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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 ILX headed for Civic-like early upgrades

The not-yet-ready-for-primetime 2012 Honda Civic saw it quickly returned to sender for refurbishment, now the Acura ILX is headed in the same direction in its very first year. Automotive News reports that the small, Civic-based sedan from Honda's luxury brand isn't meeting sales expectations, with an annualized rate of 22,000 to 24,000 sales instead of the 30,000 the company is after. More telling is that the ILX "is being outsold by the Buick Verano, Volkswagen CC and Audi A4," and, except for two months since it launched, it has also been outdone by the Acura TSX it is meant to replace.
Part of the cause has been the 2.0-liter, four-cylinder engine: its 150 horsepower to motivate a sedan that can weigh up to 2,970 pounds doesn't offer the kind of performance or value experience that buyers in the segment respond to. Another big issue is that the top-level 2.4-liter engine is only offered with a six-speed manual even though most buyers of the highest trim don't really want to shift their own gears. Lastly, the ILX might not put enough space between it and its frugal underpinnings - our first drive review pegged it as "the world's nicest Honda Civic."
An automatic transmission is on the way for the 2.4-liter, but it isn't clear when. And while Honda admits that the 2.0-liter is underpowered and Automotive News says it's on the way out, the company hasn't yet said how that situation will be corrected.

2016 Acura RDX arrives with freshened styling, powertrain enhancements [UPDATE]

UPDATE: The 2016 RDX comes with a six-speed automatic transmission, not a nine-speed. The text below has been edited to reflect this. Launched in 2012 for the 2013 model year, the second-generation RDX is hardly an old vehicle, and the luxury crossover is coming off its best sales year ever, according to Acura. Still, three years after the debut, the Japanese automaker is giving the CUV a thorough refresh with a facelift and bountiful new tech at the 2015 Chicago Auto Show, with sales set to kick off this spring. The most obvious update at the front for the 2016 RDX is Acura's Jewel Eye LED headlight array already found on some of its other models, but the improvements go a lot further than just the lighting. All of the fascia's lines appear just a little sharper and the added chrome helps grab the eye. The refinements are similar at the rear, where there are now LED taillights. While not obvious on the surface, the structure underneath is supposed to offer better frontal crash performance, too. Acura's engineers turned their attention to the RDX's powertrain for some tweaks, as well. The crossover now benefits from a nine-speed automatic gearbox to replace the previous six-speed. The 3.5-liter V6 with cylinder deactivation also gets a slight upgrade to make 279 horsepower and 252 pound-feet of torque – up 6 hp and 1 lb-ft over the 2015 model. The changes benefit fuel economy by one-mile-per-gallon on the highway with ratings of 20 mpg city and 29 mpg highway for the front-wheel drive version and 19/28 with all-wheel drive. The 2016 RDX is also packed with new tech to improve drivability and safety. Active front and rear engine mounts should improve NVH, and the all-wheel-drive system has more rear bias. Inside, the cabin trim sees an update, and heated front seats are standard. The optional Technology Package now gets an eight-way power front passenger seat, the company's dual-screen multi-info display and both blind spot and rear cross traffic monitoring. However, for those looking for a ton of gadgets to brag about, the new Advance Package option is the place to be. It includes rain-sensing wipers, front fog lights, remote engine start, ventilated front seats, front and rear parking sensors, an auto-dimming driver's side mirror and the full suite of the AcuraWatch safety assist functions.