A Challenging Period for the Brand
Acura’s future looks rather uncertain, as the company recently discontinued the RSX model and is preparing for a temporary pause for the RDX. Moreover, the TLX and ZDX have disappeared from the lineup. These are significant losses for the model range. However, 2026 marks the brand’s 40th anniversary, so celebrations continue despite the difficulties.
A Journey to 1986
As part of the anniversary events, Acura transformed the atrium at the Long Beach Grand Prix into a dealership styled after 1986. The company didn’t provide many comments but literally rolled out the red carpet for classic Integras and Legends. The exhibition was complemented by retro signage and displays in the classic red, white, and blue color scheme. A special element was an arcade game in Acura style, positioned as a “high-precision performance simulator.”
Post from Acura (@acura)
Installation Details
The exhibition also featured a “wall” of vintage televisions and VHS tapes, as well as a strange, out-of-place advertisement for SiriusXM satellite radio. This company only appeared in 2008, so its presence at the exhibition was ahead of its time by 22 years. On the positive side, the company offered cool merchandise. Some of these items seem to be available online: the Honda Driver Gear store has a 40th anniversary T-shirt for $24.75. However, the Integra T-shirt shown in the video was not yet available at the time of writing.
Anniversary Cars
Earlier this year, Acura marked the milestone by introducing the Integra 40 Racer. This model, presented as a tribute to the Comptech Integra No. 48 race car, which won the IMSA International Sedan Series manufacturer and driver championships, received a refurbished engine, a limited-slip differential, and a special Borla exhaust system.
Photo: Acura / Instagram
Creating a retro dealership at a large-scale event like the Grand Prix is an interesting marketing move that allows combining the celebration of history with attracting the attention of a modern audience. The emphasis on emotion and nostalgia could be a strategy to maintain interest in the brand during a period when its model range is undergoing reductions. Such events remind us of the brand’s heritage and successes, which may be important for maintaining fan loyalty in times of change.