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Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.

2015 Acura TLX priced from $30,995*

Following a delay this spring, Acura is now ready to launch the 2015 TLX sedan this August, with pricing now confirmed to start at $30,995, *not including $895 for destination. This base MSRP is just $360 more than that of the outgoing TSX sedan; the TLX replaces both the TSX and TL in Acura's 2015 model year lineup.
That's a pretty fair deal considering that introductory price gets buyers a front-wheel drive TLX with a 2.4-liter inline four-cylinder engine with 206 horsepower,mated to a new eight-speed dual-clutch transmission, and featuring the automaker's Precision All-Wheel Steer (P-AWS) system. Adding a Technology Package ups the MSRP to $35,025.
Of course, the TLX is also available with a 290-horsepower, 3.5-liter V6 mated to Acura's new nine-speed automatic transmission. The TLX V6 P-AWS starts at $25,220 and climbs to $39,250 with the Technology Package. The bottom line on the range-topping Advance model is $42,500. Acura's Super-Handling All-Wheel Drive is available with the 3.5-liter engine, too - the SH-AWD Technology model starts at $41,450, while the SH-AWD Advance commands $44,700.

Acura NSX ScienceofSpeed Dream Project brings another wing to SEMA

Acura rolled into SEMA last year with its non-hybrid NSX GT3 race car, that FIA spec-series competitor pulled to Vegas on a trailer behind a GT3-themed Acura MDX. Sticking with the GT3 theme this year but going road-legal, Acura worked with Arizona-based ScienceofSpeed on a GT3 package that NSX owners can put in driveways. The result is the lower, more powerful, more wing-y NSX "Dream Project." Liquid-cooled injecting for the twin-turbo boosts output, adding 37 horsepower for a total of 610, and another 31 pound-feet of torque to register 507. A lightweight steel exhaust sheds 16 pounds and bestows those magnified numbers with magnified bass. A custom suspension drops the coupe by a little more than an inch, a custom iLIFT suspension add-on automatically raises the front axle two inches if the NSX detects a hurdle. The ScienceofSpeed aero kit includes all you'd expect from the alphanumeric "GT3:" front strakes, wider rocker panels, larger rear diffuser, a rear wing, gold powdercoated carbon ceramic Brembo brakes, and wider Pirelli Trofeo R tires wrapped around Advan GT forged wheels. Drench the package in two-tone Andaro Nouvelle Blue Pearl and gloss black roof, and the NSX Dream Project's ready to be driven from climate-controlled garage, to parking-lot car show, back to climate-controlled garage. If the owner decides to test a limit or two, Recaro Pole Position seats and a gaugeART OLED display will keep him locked in and informed. Related Video: