Acura is looking for an image makeover, and the brand is counting on it's new TLX sedan to lead the way. The new TLX sedan is pulling double duty and replacing both the TSX and the TL in the brand's line-up.
The company is loosening the purse strings on the new car's budget, with a broad marketing campaign across TV, sports, and online media included a Facebook campaign expected to reach every single Facebook user. Acura is hoping that such wide exposure will help revive the brand's stale image. Acura's brand manager Mike Accavitti said: "It’s not like we have a bad reputation that we need to overcome," he said. "It’s just we have a nondescript reputation."
Acura has never spent so much as they have planned for the TLX's ad campaign, not even on last year's launch of the redesigned MDX, the company's top selling car. "TLX is a brand-new nameplate," said Accavitti. "We have to tell consumers what a TLX is, and we have to spend more."
The TLX will introduce Acura's new tag line: "It’s that kind of thrill" intended to show off the extensive engineering that went into the car's development while conveying driving excitement. A 60-second commercial, set to the tune of Frank Sinatra's "My Way," performed by Sid Vicious, shows the TLX careening around corners at Honda's research & development centre, or screaming across the desert.
Incidentally, most of the Acura engineering team owned the TSX or the TL when tasked with engineering the TLX. The engineers say that they built the TLX for themselves. The chief engineer said: "We built this one for us, and we figured if it’s good enough for us, it’s good enough for any auto enthusiast."
The new ads for the TLX all highlight the sporty performance of the car, it's all-wheel drive system or it's technologies such as Siri Eyes Free iPhone integration.
Here is Acura's new video highlighting the engineering of the TLX:
By Linda Aylesworth - autoExpert.ca