In Torrance, California, Honda's luxury division Acura opened a new design studio recently. The said designing facility is an investment worth $15 million and will serve as the birthplace of future Acura car models. Concept vehicles will be designed at this studio which will carry the design cues and features that will be integrated to future Acura production cars. The studio has state-of-the-art design technologies at hand to facilitate the smooth transfer of Acura design architecture to a new era. The design studio is seen as the next big step for the Asian luxury car manufacturer in popularizing their cars in the United States auto market as well as globally.
Aside from being equipped with cutting-edge design laboratories, the design studio's building is designed to be environment-friendly. In fact, it is expected to be awarded the Leadership in Energy and Environmental Design distinction by the U.S. Green Building Council. This is in line with Honda's attempt to become the greenest car manufacturer in the world. The design studio is designed with grabbing the LEED certification in mind. This is to make sure that Honda and Acura vehicles will truly be green cars from designing to production to its everyday use and finally to the recycling of the ELV.
Toshihiko Nonaka, the President of the Honda R&D Americas (HRA), has this to say about the new studio: "This Acura Design Studio will help conceive and design the future of Acura. Our goal here is to create emotional designs that create a strong and distinct image for Acura products."
Among the Acura models that HRA has designed are the Acura MDX and the Acura TL. These vehicles are known for their high aesthetic value that is complemented with a high performance level especially if fitted with high quality aftermarket parts such as systems which boosts performance while reducing the vehicle's fuel consumption.
Dick Colliver, the Executive Vice President of American Honda Motor Company and the Acura Division, has this to say: "The effort to distinguish Acura in the marketplace begins with design. The Acura Design Studio will be critical in our efforts to deliver products at the right times and ahead of the competition."
The design studio's cutting edge technologies includes a computer generated virtual simulator which will allow designers to view virtual vehicles on a one-to-one ratio. This allows them to study very minute detail of the design. This means that greater emphasis can be given to future designs of Acura models. Currently, Acura has already three design studios in the United States including the newly opened Acura Design studio.
