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New Honda ad has Senna, Type R, Asimo, and astronauts

Now that Honda is back into the guts-and-performance game, automotively speaking, the Japanese company has hit the throttle on hardcore imagery. Its latest is in an ad for the company itself highlighting a small selection of its ample range of products, from motorcycles to an airplane and the coming Acura NSX, branded Honda in other markets. Called "Ignition," Wieden+Kennedy created the 90-second spot for Honda Motor Europe, with the tagline "Dare to do what others only dream of." The theme is a space launch, to give that "feeling of daring and human endeavor," perfectly supported by the print artwork with Asimo the robot up front and fabulously complicated hybrid V6 power units spewing flames from the Formula 1 cars in back. Then there's the family in the HR-V in the middle, defying gravity and sipping from juice boxes, because space is for everyone. Ayrton Senna makes a cameo again, and a Stanley Kubrick aesthetic hangs all over the production. You can check out the ad in the video above.

Honda CEO carless, waiting on Civic Type R

As chief executive of Honda, Takahiro Hachigo could get his hands on anything the automaker produces, or has produced: a new Acura RLX luxury sedan, a luxed-out Odyssey minivan, a top-of-the-line CBR sport bike... even an old NSX supercar. Heck, he could probably even get the skunkworks to cook him up a road-going version of the ten-cylinder HSV-010 that was supposed to be the new NSX but only ever ended up racing in Super GT. So what does he drive? "Unfortunately, I don't have a car now," Hachigo-san revealed to journalists during a roundtable discussion in Tokyo. That situation won't last forever, though: "There is a model I want, which will, as I have told you, be launched this autumn," said Hachigo. "I want to buy the Civic Type R." The Honda chief is referring, of course, to the company's new hot hatch that will be produced in the UK and exported around the world, including back to Japan. It's got a 2.0-liter turbo four pumping out 306 horsepower to send it to 60 in 5.7 seconds, making it one of the fastest and most powerful hatchbacks ever devised. And more than anything else the company makes, that's what Hachigo wants for himself. The news should be welcomed by performance enthusiasts who may have been concerned about the future of Honda's performance models. The company has a slew of them coming out, including the new NSX and Civic Type R, and may even produce another sports car to slot in between. Those, however, were spearheaded under the administration of Hachigo's predecessor, Takanobu Ito. But if Hachigo's stated driving preferences are anything to go by, he's got some high octane pumping through his veins as well. Until the Civic Type R starts arriving in Japan, though, Hachigo's garage will have an empty space in it, filled only by his wife's N-One kei car and his own VTR 250 motorcycle. We're sure his chauffeur has him well taken care of, though, in the back of an RLX or whatever else the company sends to pick up its new chief executive. Related Video:

2022 Honda Civic Si, Lincoln Corsair Grand Touring | Autoblog Podcast #708

This episode of the Autoblog Podcast features Editor-in-Chief Greg Migliore and News Editor Joel Stocksdale. They talk about cars they've been driving, including the 2022 Honda Civic Si, 2022 Lincoln Corsair Grand Touring plug-in hybrid and 2022 Subaru Ascent. After that, they spend someone's money. The subject specifically is whether a Ford Maverick is right for the person, or if they should maybe get something else. Autoblog Podcast #708 Get The Podcast Apple Podcasts – Subscribe to the Autoblog Podcast in iTunes Spotify – Subscribe to the Autoblog Podcast on Spotify RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown What we're driving2022 Honda Civic Si 2022 Lincoln Corsair Grand Touring 2022 Subaru Ascent Spend my money Feedback Email – Podcast@Autoblog.com Review the show on Apple Podcasts Autoblog is now live on your smart speakers and voice assistants with the audio Autoblog Daily Digest. Say “Hey Google, play the news from Autoblog” or "Alexa, open Autoblog" to get your favorite car website in audio form every day. A narrator will take you through the biggest stories or break down one of our comprehensive test drives. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.