Honda’s luxury Acura brand could be the latest to launch new hybrids as a bridge to fully electric vehicles. Despite over $20,000 in discounts, ZDX sales are not picking up as quickly as Acura expected.
Is Acura launching new hybrids in the US?
Acura finally began delivering its first EV in the US last May, the 2024 Acura ZDX. Although the luxury brand had high hopes for the electric SUV, sales have been slow to gain traction.
The ZDX had its best sales month in December 2024, with 1,848 models sold. In total, Acura sold 7,391 electric SUVs in the US last year.
As it looks to boost sales, Acura is considering re-introducing hybrids. After dropping the RLX and MDX hybrids in 2020, Acura no longer sells a hybrid vehicle in the US.
The luxury brand was expected to spearhead Honda’s transition to electric, with EVs accounting for 60% of sales by 2030.
Although this is still Acura’s long-term plan, Mike Langel, vice president of national sales for Acura, hinted that it could change. Langel told Automotive News, “Our long-term plan is to sell all electric vehicles, but we are very flexible on what that path looks like.”
Acura’s executive did not confirm or deny plans to launch hybrids. Langley said, “It could definitely be a windy road, but the end goal remains the same.”
Acura expects to continue selling about 1,000 ZDX models per month. However, as Langley explained, “We can only drive the market so much by incentives, and that’s where we have to remain flexible in our approach.”
Remaining flexible
Shortly after hitting the market, Acura introduced massive discounts, upwards of nearly $30,000 to compete with top-selling EVs like Tesla’s Model Y.
The ZDX is still Acura’s short-term focus, alongside its second EV, the RSX crossover coupe. Unlike the ZDX, which is built on GM’s Ultium platform, the RSX will be the first EV underpinned by Honda’s in-house architecture.
Honda is expected to begin production in late 2025 at its new EV Hub in Ohio with deliveries following in early 2026.
After investing over $1 billion in the plant, Honda announced last week it’s preparing for “flexible production,” including ICE, hybrid, and EV models on the same line. That said, an Acura hybrid is more than likely coming soon.
Acura would join a string of other automakers, including Hyundai, Ford, GM, Porsche, and several others planning to add hybrids to their lineup.
Acura is still offering over $20,000 off the ZDX through leasing. With leases starting as low as $489 for 36 months, the electric SUV is among the most heavily discounted right now. Acura is also offering a $4,000 loyalty/ conquest offer for Audi, BMW, Cadillac, Chevrolet, Ford, Genesis, Honda, Hyundai, Infiniti, Kia, Lexus, Mazda, Mercedes-Benz, Nissan, Polestar, Rivian, Subaru, Tesla, Toyota, Volkswagen or Volvo owners.
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