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A spotter's guide to Super Bowl LIV car commercials

Set to kick off on Fox at 6:30 ET on Sunday, February 2, from Hard Rock Stadium in Miami, Florida, the big game will feature the Kansas City Chiefs and the San Francisco 49ers. Throughout Super Bowl LIV, viewers will see about 50 commercials, each of which costs as much as $5.6 million per 30 seconds, according to AdWeek. Originally, there were more than 77 ad slots, so several companies could be paying well more than $10 million for a single, longer commercial. Numerous car companies have already announced their commercials, or their intentions to show commercials, during the game. Here's a roundup of the ones we know about so far. During the game on Sunday, we'll be livestreaming and adding links to the new commercials as they become available, so check back with us for that post.  Audi: E-Tron Sportback Maisie Williams has experience wearing many faces, and in Audi's Super Bowl commercial, she does her best Elsa impression. In the spot, titled "Let It Go," Williams faces the rigorous task of getting through L.A. traffic, but she's alleviated by the comfort of the Audi E-Tron Sportback electric crossover. The commercial is meant to signal the company leaving its gas past behind and moving forward to a sustainable future.  Genesis: GV80 Genesis makes its Super Bowl debut with a commercial that will show its all-new SUV, the GV80, to viewers around the world (many of which will be seeing the vehicle for the first time). The ad features Chrissy Teigen and John Legend as the purveyors of "new luxury," while "old luxury" is left for the birds. GMC: Hummer General Motors is bringing back the Hummer nameplate as a premium electric GMC truck. GM says it will have 1,000 horsepower and will be capable of going zero to 60 mph in three seconds. GM brought in NBA legend and Hummer fanboy LeBron James for the debut commercial. Hyundai: Sonata Hyundai is known for bringing in the big-time celebrities for its commercials, and 2020 is no different. A new advertisement called "Smaht Pahk" features John Krasinski, Chris Evans, and Rachel Dratch, all three of whom are from the Boston area. The trio gets into full character as they discuss the new high-tech parking feature on the redesigned 2020 Hyundai Sonata, and David Ortiz makes a cameo at the end. Even when New England isn't in the Super Bowl, New England is in the Super Bowl.

GMC's electric Hummer could someday serve alongside the Humvee in the U.S. Army

Every civilian Hummer model traces its roots to AM General's Humvee, which made its combat debut when the United States invaded Panama in 1989. Fast forward to the 2020s, and the tables have turned. The born-again Hummer that will arrive with an electric powertrain and a GMC emblem could spawn a military-spec truck. "[The upcoming Hummer] is a full-size truck with 400 miles of range and 1,000 pound-feet of torque, it's a very highly capable vehicle. That could provide a great base platform for an electric vehicle to be used in the military context," said David Albritton, the president of General Motors Defense, in an interview with GM Authority. Although he didn't sketch out the Hummer's role in a battalion, its range, torque, and dimensions would theoretically make it well-suited to carrying soldiers, weapons, and/or gear like radio equipment. It wouldn't necessarily look like the production model (shown above in a preview image). General Motors Defense might use its basic platform and its powertrain technology to build a purpose-designed off-roader, like it did with the Colorado Infantry Squad Vehicle (ISV) it will soon begin manufacturing for the Army. The ISV shares 90% of its parts with the regular-production Chevrolet Colorado, but the two vehicles look nothing alike. Securing a contract with the American military is easier said than done, and Army officials haven't publicly expressed an interest in sending the upcoming Hummer into a war zone. We'll learn more about what a battle-ready electric truck could look like after the showroom-bound model makes its debut. In the meantime, Humvee production continues, and AM General introduced a comprehensively updated model named NXT 360 in 2018. Related Video:     Green GMC Hummer Truck Electric Military

Spy photos suggest more rugged GMC Sierra HD AT4X is on the way

Ford has the Super Duty Tremor. Ram has the Power Wagon. GM doesn't yet have a really serious heavy duty pickup off-roader, but these spy shots suggest that may be changing. They show a GMC Sierra HD with plenty of height, chunky tires and a prominent skid plate. We suspect it may be an AT4X trim, to slot above the somewhat trail-oriented AT4 already on sale. Despite the heavy camouflage on each end, we can see right away that this GMC has a new front bumper that's turned up at each end, likely to leave some space for getting tires up to obstacles. There doesn't appear to be the air dam that shows up on all other Sierra HD models, either. Under the front end is a very prominent skid plate. Other interesting aspects include the tires. They appear to be the same model of Goodyear Wranglers used on the Chevy Silverado 1500 ZR2, and not the ones currently in use on the Sierra HD AT4. Also, this extra rugged Sierra features a huge exhaust tip, which seems to confirm the Duramax turbodiesel V8 will be available, probably as an option over the gas V8. This is noteworthy since the Ram Power Wagon is only available with a gas engine. Of course the Ford Super Duty Tremor is available with both gas and diesel engines. The regular Sierra 1500 AT4X was only just revealed last October for the 2022 model year. So we would expect that this heavy duty version would make an appearance for either the 2023 or 2024 model year of the model. It could accompany a light refresh of the truck, again similar to the lighter duty model. We expect it will also feature some additional suspension and drivetrain upgrades to help it compete with the Ford and Ram off-roaders. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.