2004 Acura TL : Model Overview INTRODUCTION The all-new 2004 Acura TL luxury-performance sedan truly defines the next level of the Acura brand. It’s a vehicle that combines increased performance with a dynamic design, new technologies and precision craftsmanship. Combining sophisticated performance and athletic style, the new third-generation TL can be summed up simply: “It is the signature of Acura.” The 2004 TL represents the third generation of Acura’s luxury-performance sedan. Originally introduced in 1995, the second-generation TL was launched in Fall 1998 and quickly took over the luxury vehicle market, becoming a best seller and setting the benchmark for competing products. TL buyers appreciated the previous-generation model for its overall performance and high feature content. The subsequent Type S model, that debuted in 2001, brought the TL to a higher level of performance and appealed to buyers looking for more of a “driver’s car.” The new TL luxury-performance sedan builds upon and exceeds the previous Type S in terms of handling and performance, refinement, and technological features for consumers who want a dynamic blend of performance and luxury. MARKETING POSITION The 2004 Acura TL will compete in the expanding Canadian luxury vehicle market. Although the previous-generation TL has been established as a top seller, in recent years competing products have emerged as popular alternatives. The third-generation TL benefits from increased levels of luxury and performance. As such, it is designed to offer an affordable alternative to car buyers shopping in the higher-end of the luxury market, such as the BMW 5- series and Audi A6. KEY DEMOGRAPHICS Our target customer is a 43 year old male who is well educated and has a professional, high paying occupation. His purchase reasons are primarily based on styling and performance, but traditional Acura traits, such as Dependability, Quality and Reliability remain important. Target Customer Age: 43 % Male: 85% % Married: 86% Income: $140,000 University + 80% Occupation: Prof. / Mang 80% 2004 Acura TL : Body BODY OVERVIEW The previous-generation Acura TL and TL Type S luxury-performance sedans were appreciated for their impressive performance and handling. TL buyers also enjoyed high levels of build quality, craftsmanship, durability and resale value. For the 2004 TL, the designers chose to "step outside the box" to provide TL customers with a daringly more emotional and athletic design. 2004 Acura TL 1 DESIGN CONCEPT Acura designers worked from the wheels up on the 2004 TL to design a vehicle with aggressive style, power, agility and endurance. Designers began with the stance of the vehicle. They worked towards a look of poise, with a promise of agility and power. The contrast of muscular tension and fluid lines flows through the sheet metal, with the long wheelbase, short front and rear overhangs and wide track setting the tone. The design team leaders were, in part, influenced by “Bauhaus” styling themes. Founded in 1919, Bauhaus was the first and most famous German design house. Bauhaus set a template for European design with the now-famous maxim, “Form follows function.” That classic design logic meshes well with established Acura design philosophies. An excellent example of this fresh design sense is in the dynamic new “face” of the TL, with its strong character and reduced body openings. An under-bumper cooling air system makes this new look possible because most of the cooling air is drawn in beneath the front fascia. The 2004 Acura TL design features in review: Front o Aggressive front end o Wide stance o Short dramatic bumper offset o Raked windshield o Strong style lines at the outer edges of the hood Side o Reduced wheel arch to tire distance o Concave style line links front and rear marker lights o Integrated body colour door handles Rear o Wide stance o High, short deck lid o Short dramatic bumper offset o Wide roof span for wider moonroof and improved head clearance o Efficient trunk room o LED taillights o Reduced gap between exhaust finishers and rear valance PACKAGING The 2004 Acura TL is 159 mm shorter, 40 mm wider and incrementally taller than the previous TL. 2004 TL 2003 TL Difference Length, mm 4730 4889 -159 Width, mm 1835 1795 40 Height, mm 1441 1365 76 Wheelbase, mm 2740 2745 -5 Track, Front/Rear, mm 1577/1576 1553/1535 24/41 In determining the overall dimensions of the new TL, the BMW 530i and Lexus ES 300 were the primary benchmarks. Audi’s A6, the Infiniti G35, and the Mercedes-Benz C320 and Volvo S60 were secondary targets. The 2004 TL is approximately 34 mm wider than the 2003 BMW 530i, with 66 mm and 49 mm greater track in front and back, respectively. Compared to the ES 300, the TL is 34 mm wider, 124 mm shorter, with a wider front and rear track. 2004 Acura TL 2 2004 Acura TL 2003 BMW 530i 2003 Lexus ES 300 2003 Audi A6 Length, mm 4730 4775 4854 4878 Width, mm 1835 1801 1811 1932 Height, mm 1441 1435 1455 1452 Wheelbase, mm 2740 2830 2720 2760 Track, Front/Rear, mm 1577/1576 1511/1527 1544/1534 1540/1569 RIGIDITY Adding stiffness to a vehicle’s unit body improves roadholding and makes the driver feel more connected to the car, but it also can add weight. In the 2004 TL, increased use of high strength steel accounts for a strong unit body structure that is also light. A front shock tower brace, a more rigid front bulkhead, a roof stiffener that extends to the C-pillar, and a new parcel shelf box section also contribute to stiffness. Improved attachment of the front frame rails, roof and rear panel and parcel shelf and larger rear unit body gussets also contribute to overall stiffness. The average torsional rigidity is 24 percent greater than the 2003 TL. The new front bulkhead substantially improves front lateral bending rigidity by 30 percent over the previous TL. HIGH-TENSILE STEEL High-tensile steel was used for 48 percent of the 2004 TL’s body. Even though the forming process is similar to standard steel, the chemical compositions allow the material to be stronger after forming. Therefor, parts can be made thinner and lighter while maintaining strength. AERODYNAMICS Design and engineering objectives for the new TL required aerodynamic creativity. The challenge was to allow stylists to craft the TL front end as powerfully and emotionally as they wanted, without impeding the airflow essential for engine operation. Moreover, crash safety, high-speed stability, reduced wind noise and high fuel mileage were essential. Achieving the desired exterior styling required that most of the cooling air come from under the front of the car. Several different polypropylene panels enhance underbody aerodynamic performance. These lightweight and durable panels include a curved valance below the front fascia. Air attaches to its smooth radius at highway speeds and is directed into the radiator. The center section of the valance bends out of the way if the TL encounters a curb or other obstruction. Other aerodynamic elements include a refined A-pillar shape, front and rear deflectors, an engine undercover and a rear floor cover. These underbody improvements benefit fuel economy, reduce wind noise and improve high-speed stability. Internal testing reveals that the 2004 TL betters the BMW 530i, Mercedes-Benz C320, Lexus ES 300 and Volvo S60 in coefficient of drag. REDUCED WHEEL ARCH GAPS Minimizing the visual gap between the edges of the tires and the wheel arches was an important design goal. To retain a wide wheel track with these narrow gaps, the TL has a special fender flange design that allows the tires to sweep up and inside without making contact during suspension movement. MASS REDUCTION Keeping the 2004 TL curb weight low was a matter of the highest priority for Acura. At 1623 kg with the 5-speed Sequential SportShift automatic transmission, it weighs just 9 kg more than the 2003 TL Type S. The TL with Dynamic Package weighs 29 kg less, at 1585 kg. * All figures are preliminary 2004 Acura TL 3 This small weight differential between 2003 and 2004 models is despite the following improvements and additions: o Improved body rigidity o Side curtain airbags o Larger wheels and tires o HandsFreeLink™ (with Navi or Dynamic Package) o 2-way power lumbar driver’s seat support o Tilt and telescope steering wheel o Wider moonroof POWER GLASS MOONROOF The 2004 TL has the largest moonroof Acura has ever developed. It lends a tremendous open feeling to the car, features the convenience of new 1-touch opening and closing, and a new anti-pinch safety feature, the first for an Acura moonroof. At 780 mm, the moonroof is wider than the previous TL moonroof. In addition, the larger moonroof also opens deeper than that of the previous TL. The overhang of the edge into the opening is reduced to 41 mm from 112 in the previous TL. The moonroof itself is virtually flush, reducing the chance of wind noise. There is also a special flush-type seal that promotes quietness. DUAL MODE HIGH INTENSITY DISCHARGE HEADLIGHTS Previously, the TL had HID (High-Intensity Discharge) low beams coupled with conventional halogen high beams. The new TL headlights feature HID high and low beams. These bi- function HID high/low beams are made possible by a shutter device that mechanically controls the light output of the HID unit. When the driver selects high beam, an electric solenoid in the headlight moves a shutter forward, opening up a greater reflector area inside the headlight. When the lights are operated on low beam, this shutter repositions to act as a cut-off to keep the lighted area closer to the vehicle.