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2014 Acura MDX ad campaign the most expensive in brand's history

Realizing that it must spend more marketing dollars to compete with the more established luxury automakers, Acura is preparing to launch its most expensive ad campaign ever for its redesigned 2014 MDX. At $78 million, according to Advertising Age, the new "Made for Mankind" campaign that kicks off next month is exactly double what Acura spent on the 2013 RDX launch last year. It's also the brand's first cooperation with its new agency, Boston- and Los-Angeles-based Mullen Advertising. Thanks to its bigger budget, we'll be seeing ads for the MDX pop up just about everywhere from television commercials, cinemas and billboards to videos focused on computers and mobile devices.
The first such video is entitled "Human Race," and it enunciates Acura's recent tagline highlight, the synergy between man and machine. More interestingly, the 2014 MDX, which went on sale this month, doesn't make an appearance in the 60-second spot until close to the end. This video is posted below as well as a press release from Acura along with images of various ads we should start soon.

Acura confirms more 2016 NSX details

Acura served up a slew of engineering details about the soon-to-launch 2016 NSX. Fittingly, they were explained at a dinner at the SAE International World Congress in Detroit, where morsels about the new Acura supercar were likely gobbled up quicker than the main course. Among the highlights: The NSX will mark Acura's first use of a multimaterial space frame, and it includes high-strength steel and aluminum. This will allow the NSX to hit its weight targets, while maintaining rigidity. The NSX uses a so-called "ablation" technology, which allows the ultra-rigid castings to be used within the car's crush zones. For more details on this, scroll through the press blast below. As expected, the NSX will pack a twin-turbo V6 engine, and Acura confirmed it will displace 3.5 liters. The unit will be mounted amidships and team with hybrid components to increase performance and efficiency. The supercar also features the most advanced evolution of Acura's Super Handling All-Wheel-Drive system, and it's capable of distributing more torque than any other setup the brand has used. The NSX has 10 air-cooled heat exchangers that will cool the powertrain, and the V6 alone will have three radiators. There are also twin intercoolers in the side air intakes that further cool the system. The next generation of the NSX was unveiled in January at the Detroit Auto Show, and production launches this fall in Ohio. Related Video: New Technical Details of the Next Generation Acura NSX Revealed at SAE 2015 World Congress and Exhibition . DETROIT, April 23, 2015 – In advance of the market launch of the highly anticipated next generation Acura NSX, the engineers leading the supercar's development shared new technical details and design strategies with the automotive engineering community at the April 22nd SAE Detroit Section dinner, held in conjunction with the SAE 2015 World Congress and Exhibition. Additional information about the team's efforts to achieve a true "New Sports Experience" included details of the NSX's world's first body construction process that helped create a multi-material space frame resulting in class-leading body rigidity, the advanced total airflow management system and an update on NSX's power unit specifications. Ted Klaus, chief engineer and global development leader of the new NSX, introduced key powertrain, body and dynamic performance engineers who shared new product and technical details in their related areas of the development.

Acura Infotainment Review | Just give it some time

Acura’s True Touchpad infotainment system is a hot topic at Autoblog HQ. Some of us utterly detest its functionality. Others, myself included, will plead its case as a worthy alternative to normal infotainment systems. “ItÂ’s not that bad,” IÂ’ll say over and over. I had to eat my words to a certain extent when our long term 2021 Acura TLXÂ’s infotainment system broke recently due to bad wire connectors, but now that itÂ’s up and running again, itÂ’s time to give it a proper shake. The screen in this TLX is a high-resolution, 10.2-inch monitor that sits far from the driver on the carÂ’s dash top. ItÂ’s oriented horizontally in a widescreen format. The controversial bit I mentioned at the beginning is all to do with how you navigate the user interface using AcuraÂ’s unique touchpad. It uses something Acura calls absolute positioning technology, meaning that where your finger is on the touchpad corresponds to the same spot on the screen, allowing you to select whatever is in that location. Press down on the top right corner of the touchpad, and the square located in the top right corner of the screen is selected — no need to “swipe” over to it. This takes a considerable amount of time to adapt to. I didnÂ’t master it or get used to it overnight. In fact, itÂ’s really rather frustrating out of the gate. Virtually all touchpads in cars before this one are more intuitive at first. Just swipe around the pad, and your “cursor” swipes around with you. After a couple road trips, plenty of takeout runs and everything in between, IÂ’ve become a believer in AcuraÂ’s technology, though, with one major caveat IÂ’ll address later on. 2021 Acura TLX infotainment View 7 Photos Once you have enough time and practice to become fluent with AcuraÂ’s way of doing things (something our long-term Acura TLX has allowed us the rare opportunity to do), the absolute positioning strategy starts to make more sense. You can select an app like FM radio or Apple CarPlay in an instant — faster than any regular touchpad or scroll wheel will allow. ItÂ’s no wild speed demon, but you can navigate the main menu structure faster here than you can in most cars.  AcuraÂ’s user interface is tailored to fit its operation with big squares that are easily findable in your touchpad to press. It gets a little tougher once you get into an app like Navigation or Sirius XM, as it requires more precise positioning of your finger to get to the right spot.