Punk and luxury rarely fit together in the same sentence, let alone in the same car advertisement. Now Acura’s changing that with the marketing for its new TLX sedan, which the company hopes will rocket the brand into the auto tier long dominated by industry standards like Audi, BMW and Lexus.
The new model’s new spot is in stark contrast to the industry standard, and swaps the rotating showroom overdubbed with an easy, comfortable, feature-describing voice for a screeching, Brit-slang Sid Vicious-version of Sinatra’s “My Way,” while Acura engineers and test drivers bludgeon the car through wind, dirt, rain, ice and more.
“We wanted to communicate their passion to the public,” Acura Senior Vice President and General Manager Mike Accavitti said in a Business Insider report. “We wanted to get back the edge we had in the 1990s.”
Instead of the typical polished presentation of a new model, Accavitti said the company, which recently split into a separate division from Honda for the first time in almost 30 years, wanted to capture the passion of the TLX’s developers as they put the car through some of its most-grueling paces.
The new TLX will replace two models in the company lineup — the TL and TSX — which will retail somewhere just over $30,000, according to the report.
“We appeal to a more rational buyer. Our goal was to dial it up but not alienate customers,” Accavitti said. “We needed to remind America of what a great brand we have.”