CMF PROCESS SAMPLE
2025 ACURA RDX
*This is not the actual production document, but a re-interpretation of the process for portfolio purpose.
Understanding the brand
Acura : Precision Crafted Performance
A Japanese performance oriented entry luxury vehicle brand that focuses on delivering a sporty driving experience. Often being compared to Toyota’s luxury brand Lexus, and Mazda.
The brand is currently undergoing great transition, both towards EV transition as well as a major brand identity transformation since the 90s.
RDX
The Car:
The Midsize 2 row SUV in the brand’s line-up.
Targeting middle to upper class small families, that desires a balance between luxury, practicality, and affordable maintainance compared to their European luxury competition.
Goal of the project:
Refresh the model by
offering new CMF options
Improve upper and lower trim differentiation
Simplify the number of total CMF offerings
Target Customer
SELF MADE UPPER MIDDLE CLASS YOUNG ADULT, CARES FOR QUALITY AND PRACTICALITY, ENJOYS A FUN RIDE, PREVIOUSLY OWNS A HONDA OR A TOYOTA, LOOKING TO LEVEL UP THEIR LIFESTYLE.
Overall CMF Concept :
Extreme Duality
ZEN x BOLD
Interior Material Line Up
I want to provide a unique CMF feature for look forward to on each trim.
Hairline Aluminum
Genuine Leather
Ash Brown Wood
Genuine Leather
Ash Gray Wood
Interior Change Point
Final outcome:
