Acura touts full-line Top Safety Pick+
#1
Acura touts full-line Top Safety Pick+
Acura Underscores Industry-leading Safety Performance with Emotional New Marketing Campaign
• Acura is the first and only automotive brand to earn 5-star Overall Vehicle Score from the NHTSA and TOP SAFETY PICK+ rating from the IIHS across its model line
• High impact and emotional national advertising campaign brings to life Acura's dedication to safety performance
• The brand's first-of-its-kind campaign launches digitally on Oct. 15 and on national broadcast television on Oct. 18
TORRANCE, Calif. (Oct. 15, 2015) – Acura has taken a safety leadership position as the only automotive brand to earn a 5-star Overall Vehicle Score in the NHTSA New Car Assessment Program (NCAP) and a TOP SAFETY PICK+ rating from the Insurance Institute for Highway Safety (IIHS) across its entire model line . Based on the brand's commitment to the latest safety design and implementation of advanced safety and driver-assistive technology, Acura earned top overall safety ratings from the U.S. government and the IIHS across its model line. Acura will showcase its leadership in a new high impact and emotional national advertising campaign highlighting the brand's dedication to safety performance.
"At Acura, safety has been a part of our engineering culture and DNA since the inception of the brand nearly 30 years ago, something affirmed by these industry-leading safety ratings," said Jon Ikeda, vice president and general manager, Acura division. "The national advertising campaign illustrates the passion we have for not only achieving safety leadership but also the motivation behind our safety efforts."
This is the second time in Acura history that the brand has achieved industry-leading safety status by earning the highest available ratings from both NHTSA and IIHS at the same time across in its lineup. In 2009, Acura was the first brand ever to simultaneously earn top safety ratings from NHTSA and IIHS across the model lineup. Additionally, Acura was the first automotive brand to introduce advanced driver-assistive technology to the luxury market by offering autonomous emergency braking (AEB) with the introduction of its Collision Mitigation Braking System (CMBS) on the 2006 Acura RL.
"Building upon the robust ACE™ body structure, we have achieved a new level of occupant protection and with AcuraWatch™ we help the driver mitigate, and at times avoid, collisions," said Chuck Thomas, chief engineer automotive safety, Honda R&D Americas, Inc. "Looking ahead, our research in advanced automated driving technology has the potential to help realize our dream of a collision-free mobile society, perhaps within the next few decades."
Acura safety leadership is further highlighted by the fact that the brand is the only automaker to offer all three advanced technology features (Front Collision Warning, Lane Departure Warning, and Rearview Camera) recommended by the NHTSA on all of its models, delivered in the AcuraWatch™ suite of safety and driver-assistive technologies . Additionally, Acura is the only brand in the industry to receive the top rating of "Superior" across its model line1 for its front crash prevention technology.
Acura's Safety Advertising Campaign
While other luxury automotive brands use close call scenarios and crash demonstrations to depict safety messages, Acura is taking a more emotional approach with its safety campaign by focusing on the brand's philosophy of putting people first. The initiative is the first emotionally-driven safety campaign for the brand.
In an integrated campaign, including :15, :30 and :60 spots; digital advertising and a dedicated landing page, the viewer sees an Acura engineer prepare for a controlled laboratory safety test and load human-like figures into an Acura MDX. The figures, a man; woman and two young children, are the engineer and his family. As the car accelerates, the camera cuts back inside the car to reveal the passengers have been traditional crash test dummies all along; the engineer envisioned the figures as his own family.
The spot cuts away from the safety test and displays the message: "When you don't think of them as dummies, something amazing happens." The spot ends by promoting the brand's achievement in earning top overall safety ratings across its entire model line.
"We wanted to capture how our Acura engineers believe safety transcends technology; it's really about putting people first," said Leila Cesario, national advertising manager, Acura division. "As safety is the third top purchase consideration for luxury buyers, an emotional campaign like this illustrates how important safety performance is for Acura and luxury buyers alike."
• Acura is the first and only automotive brand to earn 5-star Overall Vehicle Score from the NHTSA and TOP SAFETY PICK+ rating from the IIHS across its model line
• High impact and emotional national advertising campaign brings to life Acura's dedication to safety performance
• The brand's first-of-its-kind campaign launches digitally on Oct. 15 and on national broadcast television on Oct. 18
TORRANCE, Calif. (Oct. 15, 2015) – Acura has taken a safety leadership position as the only automotive brand to earn a 5-star Overall Vehicle Score in the NHTSA New Car Assessment Program (NCAP) and a TOP SAFETY PICK+ rating from the Insurance Institute for Highway Safety (IIHS) across its entire model line . Based on the brand's commitment to the latest safety design and implementation of advanced safety and driver-assistive technology, Acura earned top overall safety ratings from the U.S. government and the IIHS across its model line. Acura will showcase its leadership in a new high impact and emotional national advertising campaign highlighting the brand's dedication to safety performance.
"At Acura, safety has been a part of our engineering culture and DNA since the inception of the brand nearly 30 years ago, something affirmed by these industry-leading safety ratings," said Jon Ikeda, vice president and general manager, Acura division. "The national advertising campaign illustrates the passion we have for not only achieving safety leadership but also the motivation behind our safety efforts."
This is the second time in Acura history that the brand has achieved industry-leading safety status by earning the highest available ratings from both NHTSA and IIHS at the same time across in its lineup. In 2009, Acura was the first brand ever to simultaneously earn top safety ratings from NHTSA and IIHS across the model lineup. Additionally, Acura was the first automotive brand to introduce advanced driver-assistive technology to the luxury market by offering autonomous emergency braking (AEB) with the introduction of its Collision Mitigation Braking System (CMBS) on the 2006 Acura RL.
"Building upon the robust ACE™ body structure, we have achieved a new level of occupant protection and with AcuraWatch™ we help the driver mitigate, and at times avoid, collisions," said Chuck Thomas, chief engineer automotive safety, Honda R&D Americas, Inc. "Looking ahead, our research in advanced automated driving technology has the potential to help realize our dream of a collision-free mobile society, perhaps within the next few decades."
Acura safety leadership is further highlighted by the fact that the brand is the only automaker to offer all three advanced technology features (Front Collision Warning, Lane Departure Warning, and Rearview Camera) recommended by the NHTSA on all of its models, delivered in the AcuraWatch™ suite of safety and driver-assistive technologies . Additionally, Acura is the only brand in the industry to receive the top rating of "Superior" across its model line1 for its front crash prevention technology.
Acura's Safety Advertising Campaign
While other luxury automotive brands use close call scenarios and crash demonstrations to depict safety messages, Acura is taking a more emotional approach with its safety campaign by focusing on the brand's philosophy of putting people first. The initiative is the first emotionally-driven safety campaign for the brand.
In an integrated campaign, including :15, :30 and :60 spots; digital advertising and a dedicated landing page, the viewer sees an Acura engineer prepare for a controlled laboratory safety test and load human-like figures into an Acura MDX. The figures, a man; woman and two young children, are the engineer and his family. As the car accelerates, the camera cuts back inside the car to reveal the passengers have been traditional crash test dummies all along; the engineer envisioned the figures as his own family.
The spot cuts away from the safety test and displays the message: "When you don't think of them as dummies, something amazing happens." The spot ends by promoting the brand's achievement in earning top overall safety ratings across its entire model line.
"We wanted to capture how our Acura engineers believe safety transcends technology; it's really about putting people first," said Leila Cesario, national advertising manager, Acura division. "As safety is the third top purchase consideration for luxury buyers, an emotional campaign like this illustrates how important safety performance is for Acura and luxury buyers alike."
#4
Lexus Fanatic
Well-done ad. Though done with adults, it reminds me of the old Michelin tire-safety ads with the infants riding on the tire...playing on a mother's sense of concern.
#6
Lexus Fanatic
#7
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Acura has 5 models, and they are able to make a Supercar. BMW has 15 models and 60 variations , where is their supercar?
Wait wait... They also have Robot, Motorcycles, Private Jet, Honda, and to top it off lawn mower.
Acura has 5 models because it works for their current situation. Acura is the only mainstream luxury brand that stay exclusively luxury, everyone is going sport and luxury. They make money hand over fist doing what they are doing, why do they care?
Wait wait... They also have Robot, Motorcycles, Private Jet, Honda, and to top it off lawn mower.
Acura has 5 models because it works for their current situation. Acura is the only mainstream luxury brand that stay exclusively luxury, everyone is going sport and luxury. They make money hand over fist doing what they are doing, why do they care?
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#8
Lexus Fanatic
Acura has 5 models, and they are able to make a Supercar. BMW has 15 models and 60 variations , where is their supercar?
Wait wait... They also have Robot, Motorcycles, Private Jet, Honda, and to top it off lawn mower.
Acura has 5 models because it works for their current situation. Acura is the only mainstream luxury brand that stay exclusively luxury, everyone is going sport and luxury. They make money hand over fist doing what they are doing, why do they care?
Wait wait... They also have Robot, Motorcycles, Private Jet, Honda, and to top it off lawn mower.
Acura has 5 models because it works for their current situation. Acura is the only mainstream luxury brand that stay exclusively luxury, everyone is going sport and luxury. They make money hand over fist doing what they are doing, why do they care?
#10
Can't say the same for Lexus for sure.
#11
Lexus Fanatic
Acura has 5 models, and they are able to make a Supercar. BMW has 15 models and 60 variations , where is their supercar?
Wait wait... They also have Robot, Motorcycles, Private Jet, Honda, and to top it off lawn mower.
Acura has 5 models because it works for their current situation. Acura is the only mainstream luxury brand that stay exclusively luxury, everyone is going sport and luxury. They make money hand over fist doing what they are doing, why do they care?
Wait wait... They also have Robot, Motorcycles, Private Jet, Honda, and to top it off lawn mower.
Acura has 5 models because it works for their current situation. Acura is the only mainstream luxury brand that stay exclusively luxury, everyone is going sport and luxury. They make money hand over fist doing what they are doing, why do they care?
#12
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I'm the first one to give Acura credit where it is due. They make what is IMO some of the best-built vehicles in the industry in terms of how they roll out of the factory, with Swiss-Watch precision of assembly. But they have also done, recently, what I also consider to be some pretty ugly designs.
#13
Lexus Fanatic
I checked out a ZDX for the first time at the D.C. auto show a few years ago....out on the floor, unlocked. I was so disgusted with it (especially trying to get in and out of the rear seat) that I simply walked away without even taking any notes...and, believe me, that doesn't happen very often.
Last edited by mmarshall; 10-16-15 at 05:47 PM.
#14
Too bad Acura's are sold only USA since we will never know how effective their system is at 55mph that Europe tests or 36 mph that Japan tests.
Hopefully IIHS will increase their speeds above 25 mph which is really limiting.
As to the Lexus/Toyota, except for LS, all had very poor autobrake systems up until this year.. with new LSS+ and TSS C/P, they have the best system at very low price from $300 to $650. Hopefully everyone follows their lead at offering autobrake + radar cruise control for some $500-$650.
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There's plenty wrong with it, if you are an adult and want to get in and out of the rear seat without curling up like a pretzel. The ZDX was supposed to be a family-oriented crossover SUV, not a 2+2 vehicle with a rear seat for kiddies and packages. Kiddies grow up to be teenagers.....and this vehicle just didn't cut it.
I checked out a ZDX for the first time at the D.C. auto show a few years ago....out on the floor, unlocked. I was so disgusted with it (especially trying to get in and out of the rear seat) that I simply walked away without even taking any notes...and, believe me, that doesn't happen very often.
I checked out a ZDX for the first time at the D.C. auto show a few years ago....out on the floor, unlocked. I was so disgusted with it (especially trying to get in and out of the rear seat) that I simply walked away without even taking any notes...and, believe me, that doesn't happen very often.