TORRANCE, California – Acura continues to hammer home the idea of “Precision Crafted Performance” in the minds of car shoppers, as it rolled out a new marketing campaign highlighting the theme, along with the Acura Precision Concept revealed at the 2016 Detroit Auto Show.
The new brand campaign debuts ahead of the launch of the 2017 Acura NSX, which arrives at Acura dealerships in the spring.
The NSX is an all-wheel-drive hybrid sports car that targets the Audi R8 V10 and Porsche 911 Turbo.
The ad campaign debuts during the NFL AFC playoffs and extends into Super Bowl 50. Acura said it will run a spot during the first quarter focused on the NSX and its North American roots, as it returns to the big game for the first time in four years.
Acura also is getting ready to pop the champagne corks on its 30th anniversary in the U.S.
“There is no more clear promise for the Acura brand than Precision Crafted Performance,” said Jon Ikeda, Acura vice president and general manager, in a statement. “The new Acura NSX supercar, which anchors the launch of the campaign, is a pinnacle expression of our DNA and demonstrates how we will deliver on those core values.”
Actor Michael B. Jordan, the star of the new Rocky sequel film Creed has been tapped as the new voice for the Acura brand.
Edmunds says: Acura used the “Precision Crafted” tagline 30 years ago and hopes the idea will resonate with car shoppers today.