Naming the Acura Brand
Tom Elliott, then assistant vice president of auto sales, was a key player in the development of Acura, including the naming of the brand. Here are Elliott’s notes from one of the meetings where brand names were discussed with NameLab, Inc., the San Francisco-based company hired to come up with a name that could embody the key concepts for the new brand – precision and quality. This resulted in “Acura” – derived from the Latin root “acu,” meaning sharp or precise.