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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.

Audi's next-gen "matrix beam lighting system" under threat from Washington

Automotive News reports Audi may have a hard road ahead of it when it comes to convincing federal regulators to allow the company's new matrix beam lighting. The system uses small cameras to detect other vehicles on the road and darkens specific elements of the high-beam pattern to provide maximum nighttime visibility without blinding other drivers. Audi has been displaying this technology on its concept cars for a couple of years now (including the Crosslane Coupe Concept shown above at its 2012 Paris Motor Show reveal). Audi hopes the technology will effectively do away with the industry's current high and low beam settings, but the National Highway Traffic Safety Administration doesn't allow such a system under its current laws. Federal Motor Vehicle Safety Standard 108 specifically says headlamps are not to shine in this dynamic of a way.
Audi has asked has asked NHTSA for more clarification to determine what, if any elements of the matrix beam lighting technology can legally be used on US-specification vehicles. But American buyers may have to settle for systems that automatically dim their high beams until the rules get a bit more clarification.

Felix Baumgartner parachutes into racing at N?rburgring 24

There are plenty of commonalities to be found between astronauts and racing drivers. Both are daredevils by definition (if not by trade), both subject themselves to unfathomable G forces and both face very real risks when strapped into machinery that makes the very best use of advanced propulsion, aerodynamics and composite construction technologies. Yet you don't find much crossover between the two. There was talk of Niki Lauda, himself an experienced pilot, training to go into space with Virgin Galactic (which itself was sister to an F1 team for a while in Richard Branson's empire), but that didn't seem to materialize. Now we're receiving news that Felix Baumgartner will contest the Nürburgring 24 Hours this year.
Felix Whomgartner, you ask? Felix Baumgartner. He's more of a skydiver than an astronaut, but he made history in 2012 when he jumped out of a space capsule and set the record for the highest altitude in a manned balloon, the parachute jump from the highest altitude, and the highest velocity freefall as part of the Red Bull Stratos initiative. In other words, he may as well be an astronaut, because he fell down to the earth's surface from the stratosphere.
For his next challenge, Baumgartner will be climbing into an Audi R8 LMS Ultra in an attempt to tackle the Nürburgring. Having contested a handful of spec races under the VW Group umbrella, he'll undertake several test sessions and practice races before the main event in June, in which he'll alternate behind the wheel with professional racing drivers Frank Biela, Marco Werner and Pierre Kaffer. The initiative is part of the Audi race experience program that allows gentleman racers to team up with seasoned pros to take part in real races. Baumgartner will undoubtedly prove its highest-profile participant.