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 to race in GT3 or GTE

Honda is reportedly planning to roll out a racing version of the new Acura NSX. It just hasn't decided yet on which class it wants to enter it into, to whose specifications it will build it, and which department will be tasked with the project. The original NSX competed principally in Japan's own Super GT series. So did the subsequent HSV-010 GT that was originally designed to be the NSX's replacement. But Acura's new supercar is as much an American vehicle as a Japanese one, and as such it looks more likely to compete on American soil. The options which Honda is considering boil down to GTE and GT3. What's the difference, you ask? Until just a few years ago, international sports car racing was split between GT1, GT2, GT3, and (to a lesser extent) GT4 classes. GT1 was phased out in 2009, GT2 was reformatted into GTE (with both Pro and Am categories), while both GT3 and GT4 carried on. Today GTE is run at the 24 Hours of Le Mans and its associated championships around the globe: the FIA World Endurance Championship, the European Le Mans Series, the Asian Le Mans Series, and the United SportsCar Championship. Meanwhile GT3 is run in series like the Blancpain Endurance Series and a growing number of regional championships. (GT4 is run in lower-level series for amateur racers.) Acura currently runs the TLX-GT in the Pirelli World Challenge here in America. But as the series moves to GT3 specifications as well, the company is facing the decision of either adapting the existing racer to the new regulations (and coming away with a potentially compromised package), or replace it entirely. The NSX could prove just the ticket, however the GTE class may ultimately give it more exposure. Whichever rulebook Acura opts to play by, it likely won't be running under hybrid power – an element which would add complication but not necessarily much benefit under current regulations. The automaker will also have to decide who will develop the new NSX racer, with both California-based Honda Performance Development (HPD) and Italian outfit JAS Motorsport (which fields Honda's WTCC team) eyed as potential candidates. Related Video:

Airbag recall widens to include BMW, Chrysler, Ford and Toyota

The recall of faulty airbag inflators supplied by Takata has exploded today to grow to seven automakers. In most cases, only models in certain high-humidity regions were affected because the National Highway Traffic Safety Administration found in its investigation that moisture played a roll in determining whether there would be a problem. However, some companies opted for national campaigns. The exact number of affected models for these campaigns isn't yet known at this time.
BMW is recalling an undisclosed number of 325i, 325Xi, 330i and 330Xi models from the 2001 through 2005 model years and the 2001-2006 model year versions of the 325Ci and 330Ci for the driver side and passenger side inflators. Only vehicles currently registered in Florida, Puerto Rico, Hawaii and the US Virgin Islands are covered under this recall.
Neither Chrysler's filing with NHTSA nor its press release list the specific models affected, but a company spokesperson told Autoblog that at this time it only covers the driver and passenger side inflators for the 2006 Dodge Charger in Florida, Puerto Rico, Hawaii and the US Virgin Islands