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Acura to roll out NSX Prototype for Mid-Ohio IndyCar race

Acura will tease us yet again with its next-gen NSX when it makes an appearance at Mid-Ohio Raceway before the circuit's IndyCar race early next month. To be fair, the car's in-motion debut won't take the form of a production model - that's still a ways off - the vehicle will be a prototype. It'll be sporting custom graphics and an eye-catching paint (wrap?) job to draw the attention of the spectators, but really, we just want to hear this thing rounding the legendary road course at full chat.
The NSX prototype doesn't look to be much different from the various showcars we've seen over the last couple of years, with the same mid-engined, hybrid V6 power and all-wheel drive all present and accounted for.
The display will take place before the Honda Indy 200 IndyCar Series on August 4. The race itself starts at 3:00 pm and will be shown on NBC Sports Network.

2016 Honda Civic Coupe spied inside and out

Honda may be prepared to unveil the 2016 Civic Coupe on Sept. 16, but that doesn't mean work is done on the eagerly anticipated new fastback. Honda is continuing testing, as evidenced by this latest round of photos, which even gives us a glimpse of the cabin. As we can see, the exterior's shape has been toned down compared to the concept shown earlier this year in New York City, although the overall fastback rear end, high beltline, and generally aggressive styling is still present. Closer details, particularly around the front fascia, are harder to discern owing to the camouflage. The last-generation Civic did things very wrong. It went budget at a time when compact consumers demanded more premium features, options, and materials. Things were so bad that Honda had to rush a lackluster refresh to market. But with the new Civic, it finally looks like the Japanese brand is on its A-game. While plastic appears to still be the dominant material, the quality on display looks like it's been elevated substantially. The steering wheel is small, relatively sporting, and wrapped in black leather, while the beige leather seats look to have a modest dose of bolstering. The switch gear looks good, almost like it's been plucked from a higher-end model, like the Pilot, while our spies report that there will be a better array of optional extras, including stuff that's shown up as part of the Honda sensing suite of technology. Check out the spy images at the top of the page, and be sure to head back here on Sept. 16 for the Civic's official unveiling. Related Video:

Check out Honda's sweet stop-motion 'Power of Dreams' ad

Television advertising doesn't just have to be the necessary evil that pays for the shows that you want to watch, and Honda is absolutely proving that with a new two-minute commercial titled Paper. Using stop-motion animation and a heap of illustrated cutouts, the spot showcases what the Power of Dreams motto really means. It runs through highlights like the success in racing, automotive development, Asimo, the HondaJet, and even lawnmowers. The result of all that hard work is spellbinding. The entire two-minute spot already aired during a few NFL games, and doing that was a serious investment. According to Ad Age, during the time that the ad ran the estimated cost per 30 seconds was $300,887. Honda is also prepping a minute-long version for TV, but you can enjoy the whole thing right now in the video, above. HONDA BRINGS 'THE POWER OF DREAMS' TO LIFE WITH TWO-MINUTE COMMERCIAL CREATED BY STOP-MOTION ARTIST AND INFLUENCER PES Elaborate Paper-Flipping Technique Artfully Tells the History of Honda Honda Brand Marketing Tone — Simple, Clever and Emotional — Will Carry Through Across Upcoming Advertising to Help Build a Long-Term Emotional Connection with Consumers Sep 21, 2015 - TORRANCE, Calif. -- Capitalizing on Honda's established, strong brand identity and its core belief in "The Power of Dreams," the company is launching a two-minute commercial, "Paper," during CBS Sunday NFL on Sunday, Sept. 20. After months in the making, thousands of hand-drawn and -colored illustrations from multiple artists provide the platform for an intricate paper-flipping journey to beautifully show Honda's history and range of mobility products. "The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way," said Tom Peyton, Assistant Vice President of Marketing for American Honda Motor Co., Inc. "This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda's innovative nature and respect for personal achievement and contributions." "The Power of Dreams" philosophy speaks to Honda's belief that drives the company's R&D and diverse array of advanced-technology products, and to the determination to bring them to market. This rejuvenated approach to overall brand marketing is the sum of Honda's best thinking and could only come from the company's years of design and innovation.