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Acura built just 91 examples of the ILX last month, here's why

The short life of the Acura ILX has been vexed by one glaringly odd standard equipment choice, mediocre reviews, getting outsold by its competition as it posted slower-than-projected sales and a pledge by Honda to upgrade its supposedly upgraded offering. Therefore, when Automotive News reports that just 91 of the Civic-based Acura sedans were manufactured last month - after a string of production months in double-digits - it would be easy to press the button for the alarm bells.
But that would be hasty, because it is actually the 2013 Honda Civic that is crimping the production pipeline of the ILX. The vastly higher sales numbers of the Honda meant that all three North American plants that produce it needed to crank up output to satisfy dealer inventory needs, including the Greenburg, Indiana plant that makes both the Civic and the ILX. As the classic guns-vs-butter Economy 101 lesson taught us - in which making more of one necessarily means making less of the other - well, the Civic is the gun.
Honda prepared for this eventuality by cranking out the Acuras while it got ready for Civic production. The ILX has held steady at about 500 units shy of company projections every month, and the current inventory represents about 90 days worth of sales. That makes Greenburg's ostensibly low numbers in line with the realities of the ILX, and the situation probably won't change much as Acura gets ready for the improved 2014 ILX.

2018 Acura RLX refresh packs a new face and NSX DNA

The redesigned 2018 Acura RLX is here, and it's the fastest and most capable sedan the company has ever built. While not all new, there's a host of changes both inside and out, through the two powertrains carry over unchanged. The RLX Sport Hybrid packs a bit of NSX DNA to go along with the new family face. The car will make its full reveal next week at Pebble Beach before it hits showrooms later this year. The first Acura RLX debuted in 2013 as a replacement for the range-topping RL sedan. Sales have been slow, though a slimmed down lineup may help that. Powertrains remain the same, but refreshed styling and the removal of the controversial "beak" grille may help bring in some new blood to Acura dealers. The car comes in two variants, the 310 horsepower RLX with Precision All-Wheel Steer (P-AWS) and the 377 horsepower RLX Sport Hybrid with Super Handling All-Wheel Drive (SH-AWD). That's a lot of acronyms, but there's a lot of tech behind those names. Both models use a 3.5-liter direct-injected V6, though the Sport Hybrid backs that up with three electric motors. It's a similar setup to the Acura MDX Sport Hybrid that we drove in the spring. The RLX P-AWS now sends power to the front wheels through a new 10-speed automatic. Both models get new styling, following on the heels of the updated Acura TLX. The beak is gone, replaced by what Acura dubs the "diamond pentagon" grille. It's handsome and sure to be less divisive than before. In addition to the grille, the RLX gets a new hood, new wheels, and new lighting, with a sea of LEDs lighting up the face. The 2018 model gets three new paint colors to go along with the new bodywork. The RLX Sport Hybrid sits atop the Acura sedan range. As such, standard features include a Krell Audio System, surround view cameras, parking sensors, LED fog lights, remote engine start, ventilated and heated front seats, and heated rear seats and steering wheel. The RLX is available with the AcuraWatch suite of active safety technology. Similar to HondaSense, AcuraWatch comes with automatic emergency braking, lane keeping assist, lane departure warnings, forward collision warnings, adaptive cruise control, and low-speed follow. Unique to AcuraWatch is traffic jam assist. This system works with the adaptive cruise and low speed follow to keep the vehicle moving and following at a set distance in heavy traffic. Look for more photos and pricing later this year.

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.