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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.

2019 Acura ILX first drive | New looks, same lackluster performance

Acura knows what it takes to make a fun, compact car that enthusiasts desire. It did so for three decades with the Integra, which eventually morphed into the still fun RSX. Then the ILX came around for the 2013 model year, and the world collectively yawned. It's actually still yawning, and the 2019 redesign isn't doing a whole lot to change that. One might expect more wholesale changes from a car entering its seventh year on the market, but we're still staring down the barrel of the same 201 horsepower 2.4-liter naturally aspirated four-cylinder and trick dual-clutch automatic transmission (which also features a torque converter for low-speed smoothness) from before. These pieces aren't necessarily the problem though. It's enjoyable to thrash the engine out to 7,000 rpm, and the dual-clutch snaps off surprisingly quick shifts when using the paddles in manual mode. It's a bit of a throwback to before all of Honda's performance engines switched to turbocharging for power. It pulls harder the more you wring it out, and begs to be paired with a slick-shifting six-speed manual like it was in the ninth-gen Civic Si. Sadly, everything else outside the powertrain (still) just misses the mark. The greatest part of Acura's old performance compacts was how they made you feel when you were driving them. There was an intimate connection between the driver and road at all times that is sorely lacking from the ILX. Turn in feel is soft and doesn't offer satisfying quick changes of direction. The old chassis feels its age in controlling body movements too. It all culminates in making the ILX feel like a larger car than it actually is. That's not to say the ILX handles poorly, though; it simply does so without any eagerness or feel — just like it has from the beginning. This is unfortunate because the ILX looks better than it ever has. Acura re-did the whole front nose from the A-pillar forward, and it attacked the rear fascia too. We got to check out and drive A-Spec trimmed cars, which add even more aggression to the styling but no performance upgrades. Sure there's three-too-many fake air vents, but the car finally grew some teeth compared to the ultra-bland looks from before. Props for not following the terrible industry trend of totally unreasonably-sized fake exhaust outlets too. The interior isn't as exciting.

2013 Acura ILX 2.4

Going Mainstream Has Its Privileges
Acura's experiment with niche models has failed. Competing in the luxury car business by filling white space with product just didn't work for the Japanese automaker. In place of slow-selling models like its ZDX and quirky first-gen RDX, the mindset at Acura has recently switched to more conventional products with vastly improved volume potential. The redesigned 2013 RDX, for example, sold almost as many units in 2012 as it did in 2010 and 2011 combined, and the all-new 2013 ILX has sold more units each month - since going on sale in May - than Acura sold in ZDXs and RLs in all of last year.
While the redesigned RDX is a crucial product to compete with luxury compact crossovers, the ILX might be the most important new product for Acura, as a growing number of premium makes are starting to realize the importance of upscale entry-level compact cars. Ironically, this segment was a pivotal part of the brand's success in the 1980s and '90s thanks to the Integra, but Acura completely abandoned the genre when it killed off the RSX coupe in 2006. The addition of the ILX not only gives Acura a competitive small car again, it also drops the brand's entry price by almost $5,000.