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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 Prototype revealed at the Detroit Auto Show

Acura reintroduced the 3rd gen RDX at the Detroit Auto Show. The RDX will take design cues from Acura's Precision Concept. Acura's RDX will launch mid 2018. For more coverage of the NAIAS 2018 head over to https://www.autoblog.com/detroit-auto-show/ Detroit Auto Show Acura Autoblog Minute Videos Original Video prototype acura rdx

Acura recalling nearly 20k new MDX crossovers over AWD driveshafts

Acura is recalling nearly 20,000 of its 2014 MDX crossovers fitted with all-wheel drive over driveshaft concerns. The affected vehicles were built between May 6, 2013 and October 14, 2013, and have bolts that attach the driveshaft to the transmission that may not have been tightened properly.
Needless to say, an improperly secured driveshaft could lead to a number of problems, including everything from excessive drivetrain noise to full driveshaft detachment, a condition which could result in a loss of power and crash.
There's been no reports of accidents, injuries or deaths relating to the driveshaft issues. Acura will begin notifying all 19,197 owners in question of the recall, and will request that they report in for repairs, which will consist of tightening the driveshaft-attaching bolts. Scroll down for the official bulletin from NHTSA.