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Lexus NX, BMW i3 to get Super Bowl commercials

At this point last year, we'd been getting news on automotive-focused Super Bowl commercials for more than two months. The teasers hadn't come out yet, but manufacturers lined up for the super-expensive spots were making their intentions known. This year? Almost nada, until this week. BMW has said it will air a 60-second spot promoting the i3 during the first quarter of the game, the Munich firm returning to The Big Game after a four-year absence. BMW says, "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." We say that pitching a tiny range-extended hatchback during the beer-iest American sports orgy of the year should make for some neat commentary afterward. Lexus is putting its new NX crossover in the second Super Bowl commercial it's ever aired, eschewing the glitter of celebrities and glamor for a straight-shooting spot and the tagline, "Be seen, be heard, make some noise." Joining those two are Kia, Mercedes-Benz, Nissan and Toyota. The six confirmed carmakers are down from eleven last year, when car spots made up a quarter of the total ad time. The price to do business for 30 seconds this year: reportedly around $4.5 million, up a stacks from last year's $4 million. You can watch the Lexus commercial in the video above, and beneath that, the BMW press release below has a bit more information on its effort. BMW to Advertise All-Electric BMW i3 during Super Bowl XLIX. The all-electric BMW i3 is featured in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. Woodcliff Lake, NJ – January 15, 2015... Today, BMW announced plans to feature the all-electric BMW i3 in a 60-second spot during Super Bowl XLIX on Sunday, February 1, 2015. After a 4-year hiatus, BMW will be returning to the big game with a commercial during the first quarter. "As one in three Americans will tune in to watch the Super Bowl, we are thrilled to use this platform to educate viewers on the importance of electric mobility," said Trudy Hardy, Vice President of Marketing, BMW of North America. "Big ideas like the BMW i3 take a little getting used to, and the creative idea surrounding our spot will play on this analogy." BMW i is BMW's forward-looking and sustainable brand dedicated to solving many of the mobility challenges faced by the world's most densely populated cities. The BMW i3 is the first of the BMW i vehicles constructed from the ground up primarily of carbon fiber.

2015 Mexican Grand Prix is a lot like old times

The last time Formula One visited Mexico, in 1992, 26 cars powered by eight engine manufacturers (counting Honda and Mugen-Honda separately) lined up on the grid; it would have been nine engine makers but the Brabham-Judd cars failed to qualify. In 1992 Lewis Hamilton was seven years old, Sebastian Vettel was five, Max Verstappen was still five years away from being born. Two of the current Sky Sports F1 commentary team, Martin Brundle and Johnny Herbert, were drivers. The starting three were Nigel Mansell on pole – 39 years old, this the year he'd win his only World Championship – and Riccardo Patrese both driving Williams-Renault cars, followed by Michael Schumacher in a Benetton-Ford. Only 13 of the 26 starters would finish. The circuit is has been reworked to today's safer standards, the track surface is brand new and slippery, but the atmosphere and packed grandstands haven't changed. Nico Rosberg was another point of consistency, scoring pole position for the fourth race in a row to beat his now-World-Champion teammate Hamilton by almost two-tenths of a second. The last time Rosberg turned pole position into a victory? The Spanish Grand Prix back in May. Vettel locked up third for Ferrari, followed by the Infiniti Red Bull Racing duo of Daniil Kvyat and Daniel Ricciardo. Williams went two-up as well, Valtteri Bottas in sixth ahead of Felipe Massa in seventh. Max Verstappen turned in a great late lap to reserve eighth place, Sergio Perez did all he could in front of his home crowd to get ninth, teammate Nico Hulkenberg the caboose in the top ten. In that 1992 race the first three on the grid finished the race in the same order after Mansell dominated, and it was almost the same in 2015. If Rosberg had driven the whole season like he drove today the Driver's World Championship would still be up for grabs. He got a great start and held his line through the first corner, coming out ahead of Hamilton through the initial kinks, pulling away as soon as he got to the straight. Hamilton was never more than a few seconds behind, but every time the Brit inched closer the German found a few more tenths to keep his distance. The field got bunched up when the Safety Car came out on Lap 53 after Vettel spun and got stuck in the barriers, but Rosberg handled the restart perfectly. Both drivers made small mistakes in the last few laps while driving on the edge, but Rosberg earned a strong victory, crossing the line two seconds ahead of his teammate.

Is Audi getting complacent and suffering from brain drain?

The argument is made in a Reuters article: Audi is falling behind other luxury brands, such as Mercedes-Benz and BMW, due to a lack of research-and-development spending and "brain drain," or the migration of top executives and R&D chiefs to other parts of the Volkswagen Group. Reuters notes that Audi's current R&D chief is the third in 16 months.
Audi, which contributed to 40 percent of VW Group's $11.6 billion in profit the first nine months of the year, is delivering cars at a record pace: 1.31 million were delivered from January to October 2013 versus BMW's 1.35 million. Yet Audi, Reuters reports, doesn't have a halo car akin to BMW's new electrified i3 and i8 or an answer to Mercedes' plug-in-hybrid S-Class, and the R&D spending at Audi is less than BMW and Mercedes by a fair margin. It's noted in the article, however, that Audi benefits from other R&D spending within VW Group.
Reuters mentions that BMW "trumpets its new 'i' series" and the new Mercedes CLA and GLA ranges are winning "rave reviews" as part of its argument that Audi's recent lack of technological innovation could hurt future sales. Those cars do pack tons of new technology, some of which are firsts for mainstream production cars. But last time we checked, the i3 could be causing BMW's stock to slide, the CLA isn't receiving the rave reviews that Reuters would have you believe and the GLA hasn't been reviewed yet.