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Acura launches ad spots for Seinfeld's Comedians in Cars Getting Coffee

Acura and Jerry Seinfeld are expanding their partnership as season three of the comedian's web series, Comedians in Cars Getting Coffee, prepares to debut. Seinfeld has paired with director Barry Sonnenfeld to create a series of ads for the luxury brand showcasing the new Acura RLX and MDX.
There are eight spots, written by Seinfeld and directed by Sonnenfeld, that seemingly mock advertisements of the 1960s, with a deep-voiced, smooth-talking host highlighting the cars in question. It's all very folksy, Leave it to Beaver style humor. We'd be lying, though, if we said we weren't reminded a bit too forcefully of Dodge's successful range of Will Ferrell ads when watching the eight Acura spots.
"My idea for Comedians In Cars Getting Coffee was to show this certain aspect of the stand-up comedy world in a way that comedy fans would enjoy experiencing as if they were there," said Seinfeld. "There is absolutely no doubt that without Acura's support I would not have been able to continue beyond the initial experiment. And now Acura has enabled me to extend the concept by creating ads that fit the comedy tone of the show."

2021 Acura TLX Long-Term Update | A surprise upgrade

That may look a lot like our long-term 2021 Acura TLX A-Spec, but in this case, your eyes deceive you. Say hello to our not-so-long-term TLX Type S, which is subbing in for the A-Spec while the latter undergoes a little exploratory surgery to diagnose what appears to be an escalating electrical issue.  Yes, our handsome blue steed is currently lame. What first manifested as odd transmission behavior and the occasional infotainment reboot escalated to the vehicular equivalent of a grand mal seizure on a rainy Michigan day, resulting in a flat-bed ride to the dealership and fast-tracking our plans to get the TLX in for a diagnosis. So, for the foreseeable future, I'm enjoying an extra two cylinders and nearly 100 more horsepower. All upsides, right? To a degree. While the extra power is certainly welcome, it comes at a cost – 200 pounds, give or take. That extra weight erodes some of the qualities I appreciate most about our long-term A-Spec. Acura really nailed the front-end feel of the TLX with the A-Spec, and while the Type S still feels pretty good, the added mass over the nose is inescapable. And while the 20" Type S wheels look fantastic, they make the already firmer suspension feel almost unnecessarily crashy. The 19s on the A-Spec are the sweet spot (picking up on my thesis?) but even I must admit the Type S wheels look significantly better.  On paper, this 3.5-liter V6 matches up reasonably well with the rest of the premium turbo-sixes on the market, but in the real world, it's a bit uninspiring, and not just in the too-competent-for-its-own-good way BMW's mainstream I6s tend to be. There's plenty of power and torque, but I've yet to experience one of those "ah-ha!" moments where the whole package suddenly makes sense.  In fact, I spend more time pining for the lighter, nimbler A-Spec than I do yearning for the open space I'd need to let the V6 run free. In this, I think I'm rowing against the Autoblog current; others' reviews of Acura's muscular six-cylinder have been far more enthusiastic. Be that as it may, I appreciate the way the A-Spec drives like a smaller car than it is. Related video: 2021 Acura TLX 2.0-liter turbo-four soundtrack | Autoblog

Acura Integra to capstone combustion era as EV transition begins

The recent launch of the resurrected Integra nameplate is just part of a larger shift in mission at Acura. Its leaders have repeatedly said they want Acura to be the performance brand of Honda, where driving fun and dynamics come first. However, in a new report, Acura says it plans to go big on fully electric vehicles, at even greater speed than its parent company, by skipping the hybrid step altogether. According to Acura assistant VP of sales Emile Korkor, the Integra was a capstone to the internal combustion era at Acura. It marked a sort of homecoming to the marque's performance pedigree, and once Integra is launched, the brand will move forward with electrifying its lineup. The company's plans were revealed in an Automotive News interview, where Korkor said, "We're going to bypass hybrids altogether. So our shift is going very rapidly into BEV. That's our main focus." At first blush, that seems to be at odds with brand boss Jon Ikeda's public statements about Acura. As recently as a couple of weeks ago, Ikeda was saying that he wanted to take the Integra racing, as something of a mascot for the "fun" brand at Honda. Perhaps we've been desensitized to automakers making big proclamations about EV transitions a la Jaguar, Land Rover, Bentley, and Infiniti, but typically the green messaging has not been about performance in the traditional sense. Says Korkor, "We're not just dipping our toe in the water with electric at Acura, we are jumping all in. And that's not just because we need to. It's because we want to. Acura is really focused on performance, and electrification is one of the greatest ways we can augment that performance." While electrification and performance are not mutually exclusive, we have yet to drive an EV that connects to the road as beautifully as a 1990s Integra or NSX did. Acuras have never been about power and torque. Yet they were still compelling performance cars thanks to brilliant steering and driving dynamics. Then there's the issue of what Acura represents. Back in February, Ikeda said that Acura was purposefully holding off on an EV strategy because it needed to re-establish its performance bona fides. Now, Korkor says, "The benefit of returning to the Integra right now is that it's going to help shepherd a new generation of customers and build loyalty as we move into a new era." The problem is, the Integra alone isn't enough to establish that performance cred.