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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.

Acura NSX hybrid wins Time Attack 2 division at Pikes Peak

Acura sent three NSX supercars up the PIkes Peak Hill Climb and one of them - the TA2 that was a standard NSX with some additional safety equipment - beat out its competition in the Time Attack 2 class by over 11 seconds with a time of 10:28.820. Nick Robinson was the driver. This was not his first time atop the podium, as he won the PP250 motorcycle class last year. The EV concept NSX came in second in the Electric Modified class with a time of 9:06.015. That's good enough for third place overall. Acura says that the TA1 NSX - which had a lighter chassis and a modified racing exhaust – "also campaigned." Both the TA1 and TA2 NSX vehicles used the car's standard three-motor hybrid powertrain. Related Video: 2017 Acura NSX Supercar Claims Class Victory in North American Racing Debut at Pikes Peak International Hill Climb Jun 26, 2016 - PIKES PEAK, Colo. Acura NSX wins its North American racing debut by more than 11 seconds American-built NSX wins Time Attack 2 class at 100th running of the Broadmoor Pikes Peak International Hill Climb NSX-inspired Acura 4-Motor EV Concept finishes second in the Electric Modified Class The recently-launched 2017 Acura NSX claimed victory today in its North American racing competition debut, climbing the 14,115-foot pinnacle of Pikes Peak and clinching first place in the Time Attack 2 class at the 2016 Broadmoor Pikes Peak International Hill Climb, the 100th anniversary of the running of America's second oldest race. The production-based Acura NSX is powered by Acura's revolutionary three-motor Sport Hybrid Super-Handling All-Wheel Drive™ powertrain (Sport Hybrid SH-AWD®), the first electrified torque vectoring powertrain in the world of exotic sports cars. With added required safety equipment for competition, the NSX negotiated the 12.42-mile course in a time of 10:28.820 to win the Time Attack 2 class of the Broadmoor Pikes Peak International Hill Climb. Nick Robinson, North American R&D team member and engineer in charge of the next-generation supercar's dynamic performance, drove the production-based Acura NSX to victory. Nick is also the reigning PP250 winner from the 2015 Pikes Peak International Hill Climb. "I'm incredibly happy to have won the Production Class with the new NSX!" Robinson reported.

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: