fire up #3

自動車関連雑誌では何年も前から採り上げられてきたHondaのスポーツカーNew NSX。記事はJAPAN TODAYからの引用です。
過去にも採り上げられたfire up。「A〈エンジンなど〉を始動させる」（『プログレッシブ英和中辞典』小学館）という意味はもちろんですが，ここでは近年低迷ぎみのHondaというbrandの「再点火」も意味していると考えられます。（Koyamamoto）

cf. http://d.hatena.ne.jp/A30/20150401/1427892225

Honda looks to revamped Acura NSX to fire up brand
TOKYO — With its aggressive design and six-figure price tag, Honda Motor Co’s revamped NSX is a far cry from its “cheap and cheerful” Civic sedans, but the automaker is betting the sportscar launched in Japan this week will turbo-charge its brand image.
The new NSX, jointly developed by Honda’s U.S. and Japanese engineers and produced in the United States, marks the revival of the model after the automaker stopped production of the “Asian Ferrari” in 2005. First launched in the 1990s, the model redefined the supercar genre by marrying a high-performance sportscar with everyday driveability.
http://www.japantoday.com/category/business/view/honda-looks-to-revamped-acura-nsx-to-fire-up-brand