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Acura puts on display of mechanical horsepower in new ad

Originally forged with a brand identity based on luxury, sportiness and practicality, Acura has spent the last decade or so struggling with its image. The sporting credibility suffered a mighty blow with the loss of cars like the Integra, RSX and NSX, and recent years have seen the Japanese company attempting to recast itself as a technology leader.
All of that makes this latest Acura commercial, Let The Race Begin, even more difficult to understand, metaphorically speaking. The horsepower-horse race 'theme' certainly isn't difficult to fathom, with mecca-equine versions of popular luxury brands filling the screen. But the choice to make Acura's filly a flesh-and-blood creation seems odd, for the high-tech theme. Acura as "thoroughbred apart from the rest of the field" seems to be the rough message here, though we're not sure we're buying it. We're also not sure we're comfortable with how much these ponies reminded us of a certain off-putting robotic dog...
Looks expensive, at any rate. Watch the robot ponies run for yourself, below.

Honda, Acura EVs will adopt Tesla's NACS charging port

CARMEL, Calif. — As more and more automakers pledge to install TeslaÂ’s North American Charging Standard (NACS) ports on their electric vehicles, Honda says that it, too, will hop on the bandwagon. Future EVs from Honda – as well as its luxury division, Acura – will have NACS charging setups, giving these cars access to TeslaÂ’s huge network of Supercharger stations. "It is quite important," American Honda Motor Co. President and CEO Noriya Kaihara said in an interview Friday. "We also have to push NACS, as well. It is clear." As for when this will happen, Honda is currently at the mercy of General Motors. The Japanese automakerÂ’s next two EVs – the Honda Prologue and Acura ZDX – use shared architecture with GM, leveraging The GeneralÂ’s excellent Ultium battery technology. The ZDX will launch first, and have the traditional CCS port that isnÂ’t compatible with TeslaÂ’s chargers, but it will switch to the NACS design in 2025 or 2026. "We clearly depend on GM," Shinji Aoyama, Executive Vice President of Honda Motor Co., said during Friday's interview. "Once they [switch to NACS], this will follow for ZDX, as well." Looking to the future, Honda is part of a joint venture with seven other global automakers that will see the installation of more than 30,000 EV fast-charging stations across the United States and Canada. The chargers are still in development, but Honda says the companies are all aligned on the core values that are needed to make this charging network successful.  "The software needs to be really reliable and really open infrastructure so it communicates with every OEM's software," Jay Joseph, American Honda's Vice President of Sustainability and Business Development, said in Friday's interview. "The hardware needs to be capable of the highest levels of charging. It needs to be secure, it needs to be reliable, it needs to be accessible." Joseph said the current public charging companies know and understand the shortcomings with their systems, and that TeslaÂ’s Superchargers set an example of how to do chargers right. "If you look at what's so great about the Tesla Supercharger network, it's the maintenance," Joseph said. "They stay on top of it, they've got someone onsite monitoring the equipment, they're monitoring it electronically and remotely, and they fix it – fast. That's probably the most important thing." All the more reason for Honda – and other automakers – to switch to the NACS charging setup as quickly as possible.

L.A. show, Chevy Colorado AEV Bison, Acura Integra, RDX | Autoblog Podcast #705

In this episode of the Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by Road Test Editor Zac Palmer. This week, they talk about driving the Chevy Colorado ZR2 AEV Bison, Audi A3 and S3, Toyota Corolla XSE hatchback and the new Acura RDX. As for news, they discuss the reveal of the new Acura Integra, and talk about what's new at the 2021 L.A. Auto Show. Finally, they help a listener pick a car from the list of their childhood favorites. Send us your questions for the Mailbag and Spend My Money at: Podcast@Autoblog.com. Autoblog Podcast #705 Get The Podcast Apple Podcasts – Subscribe to the Autoblog Podcast in iTunes Spotify – Subscribe to the Autoblog Podcast on Spotify RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown What we're driving 2022 Chevy Colorado ZR2 AEV Bison 2022 Audi A3 and S3 2022 Toyota Corolla XSE Hatchback 2022 Acura RDX News: 2023 Acura Integra revealed 2021 L.A. Auto Show Spend My Money: Nostalgia purchase Feedback Email – Podcast@Autoblog.com Review the show on Apple Podcasts Autoblog is now live on your smart speakers and voice assistants with the audio Autoblog Daily Digest. Say “Hey Google, play the news from Autoblog” or "Alexa, open Autoblog" to get your favorite car website in audio form every day. A narrator will take you through the biggest stories or break down one of our comprehensive test drives. Related Video: 2022 Porsche Taycan GTS Sport Turismo at the L.A. Auto Show