And a few highlights from the current lineup.
Acura has just released a new marketing campaign called "Less Talk, More Drive," which focuses on linking the company's roots with its new and upcoming products. The campaign "represents the spirit of Acura's Precision Crafted Performance," said Jon Ikeda, vice president, and Acura brand officer. "It is influenced heavily by our renewed focus on what matters most - the driving experience - and Acura's commitment to testing ourselves on the track, at the factory, and on the street."
The first ad in the campaign - titled "Two Words" - has just been released, showing a few historic Acura models and a glimpse of what is to come.
The ad begins with one of the best Acura cars of all time, the Integra Type R. The Integra is then chased by a first-generation 1991 NSX finished in Formula Red, which is then put on a dyno next to a brand-new 2020 NSX in Indy Yellow Pearl. The original NSX was available in yellow and Acura brought back the color on the new NSX to harken back to the car's past. Later in the ad, we see an ILX sports sedan prove how safe it is by going through a crash test.
Acura is even able to tie in its motorsports heritage by showing the 2019 IMSA Daytona Prototype Manufacturer Championship-leading ARX-05 race car, driven by Juan Pablo Montoya and Helio Castroneves.
Automakers typically like to tease viewers with a glimpse of what's to come, so Acura also shows its stunning Type S concept (pictured above), which previews the long-awaiting return of the company's Type S models. There will be Type S versions of the TLX sedan and the MDX SUV, both of which should be powered by a newly-developed twin-turbocharged V6 engine. This new ad has us excited to see what Acura has in store for the future as the Japanese luxury brand shifts its focus back to drivers' cars.