Artiga, Jacama, Avatar? Check Out the Names Acura Considered and Discarded.

      Acura

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      Picture an alternate reality where Honda's luxury division was named after blue extraterrestrial beings. This year marks the 40th anniversary of Acura, and along with a press release celebrating this milestone, there was a list of suggested names for the brand, which debuted on March 27, 1986. Among these potential names was Avatar, along with several other intriguing options.

      Acura's origins actually trace back to April 1, 1984, when Honda publicly declared its intentions to create a luxury brand. At that time, Honda enlisted San Francisco-based NameLab to develop a name for the brand, which was referred to internally as Channel 2. The chosen name needed to "embody the key concepts for the new brand—precision and quality," according to the release.

      Besides Avatar, other names thought to represent precision and quality included: Ascara, Fulmar, Artiga, Aranda, Asama, Cigna (or Signa), Jacari, Jacama, Jacaro (or Jacara), Tucano, and Tamano. Also under consideration were Formula—likely a nod to Honda’s then-leading F1 engine program—and Jarama, a name used before by Lamborghini for an almost forgotten sports car.

      Though hindsight offers clarity, it remains difficult to envision how the final choice could have been anything other than Acura. The name is rooted in the Latin word “acu,” which translates to “precise” or “sharp,” and it also evokes the English word “accurate,” another term associated with precision that originates from the same Latin root. Furthermore, a name beginning with “A” allowed for the design of a caliper-shaped badge that also links the brand to the idea of precision.

      The selection of a name with Western origins was crucial, as prevailing wisdom at the time suggested that Japanese automakers needed new luxury brand names to market more expensive vehicles to image-conscious Americans. This same philosophy led to the creation of Infiniti and Lexus, but Acura was the pioneer. Moreover, it set itself apart from competitors with a two-pronged strategy featuring both the Legend and the smaller, more affordable Integra, as well as a focus on racing from the outset.

      Acura quickly entered the Integra into the IMSA International Sedan Series, achieving consecutive manufacturers' and drivers' championships from 1987 to 1990. For its 40th anniversary, Acura constructed a replica of its first Integra race car, serving as a reminder of the brand's strengths as it approaches what might be described as a midlife crisis. Uncertainty regarding future product plans leaves Acura's direction somewhat ambiguous moving forward.