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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.

Heritage-inspired Long Beach Blue joins the Acura NSX's color palette for 2021

Acura announced it's expanding the NSX's color palette with a heritage-inspired hue named Long Beach Blue for the 2021 model year. The color was inaugurated during the 2002 model year by the first-generation NSX. Shake the thoughts of the Pacific Ocean and its sandy beaches out of your head; the color is named after the Grand Prix of Long Beach, which Acura sponsors, not after a surfing spot. It joins other motorsport-themed colors, including Indy Yellow and Thermal Orange, and is a reformulated version of the first Long Beach Blue released some 18 years ago. It looks a little bit lighter than the color that inspired it, though it's just as eye-catching. It doesn't sound as if Acura is making any major mechanical modifications to the NSX for 2021. Power still comes from a gasoline-electric hybrid drivetrain that consists of a twin-turbocharged 3.5-liter V6, a nine-speed dual-clutch automatic transmission, and three electric motors. The system's total output checks in 573 horsepower and 476 pound-feet of torque, and the NSX reaches 60 mph from a stop in three seconds flat.  Acura will begin delivering the 2021 NSX in early 2021, and pricing starts at $159,145 once a mandatory $1,995 destination charge enters the equation. 130R White, Curva Red, and Berlina Black are the only colors included in the aforementioned price. Enthusiasts who want Long Beach Blue will need to pony up and extra $1,000 for it. Colorful past Acura offered the original Long Beach Blue from 2002 to 2005. It replaced Monaco Blue Pearl, which was offered in 2000 and in 2001, but buyers shunned it. Only 88 cars were ordered in Long Beach Blue, according to the company's archives department, so it's one of the rarest first-gen NSX colors. Time will tell if it's more popular in the 2020s, or if it will be remembered as one of the rarest second-gen NSX colors, too.

Acura Performance Electric Vision concept sure looks like the next NSX

Production of the second-generation Acura NSX ended in 2022, but the nameplate might not be consigned to the automotive attic for very long. The firm published sketches of an electric concept named Performance Electric Vision that can easily pass as a third-generation NSX. Acura's dimly-lit images hide many of the design study's finer details, but we can tell that the Performance Electric Vision concept features a futuristic design — it almost looks like it was beamed from the 22nd century. Its low front end has either hidden headlights or no headlights at all, and it receives neon green accents as well as a backlit Acura emblem. Pronounced wheel arches and a massive wrap-around windshield define the concept's silhouette, while the back end gets neon green accents as well as an air diffuser that looks like it belongs on a race car. Interior photos haven't been released yet, and Acura didn't have much to say about what powers the coupe. All we know is that it's electric. Officially, the Precision Electric Vision concept illustrates one of the directions Acura's design language can take in the coming years. Could there be more to it than that? While this is pure speculation, we don't think the NSX's spot in the Japanese brand's lineup will remain empty forever, and we've heard vague rumors detailing an electric third-generation model before. Rewind to September 2022: Jon Ikeda, the company's vice president, tellingly answered "I would bet on it" when asked whether the NSX nameplate will return for another generation. He added an important detail: "It's going to be electric." Cast in this light, the Performance Electric Vision concept sure looks like a preview of the next-generation NSX, but bringing it to the market is easier said than done. It takes more than an executive making a proverbial bet to bring a car to production, and Ikeda's team will notably need to convince Acura parent company Honda to spend money on a new NSX. Related video: