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

      Acura

      The most significant automotive news and reviews, no nonsense.

      Our complimentary daily newsletter delivers the most important stories directly to you every weekday.

      Envision an alternate timeline where Honda’s luxury division bore the name of blue aliens. This year marks Acura's 40th anniversary, and alongside a press release celebrating this occasion, a list of potential names for the brand was revealed, which first debuted on March 27, 1986. Among these proposed names was Avatar, along with several other intriguing options.

      The origins of Acura trace back to April 1, 1984, when Honda publicly declared its intention to establish a luxury division. During this period, Honda enlisted the help of San Francisco-based NameLab to develop a name for the brand, which was internally referred to by the codename Channel 2. According to the release, the chosen name needed to "embody the key concepts for the new brand—precision and quality."

      In addition to Avatar, other names that were believed to represent precision and quality included Ascara, Fulmar, Artiga, Aranda, Asama, Cigna (or Signa), Jacari, Jacama, Jacaro (or Jacara), Tucano, and Tamano. Names like Formula—possibly a nod to Honda's then-leading F1 engine program—and Jarama, a name used by Lamborghini for a largely forgotten sports car, were also under consideration.

      With the benefit of hindsight, it's difficult to envision how the final selection could have been anything but Acura. The name is derived from the Latin term “acu,” meaning “precise” or “sharp,” and also evokes the English word “accurate,” which shares the same Latin origin related to precision. Furthermore, a name starting with “A” allowed for a caliper-shaped emblem that reinforces the brand's connection to precision.

      Having a name with Western origins was crucial, as it was commonly believed at the time that Japanese manufacturers required new luxury brand names to market higher-priced vehicles to image-conscious American consumers. This same rationale led to the creation of Infiniti and Lexus, but Acura was the first to emerge. It also set itself apart from competitors with a dual approach that included the Legend and the smaller, more affordable Integra, alongside a strong focus on racing from the outset.

      Acura quickly made its mark by entering the Integra in the IMSA International Sedan Series, securing consecutive manufacturers' and drivers' championships from 1987 to 1990. For its 40th anniversary, Acura constructed a replica of that initial Integra race car, serving as a reminder of the automaker's strengths as it potentially faces a midlife crisis. Uncertainty regarding future product strategies leaves Acura's path unclear moving forward.