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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.

This is why Acura hasn't yet announced its EV strategy

Despite parent company Honda's green and friendly brand image, luxury marque Acura hasn't made a grand statement about electrifying their lineup. Even as brands like Jaguar, Land Rover, Bentley, and Infiniti pledge to entirely electrify their lineups in the coming decade, Acura has held back. The reason, according to Acura head honcho Jon Ikeda, is that it's focusing on reestablishing itself as a performance brand. In a wide-ranging interview with Automotive News, Ikeda says Acura came out of the gate strong in 1986 and did well for the first 20 years, but when the bottom fell out of the market in 2008 the brand experienced "growing pains." That spawned a period of self-reflection and, as Ikeda puts it, "What are we about?" The decision was made to go back to Acura's roots as the performance division of Honda. "That's what Acura is. That's what I fell in love with," Ikeda says. Ikeda joined Honda in 1989, but his promotion to Acura boss in 2015 was a surprise to many, including himself. That's because Honda had a tradition of putting engineers at the helm, and Ikeda was a designer, responsible for the looks of such cars as the FSX concept, 2001 Civic Coupe, and beloved 2004 Acura TL. 2021 Acura TLX Advance View 38 Photos When asked by AN whether Acura is worried that luxury competitors are putting stakes in the ground to claim EV brand identities, Ikeda says no. "For us as a brand, we needed to kind of refocus and reestablish ourselves as a performance brand... We want everybody to understand where we are, what we're about first. Even if we go electric we will continue to be a performance division of Honda and performance will be our focus." To earn its performance street cred, Acura poured resources into the second-gen NSX hybrid supercar, which served as testbed for how electricity can work harmoniously with performance. They will continue to campaign IMSA race cars to earn trophies as proof, and Ikeda also wants to bring more Type S models to the lineup. Ikeda says Acura is still in the process of rebuilding its foundation, but when he's done he expects people to associate Acura with performance. That sure seems ambitious to us, but products like the new TLX are a helpful stepping stone. It also explains why Acura is investing in different platforms to differentiate itself from Honda. To be clear, Ikeda isn't ruling out electrification.

Acura MDX Luggage Test: How much fits behind the third row?

The Acura MDX shares its platform with the Honda Pilot, but that fact is really only obvious when you look at their rear seat floor plans. Both offer the unique, removable second-row middle seat, which means that buyers don't have to decide whether they want max capacity and a second-row bench, or the pass-through convenience of second-row captain's chairs. Both also boast a two-level cargo floor behind the third row, which is always a benefit here in Luggage Test land. But! The MDX does not have nearly as much room back there, regardless of whether you take advantage of the two-level floor's lower level (why wouldn't you?).  The MDX has two cargo volume specs for behind the third row: 16.3 and 18.1 cubic-feet. I think it's safe to assume the expanded number is with the floor in its lower position. The Pilot has 18.6 with the floor in place, and either 22.4 or 21.8 with the lower position. The latter's is the Pilot TrailSport's, which is what I conducted the luggage test on. Meanwhile, in the three-row luxury SUV realm, the current king of the castle is the Lexus TX. Telling you right now, the MDX ain't cracking that nut, but what about everything else I've tested? Let's see. Here is the space in question. Note that the floor does not need to be removed; it actually slides down, tucked just below that plastic trim, and rests upon the lower floor. Now, this obviously does raise the bottom floor by an inch versus removing the floor board entirely, so much like cargo covers in two-row vehicles, I decided to test with and without the floor inside. As with every Luggage Test, I use two midsize roller suitcases that would need to be checked in at the airport (26 inches long, 16 wide, 11 deep), two black roll-aboard suitcases that just barely fit in the overhead (24L x 15W x 10D), and one smaller green roll-aboard that fits easily (23L x 15W x 10D). I also include my wife's fancy overnight bag just to spruce things up a bit (21L x 12W x 12D). Well, I can safely say that the MDX's cargo area is narrower than the Pilot's (above right). I could not fit the same bags* head-to-head in the MDX as I could in the Pilot (* green bag is the blue bag's equally sized replacement). The underfloor area seems to be the same length, but it is considerably narrower.  As such, it's obvious the MDX won't be able to hold as many bags, or at least the same bags, as the Pilot could.  First, with the floor stored in its lower position inside the MDX. Two options.