By on February 4, 2012

Illustrating the state of the Japanese auto industry, and especially that of Honda, Honda unveiled its prototype of the NSX yesterday in Tokyo. The Acura sports car had been rumored for two years, and was shown at the Detroit Motor Show. Honda repeated in Tokyo what it had said in Detroit:

The car should become available in 2015. It will be a hybrid, will be built at Honda’s plant in Ohio and will be exported to Japan.

The long wait until delivery does not dissuade Honda from investing heavily into Jerry Seinfeld, Jay Leno, and a big media buy for the Super Bowl. We dare not to ask who or what did cost more. The ad tries very hard to turn the wait until 2015 into something positive.

In Tokyo, President Takanobu Ito promised the assembled yawning media that the car “will combine both driving pleasure and environmental performance.”

After the Japanese tsunami and Thai flood, Honda emerged as the hardest hit of the Japanese majors. In 2011, Honda lost 20 percent of its global production, while Toyota lost 8.2 percent. Nissan added 14.3 percent.

The rolling out of new models people can buy becomes more urgent every day. If a car that had been seen before, and that will be delivered in three years, is the topic of a news conference and a multi million dollar media buy, then Honda likely will limp along for a while.

“Alright. Can we talk about something else?”


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16 Comments on “Yawn: Honda Announces 2015 NSX. Once More And Again...”

  • avatar

    That was actually a pretty entertaining spot.

  • avatar

    If it’s so yawn-worthy, why report it?

  • avatar
    Kevin Jaeger

    After producing a Civic Hybrid that gets the same mileage as a regular Civic and getting sued for it, then producing a hybrid CRZ sports coupe that isn’t in any way sporty, they’re promising to bring their hybrid expertise to an NSX. I can hardly contain my excitement.

    How about just bringing back the old NSX? That was a fine car.

  • avatar

    Honda – because making automatics with more than 5 speeds, hybrid systems that can actually run in full electric mode, and direct injected engines is, like it’s really hard.

    Honda – what the other guys were doing 5 years ago.

    Honda – easier to pronounce than Hyundai.

  • avatar

    Three years of this hype? Hoo boy. When that car arrives it better put out 400 horsepower, achieve 400 miles per gallon, and hit speeds of at least 90mph on open water.

  • avatar

    Although I almost never watch a TV commercial (thanks, DVR!) that was a pretty good spot. Props for casting two celebrities who actually care about performance cars and have the means to buy anything and everything they want.

    I have never been interested in owning a sports car, but if the NSX arrives on the showroom floor looking like the prototype, I may change my mind. That is a damn good looking car.

  • avatar

    Actually the ad is the most entertaining part of the whole NSX thing. That Honda has to hype a limited production supercar that is 3 years from production tells you just how dire things are at Honda.

    That this car looks like a “me too” car makes matters even worse.

  • avatar

    Just build the car already, and until then shut up! What some marketing agency says about some supposedly great car that someone else will build somewhere else umpteen years down the road, is about as meaningful as what Washington politicos say about how the deficit will supposedly be reined in, by someone else, another umpteen years down the road.

  • avatar
    Austin Greene

    Further proof that Honda is turning into General Motors.

    This dance of the seven veils thing with the NSX is as sickening as GM’s soft launch of the Camaro over as many years.

    At least Honda still makes a good snowblower.

    • 0 avatar

      It also reminds me of the lead up to the last Nissan GT-R. Retouched photos of development mules seemed to be on a 15 month recurring magazine cover schedule, even if the number of known details stayed the same for almost five years.

      • 0 avatar

        ^this. To be honest, not many people here will afford it, even fewer will buy it, especially when new. Three years lead time is nothing compared to the Veyron. I’m sure my kids have toy Veyrons that I bought at least 5 years before it was actually for sale.

  • avatar

    Fellow Acura-philes, when was the original NSX concept ‘released’? Was it 1988? I don’t remember since I was 4 years old.

    Give Honda some slack, it took what, 4 or 5 years for Dodge to go concept-to-production Challenger? And don’t get me started on the Camaro (conceptualized 2006, released 2010). (Might be wrong there, correct me if i’m wrong)

    Just sayin’…

    Plus, it would be a kick to the nuts of Detroit if Honda/Acura’s supercar would be built in OHIO and EXPORTED to JDM. Camaro, Canadian. Challenger, Canadian. Albeit, you could buy 3 Challengers/Camaros/Mustang with what one NSX costs, but hey, at least Honda continues to employ Americans! :)

  • avatar

    I saw a shorter version of this commercial during the Super Bowl. Very funny. Love the “personal network of ziplines” part, and Leno’s flying squirrel getup.

    And the car looks great too.

    But…three years? Why bother? Times change, business climates and environments change. Ohio labor to build it only for the Japanese market? What the hell?

    There’s a greater chance that this car WON’T get made. Hope they didn’t spend too much on the advert…

  • avatar

    I thought this AD was a really good thing. I watched the game with a lot of people who DON’T read automobile blogs i.e. NORMAL people and they were all wowed by how the car looked.

    Now I realize that Acura has a looooong list of things wrong with it as a brand, but building buzz can never be a bad thing among the normal people out there!

  • avatar

    Fool me once, shame on you. (HSV concept)

    Fool me twice, shame on me. (’08 NSX concept)

    Fool me thrice… hahahahahaha


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