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Acura launches ad spots for Seinfeld's Comedians in Cars Getting Coffee

Acura and Jerry Seinfeld are expanding their partnership as season three of the comedian's web series, Comedians in Cars Getting Coffee, prepares to debut. Seinfeld has paired with director Barry Sonnenfeld to create a series of ads for the luxury brand showcasing the new Acura RLX and MDX.
There are eight spots, written by Seinfeld and directed by Sonnenfeld, that seemingly mock advertisements of the 1960s, with a deep-voiced, smooth-talking host highlighting the cars in question. It's all very folksy, Leave it to Beaver style humor. We'd be lying, though, if we said we weren't reminded a bit too forcefully of Dodge's successful range of Will Ferrell ads when watching the eight Acura spots.
"My idea for Comedians In Cars Getting Coffee was to show this certain aspect of the stand-up comedy world in a way that comedy fans would enjoy experiencing as if they were there," said Seinfeld. "There is absolutely no doubt that without Acura's support I would not have been able to continue beyond the initial experiment. And now Acura has enabled me to extend the concept by creating ads that fit the comedy tone of the show."

2016 Acura RDX Review [w/video]

Acura is deeply confused as a brand. Is it sporty or luxurious? Conservative or avant garde? Truly premium, or just premium for Honda? At its heart, there is a simple truth: despite confused characters, Acura vehicles are usually very competent. The new TLX, for example, is a smart, comfortable, near-premium sedan. The new ILX, meanwhile, is a huge improvement over its predecessor, and finally feels like the entry-level, premium four-door stepping stone Acura needs. Then there's the RDX. Placed in a very hot segment, the Honda CR-V-based crossover never quite caught on. For its first six years on the market, it couldn't even break 25,000 annual sales. The more mainstream redesign in 2013 made some waves, nearly doubling sales, but Acura still fell way behind the competition. In 2014, the Lexus RX outsold the RDX nearly three to one. For 2016, the RDX gets a substantial refresh. The biggest visual update comes from Acura's polarizing, JewelEye LED headlights, which are standard. These aren't the best looking headlights on the market, but the many 'eyes' are better executed on the RDX than any other Acura. The LED daytime running lights round out a nice face during light hours, too. More subtle tweaks are given to the bumpers, with larger intakes in front and bigger reflector housings around back. The seats are broad, flat, and comfortable. The big change in the cabin cannot, sadly, be called an improvement. It's the addition of the Honda/Acura dual-screen system, and while it gives the interior a techy vibe, the user experience is convoluted and unintuitive. The rest of the cabin's design, however, is easy to like. Material quality is adequate for the segment. Plastics are abundant, but are soft to the touch, while fit is impressive and typically Honda throughout. The steering wheel is a parts shelf item and feels just a bit too large for a crossover of this size. The seats are broad, flat, and comfortable, and backseat passengers are treated quite well. Even with the driver's seat set for your six-foot, one-inch author, there's plenty of space in back, especially for long-legged folks. Small changes are found under the RDX's hood, where the 3.5-liter i-VTEC V6 gains six horsepower and one pound-foot of torque. Small changes are found under the RDX's hood, where the 3.5-liter i-VTEC V6 gains six horsepower and one pound-foot of torque. What hasn't changed, however, is this engine's general character.

Did Acura just confirm it's working on an Integra successor?

The Acura Integra (pictured above in Type R trim) was one of the definitive vehicles of the Acura brand in the US, having joined the Legend at the marque's birth here. However, since the retirement of the RSX, the luxury arm of Honda has lacked a compact, sporty coupe to fill that niche. There appears to be a chance of that absence possibly coming to an end in the coming years, though.
Acura lead designer Dave Marek spoke to Car and Driver during the SEMA Show and said, "A performance brand needs a flagship and it needs an accessible sport car. Not a sports car, but a sport car." However, he also suggested that a new model wouldn't be spinning its tires too soon, at least not before 2017 by his indication.
While the vague possibility of a new sports coupe is still years away, Acura is taking its early steps in a brand revitalization campaign that includes spinning the luxury arm further away from Honda. The strong initial sales of the TLX are certainly a good start, but the work appears to just be beginning, according to Marek. "There are changes coming, and then there are more changes coming," he said to Car and Driver.