Using Acura Motorsports Selling Stories In The Dealership

The performance DNA of every Acura vehicle is first conceived on the track, where Precision Crafted Performance is constantly improved through racing. The performance story of passion, determination and precision is at the heart of every decision Acura makes, on the track and at the dealership.

Explain to your clients how the legacy of performance runs from the amazing Acura race cars on the track to the equally amazing cars in the showroom.

How do we do that? By telling simple but powerful stories – from presale though delivery.

DOUBLE WISHBONE FRONT SUSPENSION

Situation: You’re on a test drive with a performance-minded client who is behind the wheel of a new MDX.

Sample Hook: Acura was one of the first manufacturers to adopt racing-developed double wishbone suspension for its street-going production vehicles.

Sample Story: Notice how impressive the handling is? A key part of that is the double wishbone front suspension. It has amazing dynamic characteristics and incredibly accurate response to your steering inputs. The cool thing is it’s a technology that comes from racing engineering. Acura was one of the early brands to put it on their street-going cars.

BREMBO FRONT BRAKES

Situation: Your client is test driving the TLX Type S. And you know they’re cross-shopping the BMW M340i.

Sample Hook: While the competitors also offer quality performance, Acura vehicles are steeped in racing heritage – and offer much of the same features that Acura puts in their race cars.

Sample Story: See how strong and sure the vehicle feels when you brake? That’s the Brembo front brakes. They’re very similar to the ones that Acura puts on their race cars, like the NSX GT3. And while this Type S won’t go quite as fast as an NSX, it’ll come to a stop with the same feeling of precise control.

Note: Standard on TLX Type S, MDX Type S

ENGINE

Situation: Your client is thinking of moving from their older Audi to an MDX. They’re unsure if the MDX has a similar level of engine design and durability.

Sample Hook: Acura vehicles are built to perform – and to last. Not only does Acura use some of the same features that they put on their race cars, sometimes it works the other way!

Sample Story: Acura has an amazing legacy in racing. And the cars you see in the showroom are related to those race cars. But even more interesting – the 2022 championship-winning ARX-05 DPi’s engine block was actually based on the one that’s in the MDX. And then Acura uses the data gathered on the track and puts it back into future products.

Soichiro Honda, the founder of Acura, built the Suzuka racetrack before he’d even sold his first car. At Acura, we learn from the tarmac. It allows us to design the cars we’ve always wanted to drive.