The NSX is a Honda-developed model that is branded differently by market: Acura NSX in the United States and many markets, and Honda NSX in Japan.
Branding by market
Honda splits its global lineup with a separate luxury marque for North America. The NSX is therefore marketed as Acura NSX in the U.S. and Canada, while in Japan and many other regions it is sold as Honda NSX. Both versions share the same core engineering, performance targets, and design language.
- Acura NSX: Sold under the Acura brand in the United States, Canada, and other markets where Acura operates; uses Acura dealership networks and branding.
- Honda NSX: Sold under the Honda brand in Japan and in many markets outside North America; aligns with Honda-brand marketing in those regions.
In practice, the branding is a marketing decision rather than a difference in the vehicle itself. The two naming conventions refer to the same car family depending on where it is sold.
Origins and naming
The NSX name traces back to Honda's "New Sports eXperimental" concept. The first generation (1990-2005) was launched as Honda NSX in Japan and Acura NSX in North America. When Honda revived the model for a new generation in 2016, the North American market continued with Acura NSX while Japan retained Honda NSX. The branding strategy reflects Honda's global structure, where Acura functions as the luxury arm in North America but is not a separate company.
- Original NSX (1990): Honda NSX in Japan; Acura NSX in North America and other markets that used the Acura brand.
- Second-generation NSX (2016): Acura NSX in the United States and many markets; Honda NSX in Japan; engineering remains shared.
- Brand strategy: Acura is the American luxury marque affiliated with Honda; Honda NSX is the global name used where Acura branding is not adopted.
Understanding the branding helps clarify why the same car appears under different badges depending on where you buy it. It remains a Honda-developed model, with Acura serving as the regional brand for certain markets.
Summary
The NSX is created by Honda Motor Co., with branding that varies by market. In the United States and several other regions, it is sold as the Acura NSX; in Japan and many other markets, it is sold as the Honda NSX. The designation reflects Honda's corporate branding strategy rather than two separate vehicles.