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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.

2019 Acura ILX gets a makeover with more standard safety features

The 2019 Acura ILX compact luxury sedan has finally been redesigned to fit the look introduced by the TLX and RDX. According to Acura, the entire nose from the A-pillar forward and the whole rear fascia have been changed. Up front the car has the pentagonal grille and angry LED lights that are Acura signatures, and they're complemented by crisply creased sheetmetal across the rest of the car. The results are a far sportier, far less anonymous machine. The car will continue to be available in normal and A-Spec versions, with the latter consisting mainly of appearance items such as 18-inch wheels, dark trim and lights, and a rear spoiler. Exterior enhancements are the primary change to the new ILX. The interior is nearly unchanged except the A-Spec has some stylish sport seats similar to those in the RDX A-Spec. Acura also says the infotainment system has been upgraded to be faster, and it has fresh graphics and Apple CarPlay and Android Auto compatibility. But this is not the system found in the completely new RDX, just an updated version of the current infotainment. The last big upgrade to the ILX is the inclusion of the complete AcuraWatch suite of safety features on all ILX models. This includes automatic emergency braking, lane-keep assist, adaptive cruise control and road departure mitigation. Aside from these changes, the ILX is still pretty much the same as the old one. Under the skin is the same naturally aspirated 201-horsepower 2.4-liter four-cylinder as the current model. It's still coupled to an eight-speed dual-clutch automatic transmission and powers solely the front wheels. The 2019 ILX goes on sale in October, but pricing has not yet been announced. Related Video:

Acura teams with Galpin to sport-up the 2015 TLX

Acura used the SEMA Show this week to remind enthusiasts that it still considers itself a performance brand, teaming with Galpin Auto Sports to build a TLX that highlights Acura's sporting and racing heritage.
The TLX is painted a deep shade of blue, called Andaro, and the color will be used on the NSX supercar when it returns to the United States in 2015. It rolls on custom gray wheels with gunmetal and "liquid smoke" pieces, and they're wrapped in Pirelli P Zero rubber. The exterior design is punched up with a body kit that adds side skirts, a rear spoiler and new bumpers to create a more sinister look.
The TLX has a sport suspension kit with coilovers with 36-way adjustable damping. There's also brake upgrades and custom exhaust outlets.