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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.

Junkyard Gem: 1997 Acura 1.6 EL

Drivers from Mexico or Canada who take their cars across the border into the United States may drive them legally here for one year, after which they must drive back home or go through a registration process that ranges from arduous to impossible, depending on the state. As a result, quite a few Canadian- and Mexican-market cars end up marooned and un-registerable here, and I find some of them during my junkyard travels. Today, we've got a Canada-only Acura that showed up in a Northern California boneyard recently. I'm always looking for junkyard odometers with very high final readings (right now a 631k-mile Volvo 240 holds the record), and at first glance I though I had come across a Civic sedan with nearly 450,000 miles. Then I noticed the metric speedometer and realized that I was looking at a non-US-market car. 448,538 kilometers is 278,709 miles, by the way. A look at the build tag and emissions stickers showed that this car was built and sold in Canada. I'd found a second-generation Acura EL in a Colorado junkyard a few years back, so I knew that I'd just found a first-generation EL. Like its Acura Integra contemporary, the Acura EL was based on the Honda Civic. It replaced the Integra in Canada for 1997 and production continued through 2005. It differed somewhat in appearance from the Civic and had a nicer interior but was mechanically nearly identical to the US-market Civic EX sedan. A version for the Japanese market was built in Canada and exported across the Pacific as the second-generation Honda Domani. The engine is a 1.6-liter SOHC four-banger with VTEC, rated at 127 horsepower and 107 pound-feet. This one appears to be a loaded EL Premium, with the optional four-speed automatic. List price would have been C$22,000, or about $30,676 in 2023 United States dollars (using the exchange rate for June of 1997). The decklid had an EL-only spoiler, so a local Honda expert must have bought it for a Civic sedan. Since this car was old enough to be federally legal under the 25-year rule, it could have been registered legally in some US states… but California's strict emissions regulations would have made the process too difficult to be worth undertaking on a near-300k-mile machine that isn't particularly exotic.

Acura RLX pricing and launch plan detailed

Acura has released pricing for its upcoming flagship, the RLX, at the Detroit Auto Show this week. Powered by an all-new direct-injected 3.5-liter V6 rated at 310 horsepower, the front-wheel-drive sedan replaces the outgoing RL model (2011's worst-selling car of the year) as the automaker's new flagship.
In addition to boasting the most spacious passenger cabin in its mid-luxury class, the new range-topping Acura features the automaker's first-ever application of Precision All-Wheel Steer and Jewel Eye LED headlamps. Standard equipment includes Lane Departure Warning and Forward Collision Warning, with Collision Mitigation Braking System (CMBS), Lane Keeping Assist System (LKAS), Adaptive Cruise Control (ACC) with Low-Speed Follow, and Blind Spot Information (BSI) system trim and option specific.
The four-door will initially be sold in five grades (prices exclude a destination charge of $895):