Cars Coming Soon: Acura Tweaks the Beak, Previews New Models
One of the worst design decisions in recent memory came courtesy of designers at Acura, who thought placing the snout of a toucan on the front end of the company’s cars was a good idea.
The design has led to endless ridicule and even the admission that designers “may have gone too far” with what has become known as “the beak.”
In spite of all the negative feedback, the company has chosen not to abandon the beak, but instead to tone it down on future models. Will that help the Acura stable become less awkward? Probably not.
Although the ZDX remains a niche vehicle for the Acura brand, it continues to garner attention for its unique styling while transcending the traditional distinctions between coupe, sedan and sport utility vehicle.
It garners attention alright—none of it positive, from what I’ve seen. It’s not roomy enough to be a SUV, it’s too big to be a coupe, and it’s too ugly to be purchased in mass quantities. The real surprise here is that Acura will keep it around for 2013.
2013 and 2014 versions of Acura vehicles will retain some form of the beak design, because designers want to keep the corporate look while simultaneously reaching further out toward a premium design language. While we don’t know exactly how the beak of the future will look, we can look to the recently debuted Acura ILX and the NSX Concept for a pretty good clue.
Toshinobu Minami, Acura’s head of global design, says reactions have been somewhat less severe compared to the past, which the designer says is because people are growing accustomed to the look. I happen to think it’s much more likely that people are just getting tired of complaining about it. (Except me—I love complaining about it.)
What do you think of Acura’s design direction?