Marketing
Acura's current marketing slogan is "Advance." Recent models include Technology, Advance, Type-S, and SH-AWD trim levels. Technology and Advance models typically come with the latest hi-tech features such as keyless start and a blind spot information system. Type-S and SH-AWD models are performance-oriented, with a substantial increase in horsepower compared to the lower trim levels. Some models, such as the TL, also combine trim levels (i.e. "SH-AWD with Advance").
Acura began an association with Marvel Entertainment in 2010, upon release of the film Iron Man 2, which featured a ZDX after the ending credits. On April 20, 2011, Acura and Marvel announced a promotional campaign, making Acura the official brand of Marvel's fictional S.H.I.E.L.D. organization. Soon thereafter, several Acura models—such as the MDX, ZDX, RL, and TL—appeared in the films Thor and Captain America: The First Avenger. In the 2012 film, The Avengers, Iron Man (played by Robert Downey, Jr.) drove an exotic sportscar by Acura, made specifically for the film, rather than the Audi R8 he previously drove. It was rumored that the car spotted during filming was a concept for the second generation NSX, however, a different-looking 2012 Acura NSX Concept was unveiled at the North American International Auto Show, on January 9, 2012.
From 1995 to 2007, Acura sponsored two WTA Tour tennis tournaments, both named the Acura Classic.
In 2012, Acura was the presenting sponsor and official vehicle of the Sundance Film Festival.
Acura also has a 'Mobility Program' that ensures drivers who are disabled are safe in their vehicles. The program offers cash reimbursement towards the cost of adaptive equipment for disabled drivers.
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