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Acura to roll out NSX Prototype for Mid-Ohio IndyCar race

Acura will tease us yet again with its next-gen NSX when it makes an appearance at Mid-Ohio Raceway before the circuit's IndyCar race early next month. To be fair, the car's in-motion debut won't take the form of a production model - that's still a ways off - the vehicle will be a prototype. It'll be sporting custom graphics and an eye-catching paint (wrap?) job to draw the attention of the spectators, but really, we just want to hear this thing rounding the legendary road course at full chat.
The NSX prototype doesn't look to be much different from the various showcars we've seen over the last couple of years, with the same mid-engined, hybrid V6 power and all-wheel drive all present and accounted for.
The display will take place before the Honda Indy 200 IndyCar Series on August 4. The race itself starts at 3:00 pm and will be shown on NBC Sports Network.

2023 Acura RDX gains convenience features, costs $750 more

The 2023 Acura RDX has made it to dealer lots boasting a couple of new add-ons and a higher MSRP. Honda's luxury arm rejigged the equipment list for the 2022 model year, addressing the omissions that many, including us, griped about. Beyond the styling tweaks, the RDX got a quieter cabin, reworked drive modes and a retuned active suspension, standard wireless Apple CarPlay and Android Auto, Amazon Alexa compatibility, and a USB-C charging port. Enhanced convenience and safety gear counted blind-spot warning, automatic emergency braking with pedestrian detection, and chassis reinforcements to improve crash performance. For 2023, Acura has made three years of AcuraLink and two years of the Acura Maintenance Package standard. AcuraLink includes the Security and Remote Packages. The former notifies a help center in case of a collision or emergency, and provides "enhanced roadside assistance." The latter gives owners smartphone control of the vehicle from a distance so they can start and stop the engine, lock and unlock the doors, find their vehicle whether it's simply been parked or if it's been stolen, and geofence a driving area. The maintenance package takes care of scheduled care for two years or 24,000 miles, whichever comes first. The 2023 version of the two-row crossover starts at $750 more than it did in 2022. This isn't bad considering AcuraLink runs $359 for a three-year commitment and a maintenance package would easily cost a few hundred more — or about the price of a bag of groceries lately. MSRPs for the 2023 RDX range after the $1,195 destination charge are: RDX: $42,545 RDX with Technology Package: $45,195 RDX A-Spec: $48,195 RDX with Advance Package (AWD only): $52,545 RDX A-Spec with Advance Package (AWD only): $54,545 Adding AWD to the three lower trims costs $2,200. Every RDX gets powered by a 2.0-liter turbocharged four-cylinder with 272 horsepower and 280 pound-feet of torque, shifted through a ten-speed automatic. Related video:

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.