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New Honda ad has Senna, Type R, Asimo, and astronauts

Now that Honda is back into the guts-and-performance game, automotively speaking, the Japanese company has hit the throttle on hardcore imagery. Its latest is in an ad for the company itself highlighting a small selection of its ample range of products, from motorcycles to an airplane and the coming Acura NSX, branded Honda in other markets. Called "Ignition," Wieden+Kennedy created the 90-second spot for Honda Motor Europe, with the tagline "Dare to do what others only dream of." The theme is a space launch, to give that "feeling of daring and human endeavor," perfectly supported by the print artwork with Asimo the robot up front and fabulously complicated hybrid V6 power units spewing flames from the Formula 1 cars in back. Then there's the family in the HR-V in the middle, defying gravity and sipping from juice boxes, because space is for everyone. Ayrton Senna makes a cameo again, and a Stanley Kubrick aesthetic hangs all over the production. You can check out the ad in the video above.

Looking for a deal? Check out your nearest Acura dealer

For the fourth time in the last year, an Aston Martin out-discounts all other automakers by offering the largest monetary savings off the retail price of an automobile in America. This time, though, the discount isn't on the aging (though still beautiful) Rapide sedan or range-topping DBS Superleggera, it's for the DB11 sports car. For those keeping track, the DB11 also led this discount list back in May of 2020. This time, though, the price is even lower than before. Right now, buyers of the Aston Martin DB11 are seeing discounts of $24,330. That's a 12.1% cut off the car's average retail price of $201,820 and it means buyers are paying an average transaction price of $177,490. Still expensive, but really not bad for a drop-dead gorgeous machine with as much as 630 horsepower. Next in line is a familiar face, the Acura NSX. As impressive as the Japanese hybrid supercar may be, Acura has been running big rebates on the NSX for as long as we've been running these lists. This month, the NSX buyers are seeing discounts of nearly 14% for an average transaction price of $138,648. The third biggest discount this month shows up on the most expensive vehicle on the list. The Rolls-Royce Phantom carries an average sticker price of $537,500. But buyers are getting about 4% off that for an average transaction price of $516,333. It may not be a massive discount when measured by percentage, but when the asking price is so high, even a small discount equals big bucks. Related Video:

2016 Acura NSX: Everything there is to know [w/video]

The road to supercar stardom is littered with missteps. For every slam-dunk like the McLaren F1 and Ferrari F40, there are contenders that never quite reach their full potential – think Mercedes-Benz SLR McLaren and Jaguar XJ220. Fear of building a mediocre halo car is why automakers take costly detours like reverse-engineering a carbon fiber chassis when aluminum just won't do (we're looking at you, Lexus LFA), and it's often those second, third, and even fourth major redirects that can make the difference between has-been and hero. History has been kind to the late, great Acura NSX. Though its final years saw it lagging in power, ballooning in price and burdened by unsightly bubble headlamps, the NSX went to pasture in 2005 with a reputation for being an innovative, driver-focused ride that also happened to be practical enough for daily use. Despite its lofty aspirations and attainable price point, fifteen years of production saw just under 9,000 NSXs on the road, which begs the inevitable question: was Acura's mid-engine top dog too tame to be great, yet too ubiquitous to be exotic? Considering how the NSX redux has been worked (and re-worked as a stillborn front-engine V10 GT, only to return to a mid-engine layout), it's safe to say Acura is intent on securing supercar greatness. While the essential spirit of the original NSX program targeted the "New Sports Experimental" idea, Large Project Leader Ted Klaus says that Shigeru Uehara, the man responsible for the original NSX (and Honda S2000, among others) advised the US-based development team that they ought to be "... open-minded to doing things for the emotional benefit of the customer," and not come from a place that was "hyper rational." In other words, build a car that makes the heart skip a beat. View 8 Photos As such, the next-generation NSX has departed from the 2013 concept and assumed a more emotional, expressive design language that hides a more engineering-intensive drivetrain. Gone is the naturally aspirated, transverse-mounted V6, replaced with a longitudinally mounted, turbocharged, dry-sump V6 that produces "north of 550 horsepower," according to Acura brass. As before, the internal combustion mill works with three electric motors to deliver power to all four wheels. Super Handling All-Wheel Drive, indeed – or, as Acura refers to it in this application, Sport Hybrid Super Handling All-Wheel Drive. Why the shift?