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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 recalls 106K MDX models for AC system bolt

The National Highway Traffic Safety Administration is announcing a recall covering the air conditioning system on 106,439 units of the 2014-2015 Acura MDX. The affected examples have production dates between April 23, 2013, and December 16, 2014. While the problem doesn't create a major safety concern, it could be very annoying when driving during the intense heat of the summer months. On these luxury crossovers, the bolts on the air conditioning compressor clutch drive might not have the proper anti-corrosion coating. This makes it more likely for them to eventually break, and if that happens the AC pulley could fall off the CUVs. Acura reports no injuries or crashes form the issue, and the company discovered the issue through warranty claims for the air conditioning not working. To repair the problem, dealers will replace the bolts. They'll also inspect the AC clutch plate and will replace it if necessary, as well. The repairs for some owners should already be in progress, according to NHTSA. Related Video: RECALL Subject : A/C Compressor Clutch Drive Bolts may Corrode Report Receipt Date: JUL 01, 2015 NHTSA Campaign Number: 15V417000 Component(s): EQUIPMENT Potential Number of Units Affected: 106,439 All Products Associated with this Recall Vehicle Make Model Model Year(s) ACURA MDX 2014-2015 Details Manufacturer: Honda (American Honda Motor Co.) SUMMARY: Honda (American Honda Motor Co.) is recalling certain model year 2014-2015 Acura MDX and MDX AWD vehicles manufactured April 23,2013, to December 16, 2014. The affected vehicles have air conditioning compressor clutch drive bolts that may not have received the proper anti-corrosion coating. CONSEQUENCE: If a bolt was not coated, it may corrode and break as a result. If the bolt breaks, the compressor clutch plate may separate from the vehicle, possibly becoming a road hazard. REMEDY: Honda will notify owners, and dealers will replace the air conditioning compressor clutch drive bolt and install a new clutch plate if necessary, free of charge. The recall is expected to begin July 31, 2015. Owners may contact Acura client relations at 1-800-382-2238. Honda's number for this recall is JQ7. NOTES: Owners may also contact the National Highway Traffic Safety Administration Vehicle Safety Hotline at 1-888-327-4236 (TTY 1-800-424-9153), or go to www.safercar.gov. Statement by Acura Regarding Air Conditioner Clutch Drive Bolt Recall: 2014-2015 Acura MDX Jun 25, 2015 - TORRANCE, Calif.

Did Acura just confirm it's working on an Integra successor?

The Acura Integra (pictured above in Type R trim) was one of the definitive vehicles of the Acura brand in the US, having joined the Legend at the marque's birth here. However, since the retirement of the RSX, the luxury arm of Honda has lacked a compact, sporty coupe to fill that niche. There appears to be a chance of that absence possibly coming to an end in the coming years, though.
Acura lead designer Dave Marek spoke to Car and Driver during the SEMA Show and said, "A performance brand needs a flagship and it needs an accessible sport car. Not a sports car, but a sport car." However, he also suggested that a new model wouldn't be spinning its tires too soon, at least not before 2017 by his indication.
While the vague possibility of a new sports coupe is still years away, Acura is taking its early steps in a brand revitalization campaign that includes spinning the luxury arm further away from Honda. The strong initial sales of the TLX are certainly a good start, but the work appears to just be beginning, according to Marek. "There are changes coming, and then there are more changes coming," he said to Car and Driver.