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Weekly Recap: Automakers rethink the definition of luxury

Variety is the spice of life, but it's becoming a prerequisite for luxury carmakers in the ultra-competitive US market. The Detroit Auto Show was strong evidence of this reality. It's not enough to offer attractive and well-appointed cars and SUVs anymore. Luxury brands that want to be competitive need to invest in everything from high-powered supercars to clever hybrids. To be relevant, you need to be green and mean – and everything in between. As General Motors product chief Mark Reuss said after the reveal of the 640-horsepower Cadillac CTS-V: "We are not leaving anything on the table." He was speaking for Cadillac, but he might as well have been speaking for the luxury car market. The CTS-V debuted in Detroit about an hour after Lexus surprised showgoers with the reveal of the RC F GT3 race car and then announced ambitious plans to return to competitive racing. That almost overshadowed the fact Lexus had just revealed another potent addition to its growing F line, the 467-hp GS F. View 20 Photos But for luxury brands, it's not just about maximum horsepower for well-heeled enthusiasts or decadent amenities for the Grey Poupon set. Strong competition from all corners has forced automakers to refine and expand their lineups in ways unforeseen even a few years ago. Case in point: Mercedes-Benz finally has an answer to the BMW X6, rolling out the GLE coupe in Detroit. The X6, which blends coupe-like styling cues with some of the functionality of an SUV, debuted in 2008. Back then it was a punchline, but seven years and more than 260,000 sales later, the X6's success has compelled Benz to respond. Mercedes – one of the strongest proponents of diesel technology – also debuted the C350 plug-in hybrid sedan, which promises a range of 20 miles on electricity, though fuel economy figures were not announced. The car pairs Mercedes' well-received 208-hp turbocharged four-cylinder with an electric motor for total output of 275 hp and 443 pound-feet of torque. Meanwhile, Infiniti will add the Q30 hatchback to its lineup by the end of the year, new president Roland Kruger reiterated in Detroit. It's expected to be joined by a crossover variant, and the additions will help strengthen Infiniti in the United States and abroad. "While we're expanding our product line, we're also expanding our market reach," he said. That's something echoed by Jaguar executives, who are preparing to launch the brand's first crossover, the F-Pace, in 2016.

2017 Acura MDX has a sharper face and Sport Hybrid option

The 2017 Acura MDX's new face takes inspiration from the more angular nose on the Acura Precision Concept, but there are even bigger changes under the skin. All models now have the full suite of AcuraWatch safety tech, and the available MDX Sport Hybrid is the third model from the brand to get its three-motor all-wheel drive system, after the RLX and NSX. The powertrain in the 2017 MDX Sport Hybrid pairs a 3.0-liter V6 with hybrid assist and a seven-speed automatic at the front and two more electric motors at the rear axle. Acura claims the system offers a total output of 325 horsepower, 35 more than the non-hybrid, and estimates that it gets 25 miles per gallon city, 26 mpg highway, and 26 mpg combined. If buyers spec either the optional Technology or Advance packages, they also get an Active Sport Suspension with Comfort, Normal, Sport, and Sport+ modes. Regardless of powertrain, all versions of the 2017 MDX now come standard with a suite of active safety systems. The huge array of tech includes Collision Mitigation Braking, Lane Departure Warning, Forward Collision Warning, Lane Keeping Assist, Adaptive Cruise Control, and Road Departure Mitigation. An electric parking brake and auto high beams are now among the regular features, too. Customers that opt for higher trim models can choose to replace the second row bench seat with captain's chairs and a center console with extra USB ports. The 2017 MDX also has a fresher style thanks to its diamond pentagon grille and more angular hood. To fit the new look, the LED headlights have a sharper design. The chrome sills had an extra visual flourish. The upgraded rear bumper with even better integrated dual exhausts looks great, too. Get a good look in the gallery above. Related Video: Refreshed 2017 Acura MDX Makes World Debut in New York with Bold New Styling, Upgraded Features and Sport Hybrid Powertrain Mar 23, 2016 - NEW YORK 2017 MDX showcases new diamond pentagon grille first seen on the Acura Precision Concept New Sport Hybrid powertrain delivers the ultimate in power and control while gaining 35 horsepower and anticipated to add 7 mpg to city fuel economy rating AcuraWatch™ safety and driver assist technology to be offered as standard equipment on all 2017 MDX models Acura today unveiled the restyled and refreshed 2017 MDX luxury SUV featuring bold new styling, added luxury features and available Sport Hybrid Super Handling-All Wheel Drive™ (SH-AWD®) powertrain technology.

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.