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2024 Acura TLX Preview: Subtle style tweaks, fewer trim options

The 2024 Acura TLX sees a number of updates to keep it competitive and address a few customer requests. It also looks a bit different, but you do need to take a closer side-by-side look. The big visual change is the front end. It now looks more like the TLX Concept car – specifically the lower air dam area and crucially, thereÂ’s now a frameless grille. Acura needed to redesign the entire trim piece above the grille and across the fascia to accommodate it. The change is most obvious on the base TLX, which used to have chrome lipstick around the “Diamond Pentagon” grille. ItÂ’s gone now. So are a whole heap of 2024 Acura TLX trim levels. There had been eight and now there are three: TLX with Technology Package, A-Spec and Type S. Front-wheel drive is now exclusively paired with the now-base TLX with Technology Package (thatÂ’s seriously what itÂ’s called) and vice versa, while the other two are only paired with Super Handling All-Wheel Drive (SH-AWD). There was previously a Technology-less Base TLX, a front-wheel-drive A-Spec, a TLX with Advance Package, a Type S w/ Performance Tire and the special-edition Type S PMC Edition. The surviving three were apparently what people were overwhelmingly getting. 2024 Acura TLX action front three quarter View 11 Photos That said, parts of those zombie trims survive. The Advance package may be gone for the base TLX (customers were more interested in the sporty versions than the more luxurious take of Advance cars), but its head-up display and surround-view parking camera are added as standard to the Acura TLX Type S. It already had the AdvanceÂ’s other extras. The PMCÂ’s special lightweight wheels, fashioned in a Copper color are now dealer-installed options for the Type S along with the performance tires. Speaking of wheels, Acura answered another customer request by enlarging the A-Spec wheels to 19 inches and through in a coat of Shark Gray paint. The Type S wheels are now Berlina Black to match the new gloss-black finish in its grille. More gloss black shows up on the A-Spec as well on its new, reshaped rear spoiler. Below it is a similarly gloss black diffuser encasing new round tailpipes in place of the old square covers. Perhaps the most significant visual upgrade, however, is back up front where a new, smaller radar sensor for the adaptive cruise control and forward collision prevention system is now completely encased behind the Acura logo.

Powerball winner's first purchase will be used Acura NSX off Craigslist

We don't play the lottery very often, but when we do, even a five-dollar win is cause for celebration. So we can't possibly imagine how Paul White from Minnesota is feeling after scoring a third of this week's $448 million Powerball jackpot. It has to be an overwhelming experience, but we think he's going to end up handling it well if his first press conference is any indication.
Like some of us, White has a pretty reasonable idea of what his first purchase is, and boy, is it a good one: an early Acura NSX. Yes, this man has class. Rather than run out and buy a clichéd Rolls-Royce or Lamborghini, his first instinct is to go pick up a $30,000 Acura that he has been eyeing on Craigslist for months. It's enough to make us wonder if he'll use his winnings to get on the list for one of Acura's new NSXs when they finally come around in 2015.
Watch White describe what it is about the NSX that makes heart skip a beat in the press conference video from USA Today below (note: video autoplays).

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.