Acura Design Studio Opens; Will Lead to Creation of Future Acura Vehicles
Set to play a key role in the development of new concepts and designs that will lead eventually to future Acura products, the new $15 million Acura Design Studio had its official break in May 24. With state-of-the-art research and design and a job layout focused on upping the ante for the Honda-bred car maker, the new workshop represents the next step in the advancement of the Acura brand.
With a superior level of energy efficiency on its sights, the studio is a shoo-in for a Leadership in Energy and Environmental Design (LEED) building certification by the U.S. Green Building Council (USGBC). Builders of the design studio had painstakingly injected a lot of measures in the projects design and construction to achieve LEED gold certification.
“This Acura Design Studio will help conceive and design the future of Acura,” says Toshihiko Nonaka, president of Honda R&D Americas (HRA). “Our goal here is to create emotional designs that create a strong and distinct image for Acura products.”
Acura models, such as the MDX luxury SUV and TL luxury performance sedan, have been designed, developed, and crafted previously by Honda Americas. The construction and completion of the design studio pave the way for a clearer focus on advancing the unique character of the Acura brand.
“The effort to distinguish Acura in the marketplace begins with design,” exclaims Dick Colliver, executive vice president of American Honda Motor Co., Inc. and the Acura Division. “The Acura Design Studio will be critical in our efforts to deliver products at the right times and ahead of the competition.”
A key feature of the Acura Design Studio is the inclusion of a computer-generated virtual simulator that enables researchers and stylists to display virtual vehicles in a one-to-one ratio. Also featured in the design studio is the parallel arrangement of the interior and exterior design areas on the styling floor, which aims to enable easier interaction of designers involved in a new vehicle.
The Acura Design Studio joins the Honda Design Studio in Torrance, CA and the Advanced Design Studio in Pasadena, CA to expand Honda Americas’ existing Los Angeles Center for research and design.
In coinciding with the celebration of Acura’s 20th anniversary, a celebratory groundbreaking for the Acura Design Studio was marked March 27 last year. Acura was the world’s first Japanese luxury car and the first Japanese luxury automaker to design, develop and manufacture its vehicles in North America. Today, nearly two-thirds of all Acura vehicles sold in America are researched, designed, developed, and assembled exclusively in North America.
The Acura Design Studio includes many energy-saving parts such as an Energy Star reflective roof to stifle heat gain and lower air conditioning requirements; reclaimed water used for landscaping; and an intelligent lighting system that makes greater use of natural light.
Honda Americas traces its roots in California way back in 1976. Since then, local market research activities and has steadily grown its capabilities to include all aspects of new vehicle design and development.
The completion of the Acura Design Studio, brings the number of R&D facilities in North America to 13, with more than 1,200 designers, engineers and support personnel engaged in the development of automobiles, motorcycles and power equipment products for North America and global markets.
Honda Americas’ major centers include the Los Angeles Center (Torrance, CA) responsible for market research, concept development and styling design; the Ohio Center (Raymond, OH) responsible for complete product development, testing, and support of North American supplier development; and two dynamic test facilities in California and Ohio; and the North Carolina Center (Swepsonville, NC) responsible for power equipment R&D.