2010 Acura Tl on 2040-cars

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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.

NSX Concept-GT is the world's hottest way to boil water

The Honda NSX Concept-GT is one sexy machine, and it looks to be a very effective tool on a race circuit. But Honda's latest web spot leads us to believe that it also can be used to make tea.
In the video, the racecar is hooked up to an apparatus that uses tubing to harness the energy from the car's 500-horsepower hybrid drive system, using it to boil water. The novel tea-making technique reminds us a bit of a couple other inventive Honda commercials, namely Hands and Cog.
Watch the NSX ad below, and be sure to turn the sound up to hear that glorious engine note.

GM Ultium-based 2024 Acura ZDX caught undisguised in spy photos

What you see above is our best look yet at the 2024 Acura ZDX. The SUV, while not completely production-ready (mainly the temporary headlights), is completely and totally devoid of line-obscuring camouflage. The resulting vehicle is clearly a toned-down Precision EV concept, and one that does a good job of hiding its GM underpinnings. Like the concept, it has a forward-leaning nose with a blanked-out version of the Acura corporate pentagonal grille. The long nose gives way to a seriously raked windshield and a floating roof. That roof has a distinct rear pillar treatment with a little notch for the rear glass to create that floating look. There are, of course, concessions to reality. The lower front fascia has relatively nondescript grilles, though they also don't detract from the rest of the vehicle. And naturally there are large door mirrors and conventional grab handles to get in. The ZDX will be based on the GM Ultium platform, and considering on the size and likely performance, will probably be closely related to the Chevy Blazer. To the credit of Acura's designers, and also perhaps to GM's architecture, the ZDX does not look like a reworked Blazer. And the differences will continue beyond the exterior. While GM will be dropping Apple CarPlay and Android Auto, Honda and Acura versions of Ultium SUVs will keep the phone mirroring software. It will still have Google apps built-in as well as touchscreen support, unlike some gas-powered Acura models. We'll see the ZDX launch next year. It will even have a high-performance Type-S variant like the TLX and Integra. That leads us to believe something like the dual-motor 557-horsepower powertrain from the Blazer SS will be available. We'll be curious to see what the more mild powertrains will be like, if they'll all be dual-motor, or if there will be single-motor setups. And if there are single-motor layouts, whether they'll be front- or rear-wheel drive, as both options are available on Blazer. Related video: