2005 Acura Rsx Type-s Coupe 2-door 2.0l on 2040-cars

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Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.

1997 Acura SLX gets 350 actual Acura horsepower for Radwood

For the Radwood Orange County, Calif., car show, a show themed around 1980s and 1990s cars, Acura is bringing a variety of its original models including a 1991 NSX and a 1986 Integra. The company is also bringing something obscure, a 1997 Acura SLX, the brand's first SUV, offered from model years 1996 to 1999. In some ways, it's something Acura might not want to highlight, since it's really a rebadged Isuzu Trooper, just as the original Honda Passport was a rebadged Isuzu Rodeo. But this SLX is special; it has real Acura power under the hood. The project was led by Acura engineers and Pikes Peak racing drivers James Robinson, Paul Hubers and Jordan Guitar, and the frame and body restoration as well as the powertrain swap was done entirely in-house at Honda R&D in Ohio, according to Acura rep Andrew Quillin. The team pulled out the original naturally aspirated 3.2-liter V6 that made just 190 horsepower and 188 pound-feet of torque, and dropped in a turbocharged 2.0-liter inline-four from a new Acura RDX. That engine also received a new intake, exhaust, turbo and ECU tune, which brought power up to an estimated 350 horsepower and 340 pound-feet of torque, similar to the Graham Rahal Performance RDX. Not only that, but the old-school four-wheel-drive system and live rear axle were dropped in favor of the RDX's indpendent suspension and torque vectoring "Super Handling All-Wheel Drive." "Dropped in" is a mischaracterization, though, as Acura had to weld new subframes front and rear to the existing frame to get the transverse engine and modern suspension to fit. Acura was careful to keep the SLX looking as close to the original as possible. On the outside, Acura repainted the SLX in a modern red paint available on the RDX, but retained the champagne lower moldings. The stock wheels were replaced with 17-inch Fifteen52 wheels, but they have a very similar design and finish to the original wheels. A hard-shell spare tire cover was added, and a simple "SH-AWD" badge on the back is the only hint at what's under the body. The interior was restored at the company's L.A. design studio, where the upholstery was redone in a gray "gathered" leather like you would have seen when it was new. A bit of gray wood trim updates the interior slightly. The RDX's push-button starter and shifter buttons have been added to the center console, shift paddles behind the original steering wheel, and an aftermarket instrument cluster mounted to the steering column.

Honda exec says US market near capacity, could hurt subprime buyers

Is there a point in the US auto industry where companies should start considering the welfare of their customers ahead of selling more cars? American Honda Executive Vice President of Sales John Mendel thinks that level exists, and we may be getting very close to it.
According to Automotive News, Mendel believes that finding more customers in the market could require pursuing subprime buyers and offering longer-term loans. However, he refuses to use those tactics. While selling models this way can improve things briefly, the strategies hurt resale prices and lower vehicle profits over time. The company won't do "stupid things in the short-term that damage the person who bought yesterday," he said to Automotive News. "It's a very, very short-term tactic especially in the subprime area."
American Honda, which combines the Acura and Honda brands, has seen market share decline from 9.7 percent to 9.1 percent through July 2014, according to Automotive News, and Autoblog's By the Numbers stats showed it posted falling sales in five of the seven months with data this year. Though, Mendel claims that was partially because the company focused on retail sales over fleets. The delays of the launches for the Honda Fit and Acura TLX likely didn't help either.