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    Acura Vehicles Picture

    The 2014 Acura RLX Sport Hybrid SH-AWD, 2015 Acura NSX prototype and 2015 Acura TLX prototype are showcased in a new advertising campaign.
    | February 07, 2014


Just the Facts:

  • A new advertising campaign for the 2014 Acura RLX Sport Hybrid SH-AWD, 2015 Acura NSX prototype and 2015 Acura TLX prototype portrays the Honda brand as a “dark horse” that is about to take the luxury market by storm.
  • The new television commercial will appear in the top 14 U.S. media markets during prime time network sports programming this weekend.
  • “We’re moving to sharpen our focus on Acura’s two incredible new sedans and on the NSX supercar as the ultimate expression of Acura performance,” said Michael Accavitti, senior vice president of American Honda Motor Co.


TORRANCE, California A new advertising campaign for the 2014 Acura RLX Sport Hybrid SH-AWD, 2015 Acura NSX prototype and 2015 Acura TLX prototype portrays the Honda brand as a “dark horse” that is about to take the luxury market by storm.

A “dark horse” is a horse-racing term that has come to refer to a person or team, especially in sports or politics, that seems very unlikely to win but might nevertheless do so.

The new television commercial will appear in the top 14 U.S. media markets during prime time network sports programming this weekend. The commercial shows four robotic horses jostling for position. Seemingly out of nowhere, a real horse appears on the scene, making great strides towards the finish line.

“We’re moving to sharpen our focus on Acura’s two incredible new sedans and on the NSX supercar as the ultimate expression of Acura performance,” said Michael Accavitti, senior vice president of American Honda Motor Co., in a statement on Friday.

The 2014 RLX Sport Hybrid SH-AWD will arrive at dealerships in the spring.

The midengine 2015 Acura NSX will launch in 2015.

The 2015 Acura TLX, which was showcased in prototype form at the 2014 Detroit Auto Show, will launch mid-year, according to the automaker.

Edmunds says: Acura isn’t revealing the names of the mechanical horses, but we’re guessing they’re called BMW, Mercedes-Benz, Audi and Lexus.