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VW planning to push Hyundai for World Cup eyeballs

Adidas was an official sponsor of the 2010 World Cup in South Africa, but the German sportswear company got drowned out of early advertising buzz by Nike, which wasn't a World Cup sponsor. The American company's Write the Future ad put it at the top of Nielsen's study of online buzz, ahead of Adidas. The same thing happened to official World Cup sponsor Budweiser when it got drummed out of the top ten in Nielsen's buzz ratings, while Danish brewer Carlsberg - not a Cup sponsor - ranked sixth.
Volkswagen hopes to score the same goal on Hyundai during this year's World Cup in Brazil. Hyundai and Kia have been official sponsors of the global soccer federation FIFA since 2002 and are official sponsors of the World Cup through 2022. VW has "a major ad buy" planned to run on ABC, ESPN and Univision as well as digital and social media channels during the competition, which begins June 12, to promote the GTI. VW of America's VP of marketing said the Cup's attraction to young males and Hispanics makes it the perfect place to promote the hot hatch.
The sparring between Hyundai and VW has already begun. Volkswagen's Gol compact, named for the Portuguese word for a soccer goal, has been the best selling car in Brazil for 27 years, and the German company sponsors the national soccer team. When Hyundai Brazil began a promotional campaign promising to extend its five-year warranty for six if the Brazilians won a sixth world cup, Volkswagen of Brazil complained to the soccer federation, which asked Hyundai to pull the campaign. As of this writing, that hasn't happened, so we expect it'll be boots on, gloves off, on and off the pitch this summer.

Surprise Costs Have A Cost: Why we turned down the Hyundai Tucson Fuel Cell

They say you can always tell the pioneers. They're the ones with the arrows in their backs. Unfortunately, that was our experience pursuing – and eventually rejecting – the new hydrogen fuel cell-powered Hyundai Tucson. I first heard about Hyundai's new hydrogen fuel cell vehicle (FCV) at the Los Angeles Auto Show in November 2013. As a tech buff, the thought of driving a new, clean technology vehicle sounded exciting. Best of all, Hyundai was wrapping the new vehicle in a smart, familiar package, as a loaded current-generation Tucson SUV. The FCV Tucson was billed as $499 a month with $2,999 down, with free fuel and free maintenance. Our family needed a new, small, fuel efficient SUV, so I signed up for information on the upcoming lease program. Someone has to go first. Why not us? In the spring of 2014, I learned more at a Clean Fuel Symposium, held on the Queen Mary in Long Beach. The panel was packed with experts on alternative fuel vehicles. One spokesperson outlined the chicken or egg problem with alternative fuels like hydrogen: fuels first or vehicles? Another said something that I should have heard more clearly. "If the argument [to move to alternative fuel vehicles] has to start with a change of behavior from consumers, that's a hard row to hoe." I would soon to learn what an FCV would really cost, both in hours and in dollars. Nonetheless, I was ready to try jumping the hurdles and get an alternative fuel car. A low impact on the environment, plus free fuel and a solo car pool lane sticker? What could go wrong? My wife was a much harder nut to crack. My habit of jokingly calling it a "nuclear-powered" car probably didn't help much either. Our conversations went like this: "A what kind of car?" "Hydrogen fuel cell." "What?" "It's essentially an electric car." "Don't those things have a really short range?" "Yes. That's what the hydrogen is for. You fill it with hydrogen to fill the fuel cell, instead of charging it overnight like an electric car." "Where do you get hydrogen?" "Well..." It turned out the nearest hydrogen station was in Burbank, about 13 miles from our house. In LA traffic, that could be more than half an hour's drive each way. Since there's an excellent bakery in Burbank (Porto's), I told my wife I was fine with taking the time each week to fuel up every 200 miles or so.

2013 Hyundai Veloster Turbo: July/August 2013

If you've been reading the past several updates on our long-term 2013 Hyundai Veloster Turbo, you may have noticed a trend developing. This is a flawed vehicle. Not critically so, but for many of our editors, this vehicle's annoying attributes are indeed outweighing the good. What may not be obvious, though, is that the deck is kind of stacked against the Turbo model.
See, a Veloster with its base powertrain and less of the gimmicky, look-at-me styling is a solid, fashion-forward, nicely packaged hatchback at a good price. Our issues haven't so much been with the Veloster itself, but with the unfulfilled expectations of hot-hatchery that the Turbo brings to the equation.
For this update, then, I will focus on a common bridge between the two Veloster models: the cars' top-end infotainment systems. Tack on the Style and Tech packs on the standard Veloster or the Ultimate Package on a Veloster Turbo, and you'll get the same Blue Link infotainment system, touchscreen navigation and eight-speaker Dimension stereo (a standard item on the VT).