Honda Motor Co. is targeting female drivers for its redesigned 2014 Acura MDX sport wagon with the luxury brand's most expensive advertising campaign yet.
Using the slogan "Made for Mankind," a female narrates the moody ads showing women hiking a mountain ridge, dancing and interacting with a robot. The commercial debuted during the National Hockey League's Stanley Cup Finals this month while the full campaign starts July 7, Honda said.
The company is betting the ads will boost Acura sales that have fallen 25 percent in the U.S. from a peak of 209,610 in 2005. Honda's luxury marque is also promoting a new RLX sedan and the NSX, a sports car priced above $100,000. With the new MDX, Acura said it's trying to make an emotional appeal to female luxury-car buyers.
With your current subscription plan you can comment on stories. However, before writing your first comment, please create a display name in the Profile section of your subscriber account page.