2022 Acura MDX Branding Ad Campaign Launched
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February 1, 2021
- All-new, fourth-generation MDX on sale tomorrow, Feb. 2
- New integrated campaign highlights more than 35 years of Acura performance heritage to introduce MDX as the brand’s new flagship
- With a dramatic redesign, the 2022 MDX is the most premium, performance-focused and technologically sophisticated SUV in Acura history
In advance of arriving at dealerships Feb. 2, Acura’s all-new 2022 MDX launch campaign demonstrates how Acura’s long-time racing and sports car success is powering the fourth-generation SUV to its new role as the flagship of the brand.
Set to the soundtrack of Queen’s “Tear It Up,” the new Acura campaign highlights key components of the all-new MDX, including its bold and athletic exterior design along with a new, sophisticated and elegant interior featuring the most high-tech and advanced cockpit in the brand's history. MDX performance is underpinned by a first-ever double-wishbone front suspension applied to its all-new, ultra-rigid platform, featured in an accompanying spot (acura.us/mdxperformance) that also demonstrates MDX’s towing capability. Full 2022 MDX information is available here.
The integrated campaign takes viewers on an exciting trip through Acura’s pinnacle vehicles and racecars to highlight that MDX shares the “same DNA” as the original 1991 NSX, 2001 Integra Type R and the 2021 NSX. Acura’s racing heritage is reflected with the Comptech Spice Acura GTP Lights racecar that Parker Johnstone drove to three consecutive IMSA Camel Lights Driver’s Championships from 1991 to 1993, along with an appearance by the back-to-back IMSA Championship-winning NSX GT3 Evo.
The campaign was developed in collaboration with agency of record MullenLowe LA, and will be featured across broadcast, digital and social media. Key national broadcast highlights include cable and live sports – NBA, NCAA and March Madness match-ups. The 2022 MDX campaign will also be featured on streaming platforms with :30 and :15 versions of the TV creative, along with :06 versions featured across social media. Acura’s MDX spots will also run in Spanish and Chinese-language.
Other key campaign components include:
- “Origin Story,” a social media activation launching next month on Acura’s social channels with a series of videos that dive further into the “same DNA” performance and innovation story that led to MDX.
- “Working Mom,” a dedicated Spanish-language :30 TV spot, that will run across national Hispanic networks including Telemundo and Univision, showcasing the duality of the 2022 MDX as a high-performance and ultramodern family SUV to reach Hispanic audiences.
- High-impact digital editorial partnerships with Travel + Leisure, Conde Nast, Martini, as well as Hispanic outlets such as People en Español and Mama’s Latina.
- Integration of high-impact digital media to reach key Chinese audiences, working with niche publishers such as Asian Media Group.
EAST LIBERTY, OHIO January 12, 2021
Acura today celebrated the official production start of the all-new 2022 Acura MDX at the East Liberty Auto Plant in Ohio. The fourth-generation MDX, has been completely redesigned from the ground up to serve as the new flagship of the Acura brand. Based on Acura’s Precision Crafted Performance DNA, it is the most premium, performance-focused and technologically advanced SUV in Acura history. The 2022 MDX will begin arriving at Acura dealerships Feb. 2.
Designed, developed and manufactured by a team of associates in Ohio and California, the 2022 MDX is underpinned by an all-new light truck platform engineered to deliver premium proportions, more athletic handling performance, refined ride comfort, exceptional cabin quietness and improved collision protection. Like all new Acura models, the 2022 MDX is built exclusively in Ohio.
“Our associates at the East Liberty Auto Plant are incredibly excited to showcase their expertise in craftsmanship and quality as they begin mass production of Acura’s new flagship model, the 2022 MDX," said East Liberty Auto Plant General Manager Jun Jayaraman.
Production associates at the company’s state-of-the-art engine plant in Anna, Ohio, will build the 3.5-liter V6 engine for the new MDX as well as the 3.0-liter turbocharged V6 that will power the Type S high performance variant, set to arrive in the summer.
“To fulfill its new role as the flagship model of the Acura brand we had a clear focus on taking MDX to a higher level, a true revolution, that would evoke passion, excitement and emotion like never before," said Tom Nguyen, global development leader of the MDX.
The experienced production team at the East Liberty Auto Plant implemented sophisticated manufacturing technologies to assure superior build quality and premium refinement for the 2022 MDX. It is the first model launched exclusively on East Liberty Auto Plant’s new 5,000-ton servo (stamping) press, which allows for sharper sculpting of the hood and body panels while forming steel and increased amounts of aluminum. The ultra-rigid body is stiffer in every measure, created using a high-accuracy body weld process and new high-performance adhesive, and foundational to enabling MDX’s finely tuned ride and handling qualities, as well as a quiet and more comfortable cabin.
Over the past 20 years, across three generations of development, MDX has established itself as America's all-time best-selling three-row luxury SUV, with sales of over one million units.
Acura is a leading automotive nameplate that delivers Precision Crafted Performance – a commitment to expressive styling, high performance and innovative engineering, all built on a foundation of quality and reliability. The Acura lineup features five distinctive models – the ILX and TLX sport sedans, the RDX and MDX sport-utility vehicles and the next-generation, electrified NSX supercar. All Acura models sold in North America for the 2021 model year are made in Ohio, using domestic and globally sourced parts. Additional media information including pricing, features & specifications and high-resolution photography is available at AcuraNews.com. Consumer information is available at Acura.com.
About Honda of America Mfg, Inc. in Ohio
Honda’s U.S. manufacturing operations were established in 1979 with the start of motorcycle production in Marysville, Ohio, followed in November 1982, by the start of automobile production at the Marysville Auto Plant.
Today, Honda employs more than 15,000 associates in Ohio across five plants with total capital investment of $13.6 billion and the capacity to produce 680,000 Honda and Acura automobiles, 1.18 million automobile engines and 1 million automobile transmissions, two-motor hybrid systems, and Sport Hybrid All-wheel Drive™ systems annually, using domestic and globally sourced parts.
Honda’s five major Ohio manufacturing facilities include three auto plants, the Marysville Auto Plant, East Liberty Auto Plant and Performance Manufacturing Center, as well as the Anna Engine Plant and Russells Point transmission plant. The company has invested over $1 billion in these facilities over the past six years, continually modernizing equipment and adopting new technologies to advance quality and efficiency for Honda and Acura customers here and around the world. Learn more at https://ohio.honda.com/.