Honda Motor Co. currently owns two automotive brands: Honda and Acura. Acura is Honda's luxury division established in 1986; Honda remains the mainstream brand that covers the global mass-market lineup.
Brand portfolio
The following list identifies Honda's two active automotive brands and what each brand represents in the market.
- Honda — The global mass-market brand offering a wide range of cars, crossovers, hybrids, and alternative-fuel vehicles across many regions.
- Acura — Honda's luxury and performance-oriented brand, focused on premium sedans, SUVs, and sportier models with a performance-driven Type S lineup in many markets, primarily sold in North America and select other markets.
Together, Honda's brand portfolio reflects a balance between accessibility and premium offerings, allowing the company to target distinct customer segments without overlapping branding.
History and brand strategy
Acura launched in 1986 in the United States as Honda's first luxury brand, signaling a push into premium mobility. Over the years, Acura expanded to other markets and evolved with design and technology sharing with Honda, while Honda continued to develop affordable, broadly appealing models for global customers. The two-brand approach remains central to Honda's strategy, with Acura serving premium buyers and Honda driving volume across regions.
Summary
In short, Honda owns two automotive brands: Honda and Acura. Acura serves as the luxury arm, while Honda covers the mainstream market worldwide. This structure enables Honda to address multiple customer segments without diluting brand identities.