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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.

New TLX A-Spec leads Acura's three-car Pike's Peak attack

Once again, Acura is headed to Pikes Peak for the hillclimb on June 25 with a small group of machines. This year the focus is on the TLX, with two vehicles bearing the sedan's name and shape. The two cars are very different, though, and will compete in two different classes. The first is the TLX A-Spec. This started life as a production TLX, but the 3.5-liter V6 has been reworked with pistons, rods, camshafts, and a valvetrain from Acura's TLX GT race car. The engine also has a turbocharger, which helps the V6 make an impressive 500 horsepower. All those ponies go to the front wheels through a limited-slip differential. In addition to the powertrain upgrades, the interior has been gutted, and a big wing and front splitter fitted. The A-Spec will compete in the Pikes Peak exhibition class. The other TLX is a TLX GT. This is the type of car from which the A-Spec borrows engine components, but not the TLX GT's twin-turbocharger system. TLX GTs have already been competing in motorsports, specifically in the Pirelli World Challenge. Acura did make some changes to this car for Pikes Peak, though. The suspension and engine computer have been tweaked, gear ratios shortened, and additional aerodynamic bits added for more downforce. The TLX GT will compete in the open class. Despite the focus on the TLX, Acura is still bringing an NSX to the hill climb. This car is similar to the one that raced in the Time Attack 1 class last year, but has some changes for the Time Attack 2 class. Most notable of these changes are the massive rear wing and front splitter. According to Acura, these aerodynamic aids were based on those used for the NSX GT3 race car. Acura also reduced weight, changed the tuning on the engine computer, and fitted sticky R-compound tires. Related Video: Featured Gallery Acura Pikes Peak race cars View 9 Photos Image Credit: Acura Motorsports Acura Coupe Racing Vehicles Sedan acura tlx acura tlx gt

Acura recalls 7,387 new RLX sedans over suspension bolts

Acura has announced a recall for the 2014 RLX due to improperly tightened rear suspension bolts that could come loose and increase the risk of a crash. The National Highway Traffic Safety Administration has yet to formally issue a recall notice for the RLX, but Acura says that a total of 7,387 RLX sedans are affected, which seems to include markets outside of the US as there have only been 4,456 of the sedans sold through November.
While there isn't an official NHTSA statement, there is one complaint on the government agency's site for a similar incident that caused a driver to almost lose control of the vehicle. Recall notices will be mailed out to customers starting next month, but in the meantime, Acura has issued a press release, which is posted below, and includes contact information that will be useful for affected RLX owners.