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Hyundai hires actor Paul Rudd as pitchman [w/video]

The Dude abides, but his deep voice is going to be coming from your TV a little less. After seven years of his earthiness, laid back actor Jeff Bridges is no longer the voice of Hyundai in the brand's advertising. He has been replaced by comedian Paul Rudd who is already narrating the new commercial for the 2015 Hyundai Sonata.
"We were looking for a voice that could be recognizable and relatable to a new generation of car buyers," said Steve Shannon, vice president of Marketing, Hyundai Motor America, in the company's announcement of the deal. "Rudd can be serious, humorous, informative and entertaining all at the same time."
According to Hyundai spokesperson Derek Joyce speaking to Autoblog, the deal with Rudd goes for the next three years. "He's our tier one voice, and that's going to affect tone" in the company's ads," Joyce said. The first spot with Rudd is titled Co-Pilot, and it stars a backseat driver losing out to the Sonata's navigation system and safety features at every turn. Rudd isn't physically in the commercial but does the ending voiceover. The company wouldn't say when the next ad with the new pitchman might debut.

GM out, Hyundai in as NFL audibles auto sponsorship

Hyundai has officially replaced General Motors as the primary automotive sponsor of the National Football League, a position the American giant has occupied since 2001. Although the financial details of the deal weren't published, Automotive News reports that GM spent at least $25 million per year as part of its sponsorship deal, although after all was said and done, it worked out to more than $150 million per year. The move is a coup for Hyundai, which now gains the rights to NFL trademarks for use in its advertising. As part of the four-year agreement, the company also has advertising access to big off-season events, like the NFL draft and scouting combine, and will provide support vehicles during events like the Super Bowl. "We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story," Dave Zuchowski, Hyundai Motor America's president and CEO, said in the attached statement. "We can't wait to show the NFL's 188 million fans the great design, advanced technologies, dynamic performance and numerous safety features within the Hyundai lineup." "We are pleased to welcome Hyundai to our family of sponsors," Renie Anderson, the NFL's senior VP of sponsorship, said. "We appreciate Hyundai's enthusiasm as we work together to reach our fans with innovative programs during our season and with our major calendar events throughout the year." Scroll down for the official press release from Hyundai and the NFL, and keep an eye open for the automaker during the NFL Kickoff festivities this September. Related Video: HYUNDAI GOING PRO: ANNOUNCES OFFICIAL NATIONAL FOOTBALL LEAGUE SPONSORSHIP Four-Year Deal Allows Hyundai to Tap into the Passionate Fan Base of the Most Popular Sport in the U.S. FOUNTAIN VALLEY, Calif., and NEW YORK, June 29, 2015 – Hyundai Motor loves sports and has a long history of celebrating fan passion across the globe. In its latest sports marketing venture, Hyundai is now an official automotive sponsor of the National Football League. The NFL has the largest and most avid fan base among U.S. sports, and Hyundai will soon connect this passion with the enthusiasm Hyundai owners have for their vehicles. "We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story," said Dave Zuchowski, president and CEO, Hyundai Motor America.

All the Hyundai Santa Cruz needs now is the green light

Ever since Hyundai took the wraps off the Santa Cruz concept nearly a year ago, we've been closely watching to see if the Korean automaker would put it into production. The signs have been looking good, but this could be our clearest indication yet. According to the company's North American product planning chief, the road ahead is clear for the compact pickup. "We're very anxious to do something with the idea," Mike O'Brien told AutoGuide. "The engineering feasibility work has been done," and 18 months of preparation have already gone into laying out the business case. Now all it needs is the green light from the head office. Hyundai unveiled the Santa Cruz concept – codenamed HCD-15 – at the 2015 Detroit Auto Show. The design calls for a compact pickup crossover, similar in concept to the Honda Ridgeline, but smaller. It would be targeted towards young customers interested in outdoor activities who don't want to track the elements inside their vehicle along with their mountain bikes, kayaks, surfboards, and snowboards. If approved, the Santa Cruz would likely share its underpinnings with the Tucson crossover. Hyundai sells a good 50,000 Tucsons each year in the US, and the Santa Cruz is estimated to match (if not exceed) that number, helping Hyundai double its sales based on the same platform. The Santa Cruz is also tipped to be Hyundai's first diesel model in America. "The diesel is the most promising because of the fuel economy it delivers," said O'Brien. "It best matches in our research of what these customers are looking for... Outstanding fuel economy, good torque and good driveability."