2009 Acura Tl on 2040-cars

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Acura will sell its EVs exclusively online starting in 2024

Honda has big plans for the new year and electrification will play a huge part of that, the company's recently-promoted SVP of Sales, Mamadou Diallo, told reporters on Tuesday. Expect to see a lot more Honda and Acura hybrids on the road this year, ahead of a major EV push come 2024. Overall, Honda is officially aiming to move 1.2 million units in 2023, with Acura shooting for 160,000 units, a 20-25% increase over what they sold in 2022. And although the company managed to maintain a single-digit days' supply of vehicles throughout last year, it enters 2023 with a glut of cars and trucks and a 17-day supply. As such, dealers are going to be looking to move a lot of that inventory before this year's models start arriving so fingers crossed, we could potentially see some Tesla-level price cuts in the near future. "In 2023, we will see the strategies we've been talking about, including growing sales of light truck models, increasing volume of hybrid-electric models and the start of digital sales at Acura," Diallo said in a Wednesday press release. "All this leads toward our vision of 100-percent electrified sales by 2040 to fulfill our ultimately goal of zero emissions by 2050."  The ZDX and ZDX Type S will be Acura's first full-EV offerings and serve as the harbingers of the company's new, exclusively online EV sales strategy. Diallo didn't have much additional information regarding how the system would work — such as whether haggling was allowed or how individual vehicle prices would be set — but assured the assembled journalists, "as we get closer to [the ZDX debut], we certainly will be discussing this a little bit more with our dealer body and the press in general. For right now we're still finalizing all those details." Acura joins Ford, Volvo, GM and VW in shifting its electrified vehicle sales to the digital marketplace.  For its part, Honda is planning a significant increase in its hybrid vehicle production in 2023, starting with the newly-redesigned Accord and Accord Hybrid (they'll also be Honda's first with Google Built-In). The company "will continue to increase hybrid sales through core models as an important step in bridging customers to full electrified vehicles while reducing GHG emissions," the Wednesday release reads. Honda anticipates a solid half of this year's CR-V and Accord sales to be of the hybrid variety and its efforts bolstered in 2024 with the introduction of a new Civic hybrid.

Acura NSX owners receive custom short teaser movies of their personal car

In a neat bit of fan service for those who've ordered Acura's new NSX halo car, the company will make a short film that reflects the way the car's been configured. Those films are on their way to future owners as you read this. In addition, they'll get a 1:18 scale custom model of their own car, reflecting every appearance option inside and out. That's neat. So neat, in fact, that we decided to commission our own video. We got together and configured a car in the lovely Nouvelle Blue Pearl, and sent our build over to Acura. They put together a video that's mostly representative of what an owner would see. You can see our build plate (hint: it says "Autoblog – Precision Crafted By Performance Manufacturing Center" on it), and that's "our" car on the dyno starting about 22 seconds in. If you want to check out someone else's film, you can compare our build to Jay Leno's. The reason Acura can do this is that there simply aren't that many available configurations for the NSX. This is at the root of one of the main criticisms some of our editors have about the car. An NSX starts at darn close to $160,000, and there are eight paint options (not too bad), four interior color options, and three seating options. All well and good, but compare that to the 16 paint and 12 interior color/material choices in a 911 Turbo, for example, choosing a similarly high-performance car at a similar price range. And there's a further wrinkle: Porsche will paint your car to match a sample you provide, so in reality the ability for an owner to make the car uniquely theirs is infinite, if you don't mind paying for it. See also the BMW Individual program, or McLaren's MSO one-offs. We're not just talking about the MSO Defined options, but the MSO Bespoke program itself, which will basically do anything you want to the car as long as it's road legal and your check doesn't bounce. We've been to MSO, and they're not kidding: they'll build anything. So yes, these custom videos are nice fan service, and they'll certainly jazz up the buyers who've already ordered one of these dynamically impressive cars. It's a move that builds loyalty, and certainly doesn't have much of a drawback. But for us, already a bit sensitive to Acura's conservative option list for the NSX, it serves to highlight the gap between Acura and the more established brands in catering to well-off customers' desire for bespoke range-topping creations.

Acura launches ad spots for Seinfeld's Comedians in Cars Getting Coffee

Acura and Jerry Seinfeld are expanding their partnership as season three of the comedian's web series, Comedians in Cars Getting Coffee, prepares to debut. Seinfeld has paired with director Barry Sonnenfeld to create a series of ads for the luxury brand showcasing the new Acura RLX and MDX.
There are eight spots, written by Seinfeld and directed by Sonnenfeld, that seemingly mock advertisements of the 1960s, with a deep-voiced, smooth-talking host highlighting the cars in question. It's all very folksy, Leave it to Beaver style humor. We'd be lying, though, if we said we weren't reminded a bit too forcefully of Dodge's successful range of Will Ferrell ads when watching the eight Acura spots.
"My idea for Comedians In Cars Getting Coffee was to show this certain aspect of the stand-up comedy world in a way that comedy fans would enjoy experiencing as if they were there," said Seinfeld. "There is absolutely no doubt that without Acura's support I would not have been able to continue beyond the initial experiment. And now Acura has enabled me to extend the concept by creating ads that fit the comedy tone of the show."