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Snapshots from Acura NSX prototype run at Mid-Ohio

Acura's achingly slow showing of the new, hybrid NSX saw yet another step yesterday, as we reported late last week. A powder-blue prototype ran ahead of the open-wheelers at the Honda Indy 200 at the Mid-Ohio Sports Car Course. Why show the NSX Prototype at Mid-Ohio? Honda's Ohio research and development center, which has taken the lead on NSX development, is just 60 miles from the track. And as race sponsor, Honda must have figured it would give the spectators a glimpse of the new supercar it's been teasing for the better part of a decade.
With a planned launch in 2015 (special emphasis on the "planned" part, considering the NSX's history), the NSX Prototype shown here sports graphics that "speak to Acura's intention to go racing with the new NSX." That's great news for fans of endurance racing, although it remains to be seen when a motorsports program for the new NSX will get off the ground.
Take a look at the fresh gallery of images, and be sure to head over to our original Mid-Ohio post for the video footage of the NSX Prototype on track.

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.

Precision Concept previews the future of Acura design [w/video]

When we drove the 2014 Acura RLX Sport Hybrid two years ago we celebrated its massive handling and carped on its milquetoast styling. We'd have done backflips if the internals of the brand's flagship sedan had been wrapped in the sheetmetal of the Acura Precision Concept. Don't get us wrong, we still have some questions about the front end of the car in these images, but we're all-in on the side view and, more importantly, we applaud Acura for making a bold design statement. Acura says the Precision concept "literally will shape the direction of all future Acura products," bringing a "bolder, more distinctive future for Acura vehicle design." Hallelujah. As if you couldn't tell, this is the product of the Acura Design Studio in California, where Acura NSX veteran Michelle Christensen led the exterior work and NSX veteran John Norman led the interior design. Up front is what's called a Diamond Pentagon grille, which looks fussy here but we won't make final judgments until we see it on the Detroit Auto Show floor later today. Come around to the side and the low-slung, rear-wheel-drive proportions on 22-inch wheels are the last thing we'd expect from a design study for an Acura sedan. It is about two inches shorter than the 2016 BMW 750i with a wheelbase that is 4.4 inches shorter, and sits six inches lower. Intensely sculpted surfaces flow from the exterior into the cabin, like the CHMSL that breaks the rear backlight to roll into the rear headrests. Interior elements thrust like geologic formations, popping with mixed materials, floating rear seats, a small steering wheel and floating gauge locked onto a tiered instrument panel. The wide, curved screen atop the center console experiments with a floating touchpad to control a concept human-machine interface. Acura says everything about the Precision concept is an expression of the company's "Precision Crafted Performance DNA." We have no idea how Acura plans to integrate this into its product line; put the Precision on a showroom floor right now and every other current Acura model save the NSX would squeal away and hide. But we welcome the attempt. We can't wait to see what happens. Acura Precision Concept Points to Bold Future for Acura Design DETROIT, January 12, 2016 – The Acura Precision Concept model made its world debut at the 2016 North American International Auto Show today, pointing toward a bolder, more distinctive future for Acura vehicle design.