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2014 Acura MDX ad campaign the most expensive in brand's history

Realizing that it must spend more marketing dollars to compete with the more established luxury automakers, Acura is preparing to launch its most expensive ad campaign ever for its redesigned 2014 MDX. At $78 million, according to Advertising Age, the new "Made for Mankind" campaign that kicks off next month is exactly double what Acura spent on the 2013 RDX launch last year. It's also the brand's first cooperation with its new agency, Boston- and Los-Angeles-based Mullen Advertising. Thanks to its bigger budget, we'll be seeing ads for the MDX pop up just about everywhere from television commercials, cinemas and billboards to videos focused on computers and mobile devices.
The first such video is entitled "Human Race," and it enunciates Acura's recent tagline highlight, the synergy between man and machine. More interestingly, the 2014 MDX, which went on sale this month, doesn't make an appearance in the 60-second spot until close to the end. This video is posted below as well as a press release from Acura along with images of various ads we should start soon.

Acura announces 2021 TLX Type S on-sale date and approximate price

Acura is clearing up a few nagging questions we had about the 2021 TLX Type S today. The company’s latest announcement spells out both the starting price and a precise on-sale date.  YouÂ’ll be able to drive a 2021 Acura TLX Type S home in May this year, and pricing starts “in the low $50,000s.” We wish Acura could be a little more specific on exact pricing, but apparently itÂ’s not ready to divulge that information yet. Regardless, this price point makes perfect sense when you consider that the regular TLX with its 2.0-liter turbo can be optioned up to about $50,000. ItÂ’s likely going to come in under the BMW M340iÂ’s price (starts at $55,695). On the other hand, the Audi S4 will most likely undercut the Type S with its $50,945 base price. Do keep in mind that both the BMW and Audi will likely need a heavy hand in the options list to equal the AcuraÂ’s equipment, just as the non-performance models require. As a reminder, the TLX Type S is getting a 3.0-liter turbocharged V6 that spits out 355 horsepower and 354 pound-feet of torque to the standard SH-AWD system. The 10-speed automatic is “sport-tuned,” and the car has a new Sport+ driving mode that isnÂ’t on the regular TLX that notches everything up to another level of aggressiveness. You can get NSX-inspired lightweight wheels that hide big Brembo brakes and can be wrapped in Pirelli P-Zero summer tires. The Tiger Eye Pearl exterior paint pictured here is a Type S-exclusive paint option, too. WeÂ’ll be looking forward to May this year, when we'll finally get behind the wheel of the Type S, which is the first Type S weÂ’ve seen in America for 13 years. Related video:

2022 Acura RDX First Drive | RDX redux gives us what we want

LOS ANGELES — AcuraÂ’s most recent totally new models — the TLX and MDX — thwacked us upside the head with authority to let us know that Acura as a luxury and performance brand is well and truly back in great form. The redesigned RDX tried to do the same back in 2019, and while it was an above-average overhaul effort, it didnÂ’t move us as strongly as the TLX and MDX have since. Now, the 2022 Acura RDX is here, and itÂ’s packing a bunch of improvements to try and both enhance the driving experience and ensure that it isnÂ’t playing second fiddle to other Acura products in tech or luxury. The one omission, and itÂ’s a big one, is the continued lack of a Type S variant. Both the TLX and MDX offer a high-performance Type S version with turbocharged V6 engines, and the RDX continues to go without such a model in 2022. ItÂ’s a shame, because the RDXÂ’s smaller size means it could serve as a quality platform for a performance crossover to compete against others like the BMW X3 M40i, Mercedes-AMG GLC 43 and Audi SQ5. ThatÂ’s not to say that Acura has neglected the driving experience for 2022. The one performance improvement comes in the form of re-tuned adaptive dampers on the Advance trim that are both stiffer in Sport mode and softer in Comfort mode. Plus, the cabin is much quieter than it was before thanks to additional sound deadening material and an enhanced Active Sound Control system. Acura says the standard car offers a 20% NVH improvement, while the Advance Package cars have even more sound deadening to deliver a 30% improvement over the 2021 model. YouÂ’ll be able to tell the updated RDX apart from the pre-refresh version by looking at the new grille pattern and thinner chrome grille surround. Look further downward, and youÂ’ll notice larger side intakes and a new fog light design. ItÂ’s harder to tell that anything is new from the back, but look closely, and youÂ’ll see a redone lower bumper and rectangular exhaust outlets on every model but the A-Spec — that hangs on to its round dual exhaust tips. A couple of new wheel designs round out the exterior updates, while the interior sees a new bronze-like finish for the aluminum trim in lower trims. Perhaps one of the most vital changes Acura made to the RDX this year is done on the equipment side, as it fixes one of the gripes weÂ’ve had with Acuras over the past couple years. You can finally equip the Advance Package onto A-Spec trim cars.