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This is why Acura hasn't yet announced its EV strategy

Despite parent company Honda's green and friendly brand image, luxury marque Acura hasn't made a grand statement about electrifying their lineup. Even as brands like Jaguar, Land Rover, Bentley, and Infiniti pledge to entirely electrify their lineups in the coming decade, Acura has held back. The reason, according to Acura head honcho Jon Ikeda, is that it's focusing on reestablishing itself as a performance brand. In a wide-ranging interview with Automotive News, Ikeda says Acura came out of the gate strong in 1986 and did well for the first 20 years, but when the bottom fell out of the market in 2008 the brand experienced "growing pains." That spawned a period of self-reflection and, as Ikeda puts it, "What are we about?" The decision was made to go back to Acura's roots as the performance division of Honda. "That's what Acura is. That's what I fell in love with," Ikeda says. Ikeda joined Honda in 1989, but his promotion to Acura boss in 2015 was a surprise to many, including himself. That's because Honda had a tradition of putting engineers at the helm, and Ikeda was a designer, responsible for the looks of such cars as the FSX concept, 2001 Civic Coupe, and beloved 2004 Acura TL. 2021 Acura TLX Advance View 38 Photos When asked by AN whether Acura is worried that luxury competitors are putting stakes in the ground to claim EV brand identities, Ikeda says no. "For us as a brand, we needed to kind of refocus and reestablish ourselves as a performance brand... We want everybody to understand where we are, what we're about first. Even if we go electric we will continue to be a performance division of Honda and performance will be our focus." To earn its performance street cred, Acura poured resources into the second-gen NSX hybrid supercar, which served as testbed for how electricity can work harmoniously with performance. They will continue to campaign IMSA race cars to earn trophies as proof, and Ikeda also wants to bring more Type S models to the lineup. Ikeda says Acura is still in the process of rebuilding its foundation, but when he's done he expects people to associate Acura with performance. That sure seems ambitious to us, but products like the new TLX are a helpful stepping stone. It also explains why Acura is investing in different platforms to differentiate itself from Honda. To be clear, Ikeda isn't ruling out electrification.

2022 Acura NSX Type S Track Drive | One lap of Daytona

DAYTONA BEACH, Fla. — Stadium lights shine their bright white glow on the tarmac as I power out of the infield and up to the banking of NASCAR 1 at Daytona International Speedway in the 2022 Acura NSX Type S. The force of gravity quickly changes from normal to feeling like IÂ’m being shoved down by a compactor. I gingerly arc down from the top of DaytonaÂ’s steep 31-degree incline and settle into the middle, right pedal down and holding the wheel steady. That last part, I quickly learn, is unnecessary, as the banking holds the car in place without needing to exert much steering force. An immersive and sonorous note trumpets through the cabin as I stay in the throttle out of NASCAR 2. The Bus Stop Chicane (just renamed the Le Mans Chicane for this yearÂ’s Rolex 24) arrives quickly and with little warning when you have 600 horsepower hustling you there, and itÂ’s perhaps the worst-lit corner on the track — ironic, considering youÂ’re going as fast as anywhere at Daytona before having to apply the brakes. A loud, brap, brap, brap accompanies the slowdown. I smash over the rumble strips while exiting the chicane, and head back onto the oval for another go in the compactor for NASCAR 3 and 4. And then that's it, my one flying lap in the one-year-only NSX Type S is over. Rolling back into pit lane, IÂ’m attempting to process what just happened, but am reduced to one-word exclamations from the adrenaline rush. Piloting anything on-track at the Daytona road course at night is a bucket list, dream-come-true moment for a racing enthusiast, and I had just done it in AcuraÂ’s mid-engine supercar. Turns out, those hundreds of hours playing Gran Turismo and dreaming finally came in handy. This brief and high-speed track drive is our first go at the new-for-2022 NSX Type S. Acura says that more seat time is coming in the future, but weÂ’re to make do with this quick taste for the time being. That said, even if you wanted to at this point, the chances of buying a new NSX Type S are next to zero. The NSX swan song — yes, this is the NSXÂ’s last model year — sold out in mere minutes, and all thatÂ’s left is a waiting list. Acura is building 350 total, and 300 are allocated for the United States. There will be no “standard” NSXs for 2022 either, so itÂ’s either the $171,495 Type S or nothing. Despite the rarity and short life, it's surprising how much effort Acura put into enhancing the NSX's complex engine and three-motor hybrid system.

Acura launches ad spots for Seinfeld's Comedians in Cars Getting Coffee

Acura and Jerry Seinfeld are expanding their partnership as season three of the comedian's web series, Comedians in Cars Getting Coffee, prepares to debut. Seinfeld has paired with director Barry Sonnenfeld to create a series of ads for the luxury brand showcasing the new Acura RLX and MDX.
There are eight spots, written by Seinfeld and directed by Sonnenfeld, that seemingly mock advertisements of the 1960s, with a deep-voiced, smooth-talking host highlighting the cars in question. It's all very folksy, Leave it to Beaver style humor. We'd be lying, though, if we said we weren't reminded a bit too forcefully of Dodge's successful range of Will Ferrell ads when watching the eight Acura spots.
"My idea for Comedians In Cars Getting Coffee was to show this certain aspect of the stand-up comedy world in a way that comedy fans would enjoy experiencing as if they were there," said Seinfeld. "There is absolutely no doubt that without Acura's support I would not have been able to continue beyond the initial experiment. And now Acura has enabled me to extend the concept by creating ads that fit the comedy tone of the show."