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Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.

2020 Acura MDX PMC Edition coming to L.A. Auto Show

The Acura TLX PMC Edition debuted at the New York Auto Show earlier this year, the 2020 Acura MDX PMC Edition takes its turn in Los Angeles on November 20. The MDX PMC, hand-built at the Performance Manufacturing Center like the Acura NSX and TLX before it, will be limited to 330 units. The 300 examples destined for the U.S. and 30 for Canada represent 30 fewer units than the quota for the TLX PMC. That could translate into tighter demand for the MDX PMC, since the standard crossover does about 70 percent more business in the U.S. than the standard sedan. The doted-on MDX PMC follows the formula of combining Valencia Red Pearl paint with the normally-exclusive Advanced and A-Spec packages. Dark contrasts come from the body color grille surrounding gloss-black mesh, black chrome exhaust finishers, gloss-black decorating the roof, antenna, exterior mirrors, window molding, rear license plate garnish, and door handles, and gloss black 20-inch wheels. Inside is found an A-Spec steering wheel backed by metal-finished paddle shifters, black Milano leather seats with Alcantara inserts, red stitching throughout, and an individually numbered plaque identifying the build number. Extra luxury kit includes GPS-linked climate control, climate-controlled front- and second-row seats with second-row captain's chairs, and 10-speaker ELS Studio audio. The engine specs don't change, those being a 3.5-liter V6 with 290 horsepower and 267 pound-feet of torque shifting through a nine-speed automatic. Super-Handling All-Wheel Drive keeps the power in shape. When the automaker laid down a marker for the TLX PMC price, it said to expect something around $50,000, the final figure after destination coming in at $50,945. Acura says to expect the MDX PMC to figure in the "mid-$60,000 range," so don't be surprised at $66K minus some change. 

Acura MDX teaser photos show an upscale interior

After teasing us with an exterior image of the fourth-generation Acura MDX a week ago, Acura has now followed up with images of the interior. The exterior teaser was done up in "Tron" style, but these interior shots go beyond outlines to reveal some details that are much less obscured. Acura promises the MDX will be the "most premium and performance-focused" version of the SUV yet and has earned "elevated status" as the brand's flagship. (Only about 1,000 of the RLX were sold in North America last year, vs. 52,000 of the MDX, so it seems the big sedan got demoted as flagship. Aw.) The MDX's instrument panel is lower and wider, Acura says, and the interior is trimmed out in real open-pore wood. The leather dash is "hand-wrapped" with French seams. All three rows of seating surfaces are quilted, with perforations done in a gradated design, and there is contrasting piping and stitching. Massaging front seats add to the premium experience. Acura promises a variety of new technologies in the cabin, including what it calls the Acura Precision Cockpit, along with a mighty wide-looking HD infotainment screen and Acura's dynamic ELS Studio 3D sound system with 25 speakers. (Where do they put them all?) After Acura did great things with the RDX and the new 2021 TLX, we expect the MDX redesign will follow suit in reinvigorating the brand. The MDX will likely offer the same engines as in the TLX: a 272-horsepower turbocharged 2.0-liter four-cylinder as the base engine, and a 355-horsepower turbocharged 3.0-liter V6 engine as an option. But we should know more about all of the above when the prototype Acura MDX — albeit a very-near-production prototype — will be revealed next Wednesday, Oct. 14.  Related Video: