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Acura puts on display of mechanical horsepower in new ad

Originally forged with a brand identity based on luxury, sportiness and practicality, Acura has spent the last decade or so struggling with its image. The sporting credibility suffered a mighty blow with the loss of cars like the Integra, RSX and NSX, and recent years have seen the Japanese company attempting to recast itself as a technology leader.
All of that makes this latest Acura commercial, Let The Race Begin, even more difficult to understand, metaphorically speaking. The horsepower-horse race 'theme' certainly isn't difficult to fathom, with mecca-equine versions of popular luxury brands filling the screen. But the choice to make Acura's filly a flesh-and-blood creation seems odd, for the high-tech theme. Acura as "thoroughbred apart from the rest of the field" seems to be the rough message here, though we're not sure we're buying it. We're also not sure we're comfortable with how much these ponies reminded us of a certain off-putting robotic dog...
Looks expensive, at any rate. Watch the robot ponies run for yourself, below.

Acura bringing near-production-ready concept sedan to Pebble Beach

Three years ago Acura turned many heads with the Precision concept. Said to be the future of Acura design language, the latest RDX crossover is the most full-bodied expression of the Precision Crafted Performance design language. The rest of the range has only gone as far as the Diamond Pentagon grille. That looks to change later this year, when Acura brings a near-production-ready four-door to Pebble Beach that's inspired by the Precision. Car and Driver, which got a peek into Acura's Southern California design studio, says the tea leaves "point to a new production Acura sedan in the Precision concept's gorgeous 'four-door coupe' form." Believing the Pebble display will be "a tribute to the best of Acura's past" and could presage a flagship to replace the RLX, C/D wonders if the carmaker won't reach into its deep past and resurrect the Legend name. That's seems a bit much, but we have only six months to wait. After that, the next-generation TLX sedan and MDX crossover will arrive, and are expected to wear Precision cues. Both are scheduled to make landfall at the end of this year or beginning of next year. Based on shapes bulging under taut covers, C/D says both will receive stretched front intakes and "hook-shaped, extruded taillights." A juiced TLX Type S with a ducktail spoiler appears to lurk in the near future, too. Eventually, the second coming of the ZDX crossover might get the nod as well. Acura sold the severely rakish crossover coupe from 2009 to 2013, well before crossover coupes had established themselves. Looking at what's happened in the past 10 years, the ZDX was either ahead of its time, or consumers only want diminished rear headroom from German crossovers; no Japanese luxury maker has yet put a sloped roof on one of its crossovers. That means if a new ZDX does come, it could be just as novel the second time as it was the first.Related Video:

Acura MDX teaser photos show an upscale interior

After teasing us with an exterior image of the fourth-generation Acura MDX a week ago, Acura has now followed up with images of the interior. The exterior teaser was done up in "Tron" style, but these interior shots go beyond outlines to reveal some details that are much less obscured. Acura promises the MDX will be the "most premium and performance-focused" version of the SUV yet and has earned "elevated status" as the brand's flagship. (Only about 1,000 of the RLX were sold in North America last year, vs. 52,000 of the MDX, so it seems the big sedan got demoted as flagship. Aw.) The MDX's instrument panel is lower and wider, Acura says, and the interior is trimmed out in real open-pore wood. The leather dash is "hand-wrapped" with French seams. All three rows of seating surfaces are quilted, with perforations done in a gradated design, and there is contrasting piping and stitching. Massaging front seats add to the premium experience. Acura promises a variety of new technologies in the cabin, including what it calls the Acura Precision Cockpit, along with a mighty wide-looking HD infotainment screen and Acura's dynamic ELS Studio 3D sound system with 25 speakers. (Where do they put them all?) After Acura did great things with the RDX and the new 2021 TLX, we expect the MDX redesign will follow suit in reinvigorating the brand. The MDX will likely offer the same engines as in the TLX: a 272-horsepower turbocharged 2.0-liter four-cylinder as the base engine, and a 355-horsepower turbocharged 3.0-liter V6 engine as an option. But we should know more about all of the above when the prototype Acura MDX — albeit a very-near-production prototype — will be revealed next Wednesday, Oct. 14.  Related Video: