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Why Toyota's fuel cell play is one big green gamble

Imagine going to the ballet on Saturday evening for an 8 pm performance. The orchestra begins warming up shortly before the show, but it turns out the star performer isn't ready at the appointed time. The orchestra keeps playing, doing its best to keep the audience engaged and, most importantly, in the building. It keeps this up until the star finally shows and is ready to dance ... which turns out to be ten years later. That's a Samuel Beckett play. It's also how many observers, analysts, alt-fuel fans and alt-fuel intenders feel about the arrival of hydrogen fuel cell vehicles (FCVs) – the few of them who are still in the building, that is. Toyota's hydrogen development timeline rivals that of the US space program. In fact, within the halls of Toyota alone, research on FCVs has been going on for nearly 22 years, meaning that one company's development timeline for FCVs rivals that of the US space program – it was 1945 when Werner von Braun's team began re-assembling Germany's World War II V2 rockets and figuring out how to launch them into space and it wasn't until 1969 when a man set landing gear down on that sunlit lunar quarry. The development of the atom bomb only took half as long, and that's if we go all the way back to when Leo Szilard patented the mere idea of it, in 1934. Carmakers didn't give up on hydrogen in spite of the public having given up on carmakers ever making something of it, so there was a good chance that hydrogen criers announcing the mass-market adoption of periodic chart element number two one would eventually be right. Now is that time. And Toyota, not alone in researching FCVs but arguably having done the most to keep FCVs in the news, isn't even going to be first to market. That honor will go to Hyundai, surprising just about everyone at the LA Auto Show with news of a hydrogen fuel cell Tucson going on sale in the spring. The other bit of thunder stolen: while Toyota's talking about trying to get the price of its offering down to something between $50,000 and $100,000, Hyundai is pitching its date with the future at a lease price of $499 per month ($250 more than the lease price of a conventional Tucson), free hydrogen and maintenance, and availability at Enterprise Rent-A-Car if you just want to try it out. We've seen and driven Toyota's offering and we all know its success doesn't depend on cross-shopping, showroom dealing and lease sweeteners.

Hyundai Sante Fe reveals its refreshed face in South Korea

The Hyundai Santa Fe is getting a refreshed face just three years after the debut of the current generation, but for now the revision is exclusive to the South Korean market. The crossover is definitely getting a dash more style with this upgrade. The grille retains a three-bar design, but each crosspiece now sports cuts at each edge for a more visually interesting look. Lower down, the air intake grows larger for a little more aggression, and LED running lights are now mounted above the fog lights. The headlights are also re-sculpted for a sharper shape. According to a rough translation of Hyundai's press release, the rear bumper and taillights also see revisions, but the company has no photos of them. Similarly, the interior apparently receives a redesigned gauge cluster with new fonts and icons. For the South Korea at least, the updated Santa Fe is also getting an expanded list of tech options. Buyers can now opt for adaptive cruise control, automatic emergency braking, and a 360-degree camera system with parking assist. The release specifically mentions that Hyundai is aiming for the Santa Fe to score Good in the Insurance Institute for Highway Safety's small overlap crash test in the United States, versus the current version's Marginal rating. When the refreshed Santa Fe was previously spotted testing, the North American debut was predicted for sometime this year. Given the reveal of the crossover in South Korea, that estimated date would seem even more likely now. Autoblog reached out to a Hyundai Motor North America spokesperson for a more exact date, but all we heard back was that the automaker wouldn't comment on future product plans.

Hyundai shows us two more Super Bowl commercials

Hyundai is gearing up to show five commercials during this year's Super Bowl, and you've probably already seen one of them called Don't Tell that's been airing on television for weeks now. The Korean automaker has released two of the other four ads, though it looks like it might keep the headlining ad for the three-row Santa Fe, called Epic PlayDate, under wraps until the big game.
Of the two ads published on YouTube, we like Stuck the most, which features the Sonata Turbo. It presents all of the horrid things you could be stuck behind on the highway as reason enough for buying a boosted Sonata with its ample passing power.
The other commercial, called Excited, features the 2013 Hyundai Genesis. Our funny bone didn't tingle much with this one, and it contains a grammar bugaboo that's a pet peeve of some editors in the Autoblog virtual offices. Can you spot it? Scroll below to take the challenge and let us know in the comments.