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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.

2013 Acura ILX 2.4

Going Mainstream Has Its Privileges
Acura's experiment with niche models has failed. Competing in the luxury car business by filling white space with product just didn't work for the Japanese automaker. In place of slow-selling models like its ZDX and quirky first-gen RDX, the mindset at Acura has recently switched to more conventional products with vastly improved volume potential. The redesigned 2013 RDX, for example, sold almost as many units in 2012 as it did in 2010 and 2011 combined, and the all-new 2013 ILX has sold more units each month - since going on sale in May - than Acura sold in ZDXs and RLs in all of last year.
While the redesigned RDX is a crucial product to compete with luxury compact crossovers, the ILX might be the most important new product for Acura, as a growing number of premium makes are starting to realize the importance of upscale entry-level compact cars. Ironically, this segment was a pivotal part of the brand's success in the 1980s and '90s thanks to the Integra, but Acura completely abandoned the genre when it killed off the RSX coupe in 2006. The addition of the ILX not only gives Acura a competitive small car again, it also drops the brand's entry price by almost $5,000.

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.