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Acura has kicked off its ad campaign for the 2013 RDX with a Gulliver’s Travels theme, trying to give its newly revamped crossover the impression that its changes are all for the better. The Japanese automaker released two ads, the first one titled “Chariot” which shows that the RDX is the right size for any situation while the second ad, “Car Wash” proves that the RDX is the perfect balance of size, power, and luxury.
The ads aren’t the most clever or the best we’ve seen, but they do conjure up childhood memories of Gulliver’s Travels. It’s also rather humorous to watch a Lilliputian try to wash the RDX.
Watch both ads below.
Check out the commercial for the new 2013 Acura RDX, where the car’s GPS helps point the drivers to safety in the midst of an epic super hero battle royale. For more information on the 2013 Acura RDX check out our review right here.
Other Acura vehicles are expected to be in the movie, including an NSX convertible prototype being driven by none other than Tony Stark.
You can watch the whole commercial below.
Earlier this year at the Detroit Auto Show, Acura brand VP Jeff Conrad made an astounding claim, telling the assembled press that the Honda luxury division is forecasting increased sales of 45 percent in 2012. Sharing the stage with Conrad were three models, the NSX, RDX and ILX, two of which are set to make up the bulk of the brand’s growth.
“Looking at the luxury market the segments that are forecast to have the most dramatic growth over the next four years are the entry luxury sedan and SUV,” said Conrad in Detroit. “In fact they are the only two segments expecting double digit growth.”
During a press drive event held this week in Scottsdale, AZ, for the second-generation RDX and all-new ILX small premium sedan, forecasted sales provided by Acura representatives for the two vehicles will account for an increase of 55,000 units. The bulk of that will come from the ILX, Acura believes, with sales of 40,000 units.
Meanwhile, sales of the RDX are expected to hit the 30,000 mark, double that of last year, thanks to a softer and more refined vehicle that unlike the original isn’t targeted at young males, but rather at conventional luxury buyers. Acura is also counting on the well-priced and content-heavy RDX, which starts at $34,320 and includes standard features like a leather and keyless access with a push-button ignition, to win over buyers from segment benchmarks like the BMW X3 and Lexus RX.
With sales in 2011 reaching 123,299 units, a 55,000 unit boost should get Acura close to its 45% gain and projected year-end sales of 185,000. 2011 sales figures were down eight percent over the year before, due in part to limited production as a result of the earthquake and tsunami in Japan, as well as flooding in Thailand. With the automaker’s production capacity now back to normal, Acura is counting on the improved supply to help fill in the gap.
GALLERY: 2013 Acura ILX
The all-new 2013 RDX crossover SUV from Acura will hit dealerships in early Spring and will start with a base price of $34,320. A fully packed RDX with AWD and Technology Package will sell for $39,420.
The new RDX is powered by a 3.5L V6 engine with 33-hp more than its predecessor for a new grand total of 273-hp. The engine will be mated to a six-speed automatic transmission with all-wheel drive available as an option for $1,400.
The Technology Package is available for $3,700 and comes with AcuraLink Satellite Communication System, Acura navigation system with voice recognition, a hard disk drive (HDD) with 60 gigabytes of storage capacity, AcuraLink real-time traffic with traffic rerouting, AcuraLink real-time weather, a dual-zone automatic climate control system, Acura/ELS surround premium sound system, a power actuated rear tailgate, projector beam headlights with bi-xenon high intensity discharge (HID) bulbs and front fog lights.
Features that are now standard on the 2013 RDX include leather seats, heated power front seats, power moonroof, and a 360-watt audio system. New technologies include Pandora Internet radio, SMS text messaging, keyless access system with push-button start, active noise control, and a rear-view camera system with three unique viewing angles.
“The right-sized 2013 RDX adds increased comfort, utility and power, along with class-leading fuel economy,” said Jeff Conrad, vice president of Acura sales.”Based on changing consumer preference, small is becoming big in the eyes of today’s consumers.”
GALLERY: 2013 Acura RDX
Watch AutoGuide’s First Look Video of the 2013 RDX below:
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You don’t have to actually step inside the Chicago Auto Show to see the sites.
AutoGuide’s video crew was on hand to cover all the major debuts, from the new Acura ILX to the wild Kia Track’ster Concept (above). See all the videos below and be sure to check out our complete coverage here.
Watch all the videos below:
Enthusiasts may not like the fact that the 2013 RDX no longer has Honda’s Super Handling AWD system, or its impressive turbocharged 4-cylinder engine. But enthusiasts don’t buy cars like the Acura RDX… not enough of them anyway.
As a result, Acura has revamped the RDX with a softer approach, with added utility and a new V6 that gets more power and better fuel economy.
GALLERY: 2013 Acura RDX
Unveiled today at the Chicago Auto Show, find out all the details in our first look video below:
The previous generation RDX was targeted at your urban males, putting the focus on performance. It should come as no surprise that it was then a big hit with auto journalists, who loved its turbocharged 2.3-liter engine that made 240 hp and a serious 280 lb-ft of torque. It also had Acura’s amazing Super Handling All Wheel Drive system, which made its cornering capabilities spectacular.
As it turns out, however, buyers in this segment are actually couples, young and old, and they’re more interested in utility than performance. As a result, the RDX was never the success Acura hoped, especially as sales of the MDX soared.
Now Acura is launching a second-generation model, with a softer approach all around. Gone is the hi-tech and expensive SH-AWD in favor of a more conventional system. Also gone is the immensely fun, but equally fuel thirsty turbocharged engine in favor of a new 3.5-liter V6. The new unit produces 33 more horsepower for a total of 273. Torque numbers haven’t been announced, but expect them to drop.
Mated to a new 6-speed automatic Acura says it expects the RDX to receive a best-in-class fuel economy rating of 20/28 mpg (city/highway) for front-drive models and 19/27 for AWD versions.
Improving both ride quality and handling is a longer wheelbase, as well as a wider track and a lower center of gravity. Plus, the RDX gets standard “Amplitude Reactive Dampers”, an adaptive electric power steering system and 18-inch wheels.
Other standard and available goodies include an active noise cancellation system, keyless access and a push-button ignition, a three-view back-up screen, Pandora internet radio and an SMS text messaging feature that lets you reply to text with one of roughly 10 pre-selected responses.
Interior room is up on the RDX, though Acura hasn’t said by exactly how much. The cargo area does use its space more effectively and Acura says it has expanded the rear opening by up to six inches.
A watered down RDX? Yes. But will the new model find a home with more buyers? Most likely.
GALLERY: 2013 Acura RDX
Watch AutoGuide’s first look video of the 2013 RDX below:
If you have been a fan of the turbo-charged motor in the current Acura RDX, you may not like what you’re about to read.
At the 2012 North American International Auto Show in Detroit MI., Acura unveiled the 2013 RDX, which is to ditch its unique turbo-charged motor for a more conventional 3.5-liter V6 motor.
This new engine does pack a bigger punch. It develops 273-hp, that is 33-hp more than the current model. Acura said its customers were not very happy with the fuel-economy of the turbo-charged motor, so it has gone with a more conventional V6. Helping it achieve better fuel-economy will also be its new 6-speed automatic gearbox (current version has five-speeds). Acura has already carried out EPA testing for this vehicle, and the result is 20-mpg in the city and 28-mpg on the highway.
The new model will be available as either a front-wheel drive or all-wheel model.
The new RDX will also be longer than the out-going model, which didn’t offer much rear-seat legroom or much trunk space.
So in many areas, the new RDX seems to be a better vehicle than the one it replaces. Will it still be as much fun to drive? We will let you as soon as we get to drive one.
GALLERY: 2013 Acura RDX
Acura has officially confirmed it will reveal what it is calling a concept version of the next-generation NSX at the upcoming Detroit Auto Show in January. A brand that’s lineup has been in serious need of some fresh new product and exciting new models will get just that with the debut of this new sports car concept, as well as the world premiere of a crossover prototype that will eventually become the next RDX and what is being called the ILX concept.
The ILX will hint strongly at Acura’s new small sedan, which until now was rumored to wear the RSX badge. While previous reports had indicated this may actually replace the TSX as a down-sized model closer in size to the Honda Civic on which it’s based, Acura will only say the ILX will be the brand’s first ever hybrid. In total, the ILX, which will go on sale in 2013, will be available with the other powertrains, the first we can safely assume is a gasoline engine, while the other remains a secret.
See AutoGuide’s complete Detroit Auto Show preview here.