Despite the doom and gloom dominating the automotive scene lately, Honda's Acura brand is still thinking big. Its goal: take on the German luxury heavyweights, and gain status as a top-tier brand. Acura's plan of attack, which was recently outlined to Automotive News, includes a newly created team of 25 executives to guide the process, re-imagined dealerships, and a bevy of new model launches. While they're at it, we'd also suggest they create a team to re-think its present design direction.

Dealers were recently shown a computer simulation, crafted by Acura, of the ideal showroom facility, one that's significantly larger and more luxurious. A dealership in Los Angeles recently underwent renovations similar to what Acura proposed early this year at the cost of some $20 million -- not exactly the kind of cash many dealers have in hand at the moment.

Jeff Conrad, vice president of the Acura division, told AN, "We are going to ask [dealers] to invest just as we are investing." Nice thought, Jeff, wonder how they're going to get the financing right now, though. Maybe some low-interest loans from Honda?

Acura’s investments will come in the form of a revamped model lineup, with new and refreshed vehicle launches planned every year. The question becomes, what will they deliver?

At the moment Acura occupies only a handful of segments, offering no hybrid, sports (although the new 2009 TL is billed as a sports sedan), or compact models for the U.S. At the moment, two known additions are the RL replacement, which is due in 2010, and the new NSX, which could debut in concept form at the 2009 Toyko show. Also rumored to be eventually joining the lineup are a four-seat sports coupe and a new crossover that's been spied testing recently. A V-8 powerplant is also reportedly on its way by 2015.

While other automakers are cutting costs, Acura’s investment in brand quality and lineup additions could pay massive dividends if the economy turns around. If and when that happens, all the right moves might give the brand an edge on the likes of BMW and Mercedes. Or is it already too late for Acura to play with the big boys on the luxury scene?

Acura Concept Car

Original Story - Motor Trend Wide Open Throttle