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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.

2019 Acura RDX undercuts rivals with base price of $38,295

The all-new 2019 Acura RDX will hit dealers on June 1, 2018, and it'll come with a window sticker bearing a base price of $38,295. That's for a front-wheel-drive RDX; adding all-wheel drive brings the base price to $40,295. Standard equipment includes the AcuraWatch safety and driver assistance package, which bundles automatic emergency braking, adaptive cruise control, lane keeping assist, and road departure mitigation. All RDX models, regardless of trim, are powered by a 2.0-liter turbocharged four-cylinder engine that sends 272 horsepower and 280 pound-feet of torque through a 10-speed automatic transmission to the drive wheels. That's more power than rivals like Audi Q5, BMW X3, Mercedes-Benz GLC300, and Volvo XC60, all of which are cited by Acura as key competitors in the small premium crossover segment. The EPA has given the 2019 RDX estimated fuel mileage ratings of 22 city, 28 highway, and 24 combined, or 21/27/23 with all-wheel drive. That's better than the AWD 2018 RDX's 19/27/22 rating, but under the class-leading 22/29/25 figures of the BMW X3, though the Bimmer has less horsepower and torque than the RDX. Perhaps even more important than the low-for-its-class starting price is the reasonable increase in cost as the trim level rises. Opting for an RDX with the Tech Package will cost $41,495 and bring with it navigation with real-time traffic, perforated leather seating surfaces, an ELS Studio audio system with 12 speakers, blind-spot monitoring, rear cross-traffic monitor, and front and rear parking sensors. The new RDX A-Spec package branches off the Tech trim level and adds sportier styling with blacked-out accents replacing chrome, 20-inch wheels, 4-inch exhaust tips, an ELX Studio audio system with 16 speakers, heated and ventilated seats, LED fog lights, and sport seats trimmed in leather and Ultrasuede. A red interior package is optional. At the top of the RDX pyramid sits the Advance trim for $46,395. That model gets cool stuff like a high-tech adaptive damper system, 16-way power driver and passenger seats (heated and cooled up front and heated in the rear), a head-up display, surround view camera, genuine wood trim, and a hands-free power tailgate. It's worth noting that since the A-Spec is based on the Tech and not the Advance trim it's not possible to get the adaptive dampers or fancy front seats packaged with the sportiest-looking RDX model. Here's hoping those bits are added as A-Spec package options at a later date.

2024 Acura Integra Type S costs $51,995, orders open May 11

The highly anticipated 2024 Acura Integra Type S will start at $51,995 (including $1,195 for destination) and preorders will open up on May 11, 2023, at 10 a.m. Pacific. Now, before you get too excited, know that Acura is only planning to take reservations for "one of the first 200 production units before the high-performance model officially begins arriving at dealerships next month." We'd expect those 200 slots to fill awfully quickly. For those interested in throwing their hats into the virtual ring, the orders will be accepted at Acura.com/Integra. Deliveries to dealerships are planned for June. As we already knew, the Integra Type S will gain a total of 5 horsepower over the mechanically related Honda Civic Type R, though we're not clear on what's changed between the two versions of the 2.0-liter turbocharged four-cylinder powerplant to account for those newly located ponies. A six-speed manual transmission is mandatory, no automatic will be offered. The Type S will benefit from the same dual-axis front suspension design that inhibits torque steer so well in the Type R. Read all the rest of the salient details in our coverage of the Acura Integra Type S reveal. Acura also revealed that the Type S will achieve fuel economy figures of 21 miles per gallon in the city, 28 on the highway and 24 combined. That's down one mpg in the city compared to the Civic Type R, but the rest match up. Now, it is of course worth pointing out that the latest Honda Civic Type R is an excellent car. We not only named it an Editor's Pick, we declared it victorious in a comparison test with its most natural rival, the Toyota GR Corolla (a car that we also like quit a bit). That Honda, which shares a whole host of parts with this new Acura Integra Type S, costs $44,890 (again, including destination). What exactly will account for the $7,105 price difference, and will it be worth it? We will of course have to wait for our turn behind the wheel to find out. But consider our interest piqued. Related video: Featured Gallery 2024 Acura Integra Type S View 26 Photos Acura Car Buying Performance Sedan