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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.

These are the top luxury cars bought by people entering the segment for the first time

Let's say you just got a big promotion at work or the kids are moving out of the house, and you finally have some extra money. You decide to blow it all at once and treat yourself by upgrading your ride. Naturally, you look to a luxury automaker. What do you choose?
Models like the Audi A3 and Mercedes-Benz CLA-Class may be tailor-made to introduce buyers to the premium segment, but a new study finds that they don't garner the highest rates of non-luxury customer conquests. It turns out that a Volvo leads among folks moving up to a premium brand, and it isn't even one that's made anymore, at that.
A recent study by Polk and IHS Automotive looked at what models had the highest rates of buyers upgrading from a non-luxury segment. The information comes from its new vehicle registration data through April 2014. All ten top models boasted conquest rates of over 50 percent, but the Volvo C70 led the field with 68.01 percent of its customers coming from non-premium brands.

2022 Acura MDX Type S priced far above the base model

Acura has published pricing information for the 2022 MDX Type S, the first SUV that the firm has deemed worthy of wearing this esteemed badge. It's priced well above the entry-level MDX but it gains a long list of performance, comfort, and technology upgrades to make up for it. Pricing for the Type S starts at $67,745 including a mandatory $1,045 destination charge. In comparison, the base MDX starts at $48,245 including the same destination charge. While that's a significant difference, the range-topping Type S benefits from 3.0-liter V6 engine that's turbocharged to 355 horsepower, a rear-biased all-wheel-drive system, Acura's first air suspension system, and Brembo-sourced four-piston front brake calipers. Visual changes (including a grille that sends about 10% more air to the engine bay) further set the Type S apart. The list of standard features also includes 21-inch wheels with self-sealing tires, LED exterior lighting, aluminum interior trim, leather upholstery, heated and ventilated front seats, a wireless device charger, a 16-speaker sound system and 12.3-inch display for the infotainment system; Acura packs a lot of features into the Type S. Buyers who want even more can step up to the Type S with the Advance Package, which starts at $73,095 including destination. It will be the most expensive member of the line-up once the NSX exits the stage. Ordering the Advance Package adds a 25-speaker sound system with 1,000 watts and illuminated door speakers, 16-way power-adjustable front seats (the standard Type S gets 12-way units), a nine-way massage function for the front passengers, heated rear seats, wood interior trim with black metallic accents, a heated steering wheel, a surround-view camera, a power-operated tailgate, gloss black exterior trim and roof rails, plus acoustic laminated glass in the rear doors. As a bonus, Acura adds floor mats that it describes as "ultra-plush." Acura dealers across the nation will begin receiving the 2022 MDX Type S during the second half of December 2021. Related Video: