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American Honda Separating Acura, Honda Into Separate Divisions

The American Honda Motor Co. is realigning its automobile sales and marketing operations into separate divisions organized by brand. The moves, effective April 1, are intended to create sales and marketing plans tailored to the products and customers of each brand (luxury vs. mainstream customers, for example).

Michael Accavitti will become senior vice president and general manager of the Acura division, responsible for all sales, marketing, and parts and service business for Acura. Accavitti, who joined Honda in 2011, is currently the senior vice president of auto operations, which includes responsibility for national marketing for the Honda and Acura brands.

Jeff Conrad will become senior vice president and general manager of the Honda division, responsible for all sales and marketing activities for the Honda brand. Conrad is currently the vice president and general manager of Acura sales.

Both brands will be housed under a single American Honda Auto Division to be headed by John Mendel, executive vice president of what is now called the automobile sales division.

The creation of the Acura division coincides with the establishment of a new Acura business planning office, also effective April 1. This entity will focus on strengthening the business and product strategies for the Acura brand. Erik Berkman, currently president of Honda R&D Americas, will become an executive vice president of Honda North America Inc. and will lead the Acura business planning office.

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