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As Acura's product line grew in the 1990s, however, the company struggled a bit with the brand image it hoped to project. Some of its products were duds and it risked alienating loyal customers when it replaced the Legend and Integra names with alphanumeric designations. The company quickly keyed into consumers' rising interest in luxury SUVs in the mid-'90s with the SLX. Unfortunately, the SLX was a rebadged version of an Isuzu SUV and its quality did not match customers' expectations.

The Acura brand has been used in the US, Canada, and Hong Kong since March 1986 to market Honda's performance vehicles and near-performance vehicles. The brand was introduced to Mexico in 2004 and to China in 2006. The Acura brand will be introduced in Russia at the end of 2008. Honda plans to introduce Acura to the Japanese domestic market (JDM) sometime around 2010.[2] With the Acura brand, Honda is credited with being the first Japanese company to tap into the foreign luxury market. Before Acura, Japanese automobiles exports were primarily economical in design and largely targeted at low-cost consumers.