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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.

Buick Regal, Hyundai Sonata

Toyota is ramping up production of an all-new 2018 Camry and spending over $1 billion – with a "b" – at its Georgetown, Ky., plant. That investment speaks to the popularity of midsize sedans, despite sales inroads made by crossovers. While Accord and Camry are givens in the segment, less attention is paid to Buick's Regal and Hyundai's Sonata. And if shopping for a midsize sedan with a $30,000 budget, you should pay attention. Both offer a compelling combination of attributes and can be well equipped for that price point. Finally, both are due for either a major redesign (Regal) or aggressive freshening (Sonata) in the 2018 model year. Both Buick and Hyundai will be offering incentives 2017s, but Hyundai's program is more aggressive, with up to $6,000 in savings (as this is written). BUICK REGAL: For those seeking exclusivity at well below an "exclusive" price, there is the Regal. Designed by GM's Opel as the Insignia, the version sold stateside keeps most of its Eurocentric nature. It doesn't pretend to be an Audi or BMW, but it provides something more German than Volkswagen's Germany-by-way-of-Tennessee Passat. A Regal, in all-wheel-drive 'Regal' trim, supplies you with a turbocharged 2.0 liter and 6-speed automatic transmission. Its 259 horsepower and 295 pound-feet of torque propel the 3,600-pound Regal with authority and respectable efficiency. Despite its relatively low curb weight, the Regal feels substantial, with a heavy feel behind the wheel and a quiet authority going down the road. Inside, you'll find an interesting mix of Old World and New Detroit, with informative gauges, a center stack that dominates the instrument panel, supportive buckets up front and a reasonably spacious rear seat. The Regal's interior volume is respectable (97 cubic feet inside, while the trunk has 14 cubic feet), but this remains a better environment for young families or empty nesters. Those with a lot of kids or stuff should shop Buick's about-to-be-redesigned Enclave or midsize Envision. For the 2017 model year, Apple CarPlay and Android Auto have been added. The Driver Confidence 1 package (optional) includes Forward Collision Alert, Lane Departure Warning, Lane Change Alert, Side Blind Zone Alert, Rear Cross-Traffic Alert, Following Distance Indicator and memory seats. Driver Confidence 2 has Collision Preparation with Collision Mitigation Braking and Full Speed Range Adaptive Cruise Control. It's all good stuff.

Europe to get next Hyundai Genesis

Hyundai is preparing to make a rather bold move with its Genesis, as reports are now stating that the next-generation rear-drive sedan, which we showed you earlier this week, will be sold in Europe. The first-generation of the Genesis sedan never crossed the pond.
The 2015 Genesis will enter the traditional stomping grounds of BMW, Mercedes-Benz and Audi armed with the same 3.8-liter V6 and 5.0-liter V8 found in the current model. All-wheel drive, a first for the model, will also be available in Europe. "We have to overcome the challenge of competing with established European brands. We expect the Genesis to play a crucial role in improving our brand recognition," Hyundai said in a statement.
Hyundai has done a fair job of changing its image in the US from a budget-minded brand into a legitimate, mainstream competitor that covers a broad swath of the American market, offering cars from the $14,545 Accent to the $61,000 Equus. That movement started in earnest with the Genesis, and it looks like Hyundai is determined to repeat that models success in Europe.