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Acura dealer association nabs retiring pitcher Mariano Rivera for New York spot

Mariano Rivera, considered one of Major League Baseball's best relief and closing pitchers, bought an Acura when he debuted in the major leagues in 1995, and has owned nothing but Acuras since. So it was only natural for the New York Acura Dealers group to strike up a partnership. The fruits of the deal can be seen in the latest New York Acura commercial, called "Legends," which stars Rivera and Acuras new and old. It's narrated by actor Steve Schirripa, who played Bobby "Bacala" Baccalieri in HBO's The Sopranos.
"The spots are a nod to Acura's history and the years it overlapped with Mariano's career," says Scott Rodgers, chief creative officer at Tier10, the ad agency that developed the campaign's concept. With the "Legends" campaign, Rivera and the New York Acura Dealers continue a partnership that has provided $800,000 to the pitcher's charity, the Mariano Rivera Foundation.
The hardest part of the commercial was was finding the cars to star in it, according to Douglas Sonders, co-founder of 8112 Studios, the production company that shot the commercial. "Social media saved the day for us," he says. "After days of cold calls and e-mails to all of our contacts, we ended up sourcing everything we needed in 24 hours after asking our online contacts for assistance."

Five signs Honda cares about enthusiasts, again

It's a great time to be an enthusiast. From high-horsepower Hellcats to the purist BRZ, engaging automobiles are found in nearly every segment of the market. Everyone wants to join the performance parade. Everyone it seemed, but Honda. The company that built some of Formula One's most successful engines, helped launch the tuner market and gave the world a seminal supercar, has watched competitors of all stripes surge by it for the hearts, minds and dollars of enthusiasts. Until now. Honda put the rest of the auto world on notice at the New York Auto Show, revealing a jaw-dropping Civic concept, confirming the Type R will come to the United States and even adding a hatchback to the 2016 Civic line. Throw in the Acura NSX and much-improved ILX for Honda's luxury sibling, and it's undeniable the company is regaining its swagger. Once again, Honda is serious about performance, and here's five reasons why enthusiasts should believe. The Honda Civic Concept Looks Great We're psyched about the Civic concept, which was a surprise reveal earlier this month at the New York Auto Show. Clad in bright neon green, the concept edged out the Lincoln Continental for first place in our Editors' Choice awards at the show. As Editor-in-Chief Sharon Carty put it, "The color hurts so good." Yes, the green is blinding, but you don't have to squint to see the 10th generation of the Civic. Honda's concepts are the real deal, and this is the car (mostly) that will launch this fall. It's attractive, with a long hood, curvaceous sides and a simple but sporty grille. The powertrain lineup will include a 1.5-liter VTEC turbo four-cylinder paired with a six-speed manual, which should be a treat for enthusiasts. With its fresh looks and intriguing mechanicals, the concept previews an everyday driver you can get excited about. Obviously, we are. The Hatchback Returns Yep, the Civic is getting a five-door hatch in the United States. It's been a while. Honda last offered a Civic hatch for a brief time in the mid-2000s, and only as the lower-volume Si model. The new hatch will be produced at Honda's factory in the United Kingdom and imported to the United States. That's a win-win for Honda: it's using excess capacity in the UK to satiate a niche market for US buyers. The annual hatch production is reportedly expected to be 30,000 to 40,000 units, which is a drop in the bucket for the Civic lineup and its massive though declining sales.

Acura considering Vezel-based compact crossover

There's a distinct benefit to automakers having their own premium brand. After all, why develop one vehicle to be sold under one nameplate if you can turn it into two? Especially if a little reconfiguration and some premium accoutrements allow said automaker to charge significantly more for the luxury version. It's a winning formula - for crossovers especially - that Toyota has used to turn the Highlander into the Lexus RX (even if the first-gen RX arrived before the original Highlander), that Ford has used to transform the Edgee into the Lincoln MKX and that General Motors has applied to the Chevrolet Suburban to turn it into the Cadillac Escalade (to name just a few of the many examples out there). And it's one to which Honda and its Acura division are certainly not unaccustomed.
Acura has adapted its Euro-spec Honda Accord into the TSX, the Civic into the ILX, the CR-V into the RDX and the Pilot into the MDX. And now that the Honda Vezel is coming to market, Acura reportedly has its eye on that as well. The idea was first introduced when Acura unveiled the SUV-X concept (shown above) at the Shanghai Motor Show this past April, just a few months after Honda revealed its Urban SUV concept that previewed the production Vezel. At the time, says Automotive News, Acura said it intended to put the concept into production in China for the Chinese market, and it's reportedly moving ahead with those plans. But now that it is, executives are wondering where else they might find buyers for the premium compact crossover.
With the Vezel soon to begin production alongside the Fit at Honda's new plant in Mexico, it wouldn't be a stretch to see the Acura version follow suit. The market does, after all, seem to be heating up with entries like the Audi Q3, BMW X1 and Mercedes-Benz GLA, and we couldn't blame Honda - pardon us, Acura - for wanting a slice of that pie.