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New Honda ad has Senna, Type R, Asimo, and astronauts

Now that Honda is back into the guts-and-performance game, automotively speaking, the Japanese company has hit the throttle on hardcore imagery. Its latest is in an ad for the company itself highlighting a small selection of its ample range of products, from motorcycles to an airplane and the coming Acura NSX, branded Honda in other markets. Called "Ignition," Wieden+Kennedy created the 90-second spot for Honda Motor Europe, with the tagline "Dare to do what others only dream of." The theme is a space launch, to give that "feeling of daring and human endeavor," perfectly supported by the print artwork with Asimo the robot up front and fabulously complicated hybrid V6 power units spewing flames from the Formula 1 cars in back. Then there's the family in the HR-V in the middle, defying gravity and sipping from juice boxes, because space is for everyone. Ayrton Senna makes a cameo again, and a Stanley Kubrick aesthetic hangs all over the production. You can check out the ad in the video above.

2022 Acura MDX Type S specs boast 355-hp turbo V6, air suspension

Details have finally emerged about the new 2022 Acura MDX Type S. Positioned as the performance-oriented member of the MDX range, the midsize luxury SUV gains a turbocharged V6, Brembo brakes, an air suspension, and a longer list of standard features. Acura takes the heritage-laced "Type S" designation seriously; the badge also appears on the NSX and on the TLX. While we love the thought of an NSX-powered MDX, it's the TLX that was asked to provide its engine. Power comes from a new 3.0-liter V6 that's turbocharged to 355 horsepower and 354 pound-feet of torque. Acura points out these figures make the MDX Type S the most powerful crossover or SUV it has ever released. The six-cylinder spins all four wheels via a 10-speed automatic transmission that has been redesigned to provide quicker shifts, and a Super Handling All-Wheel-Drive (SH-AWD) system programmed to send up to 70% of the engine's torque to the rear wheels. And, as always for Acura's SH-AWD, 100% of that torque can be sent to the left or the right wheel (aka torque vectoring). Acura's first air suspension system appears on the MDX Type S. Adaptive and adjustable, the setup relies on data sent by an armada of sensors and on user input to make the ride sporty, comfortable, or anything in between. Using air springs also allowed Acura to give the Type S a lift mode, which increases the ground clearance by about 2 inches when users need to drive in deep snow or on rough terrain. Next, engineers turned their attention to the brakes. Brembo provided four-piston front calipers designed to work with rotors that are about half an inch bigger than the standard MDX's, and Acura points out that it tuned the electric-servo system to give the Type S a pedal stroke that's similar to the NSX's. The red calipers fitted to both axles are visible through 21-inch wheels wrapped by Continental ContiSeal self-sealing tires. Painting the calipers red was purely an aesthetic decision, but many of the other design changes that help the Type S stand out from the regular MDX serve a purpose. For example, the engine bay receives about 10% more air thanks to a redesigned grille. And, the vents on either side of the front bumper direct cooling air to a pair of sub-radiators mounted on either side of the engine bay. Some of these functional changes aren't immediately visible: Acura went as far as relocating the battery to the trunk to improve weight distribution.

These are the top luxury cars bought by people entering the segment for the first time

Let's say you just got a big promotion at work or the kids are moving out of the house, and you finally have some extra money. You decide to blow it all at once and treat yourself by upgrading your ride. Naturally, you look to a luxury automaker. What do you choose?
Models like the Audi A3 and Mercedes-Benz CLA-Class may be tailor-made to introduce buyers to the premium segment, but a new study finds that they don't garner the highest rates of non-luxury customer conquests. It turns out that a Volvo leads among folks moving up to a premium brand, and it isn't even one that's made anymore, at that.
A recent study by Polk and IHS Automotive looked at what models had the highest rates of buyers upgrading from a non-luxury segment. The information comes from its new vehicle registration data through April 2014. All ten top models boasted conquest rates of over 50 percent, but the Volvo C70 led the field with 68.01 percent of its customers coming from non-premium brands.