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Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.

Acura is launching an all-out assault on Pikes Peak

  Acura is gunning for multiple trophies at Pikes Peak later this month, sending no less than six vehicles to the famed hillclimb event. The fleet consists of two NSX race cars, two TLX Type S race cars, a TLX Type S pace car, and the 2022 MDX Type S making its first public debut. The all-volunteer team comprising Acura employees will be towing the more potent of the TLX race cars 1,300 miles from its base in Ohio to the Colorado venue with an MDX Type S. While a stock TLX Type S weighs 4,221 pounds, a mass that's pretty close to the 355-horsepower, 354 pound-foot flagship's towing capacity of 5,000, the race car is considerably lighter.  Honda put the TLX Type S on a 600-pound diet, gutting the interior and replacing parts with lightweight components like a carbon fiber hood. Naturally, aerodynamic aids like splitters, canards, and spoilers festoon the race car. On top of that, the 3.0-liter V6 it shares with the big brother MDX Type S has been modified with a with a larger turbo and additional cooling to account for the thin air approaching the 14,000-foot summit. Acura engineer Justin Lumbard will helm the TLX in the Pikes Peak Open Division, in which an Acura TLX GT race car holds the record of 9:24.433, set by Acura race veteran Peter Cunningham in 2019. Meanwhile, chassis engineer and cool-name-haver Jordan Guitar will be piloting the other TLX Type S, a more stock version with only a 300-pound diet. Both cars wear race-modified suspensions and HRE 19-inch 19 x 9.5-inch wheels wrapped in Pirelli slicks. Likewise, the NSX pairs comprise one hard-core racer and one mostly stock car each, allowing Acura to pursue wins in multiple classes. Drivers and brothers James and Nick Robinson are no strangers to Pikes Peak records. James helped Acura clinch the Hybrid Class record with a time of 10:01.913 in an NSX last year, and is now shooting for a Time Attack 1 Division championship. His NSX puts out around 625 horsepower thanks to larger turbos and reprogrammed engine software. A front splitter, large rear wing, 200-pound weight reduction are just some of the race-prep modifications. Meanwhile, Nick holds the front-wheel-drive record, set in 2018 with a first-generation Acura TLX and a time of 10:48.094. This year, Nick is behind the wheel of an NSX that's all stock — aside from safety equipment and race tires — in the hopes of achieving a Time Attack 2 production record attempt.

Acura teases tougher looking 2017 MDX for New York

Acura is teasing its redesigned 2017 MDX with this orange-tinged rendering ahead of the three-row SUV's reveal at the 2016 New York Auto Show on March 23. The luxury automaker promises big changes for the latest model, including "substantial design enhancements, added luxury comfort and convenience features, and advanced new powertrain technology." Unfortunately, the company doesn't offer further details about those general promises. The folks at the Acura Design Studio in Torrance, CA, have much bolder styling ready for the 2017 MDX. While these lines aren't as razor-sharp as the Acura Precision Concept from the 2016 Detroit Auto Show, this SUV subtly evokes the sedan's honed look. For example, the chiseled shapes around the hood and grille are crisp, and the front and rear fenders are highly sculpted, which gives the MDX a tough demeanor. This teaser image makes the lower fascia appear a little busy because there's so much happening down there, but we're withholding judgment until the real thing debuts. We're also curious about the additional powertrain advancements Acura promises because the automaker just updated the MDX last year with its nine-speed automatic gearbox and twin-clutch Super Handling All-Wheel Drive. The company also added expanded availability of its AcuraWatch active safety suite to the 2016 model. Related Video: Redesigned and Reengineered 2017 Acura MDX to Debut at 2016 New York International Auto Show America's best-selling three-row luxury SUV to receive substantial design changes, new features and new powertrain technology TORRANCE, Calif. (Feb. 24, 2016) – Acura will unveil the redesigned and reengineered 2017 MDX luxury SUV at the 2016 New York International Auto Show on March 23. The 2017 MDX will boast substantial design enhancements, added luxury comfort and convenience features, and advanced new powertrain technology, in concert with the Acura brand's focus on Precision Crafted Performance. "We are sharpening our focus on the Precision Crafted Performance DNA of the Acura brand and the 2017 MDX will integrate new styling elements and powertrain technology that takes us another step in that direction," said John Mendel, executive vice president of American Honda Motor Co., Inc. The Acura MDX is the best-selling three-row luxury SUV of all time and Acura's best-selling SUV, with sales topping 50,000 units in each of the past three years. The 2017 MDX was designed by the Acura Design Studio in Torrance, Calif.