2006 Acura Rsx Type-s Coupe 2-door 2.0l on 2040-cars

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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.

Honda profit declines on semiconductor crunch and raw material costs

TOKYO — HondaÂ’s fiscal first quarter profit fell 33% from last year as a global computer chip shortage, a pandemic-related lockdown in China and the rising costs of raw materials hurt the Japanese automaker. Tokyo-based Honda Motor Co. reported Wednesday that its profit totaled 149.2 billion yen ($1.1 billion) in the April-June quarter, down from 222.5 billion yen ($1.7 billion) a year earlier. Quarterly sales slipped 7% to 3.8 trillion yen ($28 billion). Honda kept its profit forecast for the full fiscal year through March 2023 unchanged at 710 billion yen ($5.3 billion). The semiconductor shortage has hurt all the worldÂ’s automakers, including Honda, despite strong demand, and the manufacturers have been scrambling to secure alternative suppliers. Honda, which makes the Accord sedan, Odyssey minivan and Civic compact, sold about 815,000 vehicles last quarter, down from 998,000 vehicles the same period a year earlier. Auto sales dropped in almost all regions around the world, including Japan, the U.S. and Europe. “I ask for the understanding from all those who are still waiting for their vehicles and vow that our whole company is doing its utmost to make the deliveries even a day sooner,” Chief Financial Officer Kohei Takeuchi said. Takeuchi said the semiconductor shortage curtailed motorcycle production as well as car production, adding to uncertainty about future prospects. Honda said the recent lockdown in Shanghai was among the causes of the shortage in computer chips supply but declined to give specifics. Although U.S. sales are potentially facing a dent from recession worries and other economic hardships, Takeuchi acknowledged he was more worried about the shortage problem and producing the cars customers were waiting for. Takeuchi noted that motorcycle sales for the quarter, which grew to 4.25 million motorcycles from 3.88 million a year earlier, were going strong, especially in India. The cheaper yen and cost cuts helped maintain profitability overall, he added. The yen has been at a two-decade low against the U.S. dollar. A cheap yen has historically worked as a boon for exporters like Honda by boosting the value of their overseas earnings when converted into yen. But it also increases costs for imported components and materials. JapanÂ’s top automaker Toyota Motor Corp. reported recently that its fiscal first quarter profit fell nearly 18%. Nissan Motor Co. saw its quarterly profit plunge to less than half of what it was a year earlier.

2020 Acura NSX Suspension Deep Dive

The Acura NSX has been a special car as long as I’ve been in the business. The first one came out in 1990, the same year I started my career in automotive engineering. I vividly remember driving one briefly back then when we brought one in for benchmarking. I'd drive it again 22 years later when my previous employer bought a used 1991 example for a long-term test. Reader interest was sky-high and the car was still gorgeous, but the march of time and automotive engineering had clearly left it behind. Then, in 2016, a second-generation NSX emerged, and it was packed with bleeding-edge thinking. It has a 3.5-liter twin-turbo V6, but this new NSX is a hybrid with an electric motor-generator sandwiched between the engine and its nine-speed DCT transmission. Two more electric motors – one for each wheel – power the front axle. There they can add traction, regenerate electricity under braking and dole out hyper-accurate levels of torque vectoring. The carÂ’s tire package was changed from Continental SportContact 5 to SportContact 6 tires in 2019, and numerous suspension re-tuning tweaks came along with them. The result is a lively and well-balanced car that is relentless when driven hard and a pussycat around town. LetÂ’s see what theyÂ’ve got going on under there.   At first glance the 2020 Acura NSX appears to have dual wishbone front suspension. But we canÂ’t tell for sure because that big two-piece brake rotor is in the way. The coil-over shock looks obvious, but a few odd details are apparent even from here.   This view also seems to indicate double wishbone suspension. But the pivot axis (green arrow) between the upper and lower ball joints looks wrong – itÂ’s far too vertical. WeÂ’re missing something. But I would be remiss if I failed to point out a few other things before we moved on. For one, the front drive axle confirms this to be an all-wheel-drive machine. Second, the forged aluminum damper mounting fork (yellow) that envelops the axle is mounted to the lower arm about 75% out from the armÂ’s inner pivot. The spring and damper motion ratio would be 0.75-to-1 relative to wheel movement, with a tiny reduction due to its lean angle. Lastly, just look at the huge cast aluminum upright (white). Beautiful. Normally these are called hub carriers or steering knuckles, and I use the terms interchangeably. But the motorsports-derived term upright is normally applied when the piece is tall and, well, upright like this one.   This explains everything.