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Honda gets weirdly R-Rated with new Civic Type-R launch video

Honda is still about a year away from bringing back the Civic Type R to challenge Europe's hot hatch ranks, but the wait isn't stopping the brand from starting its promotion in the UK with a truly strange ad campaign.
Titled R-Rated, the marketing plays with the idea of Honda's Type R badge not being something for every driver, and its 60-second short film Disruption definitely isn't for everyone. The teaser video is meant to personify the spirit of the hot Civic by combining aggressively weird imagery with a glimpse of the new model. It cycles through things like a pack of wolves, androgynous models, a lady with a samurai sword and a flaming speed camera before getting to what we all want to see - the car. It's a weird, by turns creepy, video that feels like it's trying to be outlandish without always showing there's much thought behind the madness.
Perhaps the most frightening thing about the Civic Type R is that there are still major doubts about whether its 2.0-liter turbocharged four-cylinder with an estimated 280 horsepower will make it to North Ameircan showrooms. We understand the business case may be tough, especially when the CTR's hatchback bodystyle isn't sold in America at all, but we think Honda's North American showrooms could use a bit more performance edge, and an affordable halo car like the Type R could do just that.

Race recap: 2015 British Grand Prix is a testament to timing

In front of his home crowd, Lewis Hamilton actually had to work for pole position at the British Formula One Grand Prix. The World Champion couldn't get on top of the setup for his Mercedes-AMG Petronas on Friday, lapping behind teammate Nico Rosberg and the two Ferraris. Come Saturday, after a few alterations and a whole lot of wing to clamp down on understeer, Hamilton returned to his regular program at the front, taking pole position by just over a tenth of a second from his teammate. Williams, thought to be headed for another stretch in the weeds a few races ago, showed its best strength all year. The Grove team got both cars on the second row and in front of the Ferraris, Felipe Massa qualifying ahead of teammate Valtteri Bottas, but they were eight and nine tenths behind the Mercedes'. Kimi Raikkonen out-qualified Ferrari teammate Sebastian Vettel for the second time this year, and only the first time in a straight-up battle with two healthy cars. But more than a second behind the two cars at the front, and with two nearly-impossible-to-pass Williams' in front, neither the Finn nor the German is happy with where they are. Daniil Kvyat claimed seventh, his side of the garage at Infiniti Red Bull Racing having got through the weekend to that point without a single complaint about their Renault power unit. Carlos Sainz, Jr. put a single Toro Rosso inside the top ten in eighth position, ahead of Nico Hulkenberg who did the same for Sahara Force India by slotting in ninth. The second Infiniti Red Bull driven by Daniel Ricciardo did have an unspecified engine complaint – his car kept "bleeding power" on the straights – but even so he managed to qualify tenth with his second-fastest lap. The stewards deleted his best lap because he ran three centimeters outside the track limits at Copse, an infraction that stung a few other drivers as well. Up in front, what would sting the Mercedes-AMG Petronas drivers the most was the start. That's when a dearth of grip struck both Hamilton and Rosberg, allowing Massa and Bottas to slide right up the middle between them and take the first two places. The leapfrogging was so surprising that it looked like the Mercedes drivers were giving the Williams drivers a head start. They diced through the first corners, Hamilton sliding past Bottas into second place halfway through the lap. And then the safety car reported for duty.

Toyota, Mazda drop Takata as Mitsubishi, Subaru weigh options

It's not a very good time to be Takata right now. Fresh on the heels of longtime partner Honda ditching them, Toyota and Mazda have both come out and said they will not use the company's airbag inflators if they continue to rely on ammonium nitrate. Bloomberg reports that Subaru and Mitsubishi are also contemplating a divorce. "The inflator using ammonium nitrate produced by Takata will not be adopted by Toyota," President Akio Toyoda said during a briefing today. "What's most important above anything else is the safety and peace of mind of customers." Mazda echoed that position, simply saying it "will not use Takata airbag inflators which contain ammonium nitrate in our new cars." When you lose three huge OEM accounts in as many days, it's certainly going to have a deleterious effect on your fortunes. In Takata's case, that's meant a staggering 39-percent drop in their share price over the last three days. Yesterday alone, the company saw a 6.2-percent fall, Bloomberg reports. As the business publication reports, though, Takata isn't going down without a fight. The company is "considering some plans to survive," including a fundraising plan that will see it potentially offer up additional shares for sale. Still, at least one analyst doesn't see whatever company survives staying involved in the airbag inflator business. "I really don't see how they're going to be able to survive as an inflator manufacturer," Valient Market Research founder Scott Upham told Bloomberg. "When your major clients publicly come out and say that they're not going to use your products anymore, it makes this very difficult to sustain your business." News Source: Automotive News - sub. req.Image Credit: Carlos Osorio / AP Honda Mazda Mitsubishi Subaru Toyota Safety supplier