Press release
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marzo 30, 2021 - Acura
Acura Chronicles the Road Leading to the All-New 2022 MDX
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- New video, “Origin Story,” features the words of key players behind iconic moments in #acura brand history leading to the all-new #acura flagship, the 2022 MDX
- Next phase of MDX launch campaign highlights Acura’s #performance #heritage and challenger spirit and will run across #acura social channels this spring
TORRANCE, Calif., MAR. 29, 2021— #acura has introduced “Origin Story” (http://acura.us/originstory), a new video highlighting Acura’s #performance #heritage as inspiration to the development of the all-new #acura flagship, the 2022 MDX 3-row SUV. “Origin Story” is debuting across the brand’s social channels as the next phase of Acura’s 2022 MDX launch campaign and as #acura marks its 35th anniversary.
“Origin Story” reflects on Acura’s history as a challenger brand rooted in #performance, along with its motorsports success on the track, and how that experience influences the brand’s on-road products. Built around the perspectives of #acura engineers and executives, past and present, the video demonstrates how that #heritage played a key role across four generations of MDX.
Acura’s “Origin Storytellers”:
- Frank Paluch: Executive Vice President, Honda of America Mfg., Inc. Paluch served in a key development role for the innovative first-gen MDX, the first-ever uni-body 3-row SUV and North American Car of the Year, and was the Development Leader of the second-gen MDX. He also is a former president of Honda R&D Americas, Inc.
- Art St. Cyr: Vice President, #auto Operations, American Honda Motor Co., Inc. St. Cyr also played a key role in the development of the first-gen MDX, later serving as President of Honda #performance Development in a role critical to Acura’s return to motorsports success.
- Jon Ikeda: Vice President and #acura Brand Officer. Ikeda has led the brand’s return to its Precision Crafted #performance roots, drawing on all the fun he’s had creating vehicles with his #acura teammates.This includes his role as Design Project Leader of 2004 #acura TL, the best-selling #acura sedan of all-time.
- Jason Widmer: Chief Engineer, Honda R&D Americas, LLC. Widmer currently serves as Chief Engineer over Dynamic #performance. He was part of the first-gen MDX development team with a critical focus on off-road and towing capability, and was the Dynamic Evaluator for the second-gen MDX. Widmer also played a critical role in the development of the second-gen NSX and its #performance capability as the supercar’s #performance Development Leader.
- Dave Marek: #acura Executive Creative Director, Honda R&D Americas, LLC. Marek has led the return of #acura design to a sharp focus on #performance – fulfilling the Precision Crafted #performance brand direction. Marek led the design of the very first #acura vehicle to be created in America (Acura CL Coupe), 25 years ago.
- Erik Berkman: Former President, Honda R&D Americas, LLC and Honda #performance Development. Berkman was the Development Leader behind several iconic #acura models – including the 2004 TL, and a leader of the very first #acura Type S #performance models.
- Adam Saruwatari: Import Drag #racing Circuit Champion. Saruwatari looks back at #acura as part of the foundation in the import tuner crowd. Saruwatari, an import drag #racing legend, is known for tuning and drag #racing the first-generation #acura NSX.
“Origin Story” Campaign Details
“Origin Story” highlights key #performance stories in #acura history, such as the fact that the 2022 MDX engine shares some 400 components with the engine that powered Team Acura’s championship winning ARX-05 racecar. The video also highlights Acura’s decision to equip the MDX with its first-ever double-wishbone suspension as a commitment to #performance and the Type S #performance variant joining the MDX lineup later this year.
“Origin Story” incorporates a series of social videos including the two-minute video and a variety of :15 and :30 second versions that underscore Acura’s history of #performance and the brand’s determination in challenging the status quo. The campaign was developed in collaboration with agency of record MullenLowe LA, and will be featured on #acura social media platforms including Instagram in-feed, IGTV and YouTube.
MDX Origin Story
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