2013 Acura Rdx Awd W /techno Pkg Pearl White Over Parchment 1 Owner Only 6 on 2040-cars

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Acura NSX electric revival? 'I would bet on it'

This year marks the end of the Acura NSX as we know it. Its swan song, the 600-horsepower 2022 Type S, saw only 300 made for the U.S. market, and all of them sold out in 24 hours. It's barely disappeared over the horizon, but Acura's V.P. and brand officer is already previewing the NSX's third act. Speaking with Nikkei Asia, Jon Ikeda was asked whether a third generation NSX was forthcoming. "I would bet on it," he said. Ikeda also predicted that if the wager lands in his favor, "it's going to be [all-]electric." This falls in line with statements Ikeda made a year ago. At the time, he explained that the NSX emerges when parent company Honda wants to make a statement: The first generation was Honda's vision for an F1-derived petrol-powered supercar; the second generation arrived as an affordable hybrid halo car in the age of gasoline-electrics. He didn't elaborate on the third generation's powertrain back then, but this time Ikeda was more adamant about electric power.  Part of Ikeda's certainty, the article states, comes from global CEO Toshihiro Mibe's commitment to electrify Honda's lineup. Soon after taking the top job in April 2021, Mibe announced plans to convert Honda's entire lineup to EVs and hydrogen fuel cell vehicles by 2040. As for what kind of car an electric NSX would be, Ikeda has some ideas. "It won't be just about straight lines," he told Nikkei Asia. Blistering acceleration is already common in the electric supercar world, so Acura would need to bring something novel to the table. Ikeda wants the NSX to be a technological showcase for ultimate handling as well, something the outgoing NSX did with its driver-focused Super Handling AWD system.  We've long bemoaned how the new breed of electrified supercars have incredible specs on paper, but somehow don't feel as engaging to drive. That's a niche Acura could fill. In the often contentious give and take between American Honda and Honda Motor's engineering departments, the Japan mothership tends to win out. However, these days Honda barely sells anything beyond kei cars in Japan. It's up to leaders like Ikeda and those who understand the U.S. market to drag the company toward the performance-minded engineering philosophies Old Man Soichiro founded his business on. 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.

New Acura Integra teased, and it looks good

We've been expecting a number of big announcements and debuts this week, like the two-row Jeep Grand Cherokee and Rolls-Royce's "historic" announcement about electrification, both happening tomorrow. What we weren't expecting was Acura to shock us again with another Integra tease. Honda's luxury arm posted a seven-second clip to Twitter flashing the new Integra's rear-three-quarter. That tweet came with a link to a landing page at Acura's site with the image you see above.  Although the ILX features the same design language, the switch to a hatch gives us late-model Hyundai Genesis Coupe vibes. That's not a ding on the Integra, and we have faith in what's to come. Other than realizing the teased Integra tailgate has a completely different shutline to the 2022 Honda Civic hatchback, the only info we have on the car came in the caption above the image: "Integra Returns In 2022. The fifth-generation Integra will be a premium sport compact with a striking five-door design. More details about the all-new Integra will be available closer to its 2022 introduction." Most of this we already knew from the first teaser that dropped in August. The single new addition to our knowledge is the word "sport." An icon, resurrected. #ReturnOfIntegrahttps://t.co/gfMmNbE298 pic.twitter.com/0tyLyOFZlK — Acura (@Acura) September 28, 2021 This is a fertile time for reborn nameplates, although not every attempt has stuck the landing — looking at you, Acura NSX and Lamborghini Countach. When the Autoblog staff mooted ideas for what they'd like a new Integra to be, this writer liked Road Test Editor and Integra owner Zac Palmer's wish for "a small, affordable car directed toward enthusiasts," the kind Acura hasn't had for a while. A commenter's note on that line suggested "The first-gen TSX could probably be considered that car." The first-gen TSX was special, and offered a manual transmission. We'd be happy with a return of the original Integra and TSX philosophies with modern underpinnings. Whatever we get, we hope Acura gets it bang on this time. It can't be that hard to re-create a legendary nameplate that lasted 21 years and still compels pining and lust, can it? Until the next digital hint drops, we'll go back to pretending not to wait for a surprise from Japan. Related video: 2021 Acura TLX 2.0-liter turbo-four soundtrack | Autoblog