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Kia hires Morpheus from The Matrix for Super Bowl ad

News of the Kia brand's inclusion in this year's onslaught of Super Bowl ads got out in December of last year, but other than the fact that the coming K900 flagship would carry the day, we knew nothing about the spot. Now AdWeek has revealed that it is Morpheus - he of The Matrix and guru for The One - who will guide us into a previously inconceivable reality in which Kia is a luxury car maker.
What we'll get is a 60-second spot produced by David&Goliath agency, following Morpheus (played by the man who made him famous, Laurence Fishburne) as he does the thing he does best: presenting a choice to a couple at a valet stand, allowing them to choose a red key or a blue key and, Kia would certainly want us to believe by the end of an "unforgettable ride," the truth.
It's Kia's fifth straight trip to the Super Bowl so it knows what to expect, but the task Morpheus has this time - to free your mind concerning the K900 - could be a task just as large as defeating all the agents and sentinels seeking Zion.

Hyundai, Kia and U of M studying 'highway hypnosis'

Next up on the hot-button list of things that can kill you behind the wheel: "highway hypnosis." That's the zombie-like, autopilot phase you get into on a long highway drive when there isn't much to distract you, like curves or traffic. Digging further into what it is and how to combat it, Hyundai-Kia engineers and the University of Michigan are commencing a study that will measure brainwave activity in order to track the body's slide into highway hypnosis.
We're not sure how much overlap this has with Mercedes-Benz's Attention Assist, which tracks more than 70 in-car parameters to determine when you're not focused on the road anymore. That system is billed as an alarm against fatigue, in our experience it does more than that - if you use your phone while driving, for instance, it will chirp.
They don't know what form a warning system will take yet, but Hyundai-Kia plans to develop a method for warning drivers when they being to zone out. According to the National Highway Traffic Safety Administration, there were more than three thousand deaths and nearly 400,000 injuries due to distracted driving in 2011.

2020 Kia Cadenza shows its new face in mid-cycle refresh

When we drove the all-new 2017 Kia Cadenza a few years back, our main takeaway was that "it's fine." There was nothing particularly remarkable about it, but it's a solid sedan. With the facelifted and refreshed 2020 Cadenza just revealed today, Kia looks like it's reaching a bit more, in an attempt to move beyond general goodness. The 2020 Kia Cadenza, teased last week, takes a stab at bold design. A concave V-shaped grille is the main styling element up front, as our eyes constantly drift to that funky chrome every time we examine the car. It looks like Kia was just riffing off the old grille, and decided to make it bigger while adding in a crease. Those headlights are new, too. They're much narrower and smaller than the old units, and we think they help the face of the new car tremendously. Kia attacked the rear of the Cadenza in a similar fashion. The taillights now stretch across the entire rear of the sedan, connected by an interesting dashed line coming in from both sides and meeting in the middle. It's just another example of Hyundai/Kia designing taillights with a sense of style. We're reminded of the new Hyundai Sonata that went in a bold new path itself at the NY Auto Show. Changes to the interior are relatively significant for just a mid-cycle refresh. There's a new, widescreen 12.3-inch touchscreen that forced a new air vent layout. Along with the rethought center stack, the center console gets changed up with a new gear shift lever and button/storage layout below that. It all comes off as a much more premium design than before. Adding further to that motif is a digital gauge cluster seen on this model. The Cadenza is supposed to be a luxurious sedan, and Kia is certainly answering the call with added tech on the interior. Unfortunately, we're still in the dark from a powertrain perspective. The Cadenza is currently offered in the U.S. exclusively paired to a 3.3-liter V6 and eight-speed automatic transmission. This reveal today was for the Korean-spec K7, (same as our Cadenza), so U.S. powertrain options remain unspoken. We'll expect details on the U.S. spec car to drop before the end of the year, and for this model to go on sale later in 2019 or sometime in 2020.