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2015 Acura TLX is all too familiar, despite its new tricks [w/videos]

I'm confident in saying that the 2015 Acura TLX, revealed today at the New York Auto Show, will be a perfectly nice car to drive. It'll be nice to sit in, with plenty of luxurious amenities. It'll be... fine. And for Acura, "fine" is apparently good enough.
I say that because while the TLX is an all-new offering (it replaces both the TL and TSX), it hardly shakes up the Acura formula we've come to accept over the past few years. It looks like everything else in the automaker's lineup, complete with the neat LED headlamps and signature beaked grille. Power comes from either a 2.4-liter naturally aspirated inline-four with 206 horsepower, or a 3.5-liter V6 with 290 hp - engines we've tested in countless other Honda/Acura products. The front-wheel-drive version uses the Precision All-Wheel Steer (P-AWS) from the RLX, and high-end V6 models use the Super-Handling All-Wheel Drive (SH-AWD) that we've enjoyed across the rest of the Acura range. Really, there's nothing to write home about here, except maybe, how that power is sent to the wheels.
Acura is finally - finally - moving beyond the world of the six-speed transmission, offering a new eight-speed, dual-clutch gearbox with the 2.4-liter engine, and a swanky new nine-speed automatic with the 3.5-liter V6. This is arguably the biggest news surrounding the TLX, though do note, fuel economy hasn't vastly been improved in the process. The TLX 2.4 musters up 24 miles per gallon in the city and 35 mpg highway, while the front-drive V6 is rated at 21/34 mpg. Optioning for the V6 SH-AWD reduces things to 21/31 mpg.

Acura considering Vezel-based compact crossover

There's a distinct benefit to automakers having their own premium brand. After all, why develop one vehicle to be sold under one nameplate if you can turn it into two? Especially if a little reconfiguration and some premium accoutrements allow said automaker to charge significantly more for the luxury version. It's a winning formula - for crossovers especially - that Toyota has used to turn the Highlander into the Lexus RX (even if the first-gen RX arrived before the original Highlander), that Ford has used to transform the Edgee into the Lincoln MKX and that General Motors has applied to the Chevrolet Suburban to turn it into the Cadillac Escalade (to name just a few of the many examples out there). And it's one to which Honda and its Acura division are certainly not unaccustomed.
Acura has adapted its Euro-spec Honda Accord into the TSX, the Civic into the ILX, the CR-V into the RDX and the Pilot into the MDX. And now that the Honda Vezel is coming to market, Acura reportedly has its eye on that as well. The idea was first introduced when Acura unveiled the SUV-X concept (shown above) at the Shanghai Motor Show this past April, just a few months after Honda revealed its Urban SUV concept that previewed the production Vezel. At the time, says Automotive News, Acura said it intended to put the concept into production in China for the Chinese market, and it's reportedly moving ahead with those plans. But now that it is, executives are wondering where else they might find buyers for the premium compact crossover.
With the Vezel soon to begin production alongside the Fit at Honda's new plant in Mexico, it wouldn't be a stretch to see the Acura version follow suit. The market does, after all, seem to be heating up with entries like the Audi Q3, BMW X1 and Mercedes-Benz GLA, and we couldn't blame Honda - pardon us, Acura - for wanting a slice of that pie.

2014 Acura MDX ad campaign the most expensive in brand's history

Realizing that it must spend more marketing dollars to compete with the more established luxury automakers, Acura is preparing to launch its most expensive ad campaign ever for its redesigned 2014 MDX. At $78 million, according to Advertising Age, the new "Made for Mankind" campaign that kicks off next month is exactly double what Acura spent on the 2013 RDX launch last year. It's also the brand's first cooperation with its new agency, Boston- and Los-Angeles-based Mullen Advertising. Thanks to its bigger budget, we'll be seeing ads for the MDX pop up just about everywhere from television commercials, cinemas and billboards to videos focused on computers and mobile devices.
The first such video is entitled "Human Race," and it enunciates Acura's recent tagline highlight, the synergy between man and machine. More interestingly, the 2014 MDX, which went on sale this month, doesn't make an appearance in the 60-second spot until close to the end. This video is posted below as well as a press release from Acura along with images of various ads we should start soon.