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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.

Jeep Gladiator Mojave and Acura MDX A-Spec | Autoblog Podcast #627

In this week's Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by Consumer Editor Jeremy Korzeniewski and Senior Editor, Green, John Beltz Snyder. This week, they're driving a Jeep Gladiator Mojave, Acura MDX A-Spec, our long-term Subaru Forester and a Honda CR-V Hybrid. A little stir-crazy from quarantine, they also derail the conversation for a little bit to talk about beer before launching into this episode's "Spend My Money" segment. Autoblog Podcast #627 Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown Cars we're driving 2020 Jeep Gladiator Mojave 2020 Acura MDX A-Spec (Here's one of those "Off The Clock" episodes we reference in our derailment about beer) Our long-term 2019 Subaru Forester gives us a moist surprise 2020 Honda CR-V Hybrid Spend My Money Feedback Email – Podcast@Autoblog.com Review the show on iTunes Related Video:

2015 Acura TLX prototype to debut in Detroit, TSX to be discontinued

Acura confirmed that its new mid-range sedan, the TLX, will debut in prototype form at the 2014 Detroit Auto Show next month. The automaker is currently mum on specific details, but in a press release, Acura stated, "The all-new model will feature more emotional styling with tidier, sports sedan proportions wrapped around two all-new advanced powertrains that provide even more athletic performance, along with a host of signature Acura technologies."
During an event in Detroit earlier this week, Mike Accavitti, American Honda's senior vice president, told Autoblog that the introduction of the TLX will create a three-tier sedan lineup for the luxury brand in the United States. In other words, the TLX won't just replace the aging TL, it will also mark the death of the smaller TSX sedan (and wagon). The TSX will officially be axed sometime next year.
The 2015 TLX will be available with either two- (read: front) or all-wheel drive, and will use two direct-injected engines, both of which will be mated to a brand-new transmission. We'll have more details in just a few weeks, but for now, scroll down to read Acura's official press blast.