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Honda and Mugen take tuned rides to Tokyo Auto Salon

The Makuhari Messe will open its doors in a couple of weeks for the 2016 Tokyo Auto Salon, featuring all manner of custom creations from Japan's automakers. And Honda will be out in force with an array of roadsters, hatchbacks, minivans, and crossovers. Included among them will be some modified with parts from the company's Modulo customization catalog, but the ones we're most interested are being prepared by its longtime performance partner Mugen. Mugen was founded decades ago by Hirotashi Honda, son of Soichiro Honda, the man who started the motor company for which his name is best known. Over the years Mugen has prepared Honda engines and vehicles for motorsport competition, but also customizes the company's road cars for higher levels of performance. At the Tokyo salon, Honda and Mugen will display two amped-up takes on the S660 roadster, along with a Civic Type R featuring even more extreme aero appendages, plus a modified Step WGN Spada minivan and a customized HR-V crossover. Alongside the Mugen show cars, Honda will also display an array of Modulo custom concepts. The lineup includes accessorized versions of the S660, Civic Type R, and Step WGN, but also customized takes on the Fit, N-One, and N-Box. While it's at it, Honda will also showcase some of its racing machinery and motorcycles, including the McLaren-Honda MP4-30, NSX Concept-GT, and the Concept CB cafe racer it displayed at the main Tokyo Motor Show a few months ago. Scope out all the modified automobiles in the Mugen gallery above and the Modulo gallery below for a closer look. Related Video:

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.

McLaren working on P15 supercar to slot between 650S and P1

McLaren has been busy these past few years. It launched the MP4-12C in 2011, the 12C Spider in 2012, the P1 in 2013 and (most recently) the 650S in 2014. But it's not about to stop there. It's got an "entry-level" model in the works, set to take on the Porsche 911, and - according to information reported by Car and Driver and confirmed by McLaren in correspondence with Autoblog - a new flagship model, too.
The project is internally codenamed P15, and it calls for a new flagship that will cap the company's lineup once the P1 finishes its limited production run, but carry a price tag in the neighborhood of $500k to slot in between the P1 and the new 650S.
Just how, you wonder, can McLaren possibly develop another supercar each year? Simple: underneath, they're all essentially the same. (Only we're sure it's anything but simple.) That is to say they're all based on the same carbon monocoque structure and powered by the same 3.8-liter twin-turbo V8 mated to a seven-speed dual-clutch transmission driving the rear wheels. What differentiates them is what the engineers in Woking build around that monocoque and how they tune the engine: +/- 600 horsepower in the 12C (depending on the year it was built), 640 hp in the 650S, or 727 hp in the P1 (with another 177 from the electric assist). The 911 fighter would likely develop in the 500hp range, and the P15 will probably land in the upper 600 (or lower 700) range.