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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.

2019 Acura RDX to race in Pikes Peak Hill Climb

Acura just launched the 2019 Acura RDX crossover, and what better way to kick things off than a little motorsport? That's right, Acura will be racing a modified RDX in none other than the Pikes Peak International Hill Climb. It's Acura's seventh consecutive year participating in the daring ascent, which sees 156 turns over the course of 12.4 miles. On June 24, the RDX will attempt the climb to the summit's elevation of 14,114 feet. To help its Exhibition Class run, the RDX's 2.0L VTEC engine has been given a larger turbocharger and an electric supercharger, which brings output up to 350 horsepower and 330 pound-feet of torque. The vehicle also benefits from race-tuned suspension, custom 19-inch wheels and Pirelli racing tires, and front Brembo brakes. Behind the wheel will be by Jordan Guitar of Acura R&D's North American Chassis Development Group. The RDX will be joined at the race by three other Acuras: a production-based NSX competing in the Time Attack 1 Class, and two TLXs in the Open Class. One is a TLX A-Spec with an upgraded suspension and 500-horsepower turbo V6. The other is a TLX GT with a modified twin-turbo V6 and suspension developed specifically for Pikes Peak. Related Video:

2021 Acura TLX to revive Type S, get turbocharged V6

The 2021 Acura TLX will revive the sporty Type S model after a 10-year moratorium, and this time around, it's getting a turbocharged V6, further setting it apart from other sedans in the Honda corporate family.  Acura says the new TLX will draw heavily upon the styling shown on two of its recent concepts: the Precision, which was shown in 2016, and the Type S, which was shown last year. The evolution of the styling is obvious even from Acura's darkened teaser image, which depicts a slightly more curvaceous take on 2019's Type S while retaining most of the same key design elements, including the quad-outlet exhaust and pronounced underbody diffuser. Acura's announcement was otherwise very light on details, saying only that the 2021 TLX will be "...the quickest, best-handling and most well-appointed sport sedan in Acura history, with the Type S being the model’s performance pinnacle." Apart from the displacement (3.0 liters), we don't yet know anything about the turbocharged V6 that will be utilized in the Type S. It will be unique to this model at launch, however Acura's announcement describes this as the "first" implementation of this engine, implying that it will likely make its way under the hood of other Acura models down the line.  Autoblog reached out to inquire as to whether a manual transmission is under consideration for the Type S model; an Acura representative said only that the company is not yet ready to get into specifics on the 2021 TLX's features.  Acura will debut the new TLX online at its dedicated microsite on May 28 at 10 a.m. PDT (1 p.m. EDT).