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Weekly Recap: Automakers rethink the definition of luxury

Variety is the spice of life, but it's becoming a prerequisite for luxury carmakers in the ultra-competitive US market. The Detroit Auto Show was strong evidence of this reality. It's not enough to offer attractive and well-appointed cars and SUVs anymore. Luxury brands that want to be competitive need to invest in everything from high-powered supercars to clever hybrids. To be relevant, you need to be green and mean – and everything in between. As General Motors product chief Mark Reuss said after the reveal of the 640-horsepower Cadillac CTS-V: "We are not leaving anything on the table." He was speaking for Cadillac, but he might as well have been speaking for the luxury car market. The CTS-V debuted in Detroit about an hour after Lexus surprised showgoers with the reveal of the RC F GT3 race car and then announced ambitious plans to return to competitive racing. That almost overshadowed the fact Lexus had just revealed another potent addition to its growing F line, the 467-hp GS F. View 20 Photos But for luxury brands, it's not just about maximum horsepower for well-heeled enthusiasts or decadent amenities for the Grey Poupon set. Strong competition from all corners has forced automakers to refine and expand their lineups in ways unforeseen even a few years ago. Case in point: Mercedes-Benz finally has an answer to the BMW X6, rolling out the GLE coupe in Detroit. The X6, which blends coupe-like styling cues with some of the functionality of an SUV, debuted in 2008. Back then it was a punchline, but seven years and more than 260,000 sales later, the X6's success has compelled Benz to respond. Mercedes – one of the strongest proponents of diesel technology – also debuted the C350 plug-in hybrid sedan, which promises a range of 20 miles on electricity, though fuel economy figures were not announced. The car pairs Mercedes' well-received 208-hp turbocharged four-cylinder with an electric motor for total output of 275 hp and 443 pound-feet of torque. Meanwhile, Infiniti will add the Q30 hatchback to its lineup by the end of the year, new president Roland Kruger reiterated in Detroit. It's expected to be joined by a crossover variant, and the additions will help strengthen Infiniti in the United States and abroad. "While we're expanding our product line, we're also expanding our market reach," he said. That's something echoed by Jaguar executives, who are preparing to launch the brand's first crossover, the F-Pace, in 2016.

Acura NSX and David Lee Roth wail together in Super Bowl spot

Super Bowl 50 is just over a week away, but carmakers are already rolling out their big ads. Acura's newly released commercial uses the screams and moans from Van Halen's David Lee Roth and the song Runnin' with the Devil to build excitement about the upcoming supercar. As Van Halen plays, the NSX evolves from a slab of metal into the turbocharged, hybrid coupe. In a patriotic touch, the commercial uses red, white, and blue to subtly communicate the supercar's US development and production. It's a clever ad, sure, but we wish it showed more of the new NSX's high-performance capability. There's never a bad time to listen to some Van Halen, though. The video above is the 30-second Super Bowl commercial, which airs during the first quarter. However, the clip below is a one-minute version that lets the visuals breathe more. The longer cut is the better one, but Acura's choice is understandable given the expense of Super Bowl ad time. Acura Rolls Out American-made NSX Supercar with Super Bowl Commercial Set to Van Halen Classic, Runnin' with the Devil Jan 29, 2016 - TORRANCE, Calif. Iconic Van Halen song infuses high-voltage energy into NSX rollout Comprehensive activation includes social media sweepstakes, enabling consumers to experience the NSX Acura is one of the first brands to use Twitter Conversational Video to launch Super Bowl spot Acura is showcasing the next generation NSX, the only supercar made in America1, to the soundtrack of an iconic American rock song in a new commercial that will debut during Super Bowl 50. The high-energy vocal effects of the Van Halen classic Runnin' with the Devil provide the powerful beat for the Acura commercial that will appear during the first quarter of the big game. The spot is a showcase of the Precision Crafted Performance brand direction that is core to the Acura brand and vividly represented in the NSX supercar. The new Acura Super Bowl commercial is posted to Acura.com and Acura social media channels for previewing before the big game and is augmented with a series of unique social media activations and live experiences, including one of the first applications of Twitter Conversational Video to launch a Super Bowl spot. "In our Acura commercial, we wanted to convey the excitement of the NSX to a big Super Bowl audience," said Jon Ikeda, vice president and general manager of Acura.

2022 Acura NSX Type S Track Drive | One lap of Daytona

DAYTONA BEACH, Fla. — Stadium lights shine their bright white glow on the tarmac as I power out of the infield and up to the banking of NASCAR 1 at Daytona International Speedway in the 2022 Acura NSX Type S. The force of gravity quickly changes from normal to feeling like IÂ’m being shoved down by a compactor. I gingerly arc down from the top of DaytonaÂ’s steep 31-degree incline and settle into the middle, right pedal down and holding the wheel steady. That last part, I quickly learn, is unnecessary, as the banking holds the car in place without needing to exert much steering force. An immersive and sonorous note trumpets through the cabin as I stay in the throttle out of NASCAR 2. The Bus Stop Chicane (just renamed the Le Mans Chicane for this yearÂ’s Rolex 24) arrives quickly and with little warning when you have 600 horsepower hustling you there, and itÂ’s perhaps the worst-lit corner on the track — ironic, considering youÂ’re going as fast as anywhere at Daytona before having to apply the brakes. A loud, brap, brap, brap accompanies the slowdown. I smash over the rumble strips while exiting the chicane, and head back onto the oval for another go in the compactor for NASCAR 3 and 4. And then that's it, my one flying lap in the one-year-only NSX Type S is over. Rolling back into pit lane, IÂ’m attempting to process what just happened, but am reduced to one-word exclamations from the adrenaline rush. Piloting anything on-track at the Daytona road course at night is a bucket list, dream-come-true moment for a racing enthusiast, and I had just done it in AcuraÂ’s mid-engine supercar. Turns out, those hundreds of hours playing Gran Turismo and dreaming finally came in handy. This brief and high-speed track drive is our first go at the new-for-2022 NSX Type S. Acura says that more seat time is coming in the future, but weÂ’re to make do with this quick taste for the time being. That said, even if you wanted to at this point, the chances of buying a new NSX Type S are next to zero. The NSX swan song — yes, this is the NSXÂ’s last model year — sold out in mere minutes, and all thatÂ’s left is a waiting list. Acura is building 350 total, and 300 are allocated for the United States. There will be no “standard” NSXs for 2022 either, so itÂ’s either the $171,495 Type S or nothing. Despite the rarity and short life, it's surprising how much effort Acura put into enhancing the NSX's complex engine and three-motor hybrid system.