2005 Acura Tl 3.2 on 2040-cars

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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 EV puts winner Tetsuya Yamano back on Pikes Peak

With Pikes Peak right around the corner, Acura is showing off more details about its NSX-inspired all-electric racer. The four-motor EV will be driven in the Electric Modified Class by Tetsuya Yamano, who has been testing the car at the Hill Climb for the past few weeks. Acura is also running two NSX hybrids up the hill in the challenge next weekend. So, what's different inside this NSX-like EV? Like the all-electric Honda CR-Z that Yamano drove up Pikes Peak last year – winning the Challenge Exhibition class with a time of 10:23.829 – the NSX-inspired EV uses two Twin Motor Units (TMU) from the company's Sport Hybrid SH-AWD powertrain. Each axle has a TMU and that means that the car, "has achieved independent torque distribution to all four corners – true four-wheel torque vectoring," according to Acura. That sounds nice, but the real test will be out in Colorado in just a few days. Related Video: Acura NSX-Inspired EV Concept Ready to 'Charge Up' Pikes Peak Vehicle Features World's First All-Electric, 4-Motor SH-AWD® Powertrain Jun 20, 2016 TORRANCE, Calif. – Acura will campaign an all-electric, NSX-inspired EV Concept in the Electric Modified Class at the 2016 Broadmoor Pikes Peak International Hill Climb. The Acura EV Concept features a further evolution of the experimental, all-electric, 4-motor Super Handling All-Wheel Drive™ (SH-AWD®) powertrain that won last year's Pikes Peak Challenge Exhibition class. The supercar-inspired Acura EV Concept will be driven by Tetsuya Yamano, who campaigned last year's CR-Z-based electric prototype. The Acura EV Concept is the ultimate embodiment of the all-wheel-drive Electric SH-AWD powertrain featuring a world's first technology that enables four-wheel independent torque allocation. The Acura EV Concept's Electric SH-AWD powertrain produces three times the total system output of last year's electric prototype and is mated to the NSX body. "We've been tuning the car for several weeks at Pikes and have advanced its performance significantly," said Tetsuya Yamano. "We're honored to be running at Pikes in this historical, anniversary year – an event respected by racing fans all over the world." 4-Motor Development Honda R&D has been developing "super handling" technology for more than 20 years in the pursuit of ideal vehicle handling.

2015 Acura NSX burns to the ground at the 'Ring [w/video]

Assuming all goes to plan, automakers test their vehicles to the breaking point in the months and years leading up to that vehicle's actual release into the public. Which is good, because it's much better for a car to break in glorious fashion in the hands of the company that produces it than in the driveway of an owner who just spent their hard-earned cash to get it.
Such was the case with this production-guise Acura NSX prototype that we saw running around the Nürburgring just the other day. We can't be 100-percent certain, but the burned-out carcass is wearing the same number plate as the car that was spotted earlier, so it's likely the very same NSX. We have no idea what was the cause of the blaze that turned this Acura into the car-b-q you see pictured above, but our spy shooters on the ground in Germany say it was not involved in any collision, having caught on fire all on its own with engineers behind the wheel.
The good news is that nobody was hurt, though the car is quite clearly a complete loss. We're sure there's another ready to to test in the burned car's place... just as soon as the engineers at Honda figure out exactly what went wrong. Have a look at the smoldering aftermath up above, and feel free to scroll down below to see a video of the car in much better circumstances.