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Acura puts on display of mechanical horsepower in new ad

Originally forged with a brand identity based on luxury, sportiness and practicality, Acura has spent the last decade or so struggling with its image. The sporting credibility suffered a mighty blow with the loss of cars like the Integra, RSX and NSX, and recent years have seen the Japanese company attempting to recast itself as a technology leader.
All of that makes this latest Acura commercial, Let The Race Begin, even more difficult to understand, metaphorically speaking. The horsepower-horse race 'theme' certainly isn't difficult to fathom, with mecca-equine versions of popular luxury brands filling the screen. But the choice to make Acura's filly a flesh-and-blood creation seems odd, for the high-tech theme. Acura as "thoroughbred apart from the rest of the field" seems to be the rough message here, though we're not sure we're buying it. We're also not sure we're comfortable with how much these ponies reminded us of a certain off-putting robotic dog...
Looks expensive, at any rate. Watch the robot ponies run for yourself, below.

Acura ILX Hybrid discontinued for 2015

Earlier today, Acura issued a press release detailing its entry-level 2015 ILX range, but something was missing. Honda's luxury arm listed all of the information about the naturally aspirated 2.0-liter and 2.4-liter ILX models, but nothing was said about the Hybrid - a model that, when we reviewed it in 2013, left us utterly cold. But now we know why: Acura has confirmed to Autoblog that the ILX Hybrid will be discontinued for the 2015 model year.
The company issued the following statement to us regarding the hybrid's demise:
The 2015 ILX remains a standout choice in the entry premium segment with its combination of performance, luxury, refinement and value and is the top-selling luxury vehicle to younger buyers. Based on the stronger appeal of the ILX 2.0 and 2.4 models, we are streamlining the ILX lineup to better align with customer demand, Acura will no longer offer the ILX Hybrid starting with the 2015 model year.

Acura, Penske reveal ARX-05 prototype racecar

CARMEL-BY-THE-SEA, Calif. — Acura pulled the cover off its striking Daytona prototype, called the ARX-05, as part of a new partnership with one of racing's most legendary names, Roger Penske. The racecar debuted Friday at The Quail, a vintage car show held during the week of the Pebble Beach Concours d'Elegance. Acura and Team Penske will campaign two cars next season in the IMSA WeatherTech SportsCar championship, starting with the Rolex 24 at Daytona in January. ARX is short for Acura Racing eXperimental, generation five. The car will run a twin-turbo 3.5-liter V6 engine that's based on the J35 series six-cylinder used throughout Acura's lineup. The body, designed by Acura global creative director Dave Marek's team, uses design cues from the company's road cars, including similar headlights. The chassis is based on the Oreca 07 setup. "We're already testing, and things are looking pretty good," said Art St. Cyr, president of Honda Performance Development and Acura Motorsports. Acura has raced endurance cars since 1991, finding success in IMSA and the former American Le Mans series. Two-time Indianapolis 500 winner Juan Pablo Montoya and Dane Cameron will drive one of the cars, while the other team to be announced later. Acura will face off against Nissan, Cadillac, Mazda, Oreca, Dallara and Multimatic Riley in the IMSA prototype field. The venture marks a return to sports-car competition for Penske, whose organization ran a Chevy Corvette in its first race at the 1966 24 Hours of Daytona and then operated victorious ALMS programs into the 2000s. Penske sees racing as a way to raise the image of Acura, whose cars he sells at his dealerships, Penske Automotive Group. "We want to take this brand to the next level," he said. "It's [racing] a core part of our brand and it's one of the ways we are validating our performance," said Acura vice president and general manager Jon Ikeda. After The Quail, the ZRX-05 is scheduled to appear at the Rolex Monterey Motorsports Reunion and in a featured area for concept and racing cars on the lawn at the Concours. Related Video: Featured Gallery Acura ARX-05 Daytona Prototype Reveal View 11 Photos Related Gallery Acura ARX-05 race car View 12 Photos Image Credit: Live photos copyright 2017 Drew Phillips / Autoblog.com Motorsports Acura Racing Vehicles Pebble Beach daytona prototype