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  • Honda Trademarks New Name: Could CDX be New Small Crossover for Acura?

Honda Trademarks New Name: Could CDX be New Small Crossover for Acura?

Potential Buick Encore/BMW X1 Fighter Would be Based on Honda HR-V

Feb 19, 2015
A filing with the United States Patent and Trademark Office on February 11 shows that Honda is interested in reserving “CDX” for one of its models. As suggested by its three-letter naming scheme, the CDX might be a sibling for Acura’s MDX and RDX crossovers, likely the company’s entry into the thriving compact-crossover segment.
The smallest Acura would take much of its underpinnings from the Honda Fit and its HR-V platform-mate, and just as the HR-V competes with the Chevrolet Trax, the CDX would likely arrive to do battle with the Buick Encore (the Trax’s mechanical twin). The Tri-Shield arguably invented the compact crossover segment in the United States, as evidenced by its surprisingly excellent sales.
Photo 2/16   |   2016 Honda HR V Left Rear Three Quarter 2
Photo 3/16   |   2015 Buick Encore Front Three Quarter In Motion 03
The Encore didn’t set the performance bar extremely high with its 1.4L turbo I-4 producing 138 hp, so the Acura CDX could make do with the HR-V’s 130hp 1.8L I-4. However, we’d bet that an Acura compact crossover would instead use the company’s 2.4L I-4, which makes 206 hp in the TLX sedan, mated to an eight-speed automatic transmission. Those numbers would put the CDX in the hunt with the 200hp Audi Q3 and 208hp Mercedes-Benz GLA-Class, although the BMW X1 xDrive28i would still eclipse them all with its 240hp 2.0L turbocharged I-4.
We think Acura’s pointy, techno-chic styling would work very well on a vehicle sized like the Honda HR-V, which already looks much more aggressive than the snoozy Honda CR-V and Fit microvan on which it’s based. In any case, we’d hope for it to be nicer to look at than the unusual Encore, aping the looks of the sport wagon-esque Audi Q3 instead.
One of the key indicators of success in this market segment is price, however. With the German competition starting at more than $30,000, it’s unsurprising that the sub-$25k outsells them all. Since the Honda HR-V will start at somewhere around $20,000, we think Acura could likely transform it into a true luxury product that sells for less than the price of the German competition.
However, lest we get ahead of ourselves, we’d do well to remember that Honda’s recent registration is an intent-to-use trademark, not that of an actual product. There’s no proof (yet) that the CDX will amount to anything more than a temporary legal agreement on a piece of paper. Still, with Acura’s aspirations to be a major competitor to BMW and Mercedes-Benz, to say nothing of the excellent sales of its MDX and RDX, we’d be surprised if the company doesn’t pull the trigger on a smaller crossover.
Source: United States Patent and Trademark Office
Photo 10/16   |   2016 Honda HR V Left Front Three Quarter 2

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