Honda Makes Acura a Separate Division in U.S.

Honda Motor Co. will split its Acura and Honda brands in the U.S. into separate divisions on April 1.

The move will give Acura its own management team and separate sales and marketing staff for the first time since Honda launched the luxury marque in 1986.

Honda says the restructuring intends to build a sharper distinction between the two brands. Last year Acura sales in the U.S. rose only 6% to 165,400 units in a market that expanded nearly 8%. Acura's growth rate in 2013 compares with 14% for Audi, 10% for BMW, 22% for Cadillac, 12% for Lexus and 13% for Mercedes-Benz.

The new Acura Div. will be led by Mike Accavitti, currently head of U.S. marketing for both brands. The Honda Div. will be headed by Jeff Conrad, currently general manager of Acura sales. Both men will be promoted to senior vice president and general manager of their respective units.

Last month Honda announced several other management changes in North America. One of them was to appoint Honda R&D Americas President Erik Berkman to head a new Acura business planning office, also effect April 1.