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Acura NSX to end production in blaze of glory with Type S

Production of the Acura NSX is coming to an end after the 2022 model year. Before it goes, though, Acura is promising one last hurrah, in the form of a Type S variant. Said to have performance improvements and limited production, it will prove to be the ultimate form of Honda's second-generation supercar. So far, Acura has only released some teasers and a few vague statements. Now, normally when car companies make ambiguous declarations about improved performance, that means something like stiffer shocks or bigger rims (after all, handling is a form of performance, no?). In this case, Acura specifically says the NSX Type S will have more power and quicker acceleration in addition to sharper handling. That's some real talk, even if no hard figures were provided at this time. From the teasers, we can see a few visual signifiers that will distinguish the Type S from regular NSXes. Firstly, the engine cover is finished in red, a color that has traditionally been reserved for high-performance Hondas like the Type R Civic, Integra, and the NSX of the '90s. Much of the brightwork seems to be blacked out, like the door handles and rear badge. They've also added a small Type S emblem located just in front of the rear wheels. Only 350 Type S variants will be built, with 300 of them allocated for the U.S. market. And it looks like the regular NSX may not even be available. Acura's website no longer shows the regular NSX. Only the Type S is shown under the model selection menu. Prices of the first-generation NSX, introduced in 1990 and considered one of the best supercars of its era, have been on a steady rise in recent years. It's hard to say whether this generation NSX will follow suit in the collectors' market decades from now, as despite positive reviews it never quite caught with brand-conscious buyers. But if it does end up becoming a sought-after classic, though, the Type S will surely be worth a hefty premium. The NSX Type S will be fully revealed next Thursday, August 12, during Monterey Car Week, where the very first serial production 2022 NSX Type S will be sold to the highest bidder at Mecum Auction’s Monterey sale on Saturday, Aug. 14. All proceeds from the sale of VIN #001 will benefit charity, including a STEAM (science, technology, engineering, art and math) education program for underserved youth.

Acura NSX and David Lee Roth wail together in Super Bowl spot

Super Bowl 50 is just over a week away, but carmakers are already rolling out their big ads. Acura's newly released commercial uses the screams and moans from Van Halen's David Lee Roth and the song Runnin' with the Devil to build excitement about the upcoming supercar. As Van Halen plays, the NSX evolves from a slab of metal into the turbocharged, hybrid coupe. In a patriotic touch, the commercial uses red, white, and blue to subtly communicate the supercar's US development and production. It's a clever ad, sure, but we wish it showed more of the new NSX's high-performance capability. There's never a bad time to listen to some Van Halen, though. The video above is the 30-second Super Bowl commercial, which airs during the first quarter. However, the clip below is a one-minute version that lets the visuals breathe more. The longer cut is the better one, but Acura's choice is understandable given the expense of Super Bowl ad time. Acura Rolls Out American-made NSX Supercar with Super Bowl Commercial Set to Van Halen Classic, Runnin' with the Devil Jan 29, 2016 - TORRANCE, Calif. Iconic Van Halen song infuses high-voltage energy into NSX rollout Comprehensive activation includes social media sweepstakes, enabling consumers to experience the NSX Acura is one of the first brands to use Twitter Conversational Video to launch Super Bowl spot Acura is showcasing the next generation NSX, the only supercar made in America1, to the soundtrack of an iconic American rock song in a new commercial that will debut during Super Bowl 50. The high-energy vocal effects of the Van Halen classic Runnin' with the Devil provide the powerful beat for the Acura commercial that will appear during the first quarter of the big game. The spot is a showcase of the Precision Crafted Performance brand direction that is core to the Acura brand and vividly represented in the NSX supercar. The new Acura Super Bowl commercial is posted to Acura.com and Acura social media channels for previewing before the big game and is augmented with a series of unique social media activations and live experiences, including one of the first applications of Twitter Conversational Video to launch a Super Bowl spot. "In our Acura commercial, we wanted to convey the excitement of the NSX to a big Super Bowl audience," said Jon Ikeda, vice president and general manager of Acura.

Acura Integra to capstone combustion era as EV transition begins

The recent launch of the resurrected Integra nameplate is just part of a larger shift in mission at Acura. Its leaders have repeatedly said they want Acura to be the performance brand of Honda, where driving fun and dynamics come first. However, in a new report, Acura says it plans to go big on fully electric vehicles, at even greater speed than its parent company, by skipping the hybrid step altogether. According to Acura assistant VP of sales Emile Korkor, the Integra was a capstone to the internal combustion era at Acura. It marked a sort of homecoming to the marque's performance pedigree, and once Integra is launched, the brand will move forward with electrifying its lineup. The company's plans were revealed in an Automotive News interview, where Korkor said, "We're going to bypass hybrids altogether. So our shift is going very rapidly into BEV. That's our main focus." At first blush, that seems to be at odds with brand boss Jon Ikeda's public statements about Acura. As recently as a couple of weeks ago, Ikeda was saying that he wanted to take the Integra racing, as something of a mascot for the "fun" brand at Honda. Perhaps we've been desensitized to automakers making big proclamations about EV transitions a la Jaguar, Land Rover, Bentley, and Infiniti, but typically the green messaging has not been about performance in the traditional sense. Says Korkor, "We're not just dipping our toe in the water with electric at Acura, we are jumping all in. And that's not just because we need to. It's because we want to. Acura is really focused on performance, and electrification is one of the greatest ways we can augment that performance." While electrification and performance are not mutually exclusive, we have yet to drive an EV that connects to the road as beautifully as a 1990s Integra or NSX did. Acuras have never been about power and torque. Yet they were still compelling performance cars thanks to brilliant steering and driving dynamics. Then there's the issue of what Acura represents. Back in February, Ikeda said that Acura was purposefully holding off on an EV strategy because it needed to re-establish its performance bona fides. Now, Korkor says, "The benefit of returning to the Integra right now is that it's going to help shepherd a new generation of customers and build loyalty as we move into a new era." The problem is, the Integra alone isn't enough to establish that performance cred.