Robert Downey Jr. in Acura from Marvel's The Avengers

Acura Seeks to Get Mojo Back with Avengers Partnership

It looks like Acura is aiming to be the cool kid on the block by sponsoring the world premiere of The Avengers.

At the world premiere earlier this week, Robert Downey Jr. made quite the entrance to the red carpet in a custom Acura-created sports car. It's a car strongly influenced, one might say, by the Acura NSX concept introduced at the North American International Auto Show in Detroit.

Wait a minute? Isn't Iron Man an Audi guy? Could this be a sign that Acura just might be taking on the Germans?

Time was Acura was a cool brand. Its first-generation NSX was the definition of driving superiority with excellent acceleration and cornering grip never matched at its price point. Also, the Acura TSX used to have strong street cred and the Acura RL was a respected luxury sedan.

Then, Acura and its parent company Honda hit a design dry spell when it decided to aim straight down the middle of the road. The sales weren't affected but company officials, seeing the numbers on the wall, knew they had to do something to stay competitive with the Koreans and even domestic OEMs who were delivering great looking products at a good price.

Now hope seems to be restored with the new ILX, the RLX concept and, especially, the NSX concept. Acura may actually be getting its design mojo back somewhat. It might not have to resort to cinematic partnerships to get the car buying public's attention going forward.


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