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Acura rejoins with Seinfeld, sponsors Comedians In Cars Getting Coffee [w/videos]

We enjoyed the opening season of Seinfeld's offbeat Comedians In Cars Getting Coffee web series, a video serial where Jerry Seinfeld picked up his friends in some of his classic cars and... chatted. It was a simple premise that offered some genuinely enjoyable moments, even if the 'cars' connection was often a bit incidental. In any case, Acura must have felt the same way, as it has just inked a deal to be the sole sponsor for the series' next season.
Acura, you may recall, already enjoys a relationship with the comedian - Seinfeld starred in the company's 2012 Super Bowl ad alongside the NSX supercar concept. So perhaps it's no surprise that it has signed on to sponsor 24 episodes of the series, due to roll out this year and next. Naturally, with any title sponsorship these days, you can expect to see some integration of the sponsor - in this case, Acura says such measures will involve its new 2014 MDX crossover, integrating "short, contextually relevant ads at the beginning and end of the episode."
Will you watch? For a refresher on Comedians In Cars Getting Coffee, check out a couple of our favorite first season episodes with Michael Richards and Alec Baldwin by scrolling below.

2017 Acura Model Year Preview and Updates

In what would otherwise be a model change of modest updates, Acura rewrites the rules with its all-new NSX, a high-performance hybrid reconfiguring the exotic car template. Beyond the all-new NSX, 2017 is what we've come to expect from Acura: competence, efficiency and affordability in the near-luxury segment. ACURA NSX: The all-new NSX, with a mid-engined V6 supplemented by a hybrid drivetrain and front-mounted Twin Motor Unit, provides a performance and handling dynamic rarely seen on the street - and certainly not otherwise available for the NSX's $160,000 MSRP. With a unique blend of aggressively aerodynamic design and refined yet explosive performance, the NSX effectively resides in a class of one. ACURA ILX: Acura's entry-level sedan continues for 2017 with no real changes but the addition of Lunar Silver Metallic, Modern Steel Metallic and San Marino Red exterior colors. ACURA TLX: The TLX continues into its third model year with only modest changes. New for 2017 are three new colors – San Marino Red, Lunar Silver Metallic and Modern Steel Metallic. Also, a GT package is offered for the first time. Designed to reflect Acura's ongoing interest in racing, the GT addition is a combination of Acura's underbody spoilers and your money. ACURA RLX: Modest changes on both the standard RLX and RLX Sport Hybrid. ACURA MDX: Acura's MDX enters its fourth model year with an aggressive freshening, standard front-wheel drive and AcuraWatch, a new suite of safety and driver-assistance technology available across all MDX models. Styling updates include a new grille, hood, front fenders and side sills, along with new front and rear fascias. Inside, an electric parking brake with automatic brake hold has been added. And on the top-of-the-line Advance, buyers enjoy both real wood trim and second-row captain's chairs. ACURA RDX: The 2017 model year introduces two new colors: Lunar Silver metallic and Modern Steel metallic.

Honda exec says US market near capacity, could hurt subprime buyers

Is there a point in the US auto industry where companies should start considering the welfare of their customers ahead of selling more cars? American Honda Executive Vice President of Sales John Mendel thinks that level exists, and we may be getting very close to it.
According to Automotive News, Mendel believes that finding more customers in the market could require pursuing subprime buyers and offering longer-term loans. However, he refuses to use those tactics. While selling models this way can improve things briefly, the strategies hurt resale prices and lower vehicle profits over time. The company won't do "stupid things in the short-term that damage the person who bought yesterday," he said to Automotive News. "It's a very, very short-term tactic especially in the subprime area."
American Honda, which combines the Acura and Honda brands, has seen market share decline from 9.7 percent to 9.1 percent through July 2014, according to Automotive News, and Autoblog's By the Numbers stats showed it posted falling sales in five of the seven months with data this year. Though, Mendel claims that was partially because the company focused on retail sales over fleets. The delays of the launches for the Honda Fit and Acura TLX likely didn't help either.