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Acura Claims 12% of Avengers Success Due to NSX

4064 Views 10 Replies 9 Participants Last post by  JDMKid
LOL, not really. A joke it seems. Since Avengers just passed a billion dollars in world wide receipts, that would make Acura responsible for over 120 million dollars.

This just in from the entertainment desk: Acura is claiming that 12 percent of The Avengers‘ success at the box office is because of the cameo appearance of the NSX.

Just a little joke for those of you who have been to see Marvel’s The Avengers already. In truth, the NSX convertible’s cameo as Tony Stark’s “driving off into the sunset” vehicle is too brief to give anything but a slight taste of Acura’s future products, and even as the official vehicles of S.H.I.E.L.D., the TL sedan and MDX crossover show up only momentarily and are quickly swallowed by the mayhem and violence of an introductory chase scene. The only other notable appearance of an Acura vehicle is a rather awkward ground shot of the RDX as New York is being inundated with the creepy alien minions of the Norse god, Loki, who is also essentially an alien with godlike powers. Yeah, it’s a bit far-fetched as a storyline for my tastes, but in the world of comic books, I guess anything goes. I think the far more realistic human villains of Batman’s Dark Knight series resonate more deeply with audiences. At least the Avengers themselves are a nice mix of super powers and all-too human character traits.

So why is Acura so gung-ho in promoting its association with the Avengers? Even though the vehicles are nowhere near the centre of attention as were the Camaro and other vehicles in the Transformers movies, Acura targeted Marvel’s The Avengers as the ideal association for their brand renaissance, and in particular, Tony Stark as Iron Man as portrayed by Robert Downey Jr. The billionaire playboy philanthropist genius descriptor is a bit of a reach for Acura (or as a target customer for any car in their lineup except the NSX), but the extraordinary results from the integration of machine and man reflect Acura’s desire to produce cars (yes, cars, moreso than trucks) that capture moments of indelible joy through the application of technology in an intuitive and emotional design. Acura also took the opportunity to preview a series of upcoming commercials that aim to highlight the emotional appeal of Acura products.

Acura NSX Convertible as seen in The Avengers

The NSX sure punches all of those emotional and technological buttons (and I’ll take a leap of faith in predicting that the driving experience too will be transcendental). But Acura’s launch of the ILX and RDX don’t exactly live up to the expectations that Acura is putting forth. A compact luxury vehicle with dated powertrains, the top-spec engine pulled from the Civic Si and available only with a manual transmission? Not gonna cut it. A compact crossover without even the full, torque-vectoring version of Acura’s Super-Handling All-Wheel Drive and the only significant advance being adaptive dampers? Upsizing the engine from a turbo-four that was ahead of its time to a V6, when most manufacturers are going the other way to meet stricter emissions regulations and improve fuel efficiency while still increasing power and only now moving up to a six-speed auto when many manufacturers are moving up to seven and eight gears? Disappointing on paper, though perhaps redeemed by a sublime driving experience. I can’t speak for myself, but if Paul Williams’ driving impressions in his First Drive of the RDX are anything to go by, they’re not quite out of the woods yet. Feature: Acura and Marvel's The Avengers
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Acura TL as seen in the Avengers

The ILX and RDX “safe” designs and value-driven product lines somewhat contradict Acura’s goal of injecting greater emotional appeal into its products and tilting the purchase motivation from the more rational feature content and value parts of the shopping equation.

While products like the TSX, TL, and MDX offer incredible value and performance that are still ahead of the curve despite being late in their product cycle, it seems like Honda’s research and development have little to add to the mature new design found in the ILX and RDX. Acura’s goal of cementing its claim in the premium arena means they need to eclipse products like Audi’s current A3 (with its amazing 2.0T, dual clutch transmission, and diesel TDI option), Mercedes-Benz B-Class, and BMW’s 1 Series in the compact arena, and vehicles like the Mercedes-Benz GLK, BMW X1, Infiniti EX35, and Audi Q5 in the compact crossover arena.

Acura MDX as seen in The Avengers

The ILX’s one big advantage is that it is launching to a market as the only compact premium sedan, although Buick, another brand aspiring to full-fledge luxury status, is also launching its Verano compact sedan with an array of advanced technologies, including direct injection and, in the near future, turbocharging. Ten years ago, a compact based on the Honda Civic platform would be miles ahead of any GM compact, but the gap has closed, if not reversed.

Acura’s interior and exterior styling should serve it well to differentiate it from its Honda origins, a necessary task for Acura to climb the social ladder, although it looks more like a generic sedan than the gateway to the Acura brand that features the gorgeous NSX as its halo car. Same goes for the RDX, which looks like it could slot into a number of different brands’ showrooms. Acura will need to find a middle ground between its unloved but distinctive metal beak and the bland and innocuous ILX and RDX. It’s in there somewhere, but they’ve yet to chisel away a design that is both distinctive and appealing.

Robert Downey Jr at Marvel's The Avengers Premiere in Acura NSX Convertible

At various points during the movie, I questioned whether Acura’s tie-in with The Avengers was worth the investment, especially with so little exposure for the NSX. It is. Although Acura and the NSX won’t get the mileage and exposure in the movie that the GM did with the Camaro in Transformers, the association and promotional materials targeting the next generation of consumers through a beloved comic-book franchise and blockbuster movie can help it reclaim some share of the limelight in popular culture, especially with clever appearances like Robert Downey Jr. showing up to the premiere in the NSX Convertible.
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I'm glad Acura's isn't that delusional.

In any case, Avengers was awesome. Gotta watch it again.
I saw Avengers over the weekend and I think Acura is going a bit overboard with saying 12% of Avengers success was because of their NSX. The NSX had maybe a few minutes of fame and thats all. Not much people knew or cared much about a bunch of Acura's being in a movie.
I noticed the amount of moments the screen froze whenever there was an Acura in the scene. but I don't know if they can justify 12% of the Avenger success was based on the NSX. Great looking car but it didn't do any acting, it just posed.
I bet Acura didn't expect Avengers to become such a big hit, making over $1 Billion in the first week. Now that they see how much money is being made they want a cut!
No doubt! but there was a ton of TL and RDX in the movie haha, esp that pan of the RDX for a good few seconds just looking at the back end of the car.

But the NSX was the selling point, but seeing all those TL's did make me want a TL..
After hearing that the NSX was going to be in the Avengers, I was thinking it would a bit more camera time that that. Didn't really amount to anything but a cameo appearance.

Looked pretty cool though. I must have been the only one in the audience who leaned forward when it came on screen.
I remember that I was the only one in the audience who blurted out "It's the new NSX!"

And everyone looked at me like I was crazy.

An Acura will always be an Acura...

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No doubt! but there was a ton of TL and RDX in the movie haha, esp that pan of the RDX for a good few seconds just looking at the back end of the car.

But the NSX was the selling point, but seeing all those TL's did make me want a TL..
Surprisingly the TL's pulled off their role in the movie really well, usually an American sedan would be a better fit as an emergency vehicle but im impressed with how the TL looks with a push bar, lights, etc....

im pretty sure some car nut is going to make their TL look like an avengers TL.
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