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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.

2017 Genesis G90 First Drive

The Genesis G90, new flagship of a new brand, makes me think of Shakespeare. Specifically, the tragedy of Troilus and Cressida, one of the Bard's more obscure and difficult works. But not because that play has much to do with the G90, but because that oft-forgotten work lent the Toyota Cressida, itself an obscure thing, its name. We're playing six degrees of Kevin Bacon with old playwrights and forgotten Toyota sedans because the luxurious Toyota Cressida directly paved the way for the Lexus LS400 to emerge a few years later. Since Lexus was the most phenomenal success to emerge from the late 1980s Japanese luxury brand movement, what better template for success? Genesis's Cressida was the Hyundai Equus. Both were uniquely badged, both sat slightly apart from a much less luxurious lineup. Both were not quite translated to American tastes, attempting to pass off indigenous flavors as export bonuses. The Cressida was pinched and cramped within, and frosted with gimmicky electronics; the Equus was tailor-made to a Korean businessperson's tastes. Both tested the waters and proved to product planners that there was room for a luxury brand. Lose the battle, win the war. Don't tell that to Troilus, though. Genesis won't quit with the G90. They're planning six vehicles by 2020, and the G80 (the old Hyundai Genesis sedan) is going on sale in September. A smaller G70 sedan will follow up later on. We expect an all-wheel drive coupe (or coupeish four-door) to replace the unloved Genesis Coupe, which should be significantly more upscale and luxurious to compete with the German brands. If it looks anything like the Vision G coupe concept from 2015, that won't be hard. Erwin Raphael, brand manager in the US for Genesis, tells us that a small SUV built on the G70 platform and a mid-sized one built on the G80 platform will follow (and in this SUV-crazy market, can't come soon enough). The slide below, provided by Genesis, shows the way forward. Genesis will craft its luxury brand not only with product, but also with a few customer service pillars that are worth a mention. Genesis expects most of their cars will be leased, and so they include a bunch of perks crafted to a typical lease period, like free service. On top of that, all Genesis dealers will offer a valet-style service to pick up your car for maintenance while dropping off a loaner. Other brands and dealerships do this piecemeal, but it will be a brand-wide pillar for Genesis.

Are we closer to a production version of the Genesis X Convertible?

Searching the U.S. Patent and Trademark Office (USPTO) database for the alphanumeric "GT90" returns 21 results. All but four results are dead. Three of those four trademark requests come from Hyundai, one of them filed this month. As CarBuzz noted, on April 4, Hyundai asked to reserve the character logo for "GT90 Genesis" for two categories: Automobiles and sports cars. As usual, a trademark application doesn't mean we'll see the trademark used anywhere. The Korean automaker's been toying with this idea for years, though. In 2017, it requested to reserve the name "Genesis GT90," in 2020 it applied to protect the same GT90 Genesis logo in several categories that did not include sports cars. The suspicion is that the GT name will could be for a grand tourer based on one of the Speedium concepts revealed in the last few years. The GT90 Genesis filing comes about two months after Hyundai supposedly told U.S. dealers the Genesis X Convertible concept will enter production. Descriptions from the chairman of Genesis' national dealer advisory council laid out a flagship product to launch the brand into another uncharted reach, attempting to take Genesis in the same direction the Celestiq is attempting to take Cadillac. Peter Lanzavecchia told Automotive News about the possible production car, "I don't know if it's going to be over $200,000 or $300,000, but I guarantee we're going see a lot of Bentley Continental convertible trade-ins on that when it comes to our showrooms." Other luxury news and rumor in the background at Genesis have the head of product planning telling Autocar, "We do talk about developing ‘effortlessÂ’ [electric] powertrains — enough power to be enjoyable in all circumstances, and which satisfies the luxury experience," and a report that there's work on a One of One personalization division. Both tidbits would fit with the arrival of a top-shelf electric GT. And if one, why not more? CarBuzz found more applications for GT60, GT70, and GT80 filed in Cuba. Genesis has said it won't abandon the sedan segment, and it wants more coupes and convertibles. Many automakers have said EVs open up the business cases for those two-doors and droptops that have become even more niche in the past decade. For Genesis, a three-pronged approach of G sedans, GV crossovers, and GT coupes and convertibles could be the result.   Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.