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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 Integra Luggage Test: How big is the trunk?

The new 2023 Acura Integra, just like the original 1986 Acura Integra, has four doors and a hatchbacked trunk. That lends it more versatility than a regular enclosed trunk, and judging by the official cargo capacity numbers, more space, too. On paper, it wows with 24.3 cubic-feet, which would in theory be better than some small crossovers like the Mazda CX-30 and Subaru Crosstrek. It should also kick the luggage-testing snot out of the Honda Civic, with which it shares so much. That car, including the Civic Si, has a 14.8 cubic-foot trunk.  In theory, the Integra should be able to stuff 10 cubic-feet worth of extra luggage in its hatchbacked cargo area than the Civic can. Let's not bury the lede, here: Ah, no it can't. Not even close. The Integra can carry less stuff than a Civic sedan. Ditto a Mazda CX-30 and Subaru Crosstrek, for that matter. No matter what else is about to follow, though, this shot is ultimately an important one. Look at that opening! It's huge and obviously makes loading so much easier. Remove the cargo cover and lower the seats, and you also have substantially better maximum cargo capacity and versatility than any sedan could provide.  It also lets a 2-year-old do this. OK, now that small people storage is out of the way, let's talk about the cargo cover. It is a gigantic mesh piece bracketed my rigid plastic. This means that you're pretty much screwed if you suddenly need space beyond what's below the cover. You ain't storing this thing inside the car. There is a slight silver lining, however, which I'll get to momentarily.  First, let's see how many bags fit with the cover in place (ish).  As in every luggage test I do, I use two midsize roller suitcases that would need to be checked in at the airport (26 inches long, 16 wide, 11 deep), two roll-aboard suitcases that just barely fit in the overhead (24L x 15W x 10D), and one smaller roll-aboard that fits easily (23L x 15W x 10D). I also include my wife's fancy overnight bag just to spruce things up a bit (21L x 12W x 12D). That's all the big bags up there, but as you can see (above right), the blue bag is totally smashed. I couldn't do that if there was actually something in the bag. Ergo, forget this. This would be the four biggest bags plus the fancy bag, which is still a bit squished but usable. There is still an issue, though. The black bag at the upper right forced the cargo cover up and out of its bracket when the trunk lid was closed. The trunk still closed, though.

Honda reports $1.9 billion profit in first quarter despite sales lag at home

Ford, General Motors and Chrysler have been living in a world of sunshine and buttercups after their April-through-June financials hit the newswire, and Toyota is doing pretty good as well. Honda? Not so much.
While Japan's third-largest manufacturer saw $1.9 billion in profits, the 5.1-percent jump was lower than expected thanks to a drop in its home-market sales. US sales also took a sting, as Honda hasn't been able to match the SUV and truck demand that are currently permeating the American market, despite an uptick in Accord sales.
Honda's initial forecasts targeted a take of 209.3 billion yen ($2.1 billion at today's rates), and while a $200 million shortfall is nothing to sniff at, we'd hardly take this as Honda being in trouble. And even with the dip, Honda hasn't adjusted its forecast for the fiscal year, which remains at 780 billion yen ($7.9 billion).