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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.

These are the top luxury cars bought by people entering the segment for the first time

Let's say you just got a big promotion at work or the kids are moving out of the house, and you finally have some extra money. You decide to blow it all at once and treat yourself by upgrading your ride. Naturally, you look to a luxury automaker. What do you choose?
Models like the Audi A3 and Mercedes-Benz CLA-Class may be tailor-made to introduce buyers to the premium segment, but a new study finds that they don't garner the highest rates of non-luxury customer conquests. It turns out that a Volvo leads among folks moving up to a premium brand, and it isn't even one that's made anymore, at that.
A recent study by Polk and IHS Automotive looked at what models had the highest rates of buyers upgrading from a non-luxury segment. The information comes from its new vehicle registration data through April 2014. All ten top models boasted conquest rates of over 50 percent, but the Volvo C70 led the field with 68.01 percent of its customers coming from non-premium brands.

Acura announces 2021 TLX Type S on-sale date and approximate price

Acura is clearing up a few nagging questions we had about the 2021 TLX Type S today. The company’s latest announcement spells out both the starting price and a precise on-sale date.  YouÂ’ll be able to drive a 2021 Acura TLX Type S home in May this year, and pricing starts “in the low $50,000s.” We wish Acura could be a little more specific on exact pricing, but apparently itÂ’s not ready to divulge that information yet. Regardless, this price point makes perfect sense when you consider that the regular TLX with its 2.0-liter turbo can be optioned up to about $50,000. ItÂ’s likely going to come in under the BMW M340iÂ’s price (starts at $55,695). On the other hand, the Audi S4 will most likely undercut the Type S with its $50,945 base price. Do keep in mind that both the BMW and Audi will likely need a heavy hand in the options list to equal the AcuraÂ’s equipment, just as the non-performance models require. As a reminder, the TLX Type S is getting a 3.0-liter turbocharged V6 that spits out 355 horsepower and 354 pound-feet of torque to the standard SH-AWD system. The 10-speed automatic is “sport-tuned,” and the car has a new Sport+ driving mode that isnÂ’t on the regular TLX that notches everything up to another level of aggressiveness. You can get NSX-inspired lightweight wheels that hide big Brembo brakes and can be wrapped in Pirelli P-Zero summer tires. The Tiger Eye Pearl exterior paint pictured here is a Type S-exclusive paint option, too. WeÂ’ll be looking forward to May this year, when we'll finally get behind the wheel of the Type S, which is the first Type S weÂ’ve seen in America for 13 years. Related video: