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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.

Honda signs on as Pikes Peak sponsor, race participant

Honda plans to storm the Pikes Peak International Hill Climb on June 30, entering ten cars in nine classes at the race to the sky, and signing on as a corporate sponsor. Part of the company's return to grassroots racing - if that's what you can call factory-backed efforts - the banners of Honda R&D and Honda North America will fly on these entries: a first-gen Acura NSX, an Acura TL SH-AWD, Honda CR-Z, Honda Fit EV, one CRF450R and two CRF250R motorcycles, a CBR1000RR motorcycle and a TRX450 ATV.
One more entry, details of which are to be announced later, will be driven by IndyCar pilot Simon Pagenaud of Schmidt Hamilton HP Motorsports. LoveFab (pictured above during practice last year) will be there with its new, NSX-based Enviate, but as a privateer entry.
Honda's been to the mountain before, with high-powered gear in 2012 and record-setting EVs in 1994 and 1999, but it's never made noise like this. Have a read of the press release below for more info.

Second-generation Acura TLX could inaugurate a turbocharged V6

The second-generation TLX will inaugurate a turbocharged V6 engine developed specifically for the Acura brand, according to a recent report. The six will power a range-topping, performance-oriented variant of the sedan. Honda's luxury division gave us a thinly-veiled preview of the next TLX when it introduced the Type S concept (pictured) at The Quail in 2019. While technical details were left out of the announcement, Car and Driver learned from sources familiar with the company's plans that the sedan will receive a new V6 whose displacement will likely check in at 3.0 liters. It will reportedly make over 300 horsepower thanks to at least one turbocharger. The 3.0-liter will replace the 290-horsepower 3.5-liter V6 available in the current-generation TLX. Several members of the Honda range also use the bigger six, it's notably found in the Ridgeline pickup, but none will receive its replacement; it's Acura-specific. Transmission options remain unconfirmed. C/D added the TLX will receive a turbocharged, 2.0-liter four-cylinder as its entry-level engine. It's related to the four that powers the Honda Accord, and it will spin the front wheels via a 10-speed automatic transmission. All-wheel drive will be offered at an extra cost. The sedan will ride on a new platform, and it will drive better than its predecessor regardless of cylinder count thanks in part to a comprehensively redesigned front suspension. Earlier spy shots depicting heavily-camouflaged test mules suggest the next TLX will look a lot like the Type S concept. It will take Acura's design language in a more evocative direction that will permeate the rest of the range in the coming years. Inside, motorists will find a touchpad-controlled infotainment system like the RDX's. Acura resorted to automotive omerta when asked to confirm or deny the rumors. The company simply told Autoblog it will introduce two new vehicles in the next 12 or so months and unveil a brand-exclusive turbocharged V6, which adds credibility to the report. We'll need to muster a little bit more patience to learn more. Related Video:     Featured Gallery Acura Type S Concept photos View 16 Photos Rumormill Acura Sedan