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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 prices hand-built TLX PMC Edition at $50,945

Acura unveiled the 2020 TLX PMC Edition sedan at this year's New York Auto Show along with the MDX PMC Edition Prototype. Both models adopt the same hand-finished build processes employed at Honda's Performance Manufacturing Center to create the Acura NSX. In the case of the sedan, that means a body-in-white pulled off the line at Honda's Marysville plant so that PMC technicians can install the interior, drivetrain, suspension, wiring harnesses, and electronics. After that, the TLX PMC undergoes the same quality control checks conducted on the NSX, including a dyno run and water leak test. The price: $50,945, which includes $1,995 for handling and destination. In addition to the craftsmanship, the sedan combines two options that normally cannot be combined, the A-Spec and Advance Packages. They install the 290-horsepower 3.5-liter V6 and Super Handling All-Wheel Drive, the A-Spec's stiffer dampers and quicker steering ratio, plus sharper exterior components like the restyled bumper, larger exhaust tips, and gloss black roof panel. Comfort features include heated and ventilated front sport seats, leather and Alcantara seating, black leather steering wheel, black headliner, surround-view camera, heated rear seats, and Acura's 10-speaker ELS Studio audio system. Cosmetic go-fast changes are seen in the red instrument cluster and red accent lighting. The whole package gets drenched in Valencia Red Pearl paint formerly exclusive to the NSX but making one special appearance here, the crimson infused with mica, metal flake and "nano pigments" for keener color. Black, 10-spoke, 19-inch wheels anchor the sedan to the road. The U.S. will see just 360 examples of the TLX PMC, each one numbered with a plaque on the dash. Deliveries to dealers begin this month — each sedan transported in a single-car carrier. The entire production run is scheduled to take six months, after which we're told Acura will begin working on the MDX PMC.

Honda recalls 2.7 million vehicles for new air bag inflator defect

WASHINGTON — Honda said on Tuesday it will recall 2.7 million older U.S. vehicles in North America for potentially defective air bag inflators. The defect involves a different type of Takata inflator than those that have prompted the largest-ever auto safety recalls worldwide covering more than 42 million U.S. vehicles by 19 automakers with Takata air bag inflators. The new recall covers Honda and Acura automobiles from the 1996 through 2003 model years. Honda said it is aware of one field rupture of an inflator in the new recall campaign — a 2012 crash in Texas that resulted in an injury — and two in junkyards in Japan. The campaign covers 2.4 million U.S. vehicles and 300,000 in Canada, Honda said, adding that it has not determined recall numbers for other countries. Takata issued a new defect notice in November for inflators from four automakers, including Honda. Honda said all three vehicles "potentially were exposed to unusually high amounts of moisture prior to the rupture events." Honda said the recalls cover driver front airbag inflators manufactured with non-azide propellant and said "all inspections and repairs will begin in approximately one year, as replacement parts from alternative suppliers are not yet available." Honda said it "regrets any inconvenience or distress that this situation may cause to our customers as we seek to resolve this situation. Honda believes that the risk of improper airbag deployment in its vehicles remains very low at this time, but we cannot absolutely guarantee the performance of any recalled part." Related Video: