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Hyundai hires actor Paul Rudd as pitchman [w/video]

The Dude abides, but his deep voice is going to be coming from your TV a little less. After seven years of his earthiness, laid back actor Jeff Bridges is no longer the voice of Hyundai in the brand's advertising. He has been replaced by comedian Paul Rudd who is already narrating the new commercial for the 2015 Hyundai Sonata.
"We were looking for a voice that could be recognizable and relatable to a new generation of car buyers," said Steve Shannon, vice president of Marketing, Hyundai Motor America, in the company's announcement of the deal. "Rudd can be serious, humorous, informative and entertaining all at the same time."
According to Hyundai spokesperson Derek Joyce speaking to Autoblog, the deal with Rudd goes for the next three years. "He's our tier one voice, and that's going to affect tone" in the company's ads," Joyce said. The first spot with Rudd is titled Co-Pilot, and it stars a backseat driver losing out to the Sonata's navigation system and safety features at every turn. Rudd isn't physically in the commercial but does the ending voiceover. The company wouldn't say when the next ad with the new pitchman might debut.

Ex-Hyundai CEO Krafcik joins TrueCar board amidst IPO plans

Former Hyundai Motor America CEO John Krafcik has had a tumultuous year. Last June, he won the Automotive Executive of the Year from DNV Business Assurance. Then in December, he suddenly announced he was stepping down from his leadership role at the Korean automaker on January 1, with some suggesting it was because the company's sales growth was too far below forecasts. Now, it looks like the exec has landed a new role on the board of directors of online car shopping website TrueCar.
According to The Wall Street Journal, Krafcik's role will be to build relationships with automakers and dealers, but the job at TrueCar won't be full time. Since leaving Hyundai, Krafcik has also been doing consulting work in Silicon Valley. "It's helped me understand what I might want to do, full, full time. I am just taking things at the appropriate pace," he said to the Journal.
Krafcik, who is widely considered one of the industry's top executives, took the helm at Hyundai America in 2008 and led it to an increase in sales and market share. He was with the company when it won North American Car of the Year awards in 2009 and 2012 for the Genesis and Elantra, respectively.

Hyundai pulls motorsports in US, parts ways with Rhys Millen Racing

Automakers don't necessarily undertake racing programs in proportion to their size. A company like Ferrari or McLaren, for example, may be small, but their racing programs are huge. The inverse could be said of a company like Hyundai, which has grown to rank among the largest automakers in the world, but has traditionally maintained a relatively short reach when it comes to racing. And now it's getting even smaller as the company is shutting down its entire motorsport program in the United States. Not that the program was that big to begin with in the first place. Although Hyundai recently launched a factory effort in the World Rally Championship, in North America its competition activities revolved essentially around Rhys Millen Racing, the California-based outfit with which the Korean automaker has tackled Pikes Peak, Formula Drift and the Global RallyCross Series – the latter of which Millen describes as "arguably the fastest most exciting form of racing to hit the US in years." But now Millen has announced that Hyundai has withdrawn from their partnership that has stood for six years. Without support from the automaker, Rhys Millen is putting up his Hyundais for sale or rental to any privateer team interested in getting in on the RallyCross action, while the team looks for a new partner with which to move forward. As for Hyundai, it seems the automaker may have stretched its motorsport budget a little thin with the WRC effort, on which it will now apparently rely to establish its racing cred. We reached out to Hyundai for clarification on its future motorsport plans in America, but representatives weren't immediately available for comment. We will update this story when and if we hear back.