Acura’s New SUV Comes With a ‘Made for Mankind’ Guarantee


Honda Motor Co’s (NYSE:HMC) Acura is ready to offer its luxury-driven consumers a ‘Made for Mankind’ ride, coming in the form of its all-new 2014 MDX sport-utility vehicle. And as the SUV rolls out, so too will its new advertising campaign — indicating one of the company’s largest advertising efforts yet.

TV viewers should expect to hear a woman’s voice on Acura’s new television commercial, marking a departure from conventional luxury marketing tactics as it advertises the new vehicle under the trademark, “The Extremely New MDX — Made for Mankind.” The woman will highlight the seven-passenger vehicle’s technological advancements and “show how the MDX technology connects the buyer to the vehicle, the road and to the world,” reported by The Detroit News. The brand hopes that the feminine voice will afford Acura the opportunity to reach different customers, especially because women are reported to drive the cars more frequently. Luxury SUV automakers like Acura and Toyota Motor Corp’s (NYSE:TM) Lexus have been gunning for males as buyers tend to be females, and each brand has resorted to different tactics. Acura’s new campaign is to target the male driver with its slogan and the female with its commercial voice.

The brand has hired a new creative agency, Mullen and MediaVest, to help it with its efforts to construct the new advertising campaign, reflecting Acura’s  commitment to refocusing its attention back to its marketing strategy. The carmaker only spent $166.84 million in advertising last year, compared to $196.88 million in 2011.

And now that Acura recognizes the new MDX as its “most important vehicle in a lot of ways,” it is especially focused on ensuring it gets its appropriate spot in the limelight. The TV campaign will kick off July 7 and will highlight the car’s impressive new features, including its all-new platform, body, and chassis, along with a boosted fuel economy. The car will see a significant amount of facetime during cable television ads on popular networks like ESPN and Food Network, along with a spot on many cinema ads, billboard and outdoor ads, online videos, mobile, and social media.

The two-wheel version of the luxury brand’s third-generation SUV will start at $42,490, plus $895 destination while the all-wheel MDX begins at $44,290, plus destination. Acura is hoping the new marketing campaign will allow MDX sales to reach 60,000 annually, and especially challenge the Lexus’s 2013 RX 350 F — a vehicle that has also been positioned to target more male customers. With the third generation car’s facelift came a more sleek, sporty look designed to attract male drivers. The F sport packaged also lured the new buyers, evidenced by the brand’s sky high sales within the first month.

And now, Acura is hoping to realize its own success, luring in customers with a marketing campaign that illustrates the MDX is made just for you.

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