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A spotter's guide to Super Bowl LIV car commercials

Set to kick off on Fox at 6:30 ET on Sunday, February 2, from Hard Rock Stadium in Miami, Florida, the big game will feature the Kansas City Chiefs and the San Francisco 49ers. Throughout Super Bowl LIV, viewers will see about 50 commercials, each of which costs as much as $5.6 million per 30 seconds, according to AdWeek. Originally, there were more than 77 ad slots, so several companies could be paying well more than $10 million for a single, longer commercial. Numerous car companies have already announced their commercials, or their intentions to show commercials, during the game. Here's a roundup of the ones we know about so far. During the game on Sunday, we'll be livestreaming and adding links to the new commercials as they become available, so check back with us for that post.  Audi: E-Tron Sportback Maisie Williams has experience wearing many faces, and in Audi's Super Bowl commercial, she does her best Elsa impression. In the spot, titled "Let It Go," Williams faces the rigorous task of getting through L.A. traffic, but she's alleviated by the comfort of the Audi E-Tron Sportback electric crossover. The commercial is meant to signal the company leaving its gas past behind and moving forward to a sustainable future.  Genesis: GV80 Genesis makes its Super Bowl debut with a commercial that will show its all-new SUV, the GV80, to viewers around the world (many of which will be seeing the vehicle for the first time). The ad features Chrissy Teigen and John Legend as the purveyors of "new luxury," while "old luxury" is left for the birds. GMC: Hummer General Motors is bringing back the Hummer nameplate as a premium electric GMC truck. GM says it will have 1,000 horsepower and will be capable of going zero to 60 mph in three seconds. GM brought in NBA legend and Hummer fanboy LeBron James for the debut commercial. Hyundai: Sonata Hyundai is known for bringing in the big-time celebrities for its commercials, and 2020 is no different. A new advertisement called "Smaht Pahk" features John Krasinski, Chris Evans, and Rachel Dratch, all three of whom are from the Boston area. The trio gets into full character as they discuss the new high-tech parking feature on the redesigned 2020 Hyundai Sonata, and David Ortiz makes a cameo at the end. Even when New England isn't in the Super Bowl, New England is in the Super Bowl.

Weekly Recap: Mazda's rotary revival ignites Tokyo Motor Show

Forty-eight years ago Mazda pioneered rotary engines in the Cosmo Sport. Mazda then honed the technology, won with it on the racetrack, and made it one of its signature features. If you're an enthusiast, rotary was a reason you like Mazda. It's a great part of the company's past. But until this week, that's exactly what we thought it was. History. That all changed with the reveal of the RX-Vision concept at the Tokyo Motor Show, which reignited the passions of the Mazda faithful. Suddenly, rotary was no longer a relic. The rotary concept shown in Japan was a front-engine, rear-wheel-drive sports car wrapped in the company's latest Kodo design language. It's powered by a Skyactiv-R unit (R for rotary), though specs were not disclosed. Mass production is "currently on hold," Mazda said, maintaining it never stopped development of rotary technology, even after the demise of the RX-8. Beyond that, we know nothing, other than the optimistic statement Mazda offered that: the "RX-Vision represents a vision of the future that Mazda hopes to one day make into reality." Put simply: we agree. OTHER NEWS & NOTES: Subaru previews next-gen Impreza While the Mazda concept was the headliner from Tokyo, Subaru's Impreza design study also stood out. The five-door concept is a signpost for the look of next-generation Impreza. It blends sportiness with functionality, and it's wrapped in a striking shade of 'high-luminance silver.' The fenders are flared to signal Subaru's all-wheel-drive capability, and the front has futuristic headlights that look like something from an Audi E-Tron concept. While most of this will be toned down in production, the concept suggests an elevated style for the Impreza, which is due as a 2017 model. Porsche adds potent GTS model to 2017 Macan line Porsche is giving the Macan crossover the GTS treatment, which will start at $68,195 when it goes on sale in March. GTS translates to more power, a sportier suspension, and interior and exterior design cues that sharpen the looks and reflexes of one of the most athletic SUVs on the market. Porsche recalibrated the 3.0-liter twin-turbo V6 from the Macan S to make 360 hp and 369 lb-ft, (up from 340 hp and 339 lb-ft in the S). It teams with a seven-speed PDK gearbox and all-wheel drive. An air suspension is standard. The body features a slew of black accents, and the standard 20-inch RS Spyder wheels are done up in a shade of satin black. The cabin gets leather, Alcantara, and GTS logos.

Why Kia doesn't need a premium brand

Hyundai's creation of the Genesis luxury brand means it and fellow Korean brand Kia have finally hit the mainstream in the U.S. – as far as products are concerned – after nearly three decades of trying. Which is about as long as it took Toyota and Nissan to roll out Lexus and Infiniti, respectively. It's history repeating itself. Genesis is supposed to be the way Hyundai's premium models get the respect they deserve, without carrying the baggage of a name associated with frugality. Hyundai has, in fact, built up a reputation over the last decade or so for cars that compete head-on with class leaders, rather than aim to be 90 percent as good for 75 percent of the price. And because Kia shares a number of components with Hyundai, its vehicles have also steadily become not only better mainstream vehicles, but have continued to aim higher than their price points. Does Kia need to follow now in its parent's steps with a prestige brand to market its most expensive models? I'm aware of the Kia K900, the company's deepest foray into luxury territory notably occupied by Lexus. Kia, however, has consistently been pushing this $60,000 full-size luxury sedan along with $0 down, low monthly payment lease deals. Turns out there really aren't many people looking for a full-size Kia luxury sedan. Or maybe they're just waiting to get it for $20,000 in a couple of years. Consider the K900 and Genesis when I convince you Kia already makes upscale cars to rival those with premium badges. They just don't happen to be its most expensive model. Shortly after Hyundai's announcement it would spin its luxury models off into the Genesis brand, I spent a few days with a 2016 Kia Sorento SXL. And I'm willing to call it a more convincing attempt to get people out of luxury cars than the K900. Driving the Sorento is not an emotional experience. You feel parental driving it, thinking you might've forgotten to pick your kids up until you remember you don't actually have kids. But after settling into the nicely stitched and perforated leather seats, you respect its comfort, quiet and amenities. The headliner is soft, the stitching on the dash top is convincingly real and everyone is impressed by the sharp graphics on the touchscreen and the slick powered shade that reveals an expansive glass roof. A Kia Sorento costing more than $46,000 sounds absurd until you wonder how much better an Acura MDX or Lexus RX350 is when those cost as much as $10,000 more.