Now driving a 2005 mdx. steering, gps and radio rate an A. Too high center of gravity, Terrible shocks and springs. Service quite poor. Front lights entirely inadequate.
At night, inadequate lighting when entering vehicle.
I have seen the 2007mdx While I read of improvements, The mdx to me is funny looking. We will be leasing a new car next April, most likely not an mdx.
Posted by: harvey blumberg | October 24, 2007 at 11:24 AM
I agree Acura service is terrible for a luxury brand I have a 06 Tl . Acura need awd or rear drive and smoother looking designs on the outside current models have to many lines.
Posted by: Chris | January 13, 2008 at 2:19 PM
Those suggested specs are pretty nice. I need the TL Type-S to be even more sporty though - I need it to sound meaner as well. I think 350 HP should be the mark they hit with 19" wheels and AWD. A more powerful stereo w/ DVD video playback would be great. If they do this I would sell my 07 Type-S for the new one. We'll see though......
Posted by: Fozzyfoe | January 15, 2008 at 1:06 PM
As others have pointed out, one of the most critical factors today is the look/style of a new car. As the quality/feature gap of new cars have narrowed, people are looking for good-looking cars. For example, with all the commentary on why the new RL hasn't sold well, I'd like to throw out a question. If the new RL had an awesome, stylish look to it, do you think anyone would care whether its a 6 cyl or an 8 cyl engine? Very few i'd guess, especially with a 300HP V6. Honda/Acura nailed the quality, performance, and technology thing a long time ago. Concentrate on style.. do your homework and come up with some awesome looking cars that no one can debate.. That will sell cars...
Posted by: MikeAmmo | January 30, 2008 at 5:19 PM
I have been a dedicated Honda owner for eight years and an Acura owner for four years. Acura customer service is as poor as any Ford dealer I've ever worked with. In order for Acura to move into the "Tier I" arena, they are going to have to raise the bar and start taking better care of their Acura customers spending +35K.
Given the bend-over-backwards customer service I witness my friends receiving at their Lexus dealerships, I am strongly considering changing nameplates in 2008, however I hope Acura will step up and give me justifyable reason to stay with Acura.
Posted by: Trent | February 10, 2008 at 7:46 AM
I'm planning to purchase a mid-sized SUV in the near future. I've researched and driven most of them, and currently favor the Acura MDX overall. Just a couple of comments: I don't know anything about the Acura service comments posted, but that does raise concerns, especially after having had a Lexus. Also. I realize that there are cultural differences in aesthetics, and while I find the MDX to be nicely proportioned in general, that goofy looking grille needs to go, along with the weird angularities of head and tailights. Along with another message posted, I agree that styling is paramount (assuming the underlying quality is there). So clean up the lines and make the styling as sanitary as possible. Also. simplify the center dash tower instrumentation and get rid of that "i-drive" type controller.
Posted by: Lee King | March 01, 2008 at 1:05 PM