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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.

Honda recalls 304k Accords for sudden side-airbag deployment

Honda is recalling 303,904 US examples of the 2008-2009 Accord because the side airbags or curtains can inadvertently deploy. The automaker said the problem is not related to Takata's airbag problem or any other supplier. Instead, the issue concerns the software's deployment threshold for side impacts. These sudden deployments can happen if the ignition is on, and the door is forcefully closed. They might also occur if there's a strong enough impact to the underside of the vehicle, like from road debris. As of October 12, 2015, Honda has 19 allegations of injuries from this problem; plus 311 warranty claims and 160 field reports, according to a chronology submitted to the National Highway Traffic Safety Administration (as a Word document). The fix will be a software update to adjust the Supplemental Restraint System, and Honda will begin mailing notifications to owners in mid-December. Statement by American Honda Regarding Side Airbag Inadvertent Deployment Recall: 2008-2009 Honda Accord Sedan Oct 29, 2015 - TORRANCE, Calif. Side and/or side curtain airbags may inadvertently deploy if the ignition is on and a door is forcefully slammed or there is a significant impact to the vehicle underbody. Issue arises from side impact deployment threshold specification; Not a hardware or supplier issue. Free software update will adjust the deployment threshold. Honda will voluntarily recall 303,904 model-year 2008-2009 Accord vehicles in the United States to update the side Supplemental Restraint System (SRS) software, free of charge. The SRS threshold setting for the side impact sensor is such that with the vehicle ignition on, if there is a strong, non-vehicular collision impact to the lower body of the vehicle or if a door is shut with extreme force, the SRS control unit may interpret the input as a crash and command the side seat airbag and/or side curtain airbag to deploy. Airbags that unexpectedly deploy may increase the risk of injury. Honda has received 19 injury claims related to this issue. Honda is announcing this recall to encourage each owner of an affected vehicle to take it to an authorized dealer as soon as they receive notification of this recall from Honda. Mailed notification to customers will begin in mid-December 2015. Additionally, owners of these vehicles can now determine if their vehicles will require repair by going to www.recalls.honda.com or by calling (888) 234-2138.

Japanese automakers welcome North American trade deal, fear what's next

TOKYO — Toyota, Nissan and Mazda welcomed on Tuesday the revised North America trade deal that left Japanese automakers unscathed, but they may face a bumpy ride when Washington and Tokyo hold new talks on over $40 billion of annual U.S. auto imports from Japan. The United States and Canada reached an agreement on Sunday to update the 1994 North American Free Trade Agreement after Washington had forged a separate trade deal with Mexico in August. The updated deal effectively maintains the auto industry's current footprint in North America, and spares Canada and Mexico from the prospect of U.S. national security tariffs on their vehicles. Mazda, which ships cars to the United States from Mexico and Japan, called the deal a "big step forward". Nissan, which makes the cars it sells in the United States locally as well as in Mexico, Japan and other countries, said it was "encouraged" by the agreement. Toyota, Japan's biggest automaker, said it was "pleased" that a basic deal was reached. Other automakers were not immediately available for comment. While the deal has removed the risk that the disintegration of the pact would have posed to automakers, bigger risks loom large for Japanese firms as a chunk of the roughly 7 million cars they sold in the U.S. last year were shipped from Japan, and a trade deal between Washington and Tokyo has yet to be agreed. The United States and Japan last week agreed to begin fresh trade talks, with U.S. President Donald Trump seeking to address Japan's $69 billion trade surplus, of which nearly two-thirds comes from auto exports. Washington is also investigating the possibility of slapping 25 percent tariffs on auto imports on national security grounds, although it has agreed with Japan to put any new tariffs on hold during the talks. Analysts say the United States may take a tougher stance on auto imports from Japan than from its neighbors. "If Japan requests an exemption from the 25 percent tariffs under consideration, Washington could propose a more strict cap on imports than it agreed to with Mexico and Canada," said Koji Endo, senior analyst at SBI Securities. "That would be a risk." This could be a big blow to Japan, as the United States is a key source of revenue for Japanese automakers including Toyota, Nissan and Honda. The U.S. market accounts for a quarter or more of their annual global vehicle sales, and of their total U.S.