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Hyundai lets loose another Super Bowl ad

Another day, another Super Bowl ad from Hyundai. The automaker is planning to show off five spots during the big game, and seems hell-bent on trotting each one out ahead of time to garner the most amount of attention possible. We've already seen three of the ads, and the latest follows one young boy as he amasses a football team to take on a bully. His selections range from a set of body-building twins to a bear wrestler and a freakishly strong good Samaritan. The spot is intended to show off exactly what sort of uses you could come up with for the seven-passenger Santa Fe.
We understand Hyundai's push to roll out its ads ahead of time. Estimations from previous years indicate previewing Super Bowl ads can increase viewership by as much as 700 percent, but there's little call for this slow walk out. The company still has one more spot to show off, and we won't exactly be holding our breath. You can check out the latest ad below as well as the most recent press release.

Hyundai/Kia's Prius rival to arrive by 2017

The Toyota Prius is the undisputed king of the hybrid market, but Hyundai and Kia are hoping to challenge its reign in the coming years with their own dedicated model. However, in all likelihood this is the same technology being shared between them. "We will take the lead in the future by raising the competitiveness of our environment-friendly cars like hybrid-only cars, plug-in hybrid cars and fuel cell hydrogen cars," Hyundai Motor CEO Kim Choong-ho said to Reuters, during the launch of another vehicle in South Korea.
While Kim didn't say when the model would be ready, Autocar in Europe spoke to people at Kia, who said that the company's own hybrid was two years away and codenamed the DE. The initial vehicle is reportedly a five-door hatchback that's about 169-inches long, with more conventional styling than the Prius. Its powertrain is reportedly based around a 1.6-liter engine with electric assist. A plug-in version might follow later, and other bodystyles on the platform are possible. A recently spotted test mule might show the current state of development on the project (pictured above).
According to Reuters, the decision for the new vehicle comes in order to meet tighter emissions in some markets. However, it seems like a challenging move for the US market. Hyundai already sells its Tucson fuel cell in limited quantities and the Sonata hybrid, and Kia has the Optima hybrid and Soul EV. Industry analysts are also predicting that hybrids might have a hard time versus internal combustion engines in the coming years. In addition, Toyota is rumored to get fuel economy close to 60 miles per gallon for some versions of the next Prius. All of these factors make selling the models here a potentially difficult undertaking.

Hyundai Sonata PHEV may be a game (and mind) changer

If you really, really want to consume volts instead of fuel on your way to work, school or shopping, you currently have just three options: pure EV, hydrogen fuel cell, or plug-in hybrid EV. Much as we love them, we all know the disadvantages of BEVs: high prices due to high battery cost (even though subsidized by their makers), limited range and long recharges. Yes, I know: six-figure (giant-battery) Teslas can deliver a couple hundred miles and Supercharge to ~80 percent in 10 minutes. But few of us can afford one of those, Tesla's high-voltage chargers are hardly as plentiful as gas stations, and even 10 minutes is a meaningful chunk out of a busy day. Also, good luck finding a Tesla dealership to fix whatever goes wrong (other than downloadable software updates) when it inevitably does. There still aren't any. Even more expensive, still rare as honest politicians, and much more challenging to refuel are FCEVs. You can lease one from Honda or Hyundai, and maybe soon Toyota, provided you live in Southern California and have ample disposable income. But you'd best limit your driving to within 100 miles or so of the small (but growing) number of hydrogen fueling stations in that state if you don't want to complete your trip on the back of a flatbed. That leaves PHEVs as the only reasonably affordable, practical choice. Yes, you can operate a conventional parallel hybrid in EV mode...for a mile or so at creep-along speeds. But if your mission is getting to work, school or the mall (and maybe back) most days without burning any fuel – while basking in the security of having a range-extender in reserve when you need it – your choices are extended-range EVs. That means the Chevrolet Volt, Cadillac ELR or a BMW i3 with the optional range-extender engine, and plug-in parallel hybrids. Regular readers know that, except for their high prices, I'm partial to EREVs. They are series hybrids whose small, fuel-efficient engines don't even start (except in certain rare, extreme conditions) until their batteries are spent. That means you can drive 30-40 (Volt, ELR) or 70-80 miles (i3) without consuming a drop of fuel. And until now, I've been fairly skeptical of plug-in versions of conventional parallel hybrids. Why?