Since its launch in 1986, Honda's (NYSE:HMC) Acura brand has kind of occupied an in-between space -- more upscale than a mass-market brand, but not quite a true luxury brand, either. Lately, Honda has been hinting that it wants to change that, and it has an all-new ad agency ready to push Acura up the luxury scale.
Does this plan have a chance? In this video, Fool contributor John Rosevear looks at what it really takes to establish a true luxury-car brand and explains why observers -- and Honda investors -- should be skeptical of this latest effort.
Fool contributor John Rosevear owns shares of General Motors. Follow him on Twitter at @jrosevear. The Motley Fool recommends General Motors. Try any of our Foolish newsletter services free for 30 days. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.
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