The Road Back to 200,000
Acura once had a stronger presence in the U.S. luxury market, with sales peaking in 2005 at 209,610 vehicles, driven partly by sedans like the TL and TSX. In 2025, the Japanese luxury marque sold 133,433 vehicles in the U.S., putting it behind Cadillac (173,515 units sold) and Audi (164,942 units sold).
Now, Acura wants to reclaim its former glory, targeting 200,000 annual sales by 2030. The automaker plans to achieve this by introducing several new and updated models, expanding its lineup from four to six nameplates. According to Automotive News, the upcoming models were shown to U.S. dealers during a closed-door meeting on October 13 in Las Vegas, including a new three-row flagship and an adventure-focused crossover based on the Honda Passport.
The Bigger Picture
The three-row flagship is internally known as the XL and is expected to offer eight-passenger seating, targeting the Lexus TX. The XL could also help take some pressure off the MDX by filling a gap above it, giving shoppers who want more space another option within Acura’s lineup. Production could start in the third quarter of 2029.
Meanwhile, the Honda Passport-based model won’t simply be a rebadged version. The report stated that the new model could receive distinctive exterior bodywork, an upright front end, and rugged tires. Looking at Honda’s sales, the Passport TrailSport accounted for around 80% of the nameplate’s sales in 2025, suggesting there’s demand for off-road-focused vehicles. In addition, the luxury division would have an answer to the Lexus GX, though it’s worth noting that the Passport rides on a unibody platform, not the body-on-frame architecture used by the GX.
As for the updated models, the list includes the next-generation RDX and MDX, along with special editions of the Integra Type S, ADX, and MDX. Acura is shifting its focus toward hybrid and gas powertrains rather than relying heavily on EVs, even discontinuing its first EV, the ZDX, after just one model year.
Acura
A Changing Luxury Landscape
Cadillac has also backed away from its plan to go all-electric by 2030, with the CT5 confirmed to return for another generation with a combustion engine. However, the American luxury brand will continue selling EVs, including the Optiq and Lyriq. Meanwhile, Audi is navigating a more challenging U.S. market, particularly with tariffs working against it. Audi currently doesn’t manufacture cars in the U.S., though it has been exploring local production options with parent company Volkswagen Group.
And if U.S. sales at BMW, Lexus, and Mercedes-Benz remain at least stable, these automakers should stay comfortably ahead of Acura’s 200,000-unit annual sales target.
Acura
