Acura TLX’s looks, tech aimed to boost sales

Acura has given the public a first look at an updated TLX, hoping that a redesigned grille and new technology features will bring some life to the declining mid-size sedan segment.

The Honda-owned luxury brand unveiled the 2018 TLX on Tuesday in New York. The vehicle, which is assembled in Marysville, will go on sale in June.

“We started by taking all of the goodness that underpins TLX — our powerful and refined engines, and the industry’s most sophisticated torque vectoring all-wheel drive system — and wrapped it around a more aggressive, sporty and alluring shape,” said Jon Ikeda, general manager of the Acura brand.

He spoke at a news conference that was broadcast live online, ahead of the New York International Auto Show, which opens to the public on Friday.

Pricing and fuel economy were not immediately released.

This is a mid-cycle “refresh” for the TLX, which is the auto industry’s term for an update that does not go as far as a full redesign.

TLX made its debut in 2014, replacing two other sedans, the TL and TSX. Sales were 37,156 in 2016, down 21 percent from the prior year.

At least some of the sales decrease can be attributed to a shift in consumer preferences, with crossovers and SUVs gaining market share at the expense of sedans.

“The issue is that (sedan) sales have been under pressure, and the TLX is feeling that pressure rather dramatically,” said Stephanie Brinley, senior auto analyst for IHS Markit, a research firm. “It needs to liven things up and connect to buyers more strongly.”

Her immediate reaction to the new TLX was that is looks to be an improvement, which she thinks will reduce the pace of decline for the the model.

The 2018 TLX will come with an available 2.4-liter four-cylinder engine or a V6.

The V6 will be available in a special, features-laden trim level that the company calls “A-Spec.” It will have round LED fog lights, a black spoiler and a sport-tuned suspension. Inside, it will have an exclusive steering wheel, red or black leather seats and brushed-aluminum trim.

The model also has a long list of updates to its safety technology and onboard electronics.

Acura will promote the TLX with an ad campaign that will use the tag line “What a ride,” with bright colors and images that will emphasize the model’s sportiness, based on a sample provided by the company.

The new TLX is the latest Acura model to use the “diamond pentagon” grille, which the brand has been rolling out across its line.

Ikeda said the grille and other recurring design elements are part of a new focus at Acura that seeks to give the brand a clear identity. At the same time, he acknowledged the challenges for sedans.

“It’s no secret that the luxury sedan market is a tough business,” he said.