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Honda gets weirdly R-Rated with new Civic Type-R launch video

Honda is still about a year away from bringing back the Civic Type R to challenge Europe's hot hatch ranks, but the wait isn't stopping the brand from starting its promotion in the UK with a truly strange ad campaign.
Titled R-Rated, the marketing plays with the idea of Honda's Type R badge not being something for every driver, and its 60-second short film Disruption definitely isn't for everyone. The teaser video is meant to personify the spirit of the hot Civic by combining aggressively weird imagery with a glimpse of the new model. It cycles through things like a pack of wolves, androgynous models, a lady with a samurai sword and a flaming speed camera before getting to what we all want to see - the car. It's a weird, by turns creepy, video that feels like it's trying to be outlandish without always showing there's much thought behind the madness.
Perhaps the most frightening thing about the Civic Type R is that there are still major doubts about whether its 2.0-liter turbocharged four-cylinder with an estimated 280 horsepower will make it to North Ameircan showrooms. We understand the business case may be tough, especially when the CTR's hatchback bodystyle isn't sold in America at all, but we think Honda's North American showrooms could use a bit more performance edge, and an affordable halo car like the Type R could do just that.

Honda signs on as Pikes Peak sponsor, race participant

Honda plans to storm the Pikes Peak International Hill Climb on June 30, entering ten cars in nine classes at the race to the sky, and signing on as a corporate sponsor. Part of the company's return to grassroots racing - if that's what you can call factory-backed efforts - the banners of Honda R&D and Honda North America will fly on these entries: a first-gen Acura NSX, an Acura TL SH-AWD, Honda CR-Z, Honda Fit EV, one CRF450R and two CRF250R motorcycles, a CBR1000RR motorcycle and a TRX450 ATV.
One more entry, details of which are to be announced later, will be driven by IndyCar pilot Simon Pagenaud of Schmidt Hamilton HP Motorsports. LoveFab (pictured above during practice last year) will be there with its new, NSX-based Enviate, but as a privateer entry.
Honda's been to the mountain before, with high-powered gear in 2012 and record-setting EVs in 1994 and 1999, but it's never made noise like this. Have a read of the press release below for more info.

Editors' Choice: Top Five 2015 Frankfurt Motor Show Debuts

Consider the 2015-16 auto show season officially kicked off. The Frankfurt Motor Show offered a great look at the newest crop of production cars and conceptual machines, and brought some old favorites back into the spotlight for a closer look. (The Alfa Romeo Giulia, for example, debuted in June, but this was the first time most of us saw it.) Now that the dust has settled and we're all on flights back to the US, our editors cast their votes for their personal favorites from the Frankfurt show. These are the cars we truly loved seeing the most. But unlike other shows, there was no one runaway winner – all of the Top Five received positive praise from our team. We won't spoil the results, though. Scroll down to see what we liked most from this year's Frankfurt expo. 5th Place – MERCEDES-BENZ IAA CONCEPT View 12 Photos MIKE AUSTIN: The clean lines on this concept have me excited for a more elegant beauty to future Mercedes-Benz vehicles. Next to the Concept IAA, the lovely S-Class Coupe looks like an overstyled barge. DAVID GLUCKMAN: Yeah, the extendable rear is neat and all, but I'm more interested in the front-end styling of this one. It looks like the Tron version of a 300SL, in a good way. I'm hopeful it portends the future of Mercedes design. STEVEN EWING: I was super impressed when Mercedes said that, with the rear end extended, this concept has a drag coefficient of just 0.19. That's crazy aerodynamic. I'm not head-over-heels about the styling, but I think the lessons learned from this concept are really important, and will play a huge role in the future of Mercedes' products. 4th Place – ALFA ROMEO GIULIA View 15 Photos SEYTH MIERSMA: I can hardly express how in love with this car I am. The styling feels creative, modern, and evocative, without going over the top. The proposed performance is spectacular. And the Alfa badge speaks to a legacy of romantic motoring. DAVID GLUCKMAN: Pretty Italian car makes big promises and will probably deliver on about three quarters of them. I think that will still be enough for me. JEREMY KORZENIEWSKI: I'm really intrigued by the Giulia. It looks great, sounds awesome, and I'm expecting it to have a load more character than its German rivals. I hope I'm not disappointed. 3rd Place – JAGUAR F-PACE View 15 Photos GREG MIGLIORE: It's the first SUV for Jaguar, and I think they nailed the design, capability, and electronics. It's the right car at the right time.