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Hyundai Kia asked to pay $28.9M in patent infringement case

After years of litigation, Hyundai and Kia have lost their hybrid technology patent infringement case against Paice LLC. The jury ordered the South Korean automakers to pay $28.9 million, but according to Bloomberg, because the violation was allegedly intentional, the judge could triple that amount. The automakers have announced plans to appeal the ruling. Paice's patent dates from 1994 on a piece of tech called the Hyperdrive, and it was a way to seamlessly switch between power from an electric motor and an internal combustion engine. This lawsuit was first filed in 2012 and covered the systems in the Hyundai Sonata Hybrid and Kia Optima Hybrid. According to Bloomberg, the companies tried to argue that the patent was no longer valid, but the strategy failed. "Hyundai strongly believes its position and will appeal any remaining adverse findings to the Federal Circuit," the company said in a statement to Autoblog. Paice is certainly no stranger to litigating over the Hyperdrive patent, though. It and Toyota had a similar court battle that lasted years. Eventually, there was a settlement, and the result was Paice getting royalties for each hybrid that the Japanese automaker sold. Similarly, there's a lawsuit pending against Ford over tech in the C-Max, Fusion, and Lincoln MKZ. Hyundai Statement: Hyundai believes that the verdict returned by the jury today in the matter of Paice v. Hyundai Motor Company et al., is not supported by the evidence. Accordingly, Hyundai has requested that the presiding judge enter a judgment in its favor notwithstanding the verdict. Hyundai strongly believes its position and will appeal any remaining adverse findings to the Federal Circuit.

Kia still said to be considering diesels in US

Is Kia making diesel rumors a biennial thing? The South Korean automaker once again may take a closer look at making an oil-burner available for US consumption, JustAuto says. All in the name of fuel economy, of course. Kia Motors America vice president Orth Hedrick tells JustAuto that the automaker may start selling diesels in the States during the next few years. Kia is getting ready to debut its Soul EV battery-electric in the US later this year, and with diesel powertrains gradually overcoming their perceptions of being slow and loud, the company may find a receptive audience in the US for these powerplants. The problem has always been the inconsistent emissions standards between Europe and the US, but that may be resolved by 2018, says Hedrick. Kia's obviously encouraged by rising diesel sales from German automakers such as Volkswagen and Audi, as well as the fact that it just completed a record-breaking six-month sales period for the US. Kia spokesman Scott McKee, in an email to AutoblogGreen, would only say that "identifying new opportunities for growth is part of our long-term strategy" but reiterated that no announcements have been made. Of course, there was a similar buzz during the spring of 2012, when reports surfaced that Kia would start making a diesel-powered Optima, which it provides to European customers.

Kia's Super Bowl ad parks the Optima in a Walken closet

Kia has a weird marketing strategy to sell the Optima in its Super Bowl commercial titled Walken Closet. The humorous spot stars actor Christopher Walken who appears to live in a closet, and he describes the South Korean brand's midsize sedan as "as the world's most exciting pair of socks." Walken is famous for his unique voice, and he enunciates Kia Optima in this ad like no one else can. The ad markets the Optima as the midsize sedan for customers who want something more exciting from the segment. According to Walken, other vehicles are like beige socks, but the Kia has "pizzazz." Comparing a vehicle to a pair of socks still doesn't get the heart racing, though. You can watch a 90-second version of Walken Closet above. Kia will premiere the 60-second cut during the four quarter of the Super Bowl. CHRISTOPHER WALKEN ADDS "PIZZAZZ" TO KIA MOTORS' SUPER BOWL COMMERCIAL FOR THE ALL-NEW OPTIMA MIDSIZE SEDAN Kia is the First Brand to Utilize a New Technology Solution from Influential That Taps IBM Watson for Influencer Identification as Part of Multifaceted Marketing Campaign Extended cut of "Walken Closet" can be viewed now at YouTube.com/Kia; 60-second broadcast version will debut during the fourth quarter of Super Bowl 50 #AddPizzazz social media campaign includes partnerships with Mobile First influencer platform Influential, social media creator network Niche, and lifestyle apparel brand Stance, to engage creators and generate content across a variety of channels IRVINE, Calif., February 2, 2016 – There's no one quite like Christopher Walken – he is an original. And in Kia Motors America's (KMA) 2016 Super Bowl commercial, the Academy Award-winner employs a colorfully stylish sock to demonstrate how the next generation Optima stands out in the midsize sedan segment filled with entries that look and drive the same. Premiering today on YouTube.com/Kia – and set to air in the fourth quarter of the big game – "Walken Closet" is the centerpiece of Kia's multiplatform campaign spotlighting the all-new 2016 Optima as the vibrant alternative for those searching for more in a vehicle segment whose hallmarks are basic, boring and uninspired. As Walken explains in the spot, "There are two kinds of people in this world. Those who are content to blend in ... then there are those who expect more. They're exciting.