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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.

Jaguar F-Type to pace Bloodhound SSC as rapid response vehicle

The Bloodhound SSC is out to beat the world land speed record, but it can't do it all on its own. The team is going to need a motorcade of support vehicles, like this specially equipped Jaguar F-Type. Outfitted by JLR Special Vehicle Operations with radio equipment and a unique livery, the Bloodhound SSC rapid response vehicle is based on the latest F-Type R AWD coupe. It'll serve a similar role that a pace or safety car does for a race, and be called into service in case of a high-speed emergency. The Bloodhound SSC itself will likewise be equipped with the same 5.0-liter supercharged V8, its 542 horses powering the jet-car's hydraulic system and oxidizer pump. The special F-Type will mark its debut at the Coventry MotoFest later this month (appearing again at Goodwood next month) alongside a '56 Long-Nose D-Type, the one-of-a-kind '66 XJ13, a '76 Broadspeed XJ12 Coupe, and the XJR-9 that won Le Mans in 1988. JAGUAR TO DEBUT BLOODHOUND F-TYPE RAPID RESPONSE VEHICLE AT COVENTRY MOTOFEST - World debut of Jaguar F-TYPE R AWD Bloodhound SSC Rapid Response Vehicle (RRV) at Coventry MotoFest (30/31 May) - Jaguar's 5.0-litre supercharged V8 550 PS sports car will support Bloodhound SSC World Land Speed Record attempt - Jaguar will be at the heart of Bloodhound SSC providing its 5.0-litre 550PS supercharged V8 engine to provide hydraulic services to the car and drive the rocket's oxidiser pump - Jaguar also previewing Goodwood Festival of Speed activity at MotoFest with a host of iconic heritage cars (Whitley, Coventry – 20 May 2015). Jaguar will unveil the F-TYPE R AWD Bloodhound SSC RRV at Coventry MotoFest – one of the cars that will support the Bloodhound world land speed record attempt. The Bloodhound F-TYPE R is the latest project of Jaguar Land Rover's Special Vehicle Operations and is wrapped in a bespoke livery created by Jaguar Design incorporating the Bloodhound SSC colours. This year's MotorFest promises to be bigger than ever with a range of attractions and gigs. The organisers close off the Coventry ring road to public traffic in order to host a number of motorsport activities and the Bloodhound F-TYPE will be taking part in laps on Saturday May 30 and Sunday May 31. Jaguar will also be previewing its activities at the 2015 Goodwood Festival of Speed – the theme of which this year is 'Flat Out and Fearless: Racing on the Edge' - by bringing along some of the most iconic cars from its rich heritage.

Evil Brits star in Jaguar's first-ever Super Bowl commercial

Chrysler's Imported from Detroit commercial from Super Bowl XLV is one of the most powerful car commercials in recent memory, and Jaguar is taking a similar approach - albeit with a more villainous spin - for its first-ever Super Bowl spot titled Rendezvous. While Chrysler and Eminem focused on hometown cheerleading, Jaguar is using its $8 million (the going rate for a 60-second commercial in this year's game) to play up the Hollywood tradition of typecasting a Brit as the bad guy.
In the spot highlighting the all-new F-Type Coupe, Jaguar looked to director Tom Hooper (the man behind movies like The King's Speech and 2012's Les Misérables), who filmed on location in London with British bad guy actors Mark Strong, Ben Kingsley and Tom Hiddleston. As the commercial implies, Brits make perfect bad guys with their style, sound and power, which are all traits evident in the F-Type.
The commercial will air in the fourth quarter of this Sunday's game, but you can watch it now in the video posted below. Jaguar has also included a press release as well as a second behind-the-scenes video showing how the ad was made.