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Acura NSX electric revival? 'I would bet on it'

This year marks the end of the Acura NSX as we know it. Its swan song, the 600-horsepower 2022 Type S, saw only 300 made for the U.S. market, and all of them sold out in 24 hours. It's barely disappeared over the horizon, but Acura's V.P. and brand officer is already previewing the NSX's third act. Speaking with Nikkei Asia, Jon Ikeda was asked whether a third generation NSX was forthcoming. "I would bet on it," he said. Ikeda also predicted that if the wager lands in his favor, "it's going to be [all-]electric." This falls in line with statements Ikeda made a year ago. At the time, he explained that the NSX emerges when parent company Honda wants to make a statement: The first generation was Honda's vision for an F1-derived petrol-powered supercar; the second generation arrived as an affordable hybrid halo car in the age of gasoline-electrics. He didn't elaborate on the third generation's powertrain back then, but this time Ikeda was more adamant about electric power.  Part of Ikeda's certainty, the article states, comes from global CEO Toshihiro Mibe's commitment to electrify Honda's lineup. Soon after taking the top job in April 2021, Mibe announced plans to convert Honda's entire lineup to EVs and hydrogen fuel cell vehicles by 2040. As for what kind of car an electric NSX would be, Ikeda has some ideas. "It won't be just about straight lines," he told Nikkei Asia. Blistering acceleration is already common in the electric supercar world, so Acura would need to bring something novel to the table. Ikeda wants the NSX to be a technological showcase for ultimate handling as well, something the outgoing NSX did with its driver-focused Super Handling AWD system.  We've long bemoaned how the new breed of electrified supercars have incredible specs on paper, but somehow don't feel as engaging to drive. That's a niche Acura could fill. In the often contentious give and take between American Honda and Honda Motor's engineering departments, the Japan mothership tends to win out. However, these days Honda barely sells anything beyond kei cars in Japan. It's up to leaders like Ikeda and those who understand the U.S. market to drag the company toward the performance-minded engineering philosophies Old Man Soichiro founded his business on. Related video:

Acura Performance Electric Vision concept sure looks like the next NSX

Production of the second-generation Acura NSX ended in 2022, but the nameplate might not be consigned to the automotive attic for very long. The firm published sketches of an electric concept named Performance Electric Vision that can easily pass as a third-generation NSX. Acura's dimly-lit images hide many of the design study's finer details, but we can tell that the Performance Electric Vision concept features a futuristic design — it almost looks like it was beamed from the 22nd century. Its low front end has either hidden headlights or no headlights at all, and it receives neon green accents as well as a backlit Acura emblem. Pronounced wheel arches and a massive wrap-around windshield define the concept's silhouette, while the back end gets neon green accents as well as an air diffuser that looks like it belongs on a race car. Interior photos haven't been released yet, and Acura didn't have much to say about what powers the coupe. All we know is that it's electric. Officially, the Precision Electric Vision concept illustrates one of the directions Acura's design language can take in the coming years. Could there be more to it than that? While this is pure speculation, we don't think the NSX's spot in the Japanese brand's lineup will remain empty forever, and we've heard vague rumors detailing an electric third-generation model before. Rewind to September 2022: Jon Ikeda, the company's vice president, tellingly answered "I would bet on it" when asked whether the NSX nameplate will return for another generation. He added an important detail: "It's going to be electric." Cast in this light, the Performance Electric Vision concept sure looks like a preview of the next-generation NSX, but bringing it to the market is easier said than done. It takes more than an executive making a proverbial bet to bring a car to production, and Ikeda's team will notably need to convince Acura parent company Honda to spend money on a new NSX. Related video:

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.