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Weekly Recap: Hyundai scores NFL sponsorship after GM exits

Hyundai replaced General Motors as the official automotive sponsor of the NFL with a four-season deal that was announced this week. Hyundai gets exclusive sponsorship rights for mainstream and luxury cars, though not for pickups – as it doesn't have one in its current portfolio. "There may be another automotive truck sponsor, but not one that competes with our vehicle lineup," a Hyundai spokesman said in an email. That leaves the door open for another truckmaker to enter the fray. GM used the NFL to promote its GMC division, which makes pickups and sport-utility vehicles. The Detroit automaker decided to quit the sponsorship, which it had held since 2001, a GM spokesman said. Financials were not released, but ESPN said the sponsorship will cost Hyundai $50 million a year, double what GM paid. It gives Hyundai access to NFL trademarks for use in its marketing and advertising, and Hyundai will provide promotional vehicles to the league for the Super Bowl and other events. Hyundai celebrated the agreement by lighting up its Fountain Valley, CA, headquarters this week with a football field and the NFL logo. Hyundai's sister company, Kia, is the official automotive sponsor of the NBA. "We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration, and tell the Hyundai brand story," Hyundai Motor America CEO Dave Zuchowski said in a statement. Hyundai will officially kick off its sponsorship when the NFL season begins on Sept. 10 with a primetime game featuring the Pittsburgh Steelers and the Super Bowl champion New England Patriots. OTHER NEWS & NOTES Toyota Mirai rated at 67 mpge, 312-mile range The Environmental Protection Agency gave the Toyota Mirai hydrogen fuel cell electric car a 67-miles-per-gallon-equivalent rating. The figure is for city, highway, and combined driving. The EPA also said the Mirai will have a 312-mile range. The sedan will arrive in dealerships in California this fall and will cost $57,500, though incentives can drop the price significantly. The Mirai will also be offered as a $499-per-month lease. Both come with three years or $15,000 worth of free fuel. Toyota plans to expand sales to the Northeast United States later. Toyota's top female exec resigns in wake of arrest Meanwhile, in other Toyota news, the automaker's communications chief and top female executive, Julie Hamp, resigned.

GM will compensate SUV owners for fuel-economy error [UPDATE]

General Motors will offer debit cards to owners of some of its crossover SUVs after it was discovered that GM overstated the vehicles' fuel economy on window stickers, Automotive News says. GM will offer reimbursements to about 135,000 customers that are worth between $450 and $1,500 each. Some owners will also have the option of being provided with an extended warranty free of charge instead of the debit card. GM overstated fuel economy on about 170,000 vehicles by one to two miles per gallon because of what it has said was an inadvertent error stemming from not factoring the impact of emissions-related hardware into the EPA window-sticker figures. As a result, GM put a temporary stop-sale on the Chevy Traverse, GMC Acadia, and Buick Enclave before switching out the window stickers on about 60,000 vehicles. Automotive News says letters and debit cards will be sent out next week, and Reuters is estimating that the reimbursement program will cost GM about $100 million. With automakers ranging from Hyundai/Kia to Ford to, more recently, Volkswagen and Mitsubishi being ensnared by emissions or fuel-economy-rating issues, GM is working quickly to address the problem. For those curious, the reimbursement totals, factoring in current gas prices, the SUVs' combined fuel economy, and typical driving of about 12,000 miles a year, will provide between three and 12 months worth of free gas for those drivers (the models get either 17 or 18 miles per gallon combined, depending on front- or four-wheel-drive configuration). While about 135,000 customers will be reimbursed, Automotive News says the fleet buyers of about 35,000 crossovers haven't been addressed yet. UPDATE: GM spokesman James Cain, in an e-mail to Autoblog on Sunday, confirmed that the company will reimburse about 135,000 customers. Purchase customers will be given the option of a pre-paid debit card or a 48-month/60,000-mile protection plan, while lease customers will be offered the pre-paid debit cards. Most of the cards will have a value of between $450 and $900 on them. "We want all of our customers to have a great ownership experience, so we designed this reimbursement program to provide full and fair compensation in a simple, flexible, and timely manner," he wrote.

General Motors shaking up its marketing... again

One of the things that dogs the full comeback of General Motors is the instability of its marketing. That part of the automaker got yet another big shakeup today when GM confirmed what I have been tweeting for a few days - strong rumors that the Chevrolet and Cadillac ad accounts are walking to new ad agencies.
Cadillac, GM's luxury brand, is going into review from Fallon Worldwide, Minneapolis and the indications are that Campbell-Ewald, Chevy's old ad shop, will end up with most or all of it. C-E just announced that it was moving from its long-time home in Warren, MI to a new downtown Detroit office next to Ford Field, just blocks from GM.
The other shoe to drop shortly will be the shift of GM's most important brand, Chevy, from Goodby, Silverstein & Partners of San Francisco to McCann-Erickson of Troy, MI. McCann used to be the agency for Buick and GMC, as well as GM's corporate advertising, and has retained some pieces of business over the last few years. Sources have even told us that it was McCann that did a lot of the creative work on Chevy's new ad platform, Find New Roads. (Not to be confused with a former McCann tagline for Saab, "Find Your Own Road.")