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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.

2020 Acura TLX PMC Edition will be hand-built alongside the NSX

At next week's 2019 New York International Auto Show, Acura will reveal a pair of new models, the 2020 TLX PMC Edition and MDX PMC Edition Prototype. The duo will be limited-run models that get final assembly at Honda's Performance Manufacturing Center (PMC) in Marysville, Ohio, along the same production line as the Acura NSX. The TLX PMC Edition goes on sale this summer with a starting price of around $50,000. Production will be limited to just 360 models hand-assembled over a six-month period. The production version of the MDX PMC Edition will be built sometime after the TLX PMC run is complete. Think of the TLX PMC as an A-Spec performance model with features available with the Advance Package like a surround-view camera, heated rear seats, a heated steering wheel and power folding mirrors. Currently, the two packages are mutually exclusive. There are no performance upgrades beyond what the A-Spec already offers. Power from the 290-horsepower 3.5-liter V6 is sent to all-four wheels through a nine-speed automatic. The TLX PMC uses Acura's Super-Handling All-Wheel Drive (SH-AWD) to manage the power at each wheel. It also gets the A-Spec's stiffer dampers and quicker steering ratio. 2020 Acura TLX PMC Edition View 11 Photos The exterior design, too, is based on the TLX A-Spec, with a restyled front bumper, dark chrome trim, larger exhaust tips and a black spoiler. Likewise, the interior is based on the A-Spec trim, with heated and ventilated front sport seats, leather and Alcantara seating, a black leather steering wheel, a black headliner, a red instrument cluster and red accent lighting. Black 19-inch 10-spoke wheels and Valencia Red Pearl paint are exclusive to the TLX PMC. The paint uses mica, metal flake and super-high transparency nano pigments to give it a richer color and was previously only available on the NSX. The roof panel, door handles, grille and lower bumper are also gloss black. What makes the TLX PMC Edition (as well as the future MDX PMC) truly special is the hand assembly. Basically, the body-in-white (a basic unfinished unibody) will move from the main assembly plant in Marysville to the nearby Performance Manufacturing Center. There, workers will install the drivetrain, suspension, wiring harnesses and electronics. The car then goes to the paint booth before the interior is installed.

2022 Acura NSX Type S Road Test Review | An ode to itself, and a gift for drivers

As we say goodbye to the modern NSX, Acura saw fit to leave the world with a parting gift. As a last blast, the hybrid supercar got a Type S variant as a mighty sendoff, with more performance and improved handling. It’s a rare treat, though, for those who could afford its $171,495 starting price. The first example sold for over a million dollars, and the remaining 299 units were scooped up in a day. Road Test Editor Zac Palmer had the once-in-a-lifetime opportunity to take the NSX Type S for a lap around Daytona, and this fall our driveway had the privilege of being graced by the carÂ’s presence for a few days. And this NSX looks as extreme as it drives, a sharp wedge that combines aesthetics of exoticism and straight-up evil. This one, in particular, cut a mean figure, with its matte charcoal finish, blacked-out badging, plenty of carbon fiber, sharp angles and an odd-looking engine cover covering an odd powerplant, all under glass right behind the cockpit. Though the general shape of the car is familiar to supercar fans from the mid-1970s and beyond, thereÂ’s no mistaking this Acura for something else, its honed exterior a reflection of the carÂ’s performance. Zac already outlined what performance upgrades set this Type S apart from the rest of the generation, but itÂ’s good to know this wasnÂ’t mostly about looks. Acura upgraded the V6Â’s twin turbochargers, improved its air and thermal management capabilities, and lowered the gear ratios of the twin electric motors up front. It even got a higher-capacity, higher-output battery powering the hybrid system. The result is a cool 600 horsepower and 492 pound-feet of torque. It's shockingly quick, but itÂ’s hard to tell if itÂ’s actually faster in a straight line than the lesser NSX. The overall driving experience is improved, however. In the Type S, Acura has achieved incredibly quick shifts from the retuned nine-speed automatic. It works well on its own, but the response you get from pulling one of the paddles almost feels as though the car had predicted your move, and is supremely rewarding in terms of driver engagement. ItÂ’s quite generous in its compliance to your whims, too, allowing you downshifts that land you higher in the rev range than youÂ’d expect it to allow — in fact, Acura actually raised the manual downshift rev limit by 1,500 rpm. What a wonderful treat to give customers as a parting gift.