The commercial positioning of the Acura RLX was marked by high prices and restricted
production volumes, factors that limited its reach in the premium market. The Sport Hybrid variant, for
example, had extremely controlled production in its early manufacturing years, with only 250 units produced
for the 2014 model year and another 250 units assembled for the 2016 model year.
The table below shows the evolution of the starting Manufacturer's Suggested Retail Price
(MSRP) in the North American market between 2014 and 2020:
| Model Year |
Starting Retail Price (MSRP - Dollars) |
| 2014 |
$48,450 |
| 2015 |
$49,990 |
| 2016 |
$50,950 |
| 2017 |
$54,450 |
| 2018 |
$54,900 |
| 2019 |
$54,900 |
| 2020 |
$54,900 |
At the launch of the 2018 facelift, Acura applied an aggressive pricing strategy to try
to reverse the drop in the sedan's sales. The price of the Sport Hybrid SH-AWD version suffered a
significant reduction of $4,050, while the front-wheel-drive P-AWS variant saw a $450 increase in its
suggested price.
Despite this reduction and the addition of new equipment, the model failed to attract new
buyers, facing poor sales performance throughout its commercial run. The following table consolidates the
annual sales volume recorded for the Acura RLX in key North American markets:
| Calendar Year |
Sales in the United States |
Sales in Canada |
Sales in Mexico |
| 2013 |
5,014 |
53 |
59 |
| 2014 |
3,413 |
24 |
38 |
| 2015 |
2,195 |
18 |
28 |
| 2016 |
1,478 |
107 |
N/A |
| 2017 |
1,237 |
59 |
N/A |
| 2018 |
1,931 |
64 |
N/A |
| 2019 |
1,019 |
55 |
N/A |
| 2020 |
1,054 |
23 |
N/A |
| 2021 |
214 |
2 |
N/A |
| 2022 |
3 |
N/A |
N/A |
| Cumulative Total |
17,978 |
790 |
75 |
The commercial weakening of the Acura RLX in the US and Canadian markets was due to
multiple factors. First, there was a significant and widespread shift in the preferences of the luxury
consumer, who increasingly opted for large sport utility vehicles (SUVs), such as the Acura MDX and RDX,
over traditional three-box sedans.
In terms of image, the brand's insistence on using a front-wheel-drive platform for the
base RLX model limited its acceptance among buyers accustomed to rear-wheel-drive platforms offered by
European rivals. Although the Sport Hybrid SH-AWD technology delivered excellent dynamic behavior and good
energy efficiency for its size, it added great technical complexity and pushed the car's purchase price to
levels very close to established competitors in the premium market.
Finally, the physical growth and refinement of the Acura TLX created unfavorable internal
competition for the RLX. Being smaller, cheaper, and more modern, the TLX ended up cannibalizing sales of
the flagship sedan, making its continuation in the market financially unviable and leading to the decision
to discontinue the RLX after the 2020 model year concluded.