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Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.

2022 Acura NSX Type S Track Drive | One lap of Daytona

DAYTONA BEACH, Fla. — Stadium lights shine their bright white glow on the tarmac as I power out of the infield and up to the banking of NASCAR 1 at Daytona International Speedway in the 2022 Acura NSX Type S. The force of gravity quickly changes from normal to feeling like IÂ’m being shoved down by a compactor. I gingerly arc down from the top of DaytonaÂ’s steep 31-degree incline and settle into the middle, right pedal down and holding the wheel steady. That last part, I quickly learn, is unnecessary, as the banking holds the car in place without needing to exert much steering force. An immersive and sonorous note trumpets through the cabin as I stay in the throttle out of NASCAR 2. The Bus Stop Chicane (just renamed the Le Mans Chicane for this yearÂ’s Rolex 24) arrives quickly and with little warning when you have 600 horsepower hustling you there, and itÂ’s perhaps the worst-lit corner on the track — ironic, considering youÂ’re going as fast as anywhere at Daytona before having to apply the brakes. A loud, brap, brap, brap accompanies the slowdown. I smash over the rumble strips while exiting the chicane, and head back onto the oval for another go in the compactor for NASCAR 3 and 4. And then that's it, my one flying lap in the one-year-only NSX Type S is over. Rolling back into pit lane, IÂ’m attempting to process what just happened, but am reduced to one-word exclamations from the adrenaline rush. Piloting anything on-track at the Daytona road course at night is a bucket list, dream-come-true moment for a racing enthusiast, and I had just done it in AcuraÂ’s mid-engine supercar. Turns out, those hundreds of hours playing Gran Turismo and dreaming finally came in handy. This brief and high-speed track drive is our first go at the new-for-2022 NSX Type S. Acura says that more seat time is coming in the future, but weÂ’re to make do with this quick taste for the time being. That said, even if you wanted to at this point, the chances of buying a new NSX Type S are next to zero. The NSX swan song — yes, this is the NSXÂ’s last model year — sold out in mere minutes, and all thatÂ’s left is a waiting list. Acura is building 350 total, and 300 are allocated for the United States. There will be no “standard” NSXs for 2022 either, so itÂ’s either the $171,495 Type S or nothing. Despite the rarity and short life, it's surprising how much effort Acura put into enhancing the NSX's complex engine and three-motor hybrid system.

Acura to debut RLX sedan and ARX-05 racecar at Monterey

It's Monterey Car Week, culminating in the Pebble Beach Concours d'Elegance, and Acura plans to stay busy throughout, with debuts of its redesigned RLX flagship sedan and ARX-5 prototype racecar at several venues. In advance of those two reveals, Acura released two teaser videos (shown above and below), for those of us who can't make it to Pebble Beach. We told you quite a lot about the RLX last week and about the ARX-5 just before that. Sales of the previous generation have been slow, but this redesign, from its new diamond pentagon grille on back, could rectify that. Acura kicks off the week Tuesday as exclusive automotive sponsor of the Carmel-By-The Sea Concours on the Avenue, in Carmel's Devendorf Park. That's where it will debut the 377-horsepower 2018 Acura RLX Sport Hybrid. The NSX, NXS GT3 racecar, MDX Sport Hybrid and redesigned 2018 TLX A-Spec sedan will also be on display. On Friday at The Quail, Acura will unveil the ARX-05 prototype and will again show off the rest of the lineup. On Saturday, the ARX-05 will join a display of historic Acura racecars at this year's Rolex Monterey Motorsports Reunion. And on Sunday, the ARX-05 will be featured on the lawn at the Pebble Beach Concours d'Elegance. Dave Marek, Acura's global creative director, will serve as a Pebble Beach guest judge. Related Video: Related Gallery 2018 Acura RLX View 11 Photos Image Credit: Acura Design/Style Motorsports Acura Coupe Luxury Racing Vehicles Sedan