When Acura pulled the cover off its NSX super car concept at the Detroit auto show in January, the design raised pulses, but the timing raised eyebrows.

Then Honda's luxury brand then spent a fortune in February to feature the car -- which isn't due on sale for three years -- in Acura's first Super Bowl ad.

"You don't pull the wraps off what you're doing years from now if everything's hunky-dory. You see that from companies not doing particularly well," says Jack Nerad, executive editorial director at auto research site

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