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Acura Integra's racing hopes hinge on Honda

The 2023 Integra has mostly failed to create the stir from long-time enthusiasts that Acura had hoped it would. However, all is not lost; Acura could perhaps regain some street cred if they took the Integra racing, like they did with the Integras of the 80s and 90s. Brand head Jon Ikeda wants to take the 'Teg to the track, but it all depends on whether the leadership at the American Honda mothership permits it. "We want to race this thing, but maybe the Honda PR and marketing guys might have different ideas," Ikeda told Road & Track. That's because the Integra is largely a 2022 Civic Si with a hatchback form factor and new sheetmetal. Honda already sells a Civic Type R race car in several tunes for various classes in the TC America touring car series. That was based on previous-generation Civic, but in all likelihood will continue the program with the latest gen. A racing Integra, then, would seem redundant. On the other hand, Acura has been highly active in motorsports, from 24 Hours of Daytona-winning IMSA DPi prototypes to NSX GT3 race cars to Pikes Peak hill-climbers. Even Honda's F1 cars were re-branded with Acura livery at last month's U.S. Grand Prix in Austin. And it's not like the Integra doesn't have a long history in motorsports. The nameplate as competed in various North American series from SCCA Pro Rally to IMSA sedan to the Import Drag Racing Championships. Perhaps the most well-known Acura Integras to race, though, were Peter Cunningham's white and neon orange RealTime Racing Type Rs that dominated the SpeedVision World Challenge championships around Y2K. Ikeda has said before that he wants Acura to be the performance brand of Honda, and a rumored Integra Type S is in the works with a more potent engine, possibly a version of the upcoming Civic Type R's mill. "We're the performance division of Honda," Ikeda emphasized to R&T, "So we're not going to shy away from Honda, you know? We're going to just have a little bit more fun." While an admirable goal, the brand will struggle if it's merely the performance arm of Honda. It has to be about performance cars, period. That was part of Acura's magic in the 90s; it offered products that, while sharing components with Honda, were distinct and had their own personalities. The Integra was Civic-based, but it had noticeably better handling, more power, and unique design.

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.

2024 Acura ZDX revealed with up to 500 horsepower

The 2024 Acura ZDX electric SUV has been revealed along with many of the basic specifications. It will be available in two basic trims, the A-Spec and the Type S, and both offer fairly impressive performance and range wrapped in a package that's very similar to the Precision EV concept. The basic shape of the ZDX is quite close to the Precision, but everything has been softened. The nose still leans forward with a solid main grille, it has a floating roof, silver lower trim and a cab-rearward shape. Concessions to practicality include the conventional door-pulls and larger lower grilles for powertrain cooling. The A-Spec and Type S look pretty similar, with the main difference being wheel size: 20 inches for the A-Spec and 22 for the Type S. The A-Spec's tires are also 265-mm wide while the Type S gets 275-mm tires. And that top-trim ZDX gets the option of the Double Apex Blue Pearl from the concept, or the Tiger Eye Pearl from other Type S models. Unlike the Precision, the ZDX actually has an interior, and it does a good job of hiding its GM roots, at least at first glance. It has a low dash with slim air vents and a pair of screens for instruments and infotainment; 11 inches and 11.5 respectively. The screens are split up, and sit low behind a wraparound cowl design. Looking closer, though, and you'll see that the steering wheel and climate controls are carryover from the related Blazer EV, though that's not necessarily a bad thing. Acura has another important difference from the GM products: It will feature wireless Android Auto and Apple CarPlay, in addition to all the Google Built-In apps. An 18-speaker Bang & Olufsen sound system is standard, too. Other fancy tech includes rear emergency braking with rear cross-traffic and pedestrian detection, blind-spot monitoring with steering assist, automatic parallel parking and, thanks to being based on a GM platform, hands-free highway driving assist (Super Cruise by any other name). Digging beneath the surface, we find that the A-Spec will come standard in rear-wheel-drive form, quite the departure from a company with decades of front-drive history and experience. It gets a single rear motor making 340 horsepower. It will be available with a dual-motor all-wheel-drive powertrain that we're presuming has the same total output, seeing as Acura didn't specify a different amount. Multi-link independent suspension with fixed shocks and springs are also standard for the A-Spec.