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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 aiming for Chinese production by 2016

Not wanting to be left out of the emerging luxury car bonanza in China, Automotive News is reporting that Acura could begin producing vehicles in the Asian country by 2016. Like Audi, Mercedes-Benz and BMW, Acura will reportedly build vehicles in China using a local partner - Guangzhou Automobile Group Co. in Acura's case - while Cadillac and Infiniti will build their own vehicles locally.
Guangzhou already produces Honda models in China, but the article says that the first Acura produced in that country could be a new compact model based on the Acura SUV-X Concept (shown above), a showcar revealed in April at the Shanghai Motor Show. China's luxury car market is expected to grow to 2.7 million units a year by the end of this decade, which would put it on pace to make it the largest premium car market in the world.

Acura recalling 19.5K cars over automatic braking problem

Acura is recalling 19,502 vehicles to fix a software issue with their Collision Mitigation Braking System on the 2014-2015 MDX and RLX, plus the 2014 RLX Sport Hybrid. According to the National Highway Traffic Safety Administration the technology can falsely interpret things like metal fences and guardrails along the side of the road as obstacles and unexpectedly apply "emergency braking force." Obviously, that would be rather disconcerting while driving. Number of Auto Recalls by Model Year | AxleGeeks According to the detailed documents from NHTSA, the first account of this happening came from Japan in November 2013, and that vehicle was rear-ended when the system suddenly braked. Another incident was identified there in June 2014. However, there have been no reports of this happening in the US. The fix is quite simple, though and just requires a software update for the system. Affected owners will be notified by mail, and the repair will be done at no charge. Related Video: RECALL Subject : Activation of Collision Mitigation Braking System Report Receipt Date: MAY 20, 2015 NHTSA Campaign Number: 15V301000 Component(s): FORWARD COLLISION AVOIDANCE Potential Number of Units Affected: 19,502 All Products Associated with this Recall Vehicle Make Model Model Year(s) ACURA MDX 2014-2015 ACURA RLX 2014-2015 ACURA RLX HYBRID 2014 Details Manufacturer: Honda (American Honda Motor Co.) SUMMARY: Honda (American Honda Motor Co.) is recalling certain model year 2014-2015 Acura MDX 2WD and AWD, RLX and 2014 Acura RLX Hybrid vehicles. In certain driving conditions, the Collision Mitigation Braking System (CMBS) may incorrectly interpret certain roadside objects such as metal fences or metal guardrails as obstacles and unexpectedly apply the brakes. CONSEQUENCE: If the CMBS unexpectedly applies emergency braking force while driving, there is an increased risk of a crash. REMEDY: Honda will notify owners, and dealers will update the CMBS software, free of charge. The manufacturer has not yet provided a notification schedule. Owners may contact Acura customer service at 1-800-382-2238. Honda's numbers for this recall is JQ4, JQ5 and JQ6. NOTES: Owners may also contact the National Highway Traffic Safety Administration Vehicle Safety Hotline at 1-888-327-4236 (TTY 1-800-424-9153), or go to www.safercar.gov.