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2021 Acura TLX is the first model with Honda’s new proprietary airbag

When it arrives in showrooms this fall, the 2021 Acura TLX will be the first vehicle equipped with the new three-chamber front passenger airbag design Honda announced last year, reinforcing the automaker’s commitment to infused the sports sedan with state-of-the-art safety bonafides. As explained in the video above, the new airbag was designed and developed by engineers at HondaÂ’s R&D campus in Ohio and auto supplier Autoliv to mitigate the risk of severe brain trauma associated with angled frontal collisions. With its official launch in the 2021 TLX, the airbag will begin to be offered to other automakers through Autoliv. Work on the new airbag design stemmed in part from a 2013 U.S. Department of Transportation study that used MRI scans to look at brain injuries resulting from vehicle accidents and led to the creation of Brain Injury Criteria methodology for measuring brain injuries in vehicle crashes. Accordingly, Honda and Autoliv designed an airbag that does away with the traditional single-inflatable chamber in favor of something likened to a catcherÂ’s mitt, with a central “sail panel” net catching and slowing down the head and directing it inward between the two inflated side chambers. The idea is to better manage lateral forces in a collision that can cause an occupantÂ’s head to rotate severely and at high velocity. Honda is hailing the new airbag as a major advance in airbag design. It follows the companyÂ’s introduction, in 1990, of the first vertically deploying front passenger airbag for the 1991 Acura Legend, a design that became broadly adopted in the industry. Honda is packing lots of other safety features into the 2021 Acura TLX, including knee airbags for driver and front passenger, both contained beneath a panel on the underside of the instrument panel, and eight airbags total, the most ever for the model. It will also come standard with the AcuraWatch suite of advanced safety and driver-assist technologies and AcuraÂ’s Advanced Compatability Engineering body structure, which has been advanced to boost occupant safety by redirecting energy away from the passenger compartment in a frontal crash. Acura says it expects to get a five-star crash rating from the National Highway Traffic Safety Administration and a Top Safety Pick+ rating from the Insurance Institute for Highway Safety.

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.

2015 Acura TLX driving to be a 'red carpet athlete' [w/video]

Herein lies the broom that will sweep away both the TL and the TSX, and its name is the Acura TLX Prototype. Proposed as a "red carpet athlete," the production midsize TLX will slot in between the ILX and RLX range-topper in the brand's sedan lineup while presenting its take on "luxury refinement and sports-sedan athleticism with exhilarating performance."
Custom five-spoke alloys on low-profile tires support a sedan full of design cues honed on other Acura models, including a chiseled hood and exaggerated fender lines with shorter overhangs (the TLX is 3.8 inches shorter than but has the same wheelbase as the TL), all draped in Athletic Red Pearl paintwork. Acura's Jewel Eye headlights get a supporting act from the side mirrors, where a strip of LEDs light up dynamically when the turn signal is used.
The TLX's upscale powertrain option will be a direct-injected 3.5-liter V6 with cylinder deactivation, paired with a new nine-speed automatic.