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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.

Hands-on with Acura's novel touchpad infotainment interface

After Acura's Precision Cockpit was unveiled here in LA, I sat in the, uh, driver's seat of the wheel-less interior mockup to get a feel for how this new touchscreen-free touch interface works. There are a lot of good ideas inside. Here are 11 things you should know. It's less like a trackpad and more like a remote-control tablet. So instead of letting you move a cursor relative to its last location like the trackpad on a laptop, each point on Acura's trackpad is mapped to a corresponding point on the center display. If you want what's in the upper right corner of the display, you touch and click in the upper right corner of the trackpad. Simple. I figured it out in two minutes. Maybe less. The whole thing is surprisingly intuitive. The ease of use is helped by the fact that the targets on the screen are pretty big – no tiny "buttons" to fiddle with. The clicks are real. The trackpad actually moves when you press down, so no need for simulated haptic feedback. In their research, Acura engineers found that accidental touches and presses are a real issue. We could have told them that – hit a bump while using a finicky remote interface like Lexus's all-but-abandoned joystick thing, and you select an item half-way across the screen from the one you intended. The placement of the trackpad in this concept interior also helps avoid unintentional inputs – it's not in the middle of the center console where it might get brushed or bumped, but instead in its own little cave at the base of the center-stack waterfall. (Acura's low-profile button-based transmission selector suddenly makes a whole lot of sense.) View 13 Photos Lots of cues cut down on distraction. You hover over the option you want before positively confirming the selection with a hard press. There's no cursor to find and reposition like in the Lexus trackpad system The red highlight gives the necessary visual cue that you put your finger in the right place. The pad is slightly dished to give you a tactile cue of where the center and edges are. It allows you to build up muscle memory, sort of like how you know generally where the "keys" are on your smartphone or tablet's virtual keyboard by now. Or at least I do on mine. You look at the screen, not what you're touching. The problem with touch screens is that they have to be low down in the car so you can reach them. That means you have to look down from the road to stab at what you want.

Acura Pikes Peak lineup is out, and there's a race-prepped MDX Sport Hybrid

Acura is coming back to Pikes Peak for the 2019 edition of the hillclimb, and it's bringing four vehicles to attack the mountain. Not the fastest, but perhaps the most interesting of the bunch is a race-prepped 2019 MDX Sport Hybrid. Engineers took the 3.5-liter V6 from the non-hybrid version (Hybrid has a 3.0-liter V6) of the MDX and bored it out to 3.7-liters. It then works together with Acura's three-motor hybrid system for a combined 400 horsepower and 350 pound-feet of torque. Shifting is still done by Acura's 7-speed dual-clutch transmission. The extra power is thanks to the larger displacement and special tuning for the engine and electric motors. Further upgrades to the MDX include a race-tuned active-damper suspension system and a roll cage. Acura says it goes a long way to increase structural rigidity. Additionally, Acura removed most of the vehicle's interior, including every seat but the driver's seat. Piloting the MDX is Jordan Guitar of Acura R&D's chassis development team. A couple NSXs, one "Time Attack" car and one mostly stock, will also run up the mountain. The Time Attack NSX has more power from larger turbos, bringing the system output up to 625 horsepower. Weight-saving measures have dropped 200 pounds from the structure, and there's plenty more downforce thanks to a big wing front splitter. Not much has been done to the production-spec NSX, as it simply adds a roll cage and racing seat with a harness. The Acura RDX that ran up the mountain last year is returning for this 2019 run. It features a modified 2.0-liter turbo that makes a respectable 350 horsepower and 330 pound-feet of torque. That extra power comes courtesy of a larger turbocharger, short-path intercooler and an electric supercharger. Can we have all that for production, please? The last Acura in the field is the same RealTime Racing TLX GT that won its class last year. There's one more NSX that'll be going up and down Pikes Peak, but not in anger. Acura is providing an NSX to act as the official pace car of the event, and it's predictably painted in the easy to pick out Thermal Orange.