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Acura puts on display of mechanical horsepower in new ad

Originally forged with a brand identity based on luxury, sportiness and practicality, Acura has spent the last decade or so struggling with its image. The sporting credibility suffered a mighty blow with the loss of cars like the Integra, RSX and NSX, and recent years have seen the Japanese company attempting to recast itself as a technology leader.
All of that makes this latest Acura commercial, Let The Race Begin, even more difficult to understand, metaphorically speaking. The horsepower-horse race 'theme' certainly isn't difficult to fathom, with mecca-equine versions of popular luxury brands filling the screen. But the choice to make Acura's filly a flesh-and-blood creation seems odd, for the high-tech theme. Acura as "thoroughbred apart from the rest of the field" seems to be the rough message here, though we're not sure we're buying it. We're also not sure we're comfortable with how much these ponies reminded us of a certain off-putting robotic dog...
Looks expensive, at any rate. Watch the robot ponies run for yourself, below.

Acura TLX Type S PMC Edition reservations open tomorrow

The good news: If you decided you must have the 2023 Acura TLX Type S PMC Edition, Acura would like you to know the reservation system opens tomorrow at 1 p.m. Eastern time, 10 a.m. Pacific time. The not-exactly-good news: Acura doesn't yet want you to know the price. All the automaker would say about MSRP is that it's "expected to be in the low-to-mid $60K range." That doesn't strike us as an unreasonable premium in relation to the standard sedan's $55,000 starting price, when the PMC Edition is built like an NSX, comes in NSX colors and exclusive color combos, and is limited to 300 units. We have to admit, however, that the times we live in have warped all our reference points. Now for the bad news: Acura is releasing the run one color at a time, so today's reservations will only be for the 100 units of the Curva Red special model. Another 100 examples in 130R White can be reserved at an unknown time on November 9, the final 100 in Long Beach Blue can be reserved on December 8. In an age when mass-market makers can't build enough vehicles and buyers are paying 5% or more over sticker for a Honda or a Hyundai, we can already imagine the carnage headed to the Acura website when the horde moves in to fight for 100 spots. If you want this car and you have a lamp, now's the time to start rubbing the lamp.  All PMC Edition cars get a Berlina Black (also an NSX shade) painted roof, antenna, and door handles, the quad exhaust finished in black chrome instead of the bright chrome that comes standard. You get the same Y-spoke 20-inch wheels as the regular Type S, finished in a new copper paint. There's a carbon fiber lip spoiler in front, a carbon fiber decklid spoiler, a rear diffuser in the same weave, alongside glossy black side sill garnish and model badging.  Inside, carbon fiber trim keeps the cabin on brand, accessorized with illuminated side sills, unique Type S-badged floor mats with color-matched edging, and serialized plaques on the center console. The Curva Red sedan gets an Ebony black interior with red stitching. Long Beach Blue cars get an Orchid (cream) interior with blue stitching. The 130R White cars will get a red interior. Occupants recline in Milano leather seats with Ultrasuede inserts, driver and passenger able to adjust them 16 ways.  Similar to other Acura PMC cars, this one is put through the same quality control checks as the NSX, including a dyno check, rough road simulation, and paint inspection.

2024 Acura TLX Type S First Drive: Give it some more credit

The latest generation of the Acura TLX wormed its way into our hearts from the moment we got behind the wheel. It’s a driverÂ’s car, and AcuraÂ’s made that clear from the get-go. Then we tried out the TLX Type S and liked it enough to even give it the nod over a BMW M340i in a head-to-head comparison test. Now that itÂ’s been a few years since the sport sedan came out, Acura has a mid-cycle refresh ready to sweeten the pot a little more. Our first go-around with the updated model is this 2024 Acura TLX Type S, but most of the updates apply to the pared-down collection of other trim levels (more on that later). The interior sees the most substantive upgrades, including a new set of screens for both the infotainment system and the analog-turned-digital gauge cluster. The latter is the more controversial of the bunch because even though a digital cluster is largely seen as an upgrade these days, the white-trimmed gauges of the pre-refresh car were a beautifully distinctive touch in an age of mostly anonymous digital clusters. Nevertheless, the cluster is now a 12.3-inch screen that comes standard on all TLX models. There are a few different views including a traditional two-dial approach, one that pushes the gauges all the way to the edges, and exclusive to the Type S, a third that features a horizontal tach reminiscent of the S2000Â’s rev counter.  The ADAS graphics in the center are a nice touch, and the screen is rather crisp, though weÂ’re not sure that everyone will find it to be an upgrade over the analog cluster. At the very least, couldnÂ’t Acura have replicated the old white-trimmed gauges (below, white) to maintain some continuity and appease purists like us? The 2024 MustangÂ’s retro Fox Body gauge design shows such things are possible. The infotainment display is bumped from 10.3 inches to 12.3, though the ever-controversial Acura Precision TouchPad remains. It responds quicker and more fluidly to inputs than before, and the newly-added wireless Apple CarPlay/Android Auto capability is a nice-to-have. And as the cherry on top, Acura added a new customizable head-up display and a 360-degree camera to the Type S. The rest of the TLXÂ’s interior is familiar. You sit low and are surrounded by easy-to-operate buttons, knobs and scroll wheels aplenty. The rear seat is still a scrunched affair for the TLXÂ’s footprint, but Acura never meant for this sedan to be a limo. Step outside, though, and youÂ’re met with some subtle but impactful design changes.