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Acura’s future was so dire four years ago that Honda Motor Co. (HMC) began killing models and choking off product development. Now, Honda is putting $1 billion into its luxury brand, a perennial also-ran to Toyota Motor Corp. (TM)’s Lexus line.

Acura’s “biggest negative is we are known as a value company in the premium space,” Mike Accavitti, Honda’s U.S. marketing chief, said in a Detroit interview last month. “What we have to do from a marketing perspective is ramp up the emotional element.”

http://www.bloomberg.com/news/2013-02-26/acura-survives-near-death-to-seek-salvation-in-supercar.html  
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"Wheeeee" by Westys
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I just took a ride in the Forum DeLorean.