1998 Acura Cl Premium Coupe 2-door 3.0l on 2040-cars

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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.

Reliving the Acura NSX debut, 25 years later

The Acura NSX might be one of the most important Japanese cars ever created. The Land of the Rising Sun had already established that it could make very competent performance vehicles when the NSX debuted in 1989, but Honda's two-seater was the first one that looked to the world like a true contender against Ferrari and Porsche, thanks to its cutting-edge technology. The Acura had an all-aluminum monocoque chassis, a beautifully low-slung body and a quick-revving V6 with an 8,000-rpm redline. This quintessential Japanese sports coupe celebrates its 25th anniversary this year, and Autoweek recognizes it in a fantastic piece chronicling the model's US launch.
The story begins in February 1989 at the Chicago Motor Show where the car debuted. The day before the show opened, the concept still didn't have a name. The Japanese development team referred to it as New Sports, and the American Acura executives decided to add eXperimental to the end. The moniker NSX just stuck afterwards.
The article paints a fantastic portrait of the car and the company at the time. Honda had something to prove with the NSX. To succeed, the coupe had to be the best, and when the American press finally got a hold of it, they drowned it in accolades. Of course, Acura has a new American-built NSX on the way, and it has colossal legacy to live up to. This piece is definitely worth reading to understand why.

Acura sold all 300 of the NSX Type S, reportedly in 24 hours

If you were hoping to nab one of the last Acura NSX supercars, Acura has confirmed to Autoblog that it has already sold out the entire allocation of 300 NSX Type S models that were slated for America. However, you might still have a remote chance. "We have seen tremendous interest in the 2022 NSX Type S following its debut at Monterey Car Week. At this time, confirmed orders have far surpassed the 300-unit allocation for the U.S. market, and new orders received are being added to a waitlist," an Acura spokesperson told us. That might be an understatement, as Motor1 is reporting a Black-Friday-esque rush that cleared the shelves in 24 hours and a waiting list of more than 100. While Acura has never planned to assign the NSX to the role of moneymaker — there are RDX and MDX crossovers for that — sales of the hybrid supercar have been shockingly low. Year-to-date sales figures for July 2021 (the last metric prior to Acura's August announcement that the NSX would be canceled) crawled along at just 67 examples sold, not too far off from last year's 70. The year-to-date number for August leaped up to 98, a significant jump from last year's 73. A personal anecdote may explain why the sellout occurred so quickly. My brother, owner of a 1993 NSX, went to a Los Angeles-area Acura dealer to inquire about the 2022 Type S. The salesperson told him that the dealer was only getting one and that it had already been spoken for — by the dealership's owner. With 273 Acura stores in the U.S. and only 300 cars, if other owners are similarly minded it may be almost impossible for the average buyer to get a Type S without paying a premium over the $171,495 price tag. Hopefully, though, buyers won't have to pay more than the $1 million bid that someone made for the first NSX Type S. The Type S has 600 horsepower and 492 pound-feet of torque, a 27 pony and 16 pound-feet bonus over the standard NSX, in addition to a 58-pound weight reduction and GT3 race car-derived tuning. While that alone could compel some buyers to spring for the Type S, we're willing to bet that it's the limited production and end-of-run factors that are contributing to demand. If you miss out, though, you can always wait for the third generation. Related video: