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Acura puts on display of mechanical horsepower in new ad

Originally forged with a brand identity based on luxury, sportiness and practicality, Acura has spent the last decade or so struggling with its image. The sporting credibility suffered a mighty blow with the loss of cars like the Integra, RSX and NSX, and recent years have seen the Japanese company attempting to recast itself as a technology leader.
All of that makes this latest Acura commercial, Let The Race Begin, even more difficult to understand, metaphorically speaking. The horsepower-horse race 'theme' certainly isn't difficult to fathom, with mecca-equine versions of popular luxury brands filling the screen. But the choice to make Acura's filly a flesh-and-blood creation seems odd, for the high-tech theme. Acura as "thoroughbred apart from the rest of the field" seems to be the rough message here, though we're not sure we're buying it. We're also not sure we're comfortable with how much these ponies reminded us of a certain off-putting robotic dog...
Looks expensive, at any rate. Watch the robot ponies run for yourself, below.

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.

Acura previews Daytona prototype racer

The IMSA WeatherTech SportsCar Championship will get yet another competitor in the Daytona Prototype class. Acura and Team Penske will enter the series in January at the Rolex 24 at Daytona with its own car called the ARX-05. The name stands for Acura Racing Experimental, which we know means it should be called ARE, but let's be honest, "X" is a way cooler letter. The car's full reveal comes on Aug. 18, but the company released a teaser image, as well as a video, seen below, that talks about the car. The video actually reveals quite a bit of the car. It is covered in camouflage, but just the black-and-white vinyl wrap kind. It's also in bright daylight. Possibly the most distinctive part of the car's design is the wing shape that stretches across the top of the nose. It also has very aggressive-looking canards on the front corners. It doesn't look nearly as beautiful as the Mazda car, but if it's effective, who cares? The video also reveals that the engine in the ARX is based on the V6 from the TLX and MDX. When the car enters the IMSA series in January, it will be competing against Cadillac, Mazda, Nissan, and race car builders such as Oreca and Dallara. Acura will be the second company to use a V6 in the series after Nissan. Mazda uses a turbocharged four-cylinder, and Cadillac and the race car builders use V8s. Related Video: News Source: Acura, IMSA Acura Coupe Racing Vehicles