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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 RLX pricing and launch plan detailed

Acura has released pricing for its upcoming flagship, the RLX, at the Detroit Auto Show this week. Powered by an all-new direct-injected 3.5-liter V6 rated at 310 horsepower, the front-wheel-drive sedan replaces the outgoing RL model (2011's worst-selling car of the year) as the automaker's new flagship.
In addition to boasting the most spacious passenger cabin in its mid-luxury class, the new range-topping Acura features the automaker's first-ever application of Precision All-Wheel Steer and Jewel Eye LED headlamps. Standard equipment includes Lane Departure Warning and Forward Collision Warning, with Collision Mitigation Braking System (CMBS), Lane Keeping Assist System (LKAS), Adaptive Cruise Control (ACC) with Low-Speed Follow, and Blind Spot Information (BSI) system trim and option specific.
The four-door will initially be sold in five grades (prices exclude a destination charge of $895):

2002 Acura NSX fondly remembered in MotorWeek's retro clip

After a long wait, the new Acura NSX is finally here, but so far the latest generation is proving polarizing among enthusiasts. Whether it's complaints about the styling, the nearly $200,000 price, or the switch to hybrid power, nearly everyone seems to have a critique about the new sports coupe. That said, nostalgia for the original NSX remains strong, and the latest MotorWeek Retro Review of the 2002 model reminds us how different the new NSX is from the original. The 2002 model year marked the NSX's transition from pop-up headlights to fixed units, and it also features less noticeable styling tweaks along the sides and at the rear. Behind the driver, there is a 3.2-liter V6 with 290 horsepower and 224 pound-feet of torque, and it routes through a six-speed manual to get the coupe to 60 miles per hour in five seconds. There was also an available automatic gearbox with a 3.0-liter V6 that made 252 hp and 210 lb-ft. MotorWeek's review lavishes praise on the way the NSX drives by calling it "almost unflappable" and saying "body roll was almost nonexistent." With traction control off, the coupe changes character by becoming more twitchy and requiring that drivers use a careful balance of throttle and steering. Sounds perfect. Easily the best part of the review is when MotorWeek claims that a second-generation NSX is on the way. Over a decade later, that vehicle is finally, almost, on sale. Will it live up to the red-hot NSX standard of yore? We're about to find out. If you need any more nostalgia, the show previously remembered the '91 NSX, too. Related Video: