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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 Civic Type R blitzes five iconic European circuits

European automakers habitually produce some of the best hot hatches. So it took the revival of a Japanese legend to beat them on their home turf when the Honda Civic Type R stole the front-drive lap record at the Nurburgring away from the likes of Renault and Seat. Volkswagen struck back and reclaimed the prize for Europe with the new Golf GTI Clubsport S, but rather than return to the Green Hell for another attempt, Honda took revenge on five other Grand Prix circuits across the continent. The campaign started in April at Silverstone, where three-time British Touring Car champ Matt Neal set a lap time of 2:44.45 in the wet, then returned once it was dry to beat his own time at 2:31.85. With the front-drive record at the home of the British Grand Prix now in hand, Honda moved on to Belgium, where factory driver Rob Huff tackled Spa-Francorchamps and its infamous Eau Rouge complex to set another lap record at 2:56.91. Then it was off to Monza, home of the Italian Grand Prix, where the Civic Type R – still mechanically unmodified and on road tires – set another record at 2:15.16 at the hands of World Touring Car Championship driver Norbert Michelisz. Former F1 driver Tiago Monteiro was supposed to tackle the Estoril next, until he was taken out of commission in a WTCC crash. So on short notice, the series' safety-car driver Bruno Correia stepped in and lapped the former home of the Portuguese Grand Prix in 2:04.08. The last record fell at the Hungaroring where Michelisz returned to the cockpit and set another front-drive lap record at 2:10.85 last week. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Honda Civic Type R sets new benchmarks at five legendary European race circuits - Honda announces new benchmark times set by Civic Type R at five legendary European circuits - Lap times achieved in standard production car with no mechanical modifications - Benchmarks set at Silverstone, Spa-Francorchamps, Monza, Estoril and Hungaroring - Stars of Honda's WTCC and BTCC squad pilot Type R throughout five circuit campaign Honda's 'race car for the road' Civic Type R has crisscrossed Europe in an effort to set new benchmarks for front wheel drive production cars at five legendary circuits across Europe.

Japan could consolidate to three automakers by 2020

Sergio Marchionne might see his dream of big mergers in the auto industry become a reality, and an analyst thinks Japan is a likely place for consolidation to happen. Takaki Nakanishi from Jefferies Group LLC tells Bloomberg the country's car market could combine to just three or fewer major players by 2020, from seven today. "To have one or two carmakers in a country is not only natural, but also helpful to their competitiveness," Nakanishi told Bloomberg. "Japan has just too many and the resources have been too spread out. It's a natural trend to consolidate and reduce some of the wasted resources." Nakanishi's argument echoes Marchionne's reasons to push for a merger between FCA and General Motors. Automakers spend billions on research and development, but their competitors also invest money to create the same solutions. Consolidating could conceivably put that R&D money into new avenues. "In today's global marketplace, it is increasingly difficult for automakers to compete in lower volume segments like sports cars, hydrogen fuel cells, or electrified vehicles on their own," Ed Kim, vice president of Industry Analysis at AutoPacific, told Autoblog. Even without mergers, these are the areas where Japanese automakers already have partners for development. Kim cited examples like Toyota and Subaru's work on the BRZ and FR-S and its collaboration with BMW on a forthcoming sports car. Honda and GM have also reportedly deepened their cooperation on green car tech. After Toyota's recent buyout of previous partner Daihatsu, Nakanishi agrees with rumors that the automotive giant could next pursue Suzuki. He sees them like a courting couple. "For Suzuki, it's like they're just starting to exchange diaries and have yet to hold hands. When Toyota's starts to hold 5 percent of Suzuki's shares, this will be like finally touching fingertips," Nakanishi told Bloomberg. "I absolutely do believe that we are not finished seeing consolidation in Japan," Kim told Autoblog. Rising development costs to meet tougher emissions regulations make it hard for minor players in the market to remain competitive. "The smaller automakers like Suzuki, Mazda, and Mitsubishi are challenged to make it on their own in the global marketplace. Consolidation for them may be inevitable." Related Video: