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Acura puts on display of mechanical horsepower in new ad

Originally forged with a brand identity based on luxury, sportiness and practicality, Acura has spent the last decade or so struggling with its image. The sporting credibility suffered a mighty blow with the loss of cars like the Integra, RSX and NSX, and recent years have seen the Japanese company attempting to recast itself as a technology leader.
All of that makes this latest Acura commercial, Let The Race Begin, even more difficult to understand, metaphorically speaking. The horsepower-horse race 'theme' certainly isn't difficult to fathom, with mecca-equine versions of popular luxury brands filling the screen. But the choice to make Acura's filly a flesh-and-blood creation seems odd, for the high-tech theme. Acura as "thoroughbred apart from the rest of the field" seems to be the rough message here, though we're not sure we're buying it. We're also not sure we're comfortable with how much these ponies reminded us of a certain off-putting robotic dog...
Looks expensive, at any rate. Watch the robot ponies run for yourself, below.

Acura touts full-line Top Safety Pick+ achievement in new ad

When a vehicle scores a Top Safety Pick+ in Insurance Institute for Highway Safety testing or a five-star rating from the National Highway Traffic Safety Administration, it's a darn big deal. But when an automaker's entire lineup earns the TSP+ honor and gets top marks from NHTSA it's a, um, well, it's never happened before. So congratulations, Acura. The premium Japanese brand is the first automaker to score top marks on the latest IIHS testing while also earning five-star NHTSA ratings across its entire range of vehicle. This, of course, is not the first time it's earned such a distinction – in 2009, and well before TSP+ existed, Acura was the first automaker to boast a lineup filled with TSP and five-star vehicles. With this new, five-vehicle lineup of TSP+ and five stars, Acura certainly has something worth crowing about. That's why it's preparing a new marketing campaign to crow about super-safe ILX sedans and MDX crossovers. Expect to see it on your TV starting on October 18. If you simply can't wait to see what Acura's up to, though, we've got a 60-second spot that features some very disturbing crash-test "dummies." Take a look at the top of the page, and then scroll down for the official press release on Acura's lineup.Related Video: Acura Underscores Industry-leading Safety Performance with Emotional New Marketing Campaign • Acura is the first and only automotive brand to earn 5-star Overall Vehicle Score from the NHTSA and TOP SAFETY PICK+ rating from the IIHS across its model line • High impact and emotional national advertising campaign brings to life Acura's dedication to safety performance • The brand's first-of-its-kind campaign launches digitally on Oct. 15 and on national broadcast television on Oct. 18 TORRANCE, Calif. (Oct. 15, 2015) – Acura has taken a safety leadership position as the only automotive brand to earn a 5-star Overall Vehicle Score in the NHTSA New Car Assessment Program (NCAP) and a TOP SAFETY PICK+ rating from the Insurance Institute for Highway Safety (IIHS) across its entire model line . Based on the brand's commitment to the latest safety design and implementation of advanced safety and driver-assistive technology, Acura earned top overall safety ratings from the U.S. government and the IIHS across its model line. Acura will showcase its leadership in a new high impact and emotional national advertising campaign highlighting the brand's dedication to safety performance.

Acura product roadmap leak points to 'compact Type S' and MDX Type S

The Type S moniker is back along with the 2021 Acura TLX Type S sedan. And today, the internet has sprouted some more Acura Type S news. We caught wind of a forum post on Acurazine through a thread on Reddit that includes a link to a video allegedly shown during Acura’s 2020 dealer meeting webcast. That video doesnÂ’t appear to be live anymore, but an enterprising individual happened to screenshot the most important slide from the video: AcuraÂ’s product roadmap to 2022. HereÂ’s the link youÂ’re looking for. Take this information with a grain of salt. ThereÂ’s a good chance that this intel is correct, but plans change. Most imminent is a redesigned Acura MDX with a Type S variant. We expect an MDX Type S to follow the same formula as the TLX Type S. AcuraÂ’s new 3.0-liter turbocharged V6 would be a fine candidate for this duty. With that powerplant (horsepower unknown, but likely around 400 ponies), it could punch up against SUVs like the Mercedes-AMG GLE 53, or punch down to the Ford Explorer ST. tuned suspension, plenty of appearance add-ons and sportier interior would also likely be along for the ride. ItÂ’s placed directly after the TLX on the chart timewise, so thereÂ’s a good chance that we see a new MDX soon. Next up is the one that weÂ’re especially excited about. A new Type S “compact sedan” is on the way. Acura neglected to give this one a name, which is odd, unless thereÂ’s a big secret it wants to keep. Right now, AcuraÂ’s small sedan is called the ILX. In past (and better) years, Acura named its small cars Integra and RSX. Might we see the return of the Integra name? Or perhaps RSX? ThereÂ’s precedent for an RSX Type S, and this small Acura appears to be getting the Type S treatment.  So, what might a small Acura Type S look like? The car could borrow hardware from the Civic Si, or it could borrow from the Civic Type R. A more luxurious Civic Type R with AcuraÂ’s delightful and sharp styling would be splendid. ItÂ’d be dialed back to fit the Type S name, but nearly anything would be better than the ILX wallowing at the bottom of AcuraÂ’s lineup today. WeÂ’re left to guess at the details for now, but the roadmap shows that car arriving by 2022. There are two other small nuggets of info weÂ’ll point out on this roadmap. Acura doesnÂ’t list an RDX Type S anywhere on it. That could be because the RDX was recently redesigned, so itÂ’s not one of the completely new vehicles listed in the step ladder of new product.