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2014 Acura MDX ad campaign the most expensive in brand's history

Realizing that it must spend more marketing dollars to compete with the more established luxury automakers, Acura is preparing to launch its most expensive ad campaign ever for its redesigned 2014 MDX. At $78 million, according to Advertising Age, the new "Made for Mankind" campaign that kicks off next month is exactly double what Acura spent on the 2013 RDX launch last year. It's also the brand's first cooperation with its new agency, Boston- and Los-Angeles-based Mullen Advertising. Thanks to its bigger budget, we'll be seeing ads for the MDX pop up just about everywhere from television commercials, cinemas and billboards to videos focused on computers and mobile devices.
The first such video is entitled "Human Race," and it enunciates Acura's recent tagline highlight, the synergy between man and machine. More interestingly, the 2014 MDX, which went on sale this month, doesn't make an appearance in the 60-second spot until close to the end. This video is posted below as well as a press release from Acura along with images of various ads we should start soon.

Acura NSX, a pair of 2 Series Gran Coupes and a time machine | Autoblog Podcast #628

In this week's Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by West Coast Editor James Riswick and Road Test Editor Zac Palmer. This week, they're driving a 2020 Acura NSX, two versions of the BMW 2 Series Gran Coupe (M235i and 228i) and the updated 2020 Honda Civic Si. Then, the gang gets to talking about what they'd drive in 1975 and 1985, along with plenty of other tangents. Finally, they wrap it up with news about the upcoming 2021 Acura TLX Type S and the fate of this year's Woodward Dream Cruise. Autoblog Podcast #628 Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown Cars we're driving 2020 Acura NSX 2020 BMW 2 Series Gran Coupe (M235i and 228i) 2020 Honda Civic Si Cars we'd buy if it were 1985, and 1975 2021 Acura TLX to revive Type S Is the Woodward Dream Cruise canceled? Feedback Email – Podcast@Autoblog.com Review the show on iTunes Related Video:

2019 Acura MDX refresh brings some sharp enhancements

The outgoing Acura MDX has nothing to be ashamed of, but the thing about refreshes is that the engineers and product teams always have something to fine tune. Some of it is planned in advance — the cosmetic upgrades and the A-Spec trim were probably always part of the product roadmap. But there are also some tweaks that seem to be a response to customer feedback. Let's take a closer look. Most important, some of the goodies reserved only for the old Sport Hybrid will now be available on all MDXs. Notably, the Active Damper System — a continuously adjustable valve that controls the flow of hydraulic fluid within the damper — is available on non-hybrid MDXs for the first time. The system has several settings, from plush to firm. We found this system worked very well on the Sport Hybrid during our first drive, so it's a useful upgrade that buyers will be able to readily appreciate. Next up is an A-Spec appearance trim, which looks sportier but doesn't offer any additional performance or comfort features, just like the rest of Acura's A-Spec models at this point. For the MDX, wider 20-inch wheels and a combination of gloss black and "dark chrome" trim compliment a revised front fascia and grille. Inside, the seats get a mix of Alcantara and leather with contrasting stitching, there are unique gauges, sport pedals, and a thicker steering wheel. It looks decent enough, particularly inside, and there's enough there to make the trim stand apart from the more pedestrian trims. Oh, and there's an exclusive color: Apex Blue Pearl. A quick aside on prices: The base MDX without SH-AWD runs an MSRP of $45,295, and the A-Spec (only available with SH-AWD) is $55,795. Normal MDXs get a few more color options, although they'll cost extra: Majestic Black Pearl, Performance Red, and Canyon Bronze Metallic. One no-cost color option that's new is Gunmetal Metallic. Inside, there are some additional interior options, like Desert Olive Ash wood trim, contrasting seat stitching, and standard 4-way power lumbar adjustment on the front seats. Advance Package MDXs get wider 20-inch wheels, too. And now on to those tweaks and enhancements that might not have been planned a long time ago in a product meeting far away. The engine stop/start function has been tweaked to be smoother and quicker, thanks to an upgraded brake sensor and some software tweaks.