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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.

Honda and Acura electric crossovers will be built by General Motors

General Motors will partially offset the cost of developing electric technology by manufacturing battery-powered cars for Honda and Acura, according to an unverified report. Ultium battery technology is at the center of the deal. Without citing sources, industry trade journal Automotive News wrote that Honda has agreed to enlist rival-turned-partner General Motors as one of its EV suppliers during the first half of the 2020s. The factory that currently builds Chevrolet's Blazer and Equinox in Ramos Arizpe, Mexico, will begin manufacturing a Honda crossover in 2023, meaning it likely won't arrive until the 2024 model year. On the other side of the border, the former Saturn plant in Spring Hill, Tennessee, will churn out an Acura crossover beginning in 2024, about two years after it starts making the Cadillac Lyriq. Neither model has been revealed, and Honda hasn't commented on the report. Insiders familiar with the contents of the firm's product pipeline told Automotive News that both crossovers will be about as big as the Lyriq (pictured), which will be close in size to the 190-inch long XT5. Power for the two models will come from the Ultium battery technology that General Motors is developing for over a dozen electric cars, including the GMC Hummer and a Chevrolet-badged pickup we might discover next week during CES 2021. Both EVs will be built by General Motors, and they'll be powered by General Motors-developed technology (some will even receive OnStar and the hands-free Super Cruise driver assistance system), but everything motorists see and touch will be Honda- or Acura-specific. We're not expecting that the tie-up will spawn a pair of blandly badge-engineered crossovers; stylists will likely give each one its own design identity inside and out. Honda had previously confirmed plans to build at least two electric models on General Motors bones, and it announced that its American partner would also handle manufacturing, but this is the first time executives are throwing Acura onto the stage. What remains to be seen — assuming the report is accurate — is whether the Lyriq will compete directly against its Acura-branded sister model, or if they'll be positioned in different segments. Related video: Featured Gallery Cadillac Lyriq show car Green Acura Honda Electric

2013 Acura ILX Hybrid

This Is Not The Acura You're Looking For
Mid-level luxury brands have always had to do a bit of leg work to distance themselves from their more common cousins. Thanks to generation after generation of pervasive badge engineering (much of it from the Big Three), buyers can't be blamed for looking at brands like Buick, Lincoln, Infiniti, Lexus and yes, Acura as tarted up versions of Chevrolet, Ford, Nissan, Toyota and Honda products. For much of its lifetime in the automotive landscape, however, Acura has excelled at putting distance between its offerings and that of its parent company thanks to cars with superior driving dynamics, quieter cabins and clean, attractive aesthetics.
Yes, outliers and dull spots can be found in the company's recent track record, but by and large, Acura products remain situated well above the Honda rabble. When the brand announced it was getting serious about the luxury small car game with the ILX, those of us with a set of the company's keys in our past couldn't help but envision an honest successor to the long-dead Integra. Turns out, that wasn't what Acura had in mind.