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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.

Acura builds 345-horsepower RDX A-Spec for SEMA

The 2019 Acura RDX is great — a return to form for the sporty compact luxury crossover. So there's no real harm in giving one the SEMA treatment, especially since it entails a real motorsport tie-in and some legitimate performance parts. As for the giant graphics, well, it's SEMA after all. Graham Rahal races for Honda in the IndyCar series, and he also has his own performance parts company — named, sensibly enough, Graham Rahal Performance — which he started in 2017. They sell some private-label bits manufactured by other companies to their spec, some off-the-shelf parts, and they do tuning and installation work on customer cars. Acura gave the job of building the SEMA RDX to Rahal. There's a fair bit going on under the hood to get the RDX to 345 horsepower from the factory 272 ponies. The 2.0-liter turbo engine gets a bunch of enhancements. The turbo, intake, exhaust manifolds, downpipe, and cat-back (a GRP design) are all aftermarket. There's a customer intercooler, too. KTuning did the ECU with a custom map. On the handling front, the RDX wears Eibach springs, StopTech brakes, HRE wheels at 21 inches, and Michelin Pilot Sport 4S tires. The RDX started life as an A-Spec model in Apex Blue Pearl, and from there GRP applied carbon fiber garnish to the mirrors, grille accents, and lower fascia. Troy Lee Designs did the exterior graphics, and inside there's more carbon fiber and a custom steering wheel (courtesy of Max Papis's MPI Innovations shop). The RDX will be on the show floor if you'd like to check out the Rahal shop's handiwork. Related Video:

2017 Acura Model Year Preview and Updates

In what would otherwise be a model change of modest updates, Acura rewrites the rules with its all-new NSX, a high-performance hybrid reconfiguring the exotic car template. Beyond the all-new NSX, 2017 is what we've come to expect from Acura: competence, efficiency and affordability in the near-luxury segment. ACURA NSX: The all-new NSX, with a mid-engined V6 supplemented by a hybrid drivetrain and front-mounted Twin Motor Unit, provides a performance and handling dynamic rarely seen on the street - and certainly not otherwise available for the NSX's $160,000 MSRP. With a unique blend of aggressively aerodynamic design and refined yet explosive performance, the NSX effectively resides in a class of one. ACURA ILX: Acura's entry-level sedan continues for 2017 with no real changes but the addition of Lunar Silver Metallic, Modern Steel Metallic and San Marino Red exterior colors. ACURA TLX: The TLX continues into its third model year with only modest changes. New for 2017 are three new colors – San Marino Red, Lunar Silver Metallic and Modern Steel Metallic. Also, a GT package is offered for the first time. Designed to reflect Acura's ongoing interest in racing, the GT addition is a combination of Acura's underbody spoilers and your money. ACURA RLX: Modest changes on both the standard RLX and RLX Sport Hybrid. ACURA MDX: Acura's MDX enters its fourth model year with an aggressive freshening, standard front-wheel drive and AcuraWatch, a new suite of safety and driver-assistance technology available across all MDX models. Styling updates include a new grille, hood, front fenders and side sills, along with new front and rear fascias. Inside, an electric parking brake with automatic brake hold has been added. And on the top-of-the-line Advance, buyers enjoy both real wood trim and second-row captain's chairs. ACURA RDX: The 2017 model year introduces two new colors: Lunar Silver metallic and Modern Steel metallic.