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Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.

Acura NSX, a pair of 2 Series Gran Coupes and a time machine | Autoblog Podcast #628

In this week's Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by West Coast Editor James Riswick and Road Test Editor Zac Palmer. This week, they're driving a 2020 Acura NSX, two versions of the BMW 2 Series Gran Coupe (M235i and 228i) and the updated 2020 Honda Civic Si. Then, the gang gets to talking about what they'd drive in 1975 and 1985, along with plenty of other tangents. Finally, they wrap it up with news about the upcoming 2021 Acura TLX Type S and the fate of this year's Woodward Dream Cruise. Autoblog Podcast #628 Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown Cars we're driving 2020 Acura NSX 2020 BMW 2 Series Gran Coupe (M235i and 228i) 2020 Honda Civic Si Cars we'd buy if it were 1985, and 1975 2021 Acura TLX to revive Type S Is the Woodward Dream Cruise canceled? Feedback Email – Podcast@Autoblog.com Review the show on iTunes Related Video:

Acura shows off RDX accessories and 2020 NSX at SEMA

Following its successful season on the track, Acura speeds to SEMA to showcase a range of performance and race vehicles as well as a new line of concept A-Spec and Acura-branded accessories. Also on the luxury division’s stand will be the Type S Concept sedan and the 2020 NSX, both unveiled in Monterey Car Week in August, the latter wearing the classic Indy Yellow Pearl exterior paint. Acura will show off its accessories on a 2020 RDX. Carbon fiber is the name of the game for its concept A-Spec treatment, used on the grille surround and on the lower front fascia, lower side sill, rear diffuser, lower doors and side mirror caps. ThereÂ’s also a dark chrome theme on the rear Acura badge and A-Spec emblems. A-Spec is offered as a sport appearance trim on the RDX and is supposed to be part of all core Acura models in the future, so weÂ’ll see whether this “concept” A-Spec packages eventually makes it way, whole or in part, to future variants. NSX GT3 Evo To Compete Globally in 2019 View 5 Photos The Acura Genuine Accessories to be shown on the same RDX, by contrast, are available IRL and include roof rails and crossbars, replete with a fork-mount bike attachment, 20-inch wheels with a custom dark tint finish, black lug nuts, black chrome emblems, a carbon-wrapped tailgate accent, illuminated A-Spec trim on the door sills and A-Spec carpet floor mats. ItÂ’s topped with a Thule cargo box. The 2020 NSX will wear the Indy Yellow Pearl color in homage to the old Spa Yellow, one of two yellow paints offered with the first-generation version of the supercar and a favorite among collectors. It joins two generations of championship-winning NSX cars: the 1990 pre-production model driven by Hall of Famer Peter Cunningham to 14 wins and 26 podium finishes between 1991 and 2002, and the NSX GT3 Evo that has won multiple IMSA and SRO races. The carbon fiber-bodied supercar with custom-designed livery is offered for sale globally for around $525,000, Acura says.