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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.

Volvo won't go after S-Class, 7 Series market

Volvo vice president of powertrain engineering, Derek Crabb, recently said that the Swedish automaker is developing smaller and smarter powertrain options that will "turn V8s into dinosaurs" - a statement that could have been our first indication that Volvo is no longer looking to create a luxury flagship sedan to take on German land yachts like the Mercedes-Benz S-Class, Audi A8 and BMW 7 Series. Now Automotive News seems to be backing this up after speaking with CEO Hakan Samuelsson, who said that a big sedan wouldn't fit the brand's green image and, more importantly, might not even be a car that its customers would even consider.
Rather than trying to compete in a small, established market against rear-drive, 12-cylinder sedans, Volvo is looking at the emerging, higher-volume premium small car segment to take on its German rivals with the all-new Volvo V40 (shown above). Not wanting to abandon the big-vehicle segment altogether, a next-generation XC90 is due out within the next couple years (and was spotted in some recent spy shots), and it will ride on the new Scalable Platform Architecture (SPA), which will be shared with the new S80 according to the AN article.

Euro-market Volvo C40 Recharge and XC40 Recharge add efficiency, range

Volvo's tweaked the powertrain specs for the C40 Recharge and XC40 Recharge in Europe in both front- and all-wheel-drive trims. (We don't get the FWD versions here, only the AWD models.) First reported by CarsUK as a rumor, Autocar dug into the details after the new models hit some EU configurators. The big change there is that the front-drivers are now rear-drivers, engineers moving the single motor to the rear axle in the name of efficiency. The battery in the single-motor cars stays the same size at 67 kWh, but motor output rises from 228 horsepower to 235 hp. Even better, the C40 Recharge goes from an estimated 270 miles on a charge to 296 miles, the XC40 Recharge goes from an estimated 260 miles on a charge to 286 miles on the WLTP cycle. The AWD Recharge Twin trims get a larger battery, swapping the 78-kWh unit (75 kWh usable) for a 82-kWh unit (78 kWh usable). Their motors put out the same combined 402 hp as before, but do so with a rear bias. Instead of each motor making 201 hp, the front motor makes 161 hp, the rear 241 hp. Their ranges climb even more, the C40 gaining 37 miles of range to go an estimated 315 miles on a charge, the XC40 adding 42 miles to go an estimated 311 miles on the WLTP cycle. Volvo also upped the fast charging capability for the Recharge from 150 kW to 200 kW. The upgrade cuts the charge time from 10% to 80% by 10 minutes, to 27 minutes, matching the time required for the single-motor trims with the smaller battery to refill the same amount. The revised models can be ordered in Europe now but won't go into production until next year, the Recharge versions in May, the single-motor versions in autumn. Prices are up about 10%. It's thought the Polestar 2 will be in line for the same changes. We asked Volvo USA about the revisions coming to the U.S., aand  spokesperson responded, "We will have more details to share on the U.S. offer at a later date."