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New Honda ad has Senna, Type R, Asimo, and astronauts

Now that Honda is back into the guts-and-performance game, automotively speaking, the Japanese company has hit the throttle on hardcore imagery. Its latest is in an ad for the company itself highlighting a small selection of its ample range of products, from motorcycles to an airplane and the coming Acura NSX, branded Honda in other markets. Called "Ignition," Wieden+Kennedy created the 90-second spot for Honda Motor Europe, with the tagline "Dare to do what others only dream of." The theme is a space launch, to give that "feeling of daring and human endeavor," perfectly supported by the print artwork with Asimo the robot up front and fabulously complicated hybrid V6 power units spewing flames from the Formula 1 cars in back. Then there's the family in the HR-V in the middle, defying gravity and sipping from juice boxes, because space is for everyone. Ayrton Senna makes a cameo again, and a Stanley Kubrick aesthetic hangs all over the production. You can check out the ad in the video above.

Recharge Wrap-up: 2015 Honda CR-Z now on sale, Daimler and Linde building hydrogen stations in Germany

The 2015 Honda CR-Z hybrid is now available at dealerships, for slightly more money. The CR-Z starts at an MSRP of $20,145 (plus $790 in destination charges), up from the $19,995 price of the 2014 model. For those who don't want to row their own gears with the six-speed manual transmission, the available CVT adds an extra $650 to the price, but also offers better fuel economy, especially in the city. The manual-equipped CR-Z gets 31 mpg city/38 highway/34 combined, while the CVT version is rated at 36/39/37 mpg. The 1.5-liter engine and electric motor provide a combined peak 130 horsepower. The manual CR-Z offers 140 pound-feet of torque, with the CVT version providing 127 pound-feet. Customers can also soup up their new CR-Z with upgrades (including a supercharger) from Honda Performance Development. Learn more in the press release below. Daimler and Linde are teaming up to build hydrogen fueling stations in Germany. The automaker and gases and engineering company, with the help of a few oil and gas companies, plan to install 13 new stations by the end of 2015. The installations precede a push by Daimler to get more fuel cell vehicles on the road. "From 2017, we are planning to bring competitively priced fuel-cell vehicles to market," says Daimler's Herbert Kohler. "So now is the time to build a nationwide fuelling infrastructure." Linde will supply the stations with fully renewable hydrogen. Read more in the press release below. In 1899, an EV set a world landspeed record, and Wired has revisited the story with a nice look back at the "La Jamais Contente" and its driver, Belgian engineer Camille Jenatzy. Jenatzy built an electric car to race in a hillclimb, which he won while clocking a top speed of 17 miles per hour (measured the old-timey way - without radar guns). Just a few weeks later, another man set a landspeed record of 32 miles per hour, beginning a back-and-forth series of setting new records. Then, on April 29, 1899, "The Red Devil," as Jenatzy became known as, surpassed 100 kph (62 mph) when his torpedo-shaped electric car set a record of 65.8 mph. It was powered by two 25-kilowatt electric motors. Read the whole story over at Wired.

Honda profit targets tumble in wake of Takata scandal

Takata's massive airbag inflator recall will likely do some damage to Honda's bottom line this year, according to the Japanese automaker's latest forecasts. The company will allocate 50 billion yen ($425 million) to fulfill costs related to the safety campaigns, Reuters indicates. The decision will reduce estimated operating profit by about 6.5 percent to 720 billion yen ($6.1 billion US) for the fiscal year ending March 31. In addition to lower profits, Honda also cut back its sales estimate for the year to 4.45 million vehicles from the previous 4.62 million, according to Reuters. This was largely due to lower-than-expected demand in Japan. "We are not seeing a big impact on sales in North America from the airbag issue," company vice president Tetsuo Iwamura (pictured above) told Reuters. The decreased forecasts come at the same time as the possibility of another death in a Honda vehicle from the Takata parts. According to Automotive News, a man in Florida died in a crash in his 2002 Accord, but investigators have not yet determined whether the inflator was the cause. However, the vehicle was included in a 2011 recall for the part and was not repaired. The family intends to file a lawsuit alleging the inflator ruptured, spraying metal shrapnel into the driver's neck. Reportedly, the owner was never notified of the recall. While the Takata inflator recall is affecting many companies with alleged links to at least five deaths and 139 injuries worldwide, Honda has it among the worst. Including vehicles covered under the previous regional repair campaign for the issue, the automaker needs to repair roughly 5.4 million vehicles just in the US. Honda has taken action by employing suppliers other than Takata to supply some of its replacement parts for the recall. The business is also reportedly switching airbag suppliers for the next-gen Accord and possibly the 2016 CR-V and Odyssey.