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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 Pikes Peak lineup is out, and there's a race-prepped MDX Sport Hybrid

Acura is coming back to Pikes Peak for the 2019 edition of the hillclimb, and it's bringing four vehicles to attack the mountain. Not the fastest, but perhaps the most interesting of the bunch is a race-prepped 2019 MDX Sport Hybrid. Engineers took the 3.5-liter V6 from the non-hybrid version (Hybrid has a 3.0-liter V6) of the MDX and bored it out to 3.7-liters. It then works together with Acura's three-motor hybrid system for a combined 400 horsepower and 350 pound-feet of torque. Shifting is still done by Acura's 7-speed dual-clutch transmission. The extra power is thanks to the larger displacement and special tuning for the engine and electric motors. Further upgrades to the MDX include a race-tuned active-damper suspension system and a roll cage. Acura says it goes a long way to increase structural rigidity. Additionally, Acura removed most of the vehicle's interior, including every seat but the driver's seat. Piloting the MDX is Jordan Guitar of Acura R&D's chassis development team. A couple NSXs, one "Time Attack" car and one mostly stock, will also run up the mountain. The Time Attack NSX has more power from larger turbos, bringing the system output up to 625 horsepower. Weight-saving measures have dropped 200 pounds from the structure, and there's plenty more downforce thanks to a big wing front splitter. Not much has been done to the production-spec NSX, as it simply adds a roll cage and racing seat with a harness. The Acura RDX that ran up the mountain last year is returning for this 2019 run. It features a modified 2.0-liter turbo that makes a respectable 350 horsepower and 330 pound-feet of torque. That extra power comes courtesy of a larger turbocharger, short-path intercooler and an electric supercharger. Can we have all that for production, please? The last Acura in the field is the same RealTime Racing TLX GT that won its class last year. There's one more NSX that'll be going up and down Pikes Peak, but not in anger. Acura is providing an NSX to act as the official pace car of the event, and it's predictably painted in the easy to pick out Thermal Orange.

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.