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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 teases tougher looking 2017 MDX for New York

Acura is teasing its redesigned 2017 MDX with this orange-tinged rendering ahead of the three-row SUV's reveal at the 2016 New York Auto Show on March 23. The luxury automaker promises big changes for the latest model, including "substantial design enhancements, added luxury comfort and convenience features, and advanced new powertrain technology." Unfortunately, the company doesn't offer further details about those general promises. The folks at the Acura Design Studio in Torrance, CA, have much bolder styling ready for the 2017 MDX. While these lines aren't as razor-sharp as the Acura Precision Concept from the 2016 Detroit Auto Show, this SUV subtly evokes the sedan's honed look. For example, the chiseled shapes around the hood and grille are crisp, and the front and rear fenders are highly sculpted, which gives the MDX a tough demeanor. This teaser image makes the lower fascia appear a little busy because there's so much happening down there, but we're withholding judgment until the real thing debuts. We're also curious about the additional powertrain advancements Acura promises because the automaker just updated the MDX last year with its nine-speed automatic gearbox and twin-clutch Super Handling All-Wheel Drive. The company also added expanded availability of its AcuraWatch active safety suite to the 2016 model. Related Video: Redesigned and Reengineered 2017 Acura MDX to Debut at 2016 New York International Auto Show America's best-selling three-row luxury SUV to receive substantial design changes, new features and new powertrain technology TORRANCE, Calif. (Feb. 24, 2016) – Acura will unveil the redesigned and reengineered 2017 MDX luxury SUV at the 2016 New York International Auto Show on March 23. The 2017 MDX will boast substantial design enhancements, added luxury comfort and convenience features, and advanced new powertrain technology, in concert with the Acura brand's focus on Precision Crafted Performance. "We are sharpening our focus on the Precision Crafted Performance DNA of the Acura brand and the 2017 MDX will integrate new styling elements and powertrain technology that takes us another step in that direction," said John Mendel, executive vice president of American Honda Motor Co., Inc. The Acura MDX is the best-selling three-row luxury SUV of all time and Acura's best-selling SUV, with sales topping 50,000 units in each of the past three years. The 2017 MDX was designed by the Acura Design Studio in Torrance, Calif.

Acura bringing full-EV NSX and two hybrids to Pikes Peak

Acura is bringing two 2017 NSX hybrids to run up Pikes Peak in a few weeks. As exciting as this is in itself, the line that really caught our attention in the PR announcement is that there will be third vehicle, an all-electric one, making the climb alongside its hybrid brethren. The EV is not an NSX per se, but,"a new NSX-inspired, all-electric 4-motor SH-AWD Concept." First announced back in March, the new EV will run in the Electric Modified Class, and features, "a further evolution of the experimental all-electric, four-motor Super Handling All-Wheel Drive (SH-AWD) powertrain that won last year's Pikes Peak Challenge Exhibition class." All-electric vehicles have been speeding up the mountain track for years now, with Mitsubishi EVs winning their division in 2014. A Tesla Model S will make the climb this year. Back to the standard NSX hybrids. They will be driven in the Time Attack 1 and 2 classes by brothers James and Nick Robinson. The vehicles are different, but both use the standard NSX's three-motor hybrid powertrain. TA1 has a lighter chassis and a modified racing exhaust, while TA2 is a standard NSX with some required safety equipment Last year, an NSX was the pace car at Pikes Peak. Related Video: 2017 Acura NSX Supercar to Make its North American Racing Debut at 2016 Broadmoor Pikes Peak International Hill Climb Jun 9, 2016 - TORRANCE, Calif. Two Acura NSX supercars and a new NSX-inspired, all-electric 4-motor SH-AWD Concept will compete in the 100th anniversary of Pikes Peak International Hill Climb Acura NSX, MDX and TLX will serve as official pace cars Acura will field a pair of 2017 Acura NSX supercars in the 100th Anniversary of the running of the Broadmoor Pikes Peak International Hill Climb on June 26, marking the North American racing debut of Acura's next-generation NSX: the pinnacle expression of Acura Precision Crafted Performance and the only supercar made in America. The two Acura NSX supercars will compete in the Time Attack 1 and 2 classes and will be piloted by brothers James and Nick Robinson, respectively, both from the company's North American engineering team. In addition, Acura will campaign an NSX-inspired prototype vehicle in the Electric Modified Class, featuring a further evolution of the experimental all-electric, 4-motor Super Handling All-Wheel Drive (SH-AWD) powertrain that won last year's Pikes Peak Challenge Exhibition class.