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Apple lends prestige to a new Mercedes-Benz music system

Not often does Apple offer its name to products or technologies that emerge from beyond the walls of Fortress Cupertino. Could a partnership with Mercedes-Benz signal the start of something new? Mercedes’ new audio system unveiled this past weekend centers on the integration of Apple MusicÂ’s Spatial Audio with Dolby Atmos surround — a music enhancement generally heard in headphone-listening environments — in selected (and optional) Burmester audio systems. Plans are to offer the components initially in the Mercedes-Maybach S-Class, the S-Class as well as the EQE, EQE SUV, EQS and EQS SUV. No prices for the options were announced. Also partnering in the project is the Universal Music Group, one of the worldÂ’s leading music publishers. According to Mercedes, the Dolby tech “empowers musicians and audio engineers to place discrete audio elements or objects in a three-dimensional sound field, which goes beyond the capabilities of standard stereo productions. The system adapts to any playback environment, meaning fans can listen to music with unparalleled clarity that matches the artist's original vision in the studio.” We would expect no less from 31 speakers in a Maybach, powered by a pair of amps churning out 1,750 watts. Imagine Keith Richards cranking guitar through 31 speakers in an enclosed car cockpit. Almost three out of four music consumers say that they listen mostly in a car, says Mercedes Chairman Ola Kallenius. ”Through this exceptional partnership, we are giving our customers the extraordinary in-car audio experience they expect from Mercedes-Benz,” he said. “Both Apple and UMG share our vision and values and, together with Dolby, we will create a seamless and unique experience for our customers." Partnerships between automakers and audio companies have become common in recent years, and there have been mixed results from systems attempting to create a "surround sound" experience that goes beyond stereo. Bose put its systems into General Motors cars decades ago, and others followed, including Bowers & Wilkins, JBL and even the legendary McIntosh. Most recently, famed Italian speaker designer Sonon faber found a home in Maserati's new Grecale, and British speaker maker KEF is working with Lotus.  

2016 Japanese Grand Prix | Hamilton faces the beginning of the end

We're told the Japanese mamushi viper haunts the undergrowth around Suzuka. If the pit viper attended the weekend's Japanese Grand Prix, it avoided human visitors but it put a nasty bite on Lewis Hamilton's championship hopes. The Briton, lined up second on the grid next to Mercedes-AMG Petronas teammate Nico Rosberg, flubbed his start. By the end of Turn 1 Hamilton was in eighth. Hamilton didn't suffer alone. The beginning of the race was a melee; many of the leaders got caught out either by the damp track or by having to swerve around slow starters. Only Mercedes' Nico Rosberg and Red Bull's Max Verstappen took off clean. The German rolled up another lights-to-flag victory despite the pass-happy race happening behind him. Rosberg was as unbothered by the Dutchman in second place as he was by the official Formula 1 camera feed. Verstappen didn't have much work to do until the final ten laps of the race. Thanks to the Mercedes team's strategy – or Ferrari waiting too long to pit – Hamilton got up to third on Lap 36 of 53. Unable to make a DRS-enabled pass on Verstappen down the front straight toward the end of the race, the Mercedes driver took a creative line through Spoon corner. Closing in down the back straight, Hamilton jinked inside to try a pass through the final chicane. Verstappen moved over in the braking zone while Hamilton was still behind him, closing the door on the move. Hamilton protested over his team radio, but seemed resigned to a third place finish after the incident – he didn't try any more passes in the final laps. The Ferrari duo of Sebastian Vettel and Kimi Raikkonen crossed the line fourth and fifth, respectively, in recovery drives after penalties. The scuderia tried an aggressive final stint after Hamilton successfully undercut Vettel in the pits. Ferrari put Vettel on the soft-compound Pirellis so he could hunt the Mercedes, but after a few laps of close pursuit the tires gave up and Vettel fell back. Daniel Ricciardo couldn't get comfortable in his Red Bull the entire weekend. The Aussie finished where he started, in sixth place. Sergio Perez and Nico Hulkenberg followed the Red Bull home in two-up formation for Force India, Williams doing the same in the final two points-paying positions with Felipe Massa and Valtteri Bottas. Rosberg's 23rd career victory – his ninth of the season and first ever in Japan – puts him 33 points ahead of Hamilton in the Driver's Championship with four races left.

Toyota and Mercedes begin the Super Bowl ad teases with dads and hares

Advertising Age says pregame buzz is where Super Bowl advertisers really build momentum for their Big Game commercials, so let the teasing continue. We've seen the 30-second spot for the Lexus NX, Mercedes-Benz and Toyota are next out of the tunnel with campaigns that focus on a fable and fathers, respectively. The Mercedes tease gets former NFL wide receiver Jerry Rice lining up a talking-heads debate with eight-year-old Andrew Hunter about whether Hunter's hare could beat a tortoise in a race, but it's a disaster before it even begins. In what will be a continuing storyline, a social media component lets people side with #TeamTortoise or #TeamHare, with "a Big Race viewing party" going to a lucky winner. Mercedes also promises there'll be a hero at the end, which we imagine will something in the Three-Pointed-Star family as opposed to the Testudinae or Leporidae families. Toyota's all about the biological family, rolling out a series of tweets and Vine videos showing off ex-NFL'ers and their kids to hype the "One Bold Choice Leads to Another" campaign for the Camry. The profiled paterfamiliae will be examples of those "who have contributed to their families' lives in bold ways." A 60-second spot during the pre-game will feature Paralympic athlete Amy Purdy, then those stand-up dads will get their own 60 seconds during the second quarter. The social media tag for this one is #OneBoldChoice. You can watch Mercedes' opening salvo above, and check out a Toyota tweet with ex-quarterback Kurt Warner below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: Automotive News - sub. req., Mercedes-Benz, Toyota via YouTube (M-B), Twitter (Toyota) Celebrities Marketing/Advertising Mercedes-Benz Toyota Super Bowl Commercials Videos