Acura is only as young as its buyers. The brand is celebrating its 30th birthday with a new marketing campaign—and by touting its leadership in Millennial sales.
Acura says it captures the greatest rate of buyers aged 18-34 than any other luxury car brand, citing data from IHS Automotive. The RDX leads its segment among Millennial buyers, the automaker wrote in a recent release.
As part of its "30 Years Young" campaign, Acura has debuted a 60-second spot narrated by actor Michael B. Jordan, also the new voice of the brand. Acura's ad runs through the brand's history, spotlighting the original NSX and the Integra Type R. It also puts a heavy emphasis on the new 2017 Acura NSX, which starts at a not-so-Millennial-friendly price of $157,800.
"The Acura brand is 30 years young, and we wanted this spot to communicate the energy, excitement and optimism that surrounds Acura at this important moment in our history," said Jon Ikeda, vice president and general manager of the Acura Division, in a statement. "As we continue to focus on advancing our Precision Crafted Performance DNA, we are excited at how this direction is resonating with our millennial customers."
The new campaign will extend into dealerships with 30th Anniversary posters and collateral.