The New Face of Acura Design: Inside The RSX Concept | Cars & Bikes | Forbes

Key Concepts

• Acura RSX EV
• Future of Acura Design
• Performance Luxury EV
• "Chicane" Lighting Signature
• Aerodynamics
• Timeless Beauty
• High-Tech Feel

Acura RSX EV: A Glimpse into Acura's Future Design

This segment of the YouTube video focuses on the reveal of the Acura RSX, a new performance luxury electric vehicle (EV) showcased at Monterey Car Week. The discussion features Yatsutaki Sushida, the Creative Director of Acura, who elaborates on the design philosophy and key features of this concept car.

Design Philosophy and Naming Convention

• "RSX" Naming: Sushida explains that the "X" in RSX signifies a sports car or a sporty vehicle, aligning with Acura's brand identity.
• Future of Acura Design: The RSX is presented as a representation of Acura's future design direction, emphasizing performance and sophistication.
• Brand Pillars: Acura aims to be a performance and sporty brand, combining this with "timeless beauty" and a "new high-tech feel" to create a unique brand identity.

Exterior Design Features

• Front Lighting Signature: A distinctive "chicane" lighting signature is highlighted as a unique element at the front of the vehicle.
• Side Profile: The side of the RSX is described as having a "sophisticated and muscular feeling."
• Silhouette: A "coupe-like silhouette" is employed to express enhanced aerodynamics, crucial for a performance-oriented vehicle.
• Rear Lighting: The rear features a "super wide tail light" that incorporates the Acura logo.
• EV-Specific Design: As an EV, the RSX benefits from a simplified design due to the absence of a conventional grille. This allows for a "simple body color" treatment in the front fascia.

Core Brand Values Embodied

• Performance and Sportiness: Sushida reiterates that making a performance and sporty vehicle is a "key point" Acura is pursuing for the future.
• Uniqueness: The combination of performance, timeless beauty, and high-tech elements is intended to result in a "super unique brand."

Conclusion

The Acura RSX EV concept serves as a tangible manifestation of Acura's future design language, prioritizing performance, aerodynamic efficiency, and a sophisticated, high-tech aesthetic. The design choices, from the "chicane" lighting to the coupe-like silhouette and simplified EV front end, all contribute to a vision of Acura as a leading brand in the performance luxury EV segment, driven by a commitment to both timeless beauty and cutting-edge technology.