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Hyundai lets loose another Super Bowl ad

Another day, another Super Bowl ad from Hyundai. The automaker is planning to show off five spots during the big game, and seems hell-bent on trotting each one out ahead of time to garner the most amount of attention possible. We've already seen three of the ads, and the latest follows one young boy as he amasses a football team to take on a bully. His selections range from a set of body-building twins to a bear wrestler and a freakishly strong good Samaritan. The spot is intended to show off exactly what sort of uses you could come up with for the seven-passenger Santa Fe.
We understand Hyundai's push to roll out its ads ahead of time. Estimations from previous years indicate previewing Super Bowl ads can increase viewership by as much as 700 percent, but there's little call for this slow walk out. The company still has one more spot to show off, and we won't exactly be holding our breath. You can check out the latest ad below as well as the most recent press release.

Hyundai will launch Genesis brand in December

Hyundai is about to go global with a new, high-end sub-brand called Genesis. Rumors of this spinoff have been swirling for years, but an announcement Tuesday confirms that the Genesis brand will launch in December of this year. "To elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure, and customer service offering is being established," the automaker said in a statement. A Korean report states that Genesis will kick off with a new version of the Equus, set to launch next month, called G90. The rest of the lineup will follow suit with that naming structure (Infiniti isn't using it anymore, after all). The Genesis sedan as we know it will be called G80, and a new midsize model will be G70. A luxury SUV and sport coupe will round out the range, and all six models will launch by 2020. The rear-wheel-drive, midsize sedan is expected to debut in the second half of 2017. In order to properly create an identity of its own, Hyundai is creating the Prestige Design Division. Beginning in mid-2016, this group will be lead by Luc Donckerwolke, who was formerly responsible for design at several Volkswagen Group brands, including Audi, Bentley, Lamborghini, Seat, and Skoda. Hyundai Motor Group's chief design officer, Peter Schreyer, will oversee the work of Donckerwolke's new division. Genesis will initially launch in North America, China, Korea, and the Middle East. Hyundai says it will expand to Europe and other parts of Asia as Genesis grows. "The Genesis models will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess," said Woong-Chul Yang, vice chairman of Hyundai Motor. Hyundai's full announcement can be found here, or in the press release below.

2014 Hyundai Azera gives you more for less

The Azera is sort of the forgotten Hyundai. Despite just having rolled out the new version a couple of years ago, the Korean automaker hasn't been able to move them very quickly. Where the smaller Sonata and Elantra sell in the tens of thousands each month, the fullsize Azera barely reaches that in a year. In fact it's Hyundai's second slowest-selling model, behind the flagship Equus. But Hyundai's not resigning itself to letting Azeras sit around on dealer lots. Thus, the company is actually reducing the car's price while increasing the array of standard equipment.
Now starting at $31,000, the base 2014 Azera now comes with a six-inch color LCD, backup camera, blind-spot mirror and three years of Assurance Connected Care services. Spring for the $34,750 Azera Limited and you get an eight-inch display, electroluminescent gauges, LCD trip computer and power folding mirrors.
Despite the increased level of specification, the Azera is now $1,250 cheaper than the previous-year model, while still offering the highest specific output and most front-seat room in its class. Scope out the details in the press release below and the fresh batch of images in the gallery above for a closer look.