Acura is the primary other automotive brand produced by Honda, created to target the luxury market. Beyond cars, Honda operates several non-automotive brands and divisions, including Honda Aircraft Company (maker of the HondaJet), Honda Power Equipment, and Honda Marine.
Automotive brands
The company’s consumer-vehicle strategy centers on two marques: Honda for the mass market and Acura for luxury buyers.
- Acura — Honda's luxury vehicle brand, established in 1986 for North America and later expanded globally, offering premium design and performance alongside Honda's mainstream lineup.
Acura remains Honda’s primary automotive brand aside from the core Honda lineup, representing Honda’s upscale market strategy in many regions.
Other brands and divisions
Beyond passenger cars, Honda applies its brand identity to separate product domains through dedicated divisions that operate under distinct brand names.
- Honda Aircraft Company — the subsidiary that designs and manufactures aircraft, including the HondaJet light business jet.
- Honda Power Equipment — the brand under which Honda sells outdoor power tools and equipment such as lawn mowers, generators, snow blowers, and trimmers.
- Honda Marine — the brand for Honda's line of marine outboard engines and related products.
These divisions illustrate how Honda extends its brand portfolio into aerospace, outdoor power equipment, and marine engines while maintaining clear identities separate from the Honda automotive lineup.
Summary
Honda’s brand portfolio goes beyond the core Honda name to include Acura as its main automotive luxury brand, plus specialized divisions such as Honda Aircraft Company, Honda Power Equipment, and Honda Marine that cover aviation, outdoor power tools, and marine engines. This structure allows Honda to target diverse markets while preserving distinct brand identities.