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Vehicles of Yore
Poor Acura.
In a Sunday Star article, “The Rise and Fall of the SUV,” writer David Olive described how the public has fallen out of love with sports utility vehicles, naming fuel costs, environmental concerns, and market saturation as the chief reasons. Olive concludes that the cars are on their way out, and will stay only as “utilitarian” vehicles, “reverting to the original role as truly rugged beasts that are a prerequisite for researchers, archaeologists and even environmentalists in the hostile terrain of the Brazilian rainforest, the Australian Outback, Northern Canada, the Scandinavian icefields and even the Western U.S. with its limited paved roads.”
The Star‘s ad server (the one that served up this cringer) respectfully disagreed, and shoved an Acura ad on top of the page claiming that two luxury SUVs which don’t look particularly suitable for globe-trotting archaeologists, the RDX and MDX (18.8 and 17 miles per gallon, respectively), were the “future.” If their ad copy is to be trusted, though, they may be on to something—in the future, you are vehicle. And you are is ready. There’s only one question you have to ask yourself, then: are I?