by Acura has informed its dealers of unexpected news: one of its most popular models, the RDX, is disappearing from production. A replacement for this crossover will only appear in a few years, forcing dealers to find ways to fill a large gap in the brand’s lineup.
Unexpected Decision and Its Consequences
Production of the current-generation RDX will cease this year due to a parts shortage, even though this model accounts for nearly a quarter of Acura’s sales in the US.
We made every effort to extend the life of this model for as long as possible. Some components are no longer available, and we have exhausted all possibilities, said Mike Lange, Acura’s Executive Vice President of Sales.
Dealers’ Patience Is Wearing Thin
Dealers were caught off guard by this decision, especially considering the anticipated fourth-generation RDX is not set to debut until 2028. This means a prolonged period without an offering in the compact luxury crossover segment, which is characterized by extremely fierce competition.
Retailers have already expressed their disappointment. Customers looking for a compact luxury crossover want to get it now, not wait for future promises. Asking Acura buyers to wait two years for a new model is a risky strategy.
Discontinuing production with such short notice simply leaves us in limbo. This is a ‘now’ business. You can’t sell a customer an idea of ‘in two years.’ No one will wait for this car, said Brian Benstock, Vice President of Paragon Acura in New York.
Another dealer, who wished to remain anonymous, added that they were promised an expansion of the model range, not a reduction. The Acura lineup already shrank last year after the discontinuation of the TLX sedan and the ZDX electric crossover, leaving only four models. Some dealers are beginning to worry that showrooms are becoming too empty.
Incentives for Customers and Dealers
In response, Acura is offering a mix of promises and incentives. The brand promises more inventory of the larger and more expensive MDX crossover, is ramping up production of the new subcompact ADX, and the electric RSX is set to debut later this year. Additionally, the company is offering cash loyalty bonuses of up to $2,500 to encourage RDX owners to switch to other models from the brand.
Dealers acknowledge that this helps, but only partially—perhaps it applies to only 20% of the RDX customer base. The main problem is that switching from an RDX to an MDX typically means a significantly higher monthly payment, and no brand loyalty changes that math.
There is a certain demand for the RDX, and when you take that model away, those customers will start looking for alternatives in the same segment, Benstock noted.
Perhaps It’s Worth the Wait
The irony is that the replacement sounds exactly like what dealers wanted. The next, dual-motor-powered RDX will become Acura’s first hybrid, using proven Honda technology already applied in the CR-V and Accord.
The hybrid powertrain and its benefits in the form of greater efficiency and smoother operation will undoubtedly help the RDX regain lost ground against electrified competitors. Preliminary images hint at a more refined design and clearer proportions. However, for dealers and potential buyers, a two-year wait may seem like an eternity.
This situation highlights the complex challenges automakers face during the transition to new technologies. Supply chain issues can force painful decisions regarding popular models. The success of Acura’s strategy will depend on whether new models like the ADX and the electric RSX can quickly gain momentum and compensate for lost sales. The question remains whether the brand will have enough time to retain its market share and customer loyalty until the new RDX appears. The long-term benefits from launching a modern hybrid may justify the short-term losses, but this transitional period will be a severe test for the dealer network.
