VIDEO: Acura Goes After The Germans With Its All-New TLX — Is This REALLY Smart Or REALLY Stupid?

So, let me set the situation. There I was at about 4:10 a.m. ET watching one of those cable news networks and then it popped up. By golly, it was one of the new advertisements for the all-new Acura TLX!

While I have yet to drive the all-new Acura, I am intrigued by what this sedan brings to the table. People have flocked to the "A" brand for years.

This particular commercial struck me. Not because it was a particularly good ad, but because it placed the Germans in the crosshairs for the first time. Now, I have to admit I don't keep a database of Acura commercials in my mind, but I can't think of another situation where Acura has been so straightforward in its approach.

Not only is it playing an über German song in the background, the punchline is this: "How do you say your lease is up in German?"

It's pretty interesting to see Acura pushing itself as a performance marque. Note it highlights the 8-speed dual-clutch transmission and the IDS that is similar to a Sport + mode.

Can you say "I heart Audi, BMW and Mercedes-Benz?"

All this said, I wanted to ask YOU, our readers, is Acura's ballsy move really SMART or really STUPID?

If any of you Euro trash out there want to listen to more of the song, I've included the video below. The video may/may not be NSFW. Click at your own risk, folks.


"How do you say your lease is up in German?"



And for those of you loving the German song in the background, check out the official video below.

**FYI, I'd edge on the side of caution and say this is NSFW

Agent009 - 10/9/2014 8:26:59 AM

-2 Boost

Dumb, dumb, dumb

Manny99 - 10/9/2014 8:40:51 AM

0 Boost

I think its a creative way to get people's attention. But just highlights how the Japanese are always trying to benchmark and catch-up against the Germans when it comes to creating a car with good dynamics.

MDarringer - 10/9/2014 8:52:17 AM

-2 Boost

No one takes either Acura Accord seriously. The RLX is a joke and the TLX is a bore. Japanese Mercury and definitely NOT premium.

Agent00R - 10/9/2014 8:59:07 AM

+3 Boost

Well, they're still moving.

I've already seen a handful of TLXs on the road and they haven't been out THAT long.

bnilhome - 10/9/2014 11:31:57 AM

+7 Boost

Typical nonsense comment from Mdarringer again.

Agent00R - 10/9/2014 10:04:02 AM

0 Boost

Coming to you LIVE from the Georgia Institute of Technology...

I don't think you're qualified to state that considering I am pretty confident you don't work for Honda/Acura's public relations team. These are the people who were more than happy to send me not one but two cars recently with zero hesitation.

Looking forward to giving them fair and balanced reviews.

Benzes1 - 10/9/2014 11:04:12 AM

0 Boost

Really stupid, C&D basically just said that the TLX is just a fancy Accord. Face it, Acura will never be anything for the Germans to worry about as long as they keep using Hondas as their base. FAIL.

cidflekken - 10/10/2014 2:14:30 AM

+3 Boost

Actually, that the online review. The printed review had a much different tone. Some excerpts:

"The TLX makes a very compelling case. Its case is made stronger yet when you consider its high level of sport and luxury features plus the fact that BMW will charge you $60K to get much of it in a 3-series.

"But this all plays second fiddle to the driving....it positively begs to be ridden hard and put away wet."

"Overall, the TLX is a satisfying and overdue return to the engineering and dynamic greatness long associated with Honda’s luxury brand. If Acura isn’t fully back, it’s damn close with this car."

Benzes1 - 10/10/2014 11:31:47 AM

-2 Boost

Still a fancy Accord.

nguyenvuminh - 10/9/2014 11:40:39 AM

-1 Boost

I have never thought of Acura as a luxury mfr but by the same token, their "going after the Germans" is no more stupid than Cadillac or Hyundai going after the Germans.

cidflekken - 10/9/2014 1:33:50 PM

+3 Boost

It's advertising. What would anyone expect.

I test drove the 2.4L and 3.5L TLX and, while neither was a good as my current car, they were good drives. I'm still waiting on the SH-AWD version to be available to test. I could definitely see them being alternatives for the 320i, IS250 (I tested the IS350 F-Sport, and Q50 (which I tested) and maybe even the C300 (I tested the 4Matic). I'll wait on the AWD version to see if it might stack up with the 335i/IS350/C400.

Admittedly, I was a bit disappointed in the interior, but I was also disappointed with some of the things about the Q50 and IS interiors. But the C-class interior is in a class by itself, to be truthful.

Yonder7 - 10/9/2014 11:58:41 AM

+4 Boost

As German fan, I have an accord, and I do not see anything wrong in hondas but the design. Engineering in those cars is supreme, and never fail to me as the Audi or BMW that I had before and the Electronics in my Benz is not so reliable. So as I always say, time will have the last word.

Mr_PLP - 10/9/2014 1:14:12 PM

+3 Boost

This car needs a Type S, badly!

w222 - 10/9/2014 3:19:28 PM

0 Boost

It's noon and I'm getting hungry. A steak sounds pretty good now.

JDMUSMuscle - 10/9/2014 4:01:40 PM

+1 Boost

Acura TLX. Is it just a luxurious Accord?

Even if it is, it doesn't matter. Because this thing is 99% what Audi A7, Porsche 911 & Rolls-Royce Phantom is, and cheaper, and better, and a lot more reliable.

Japanese engineering = The best. The best choice for those who wish to save a lot of money (aka being smart)

European brands = Only for the snobby rich people who love wasting money for the sake of status symbol.

American brands = No one really cares lol

Benzes1 - 10/10/2014 11:30:38 AM

-1 Boost

IDIOT COMMENTS ABOUND!!!

ACURA = FOR FOOLS WHO DON'T KNOW WHAT A LUXURY CAR REALLY IS.

dwagent - 10/10/2014 6:49:27 PM

+1 Boost

I think it's smart, in the sense that Acura has nothing to lose by doing it, and maybe something to gain. I like Acura, but let's face it, it's not really perceived to be in the same league as BMW, Audi, or MB.

So, when picking your competition, why not aim higher, in your advertising? Best case, you MIGHT sucker a few people to at least take a look. Worse case, you stay where you are (at the Lexus/Infiniti/Jaguar/Volvo level)...no harm, no foul.

On the other hand, if you aim at your level, there's no surprises, people were expecting you to aim there anyway, and so it's status quo...which is fine, but you don't usually set out to spend a lot of money to keep the status quo.

And of course you don't aim lower...you'll be perceived as picking on the little guy, and/or worse, you'll be compared to the little guy...and maybe lose.


So in terms of whether it's a smart move or a dumb move for Acura to aim at the Germans...smart move. Now, whether or not it's an EFFECTIVE move, is a whole 'nother question. And the answer is: No, it wasn't effective. Not quite as bad as Lexus trying to be a performance brand (which is a disaster, actually), but...no, didn't work.