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Acura NSX and David Lee Roth wail together in Super Bowl spot

Super Bowl 50 is just over a week away, but carmakers are already rolling out their big ads. Acura's newly released commercial uses the screams and moans from Van Halen's David Lee Roth and the song Runnin' with the Devil to build excitement about the upcoming supercar. As Van Halen plays, the NSX evolves from a slab of metal into the turbocharged, hybrid coupe. In a patriotic touch, the commercial uses red, white, and blue to subtly communicate the supercar's US development and production. It's a clever ad, sure, but we wish it showed more of the new NSX's high-performance capability. There's never a bad time to listen to some Van Halen, though. The video above is the 30-second Super Bowl commercial, which airs during the first quarter. However, the clip below is a one-minute version that lets the visuals breathe more. The longer cut is the better one, but Acura's choice is understandable given the expense of Super Bowl ad time. Acura Rolls Out American-made NSX Supercar with Super Bowl Commercial Set to Van Halen Classic, Runnin' with the Devil Jan 29, 2016 - TORRANCE, Calif. Iconic Van Halen song infuses high-voltage energy into NSX rollout Comprehensive activation includes social media sweepstakes, enabling consumers to experience the NSX Acura is one of the first brands to use Twitter Conversational Video to launch Super Bowl spot Acura is showcasing the next generation NSX, the only supercar made in America1, to the soundtrack of an iconic American rock song in a new commercial that will debut during Super Bowl 50. The high-energy vocal effects of the Van Halen classic Runnin' with the Devil provide the powerful beat for the Acura commercial that will appear during the first quarter of the big game. The spot is a showcase of the Precision Crafted Performance brand direction that is core to the Acura brand and vividly represented in the NSX supercar. The new Acura Super Bowl commercial is posted to Acura.com and Acura social media channels for previewing before the big game and is augmented with a series of unique social media activations and live experiences, including one of the first applications of Twitter Conversational Video to launch a Super Bowl spot. "In our Acura commercial, we wanted to convey the excitement of the NSX to a big Super Bowl audience," said Jon Ikeda, vice president and general manager of Acura.

Honda exec says US market near capacity, could hurt subprime buyers

Is there a point in the US auto industry where companies should start considering the welfare of their customers ahead of selling more cars? American Honda Executive Vice President of Sales John Mendel thinks that level exists, and we may be getting very close to it.
According to Automotive News, Mendel believes that finding more customers in the market could require pursuing subprime buyers and offering longer-term loans. However, he refuses to use those tactics. While selling models this way can improve things briefly, the strategies hurt resale prices and lower vehicle profits over time. The company won't do "stupid things in the short-term that damage the person who bought yesterday," he said to Automotive News. "It's a very, very short-term tactic especially in the subprime area."
American Honda, which combines the Acura and Honda brands, has seen market share decline from 9.7 percent to 9.1 percent through July 2014, according to Automotive News, and Autoblog's By the Numbers stats showed it posted falling sales in five of the seven months with data this year. Though, Mendel claims that was partially because the company focused on retail sales over fleets. The delays of the launches for the Honda Fit and Acura TLX likely didn't help either.

2023 Acura Integra looks a little Civic-like in spy photos

After a couple of fairly revealing teasers, we finally have a good look at what seems to be the real-life 2023 Acura Integra. It comes to us via a member of IntegraForums.com, and, certainly a number of the styling cues match up to the teasers, but we're also detecting a bit of Civic influence. Of course, that wouldn't be a surprise considering the size of the upcoming Integra, or even the model's history. Up at the front, the Integra is Acura business as usual. It has the hawk-eye headlights and wide pentagonal grille with a sort of starburst grille mesh. The hood has nice creases and curves that flow into the front fascia. Along the sides are where we see a bit of what seems like Civic influence bleed through, mainly with the greenhouse. The shape of the windows and frames in the doors look very close to those on the Civic hatchback. Even the door-mounted mirrors look similar. But there are aspects that differentiate it. Most notably, there seems to be a diagonal crease that starts low on the front wheel well and rises up toward the rear fenders. It gives the car a lower, more curvy look than the square-shouldered Civic. It also helps add some visual heft to the rear fenders. At the back, the hatchback design is obvious, and also lends further credence to our theory the car is Civic-based. But obviously it's been majorly tweaked for the Acura. The bottom sill for the hatch looks much higher than on the Civic, and the shut line matches the slender taillights (which seem to be dead ringers for the teaser rendering). All of this helps the tail of the Acura look low and wide, including the location of the license plate in the bumper instead of the hatch. So it seems like the Integra will be based on the Civic, but with plenty of changes. And that's pretty much how the Integra and even its interim replacement, the ILX, have been. They've all been derived from the Civic, often with major design and mechanical differences. Also, with how excellent we've found the new Civic, it's a great starting point for Acura's new entry-level model. The car will be revealed fully next spring, and we should have many more details then. Related Video: 2022 Honda Civic Hatchback Sport Touring Inside and Out | Autoblog