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Nice car seeks Millennials | 2018 Acura TLX First Drive

The Acura TLX has a new face. And a rear diffuser. There's also a new A-Spec version with stiffer dampers, quicker steering, a snarlier engine, and snazzy red leather. Plus, every TLX has a revised touchscreen with Apple CarPlay and Android Auto. That pretty much sums up the refreshed 2018 Acura TLX entry-level luxury sedan, which didn't exactly drop into the market with a splash when it launched originally. Is all of that enough to make a difference? Probably not. After a day driving it around southern Indiana and the outskirts of Louisville, Kentucky, the TLX continues to be a perfectly nice car. It's refined and the cabin is well built, but otherwise the sedan is unremarkable. Ah, but there's more going on here than just a mid-cycle refresh. The 2018 TLX is Acura's latest effort following the revised MDX to recast itself as the maker of "precision-crafted performance" cars, inspired by both the NSX and the Precision Concept car shown at the 2016 Detroit Auto Show. It's a top-to-bottom, R&D-to-marketing attempt to better appeal to today's holy grail of customer: the Millennial. To do that, it goes beyond the cars themselves. New Acura commercials are a far cry from an authoritative James Spader rationally extolling the virtues of this and that. There are fast cuts and three images perpetually on screen. There's pulse-pumping music, bright colors, and words like "Geek + Chic" and "Super + Sonic." There are many not-exactly-subliminal images of the NSX. There's a red Power Ranger. It's hip! It's young! It's Millennial! It's also a marketing campaign that has apparently connected with its target generation – well, at least in focus group ratings. "If you look at what the other brands are doing, and particularly the luxury brands, it's so serious," said Jon Ikeda, Acura vice president and general manager. "We're trying to make it more inclusive, not intimidating, more youthful, more optimistic, and more fun. We want to have fun with it. "[The commercials] are trying to set the tone of Acura in general, to make people go, 'OK, I'm interested in that, I want to go drive that.' Now it's up to us to make sure the product reflects that." And Ikeda is actually in a position to make that happen. He's not a business guy or a Mad Men marketing sort – he's moved upstairs after spending decades in design, a tenure that included penning the third-generation TL, the best-selling Acura model of all time and one of the best-looking.

Acura RDX Luggage Test | How much cargo space?

The Acura RDX is considered a compact luxury SUV, but there's actually very little that's compact about it. When lined up against its competitors, you can see that it enjoys a clear dimensional advantage. In fact, the RDX is pretty close to the Lexus RX, with an identical rear legroom figure and considerably more cargo space with the back seat raised. Obviously, I'll be addressing the latter here. On paper, Acura provides several cargo numbers calling out specific SAE measurement standards for each one. Basically, it has 31.1 cubic-feet behind its back seat when you include its underfloor storage and 29.5 cubic-feet when you don't. Even that smaller number is superior to everything in the segment save the Volvo XC60 (29.7), while the Lexus RX apparently has a seems-way-too-small 18.4.   Let's see what that size advantage means. It's obvious that this is a comparatively deep and wide space with plenty of air above the back seat line for bulkier items. Note that the cargo cover was not present in this test vehicle, so I couldn't test capacity with it in place. As in every luggage test, I use two midsize roller suitcases that would need to be checked in at the airport (26 inches long, 16 wide, 11 deep), two roll-aboard suitcases that just barely fit in the overhead (24L x 15W x 10D), and one smaller roll-aboard that fits easily (23L x 15W x 10D). I also include my wife's fancy overnight bag just to spruce things up a bit (21L x 12W x 12D). There you go, all the bags fit easily. This is pretty much identical to the Lexus RX (below left) and a much easier fit than the Mercedes GLC, which is  one of the only other compact luxury models I've tested. Both of these examples are more capacious than their specs would indicate. However, this is not the end of the RDX story. Remember when I mentioned that it has 31.1 cubic-feet when including its underfloor storage? Well, that might actually be underselling the extra space gained. First, I like that the floor flips back and rests flat so you can easily use the extra space. You can also fully remove the floor piece to gain access to the aft bin, which is deeper but oddly shaped.  Here are my four largest bags standing up, with sufficient rear visibility maintained, and you still have the full-width section of the cargo area including the underfloor bin. What can you fit there? How about a 38-quart cooler and the remaining two bags stacked haphazardly around it.

Acura rejoins with Seinfeld, sponsors Comedians In Cars Getting Coffee [w/videos]

We enjoyed the opening season of Seinfeld's offbeat Comedians In Cars Getting Coffee web series, a video serial where Jerry Seinfeld picked up his friends in some of his classic cars and... chatted. It was a simple premise that offered some genuinely enjoyable moments, even if the 'cars' connection was often a bit incidental. In any case, Acura must have felt the same way, as it has just inked a deal to be the sole sponsor for the series' next season.
Acura, you may recall, already enjoys a relationship with the comedian - Seinfeld starred in the company's 2012 Super Bowl ad alongside the NSX supercar concept. So perhaps it's no surprise that it has signed on to sponsor 24 episodes of the series, due to roll out this year and next. Naturally, with any title sponsorship these days, you can expect to see some integration of the sponsor - in this case, Acura says such measures will involve its new 2014 MDX crossover, integrating "short, contextually relevant ads at the beginning and end of the episode."
Will you watch? For a refresher on Comedians In Cars Getting Coffee, check out a couple of our favorite first season episodes with Michael Richards and Alec Baldwin by scrolling below.