Can you keep up with Honda's new TV advert?

Honda will launch their latest TV campaign tonight, challenging viewers to echo the brand's thirst for relentless improvement by pushing themselves to new limits. 

Honda believes that by pushing themselves, everyone can surpass their own perceived limits. This philosophy is the foundation behind the brand, and has been fundamental in the development of Honda's new range of products and continuing innovations: Honda is committed to finding out what its products are capable of by continually pushing its vehicles and technology to the limit.

During 2015 Honda will launch several new products, each developed with this very spirit. Featured in the advert alongside ASIMO and Honda Jet are the new Honda Jazz, HR-V, Civic Type R and NSX, offering a glimpse into the exciting range of models set to join the marque's fleet.

Rather than just telling the story of Honda's pioneering spirit and commitment to progress, the campaign challenges viewers' reading speed, allowing them to feel the joy of improvement for themselves. A manifesto is delivered one word at a time, with the pace increasing throughout the film, intercut with glimpses of the new Honda fleet, which are all born from the company's challenging spirit.

A TV spot directed by Man Vs Machine, which will air on Sky Sports on tonight during the UEFA Europa League match between Liverpool vs Beşiktaş, invites viewers to "keep up" with a message on screen, becoming increasingly difficult as the pace of the words increases to a crescendo. At approximately 500 words per minute, the fast-paced message proves that everyone is capable of achieving more than they initially thought. The energetic soundtrack, composed by Wah Wah with sound design by Factory, was created to further encourage the viewer to keep up.

Viewers are challenged to push themselves even further online through shorter - and even faster - executions of the film, and in cinemas, custom film-themed ads will run in partnership with Pearl & Dean.

Martin Moll, Honda Motor Europe Head of Marketing said "Since day one, Honda has been fuelled by a relentless desire for improvement and constant drive for innovation. This year is a special one, with the launch of several key new products. With this campaign, we wanted to bring this to life in a way that our consumers could really engage with, by experiencing the feeling for themselves."

Olivia Dunn, Honda UK, Head of Marketing commented "Normal speech is on average 120 words per minute, viewers will need to read at speeds up to 1000 words per minute in our faster shorter online films, which is definitely going to be a challenge whilst at the same time being fun. These films echo the Honda ethos in all areas of business: challenging and pushing boundaries whilst being fun - the elements required to design and build the exciting new Honda product line-up for 2015."

Scott Dungate, Creative Director at W+K London says "When you push and push yourself and reach a new level, it feels good. We wanted to give people that same feeling when they read our manifesto about Honda's relentless improvement. So we challenged them to 'keep up.' "

Source;
http://www.westernmorningnews.co.uk/Honda-s-new-TV-advert/story-26052172-detail/story.html

Motortrend: Acura NSX Benchmarked Against Ferrari 458, 911 GT3

by Alex Nishimoto of www.motortrend.com

Carrying on a legacy can be a huge burden, but it’s a burden Honda's engineers are willing to bear when it comes to development of the new Acura NSX. The successor to the car many consider to be among the greatest sports cars ever built has a lot riding on it, and we've heard a couple stories that suggest that it might just deliver.

An insider confirmed what we had heard before : that the new NSX was originally supposed to use the naturally aspirated 3.5-liter V-6 from the RLX, mounted in a transverse configuration like the first-gen model. But because the performance just wasn't there with only 310 hp from the engine and another 75 hp from the electric motors, Honda engineers made the expensive decision to develop a clean-sheet powertrain. The NSX will use an all-new twin-turbo V-6 mounted longitudinally and mated to a new transmission, and will be supplemented by three electric motors. There's no word on displacement for the engine or total output, but we've previously heard a combined 560 hp is possible. Our informant also told us that Honda's decision to go with a clean-sheet twin-turbo V-6 was not prompted by its return to Formula 1.

During development, Honda R&D used two Ferrari 458 coupes for benchmarking purposes. One was torn apart to gather manufacturing intel, while the other continues to be flogged in testing. Engineers loved the 458 at first, but they've since shifted their attention to the McLaren 12C. The Porsche 911 GT3 was also benchmarked for its performance and reliability, while front-engine performance cars like the Nissan GT-R and C6 Corvette Z06 were considered benchmarks early on, but then dropped soon after.

We last saw an NSX prototype (pictured above) testing at the Nürburgring, and the bodywork very much resembled the concept that bowed in Detroit two years ago. That is, before the test mule was unfortunately engulfed in flames. A production NSX is due in mid-2015, and from the sound of things, we can't wait to see what it can do.

Source;
http://www.msn.com/en-us/autos/autosperformance/acura-nsx-benchmarked-against-ferrari-458-911-gt3/ar-BBb1cx0

Honda NSX to launch in 2015

Honda's new hybrid NSX supercar, set to launch in two years time, to offer combined power output of 400bhp

The new Honda NSX will launch in 2015 with ground-breaking technology that will only be employed if it improves the driving experience, according to its development chief Ted Klaus.

Honda's new NSX is undergoing chassis development in the US, while powertrain work is being carried out in Japan. The Honda will feature a mid-mounted V6 engine, supported by three electric motors, offering a combined output of 400bhp. Honda has previously promised sharp handling and a high performance potential.

Klaus, however, has reiterated that the complex electronics will only intervene if they improve the driving experience. In particular, he highlighted the possibility of using the electric motors to deliver instant throttle response, or to allow silent all-electric drive.

'"The NSX must stay true to the role it created, of being an everyday exotic," said Klaus. "That means we must only use the new tech to support the driver to live with the car every day, and to give the driver a car with a depth of abilities that they can peel away with familiarity, as they get to know the car.

"The technology gives us a chance to create a car that is focused on being agile, precise and linear in its responses like never before. We are looking to do more than chase numbers on paper - as with the original NSX we wont have the most powerful car in the category, for instance, but we believe the human element is more important than that. Whatever we do, the driver must be at the centre of the experience, not the car."

Klaus also confirmed that Honda hoped to involve racing drivers from inside and outside the company during development, as it did with Formula 1 racer Ayrton Senna with the original NSX. The firm returns to F1 with McLaren in 2015.

"We call them acid tests - be it exposing the car to the world's most demanding drivers or test tracks. We may get burned by that acid, but that is the only way to improve," said Klaus.

Source;
http://www.autocar.co.uk/car-news/frankfurt-motor-show/honda-nsx-launch-2015

Honda NSX Concept-GT breaks cover

To race at Suzuka

Honda has announced the NSX Concept-GT race car which will compete in the GT500 class of the Super GT Series fifth round this weekend at Suzuka.

As you would imagine, the racecar is based on the Acura NSX concept and complies with the 2014 regulations established by the Japan Automobile Federation regarding GT500 cars. The vehicle is powered by a 2.0-liter mid-mounted inline direct-injection turbocharged four-cylinder engine working together with a hybrid setup.

No further details were released, but we notice the addition of a wide body kit including a huge rear wing, a lowered suspension, a carbon fiber front spoiler lip, side vents and multi-spoke alloys shod in Bridgestone Potenza tires.

The road-legal Acura NSX is scheduled to go on sale in 2015, with production taking place in Ohio, United States.

Source;
http://www.worldcarfans.com/113081661530/honda-nsx-concept-gt-breaks-cover

NSX's electric motors will help handling

Richard Truett
Automotive News

May 20, 2013 - 12:01 am ET 

 

MARYSVILLE, Ohio -- Technical details on the Acura NSX coming in 2015 are scarce, but large-project leader Ted Klaus offered a few nuggets last week as Honda officials announced that the sports car will be built here.

Two front-mounted electric motors will do more than boost acceleration, Klaus said. They will sharpen handling by managing torque and weight shifts in turns.

And the car's three electric motors will be capable of driving the car without the gasoline engine -- if Honda wants to program the car to have an electric drive mode. Klaus also said the car's battery pack will be in the transmission tunnel area and will help handling by ensuring proper weight distribution.

"All three motors will work in conjunction with the driver," he said. "When the driver puts his foot on the accelerator or turns or brakes, all those motors will work in response."

Honda officials know the all-wheel-drive V-6-powered NSX isn't going to outmuscle most Corvettes, Ferraris and Porsches. But they also know that it takes more than raw power to ignite the passion of sports car enthusiasts.

Though technically excellent, the first-generation NSX built from 1990-2005 was seen by many as lacking soul and character, and it never sparked the same level of passion exhibited by drivers of other high-dollar exotic cars -- something Honda officials are keenly aware of.

The NSX will feature a direct-injected V-6 engine, dual-clutch transmission and a body made of lightweight materials. Making all of this engaging to the driver, Klaus said, is a top priority.


Source;
http://www.autonews.com/apps/pbcs.dll/article?AID=/20130520/OEM06/305209962/nsxs-electric-motors-will-help-handling#axzz2Tw0wYNwr

Honda UK Taking Pre-Orders for NSX Supercar!

The second chapter in the book of the NSX is being written right now by Honda's R&D teams in Los Angeles, California, and Raymond and Ohio. However, because the first chapter had such cult following, people already want to be a part the next.

Honda UK just made a shock announcement, saying that it's opened a pre-order bank for the hotly anticipated supercar. All you have to do is sign your name on the dotted line and hand over a deposit of £5,000 ($7,650 or €5,850 at the current exchange rate) and you can be one of the first people to own one when deliveries start in 2015.

The news of a pre-order bank follows in the footsteps of the previous NSX which saw 25 pre-orders being taken a year ahead of its UK launch.

Unlike the old NSX, the futuristic car you are drooling over right now will be powered by an all-wheel drive hybrid drivetrain, centered around a mid-mounted, direct-injected V6 engine. It will also utilize a unique 2 Electric Motor Drive Unit with a bilateral torque adjustable control system. This will even generate negative torque on one of the front wheels to improve cornering.

“We are really pleased with the interest we’ve already seen for the new NSX. We are still two years away from the launch of the car and yet we’ve received over 20 deposits and that’s before we’ve even announced prices or seen the final production car. With this process in place we are confident demand will remain strong and early hand raisers can now visit any Honda dealership in the UK and place a deposit,” Phil Crossman, Managing Director, Honda (UK), commented.

Source;
http://www.autoevolution.com/news/honda-uk-taking-pre-orders-for-nsx-supercar-58179.html