Acura has made the surprising decision to halt production of its RDX model, despite it being a top seller for the brand. This unexpected move has left dealers worried that buyers will turn to competitors before a hybrid version arrives.
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However, due to ongoing parts shortages, production of the current RDX will cease this year, with the next generation not expected until 2028. Dealers are expressing their frustration over the timing of this announcement, as they now face a considerable gap in their lineup in the competitive compact luxury crossover market.
The situation is particularly challenging as customers looking for a compact luxury crossover typically want immediate options, not a promise of a future model. The lack of an RDX in the lineup could lead to potential customer defection to rival brands, which is a significant concern for dealers.
Acura's sales executive Mike Lange acknowledged the difficulties, stating that they made every effort to extend the RDX's production but ultimately faced component shortages that could not be resolved. With the current MDX model having pricing that may deter many buyers, the loyalty cash incentives may not be enough to retain customers during this hiatus.
As one dealer pointed out, the automotive market is a 'now' business, and asking customers to wait two years for a new model poses a considerable risk.
