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A spotter's guide to Super Bowl LIV car commercials

Set to kick off on Fox at 6:30 ET on Sunday, February 2, from Hard Rock Stadium in Miami, Florida, the big game will feature the Kansas City Chiefs and the San Francisco 49ers. Throughout Super Bowl LIV, viewers will see about 50 commercials, each of which costs as much as $5.6 million per 30 seconds, according to AdWeek. Originally, there were more than 77 ad slots, so several companies could be paying well more than $10 million for a single, longer commercial. Numerous car companies have already announced their commercials, or their intentions to show commercials, during the game. Here's a roundup of the ones we know about so far. During the game on Sunday, we'll be livestreaming and adding links to the new commercials as they become available, so check back with us for that post.  Audi: E-Tron Sportback Maisie Williams has experience wearing many faces, and in Audi's Super Bowl commercial, she does her best Elsa impression. In the spot, titled "Let It Go," Williams faces the rigorous task of getting through L.A. traffic, but she's alleviated by the comfort of the Audi E-Tron Sportback electric crossover. The commercial is meant to signal the company leaving its gas past behind and moving forward to a sustainable future.  Genesis: GV80 Genesis makes its Super Bowl debut with a commercial that will show its all-new SUV, the GV80, to viewers around the world (many of which will be seeing the vehicle for the first time). The ad features Chrissy Teigen and John Legend as the purveyors of "new luxury," while "old luxury" is left for the birds. GMC: Hummer General Motors is bringing back the Hummer nameplate as a premium electric GMC truck. GM says it will have 1,000 horsepower and will be capable of going zero to 60 mph in three seconds. GM brought in NBA legend and Hummer fanboy LeBron James for the debut commercial. Hyundai: Sonata Hyundai is known for bringing in the big-time celebrities for its commercials, and 2020 is no different. A new advertisement called "Smaht Pahk" features John Krasinski, Chris Evans, and Rachel Dratch, all three of whom are from the Boston area. The trio gets into full character as they discuss the new high-tech parking feature on the redesigned 2020 Hyundai Sonata, and David Ortiz makes a cameo at the end. Even when New England isn't in the Super Bowl, New England is in the Super Bowl.

GM crab walked the Hummer EV truck up and down Woodward this weekend

Sometimes, manufacturers like to show off their fancy new wares at the Woodward Dream Cruise. It’s largely done through static showcases with big displays for the public to gawk at. However, GM did something a little different with its GMC Hummer EV truck this year. Instead of parking it at the Chevy and GM display area, it took to Woodward Avenue itself to show off the Hummer in pre-production form. Not only did GM drive the electric truck on the road in front of thousands, but it crab walked the whole way. This was our first time, and probably most of the publicÂ’s first time seeing the Hummer EV crab mode in person. Judging from the crowdÂ’s reaction (GM got its wish of everybody paying attention), folks are impressed, and maybe a bit confused at the HummerÂ’s sideways movements.  ItÂ’s a strange spectacle to see in person. At first, the truck appears as though itÂ’s sliding sideways on ice in a smooth, graceful slide. ThatÂ’s because even though the wheels are turned, the front of the truck is still pointing dead straight ahead. The GM employee behind the wheel of the prototype appeared to be moving forward at about 5-10 mph — it appears shockingly quick in person for the way this behemoth of a truck presents itself. The tech making it work is rather simple in concept. GM simply took existing rear-wheel steering technology, then amplified and modified it for this type of movement. Whereas most cars with rear-wheel steering max out at around 5 degrees of lock with the rear wheels, this Hummer can turn the wheels up to 10 degrees. Turn the wheel left or right in crab mode, and the Hummer moves diagonally down the street. If you use it for its intended purpose, crab mode is meant to help you navigate the Hummer through trails it might otherwise be too big to fit through using regular steering. In reality, we suspect most folks might use crab mode in the exact same fashion as GM did this past weekend: to impress people. And honestly, we canÂ’t blame them. It was a seriously cool sight to see. Crab mode in action: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Despite strong profits, GM still fighting flat market share

Looking at the progress General Motors has made since it entered bankruptcy, it's easy to forget that the company still has a long way to go before it's the juggernaut it once was. A recent report from Reuters points out that, while GM is making money, it isn't making any gains in terms of US market share. Quite the opposite, really. Consider this factoid: In 1963, nearly half of the cars sold in the United States were from Chevrolet, Cadillac, Buick, GMC or Pontiac. Now, the company's US market share is stagnant at 17.9 percent. That same number is half of just Chevy's 1963 market share. This is all despite GM going on a binge replacing or updating its models. "Market share increases are not instantaneous," Mark Reuss told Reuters at the 2014 Detroit Auto Show. "We've got a lot of baggage. Don't underestimate what people though of us, or these brands, through these hardships and 30 years." The reasons for the stagnant market share are numerous. Reuters points out that retooling of factories and a focus on limiting incentives are both good things for profit, but not necessarily for market share. There's also the troubling turnover of the brand's marketing department. These issues don't change the fact that Chevrolet has lost 1.4 percent of its market share in two years, and that Cadillac - arguably GM's most improved brand overall - has lost 1.2 percent in the same period. Part of that can be blamed on GM's avoidance of fleet sales in favor of more profitable customer sales. "Our focus has really been on retail and that's where we've got the growth," said Alan Batey, GM's interim global marketing boss. "We want to grow GM and that means growing market share and profits, but it's not at all costs," Reuss said. News Source: ReutersImage Credit: paul bica - Flickr CC 2.0 Earnings/Financials Buick Cadillac GM GMC sales profits