2014 Honda Accord Ex-l on 2040-cars

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New Honda ad has Senna, Type R, Asimo, and astronauts

Now that Honda is back into the guts-and-performance game, automotively speaking, the Japanese company has hit the throttle on hardcore imagery. Its latest is in an ad for the company itself highlighting a small selection of its ample range of products, from motorcycles to an airplane and the coming Acura NSX, branded Honda in other markets. Called "Ignition," Wieden+Kennedy created the 90-second spot for Honda Motor Europe, with the tagline "Dare to do what others only dream of." The theme is a space launch, to give that "feeling of daring and human endeavor," perfectly supported by the print artwork with Asimo the robot up front and fabulously complicated hybrid V6 power units spewing flames from the Formula 1 cars in back. Then there's the family in the HR-V in the middle, defying gravity and sipping from juice boxes, because space is for everyone. Ayrton Senna makes a cameo again, and a Stanley Kubrick aesthetic hangs all over the production. You can check out the ad in the video above.

Honda spending $13.8 million on hydrogen infrastructure with FirstElement

Honda is partnering with FirstElement Fuel to increase the number of hydrogen refueling stations in California. The two have signed a letter of intent to provide $13.8 of financial assistance that, with some state money, could let FirstElement build "at least 12 stations." This is the second OEM that FirstElement is working with to install H2 stations in California. It signed a deal worth an unspecified amount with Toyota to help build 19 stations. State officials in California have said they are willing to spend $100 million to $200 million to build 100 hydrogen stations in the next few years. Honda says that FirstElement could build "at least 31" or them thanks to automaker and government investment. At some point after March 2016, when its new fuel cell car will go on sale in Japan, Honda will start selling the production version of the FCEV in the US. Honda hasn't disclosed a price, but the fuel cell stack has a power density of 3.1kW/L and a range of 300 miles, combined with a refueling time of three to five minutes. The vehicle is Honda's next step to its target of a 30-percent reduction (based on 2000 levels) in CO2 emissions by 2020 from its US vehicles. Earlier this year, FirstElement said that it expects hydrogen stations to become profitable in about five years. Honda Supporting Growth of California Hydrogen Network with Financial Support to FirstElement Fuel Nov 19, 2014 - TORRANCE, Calif. Honda contribution of $13.8 million will further expand and accelerate the network of public hydrogen refueling stations Funding could enable FirstElement to add at least 12 stations to its California hydrogen network Seeking to expand California's public hydrogen refueling station network as a means to support the wider introduction of fuel-cell vehicles, Honda will provide $13.8 million in financial assistance to FirstElement Fuel to build additional hydrogen refueling stations around the state. Additional state grants, combined with the Honda financing, could enable FirstElement to add at least 12 stations to its California hydrogen network. "FirstElement Fuel is providing a vital piece of what is needed for a successful launch of fuel-cell vehicles," said Steven Center, vice president of Honda's Environmental Business Development Office.

Takata airbag recalls add another 5 million vehicles

The Takata airbag inflator recall expanded by about 6.5 million vehicles recently when Toyota and Nissan announced global expansions to replace the faulty parts. You can add another 5 million more as Honda and Daihatsu also broaden their replacement campaigns. Although in this latest case, none of the affected models are in the United States or Canada. Honda is recalling 4.89 million more vehicles globally, and Daihatsu has about 260,000 to repair in Japan, according to Automotive News. With these latest expansions, all of the affected automakers have needed to fix about 36 million vehicles globally for these faulty airbags since 2008. Some of the first instances of these problems were found in an Isuzu campaign in 2001. This latest round of recalls was sparked by a study from Takata that found the inflators' propellant could be affected by moisture over time. While the automakers received this information in March, it took time to determine the number of vehicles in need of repair and where they were located, according to Automotive News. To make sure all of the affected vehicles in the US are repaired in a timely fashion, the National Highway Traffic Safety Administration is reportedly considering a strategy to force things to speed up. Honda and Toyota are already using outside suppliers for the parts they need. Related Video: News Source: Automotive News - sub. req.Image Credit: Shizuo Kambayashi / AP Photo Recalls Honda Daihatsu Safety Takata airbag recall