American Honda, based in Torrance near Los Angeles, is splitting its upmarket Acura brand into a separate division to “create greater clarity and more cohesive sales and marketing plans”, the company said in a statement (see below). The move is effective from 1 April.

Michael Accavitti, who joined Honda in 2011 and is currently the senior vice president of auto operations which includes responsibility for national marketing for the Honda and Acura brands, will become senior vice president and general manager of the Acura division. 

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Jeff Conrad will become senior vice president and general manager of the Honda division, responsible for all sales and marketing activities for the volume brand. Conrad joined the company in 1982, the year US car production began in Ohio, and is currently the vice president and general manager of Acura sales.

American Honda automotive operations have long been separated by function rather than by brand. The company said these moves will result in exclusive divisions with dedicated sales and marketing teams for Honda and Acura.

Both brands will be housed under a single ‘American Honda Auto Division’ headed by John Mendel, executive vice president of what is now called the automobile sales division.

American Honda enjoyed near record car sales of 1,525,312 units in 2013, the second best tally in company history. Sales of Honda brand cars and trucks totalled 1,359,876 vehicles, an increase of 7.4%. Acura sales reached 165,436, an increase of 5.9% and the premium brand’s best sales total since 2007.

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