I’ll take Brand Positioning for $1000, Alex

Joe Sherlock (scroll to Friday, July 8, until the archive links go into effect) relates this bit of automotive potpourri from Jeopardy!:

Host Alex Trebek asked a contestant the identity of the luxury auto brand whose logo depicts a stylized calipers. She didn’t know the answer.

When told it was Acura, the contestant replied incredulously, “Acura’s a luxury brand!?”

If there was a graphic, I hope it was right side up.



  1. McGehee »

    9 July 2011 · 8:48 am

    Did I ever tell you how tickled I was by your response to my comment on that Viper logo post?

  2. Charles Pergiel »

    10 July 2011 · 2:10 am

    Duck Dodgers, indeed. Acura is a luxury brand? I had to go check my archives to see if I had rented a Honda Accord, or a Honda Acura two years ago. It was an Accord. I wonder if I would have noticed if it was an Acura? I mean, I can tell a Cadillac from a Pontiac, but I really don’t care if a car is an Acura or an Accord.

  3. CGHill »

    10 July 2011 · 10:23 am

    Especially since the entry-level Acura, the TSX, is a derivative of the Accord sold in the rest of the world. (North America gets its very own Accord, owing to its automotive perversity different marketing requirements.)

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