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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.

These are the top luxury cars bought by people entering the segment for the first time

Let's say you just got a big promotion at work or the kids are moving out of the house, and you finally have some extra money. You decide to blow it all at once and treat yourself by upgrading your ride. Naturally, you look to a luxury automaker. What do you choose?
Models like the Audi A3 and Mercedes-Benz CLA-Class may be tailor-made to introduce buyers to the premium segment, but a new study finds that they don't garner the highest rates of non-luxury customer conquests. It turns out that a Volvo leads among folks moving up to a premium brand, and it isn't even one that's made anymore, at that.
A recent study by Polk and IHS Automotive looked at what models had the highest rates of buyers upgrading from a non-luxury segment. The information comes from its new vehicle registration data through April 2014. All ten top models boasted conquest rates of over 50 percent, but the Volvo C70 led the field with 68.01 percent of its customers coming from non-premium brands.

Acura teases new performance EV for Monterey

Acura is headed to Monterey Car Week with what it's calling a "next generation" performance concept. While Honda's premium subsidiary offered up no details about the car itself, we were offered the above teaser photo. Acura says it will be a "segment defying" sport utility vehicle, but what we're seeing here looks awfully trunk-like. From this perspective, it's really anybody's guess, but one thing is obvious: Whatever this thing is, it's no mere ZDX offshoot. Here's Acura's announcement in its entirety, should you be interested in parsing it yourself: "Acura will once again take center stage during Monterey Car Week for the world debut of an exciting new concept vehicle. A segment defying sport utility vehicle, the dynamically styled concept previews the performance brand's next generation all-electric model – the first to be built in Ohio on the company's new dedicated EV platform." The most significant takeaway here is that last bit. Being on a new dedicated platform means that this car has nothing to do with the current Honda-Acura EV offerings, both of which are based on architecture shared with General Motors. Honda has already announced that it will migrate its mainstream EVs to a new, in-house "0 Series" platform in the coming years, with an initial focus on passenger vehicles followed by expansion into people-mover territory. We've yet to hear anything concrete about a parallel program at Acura, so this could very well be the first breadcrumbs to that effect.  For now, that's all Acura has to offer. Keep your ears to the ground during Car Week for more.