2000 Honda S2000 on 2040-cars

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KBB 2013 Brand Image Awards has some obvious and oddball winners

The sixth edition of the Kelley Blue Book Brand Image Awards have crowned a wide range of winners - in a couple of cases the recipient of the laurels might say more about KBB users than they do about the actual winner. Compiled from the responses of more than 12,000 shoppers on KBB.com over the past year, there are 13 categories broken into non-luxury, luxury and truck segments "representing the combined wisdom of the American car-buying public."
The award categories have been revamped this year, with some dropping off, some new ones appearing and at least one other given a new term. What isn't surprising is that Honda won Most Trusted Brand for the second year running, Best Value Brand for the third year in a row and took Best Overall Brand, which wasn't on last year's list of awards.
On our own shores, in the non-luxury categories Chrysler got Most Refined Brand and Buick took Best Value Luxury Brand. Neither one of those marques won anything in last year's Brand Image Awards, while Cadillac, which won Best Interior Design Brand and Best Comfort Brand last year - those awards disappeared this year - went home without a single accolade.

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.

Why Acura should build a hybrid Integra successor using NSX tech

Yes, it sounds like a heresy. Yes, the Honda CR-Z was not a good hybrid sports car. Yes, we know the RSX officially replaced the Integra here (but was called the Integra in Japan). But, no, we're not crazy. Well, maybe a little bit. But hear us out. At the moment Acura is a bit of an unfocused mess. Its line-up is thoroughly uninspiring, save for its $200,000 NSX supercar – a great mid-engined supercar with an impressive, performance-oriented hybrid AWD system. And yet few people would draw a line connecting Acura's other SH-AWD hybrids, the RLX Sport Hybrid and MDX Sport Hybrid, to the NSX. The first NSX told the world that Acura built cars with world-class technology and performance, and the Integra carried it to people with normal pocketbooks. Since the new NSX communicates a similar message as its forbearer, so too would a new Integra. Now making an entry-level sports car with hybrid technology is tricky business. As we already established, the Honda CR-Z was a colossal flop. It's balance was all off: heavy, expensive, and not very sporty – and it didn't even get very good fuel economy. However, Honda and Acura can learn from these mistakes. First, to keep costs in check, Acura can borrow from Honda's ever-improving parts bin. It would logical to borrow the excellent Civic coupe platform – something the old Integra did as well. It could also attach the proposed hybrid powertrain to the upcoming Si turbocharged four-cylinder. Some added cost will be unavoidable, since the batteries and motors will have to go somewhere. That will cost some engineering dollars, and inflate the price tag a bit. However, since Acura is a premium brand, it has some wiggle room to bump up the price without losing buyers. Weight is another potential issue this hypothetical hybrid will face, and was one of the chief complaints with the CR-Z. Looking at the RLX and the RLX Sport Hybrid, the hybrid bits weigh about an extra 340 pounds. That's not insignificant, but added to the turbocharged Civic EX-T coupe's 2,900 pound curb weight, you would have a car that would weigh 3,240 pounds. That's comparable to the very fun Mustang EcoBoost. As long as Acura keeps the weight under 3,500 pounds, the brand should have an entertaining coupe on its hands. The final piece of the puzzle is to make sure it isn't compromised. Every bit of hybrid tech in the NSX is there for performance. It helps eliminate turbo lag, and it improves acceleration and handling.