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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.

Buy a new NSX and you can put the badges on as it rolls off the line in Ohio

Acura announced today that new NSX owners now have an opportunity to see their cars being built at the Performance Manufacturing Center (PMC) in Marysville, Ohio. At the starting price of $2,700, owners can participate in the "NSX Insider Experience" in which they'll tour the factory, as well as the Honda Heritage Center. The latter of which houses a HondaJet, an iteration of ASIMO, Honda's famous humanoid robot, and other pieces of Honda history. Owners on the tour also have the chance to talk with people on the assembly line about how it all comes together, and can even install the badges on their very own cars. If that's not enough, Honda offers a few other optional extras to make the trip special. They can add a tour of the factory in Anna, Ohio, where the NSX engines are made, as well as sign up for a performance driving experience in a new NSX. The driving portion is available in two- and four-hour sessions, and it takes place at the Transportation Research Center, which doubles as Acura's NSX proving grounds. Of course these extras will add to the cost, as will bringing guests. Honda even offers help with travel planning through Acura Concierge. The service can book your flight and other travel arrangements. It will also allow you to stay at the special NSX suite at the Joseph Hotel in Columbus, Ohio. Acura didn't go into detail as to what makes the suite specific to the NSX, but we're sure it's a nice place nonetheless. NSX owners interested in the program should check out the program's website, here. For people without the means to buy an NSX, you can still get a look into the factory by checking out our visit to the facility. Related Video: Featured Gallery Acura NSX Insider Experience Image Credit: Acura Green Plants/Manufacturing Acura Coupe Hybrid Supercars

Acura NSX prototype gets back on track

Developing a new vehicle is not without its complications, we're sure, but usually things follow a fairly predictable progression: you develop a prototype, you test it, test it and test it again, then you put it into production. What you don't expect is that your prototype will burn to the ground, but that's what famously happened to the NSX which Honda engineers were testing a few months ago.
Fortunately, the Acura NSX prototype is back on track, both literally and figuratively, as you can see from this latest batch of spy shots snapped at the Nürburgring. This camouflaged prototype looks pretty much the same as the last one, only, you know... less crispy. Which is to say, it looks pretty much ready to hit showrooms.
The naysayers may point out that Honda chose colder and damper weather to put the NSX back into testing - thereby mitigating the risk of another fire - but we're sure the Japanese automaker has been working hard to fix the flammability issues, whatever may have caused them, over the past few months. At least, we hope they have.