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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 TLX's early sales results look promising

Acura made a bold move earlier this year when it decided to axe two fairly popular models in the TL and TSX and replaced them with a single sedan: the TLX. After all, how often have you seen modern automakers consolidating vehicles in the lineup? But early indications have shown that the gamble might have paid off, at least so far, because the TLX has been outselling its predecessors for its first months on sale.
Acura has only released TLX sales numbers so far for August and September, but the results have been promising. In August, the company moved 2,286 of the new sedans, beating last year's figures for the same month from both the TL at 2,227 sold and the TSX at 1,755. Then in September, the newcomer did even better with 3,884 units leaving dealers to surpass the two previous vehicles combined from their 2013 monthly stats.
According to The Truth About Cars, the TLX's September numbers were even more impressive when looking even deeper into Acura sales history. It claims that you would have to go back to March 2011 when the TL sold 3,995 units to have seen it beat the new TLX. And the TSX hasn't surpassed the latest model's figure since December 2010.

Acura NSX #001 sells for $1.2 million

When the new Acura NSX hits showrooms in the Spring, it will cost at least $156,000 in "base" spec, or as much as $205k fully loaded. But at the Barrett-Jackson auction in Scottsdale Saturday, one notable buyer paid a record $1.2 million for the privilege of ordering the very first one. That works out to a good six or seven times the list price, but fortunately it's all going to a good cause. The winning bid for the very first production example of the new Acura NSX was placed by none other than Rick Hendrick, a man best known for his NASCAR team but also for other projects like the modified Jeeps his company is pitching to the US Army. His $1.2 million will allow him to order the first one off the line, to his specifications. Proceeds are earmarked towards the Pediatric Brain Tumor Foundation and Camp Southern Ground in Georgia, which focuses on at-risk kids, children of military families, and those with neurobehavioral disorders. Hendrick's winning bid marks the highest price that Barrett-Jackson has ever recorded for a VIN 001 vehicle. And make no mistake about it: it has handled a lot of them. This weekend alone also saw the first new Chevy COPO Camaro raise $300,000 for United Way, and Jay Leno's 2006 Ford F-150 Harley-Davidson edition (also the first of its kind) bring in $200k for the National Multiple Sclerosis Society. Related Video: FIRST 2017 ACURA NSX SCORES RECORD AUCTION PRICE OF $1.2 MILLION AT BARRETT-JACKSON - Final hammer price of $1.2 million sets record auction price for a designated VIN 001 vehicle - All proceeds go to the Pediatric Brain Tumor Foundation and Camp Southern Ground Jan 29, 2016 - SCOTTSDALE, Ariz. -- At the auctioneer's final call, the next-generation 2017 Acura NSX supercar tonight smashed the record for a vehicle auction at Barrett-Jackson for the highest-selling designated vehicle identification number (VIN) 001 with the final hammer price set at $1.2 million. Winning bidder Rick Hendrick, owner of Hendrick Motorsports and founder of Hendrick Automotive Group, has earned the right to custom order the first production model of Acura's highly anticipated NSX, which comes to market this spring. All proceeds of the auction will go to the Pediatric Brain Tumor Foundation, based in North Carolina, and Camp Southern Ground in Georgia, the passion project of Grammy® Award-winning music artist Zac Brown.